Chapter 1

Sri Natraj Computers Pvt Ltd.

Sri Natraj Computers Pvt Ltd. Started in year 1999 under the leadership of Mr. Mukesh
Kedia. Since their establishment they emerged as a prominent force in field of distribution
and marketing, due to their well-established networking in the market. The number of
products under all brands collectively range up to 1000 products.
Over the years they have gathered expertise in distribution channel and maintained great
relations within the industry to ensure growth for every organisation they undertook as a
distributor.
1.1 Our Products
 Routers
 Anti-virus
 Speakers
 Cables
 POE Switches
 Mobile Accessories
 Computer Accessories & Peripherals
 LED monitors
 Connecters

1.2 Management Team

1.2.1 Mr. Mukesh Kedia, Managing Director

He is a post graduate in computer science technology from Maharshi Dayanand Saraswati
University, Ajmer. He overlooks the overall management in the organisation and also handles
relationship management with the vendors and corporate clients.
1.2.2 Mr. Prakash Kedia, Finance Manager
He is a post graduate in commerce from Maharshi Dayanand Saraswati University, Ajmer.
He is head of finance and manages routine transactions with vendors and forms policies to
achieve organisations mission and vision statements.
1.2.3 Mr. Mukul Mittal, Head-Marketing & Supply Chain Relations
He has completed his Master’s in Business Administration from Jindal Global Business
School. His primary responsibilities include maintaining relations with customers (corporate
& dealers) and finding new markets to expand their distribution network, along with keeping
the team together and analyzing the marketing mix for product penetration.
 1.2.4 Mr. Bhuvnesh Kedia, Head- Sales & Human Resource
He is an MBA from Birla Institute of Management And Technology. He is responsible for
business development. His responsibilities vary from employee management to customer
management and formulation of schemes and offers to retain existing customers and attract
new customers and provide all of them with better services.

1.3 Major Vendors

1.4 Sectors Covered
 Telecommunication
 Networking
 Security & Cybersecurity

1.5 Product Range

1.5.1 Classification by Brands
 Honeywell, Cadyce & Nex-Tech
 HDMI Cables
 VGA Cables
 Converters
 Hub
 Laptop Stands
 Switches

 TP-Link
 Routers
 Switches
 POE Switches
 Access Point

 D-Link
 Routers
 Switches
 POE Switches
 Access Point
 RJ-45 Cables
 CAT-6 Cables
 Crimping Tools

 Enter, Punta & Intex

 Keyboard
 Mouse
 Cabinet
 UPS
 LED Monitors
 Speakers
  Toreto
 Mobile Cables
 Mobile Chargers
 Car Chargers
 Bluetooth Speakers
 Car Mount

 AOC
 LED Monitors

 QuickHeal
 Anti-Virus

1.6 Size of Organisation

1.6.1 In terms of manpower
 Total no of Distributor Employee: 17
 Fixed Salary – (Rs.15-20K)
 NO target and Incentive to Distributors Salesperson
 10% average increment
 Company Salesmen: 11 (Client Payroll)
 Each company has provided one salesperson to the distributor.
 Dealers covered:
 70 - Nehru place
 15 - Wazirpur
 10 - Laxmi nagar
 4 - Janakpuri city centre
 20-25 – NCR

1.6.2 Distributors Employee Classification

 Total no of Employees: 17
 Computer technicians: 2
 Salesperson: 3
 Delivery person: 3
  In case of Heavy cartons: A transporter.
 Order taking from dealers on calls: 3
 Pantry: 1
 Accounts & Billing: 2
 Inventory: 1
 (Champion) Driver: 2 ( 3-Wheeler Load Carrier)

1.6.3 In terms of turnover

 Operation Cost – Rs. 5 lakh per month

 Revenue – Rs. 2.4 to 2.6 Crores per month

 Distributor’s Margin – 7%

1.6.4 Monthly Target

 TP-Link – 40 lakh/ month (4% TOD)
 D-link – 50 lakh/ month (4% TOD)
 AOC – 30 lakh/ month (2% TOD)
 Quick heal – 30 lakh/ month (1% TOD & other schemes)
 Honeywell, Nex-tech, Cadyce, toreto, – NIL
 Enter, Punta, Intex – Quarterly & Monthly target (3% TOD)

1.7 Mission
Sri Natraj Computers Pvt Ltd. is a professional distribution organisation committed to :
 Distributing branded retail merchandise to our loyal customers in the independent
markets
 Servicing our customers' and vendors' needs while exceeding their expectations
 Differentiating ourselves by providing the best customer service to quality customers
 Creating an environment which motivates employees to achieve maximum sales
potential
 Valuing long-term relationships with suppliers and customers
  Maintaining a vision towards the future by positioning ourselves to take the lead with
industry changes while maintaining our commitment to setting the standard in the
industry
The pursuit and achievement of our mission will result in outstanding customer satisfaction,
high job satisfaction for our associates and long term sustainable growth for our vendors.
Together, we all win.

1.8 Vision
To be distribution choice for both vendors and Reseller through country presence and in
country product presence.

1.9 Values
Our core values lay around customer first approach, respect & trust, integrity, people oriented
environment and our passion for growth and success. We encourage and advocate cross
vertical one team approach by working towards our common goals.