The Xenitis Group is all set to make a splash in the Delhi market. The company launched its Aapna PC brand of computers on Tuesday with Tathagat Dutta, Director, claiming that Xenitis is the "first company to launch branded computers costing less than Rs 10,000."
Said Dutta about the target market, "Our main objective is to reach out to the middle class and the lower middle class. We don't believe in confining ourselves within a metro, we want to make PCs accessible to millions of people and reach out to the smaller satellite towns."
Santanu Ghosh, also a Director with Xenitis Group, said, "We have always believed in the idea of making available the latest technology to the common people. We want everyone to take advantage of this price range." He added that Aapna PC will "usher in an IT revolution in the north and we hope to achieve the same success as we did in the East."
Xenitis Group considers Delhi as a huge market for PCs. "The PC penetration in the Delhi market is around 30-35 per cent and we are aiming to capture 10 per cent of the market," said David Noah Nair, CEO, Xenitis Group.
Asked about the company's marketing strategy, Nair said, "We will basically concentrate on print campaigns. Television is not in our agenda."
The company has recently tied up with the China-based Unitek Computers to manufacture computer cases, media chips and peripherals like keyboards, mouse, CD-ROM drives, CD-DVD drives, speakers and home theatres.
Xenitis Group, which expects to close the current fiscal year with a turnover of Rs 160 crore, is aiming to achieve Rs 500 crore in the next fiscal. It is planning to open offices in Dubai and Hong Kong in the next two to three months.