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Dell
Dell
Dell International started in India about seven or eight years back by opening a customer contact
center at Bangalore in 2001. In 2003, the second contact center was opened at Hyderabad. The
company operates its services from four centers based at Bangalore, Hyderabad, Chandigarh and
Gurgoan. Dell started in Bangalore providing customer support to English speaking countries
and later also began providing technical support, procurement of financial back office and
Knowledge process outsourcing. After the U.S., Dell India is the second biggest centre with
13,000 employees. The strategic importance of India to Dell is evident from the fact that India
was one among three locations (the other two being US and UK) where Dell’s Latitude E series
and Precision notebooks were launched.
In July 2007, Dell began production at its new manufacturing facility in Chennai (Dell’s third
manufacturing location in Asia-Pacific and Japan region and eighth overall). The Sriperumbudur
plant (50-acre site with a planned five-year investment of about US$ 30 million) was chosen for
manufacturing in September 2006. The planned initial capacity was around 400,000 desktop
computers per year. The company has doubled its production capacity since then from 400,000
in 2007 to the 1 million units in June 2008. Infosys, one of Dell’s largest customers in the
country, was presented with the first ‘Made in India’ desktop computer system.
“By 2015, the number of PCs in India will grow 10 times and in the last year our personal
computer sales in India grew by 99% compared to the previous year” ” – Michael Dell.
“We have gone from zero to 10 per cent share in the government segment and we’re the largest
player in the large enterprise space” – Sameer Garde, India General Manager for Dell.
In March 2007, Dell was roughly a half a billion dollar enterprise in India and has expectations
to touch revenue of $1 billion within the next year. (Within three years of launching its products
in the Indian market, Dell crossed the $1-billion sales mark in India.) In 2008, Dell ranked third
in the Indian market with a 7.6 percent market share compared to about 4 percent market share
two years ago. In Q2, 2008, Dell had a 16% share in the Notebooks segment and 6% share in
Desktops segment as compared to 8% and 4.5% share in Q2, 2007 respectively.
In India, as part of the retail initiative, Dell tied up with Tata Croma (the Tata-owned electronics
retail chain) in July 2008 and with select Staples stores. By the end of 2008, Dell planned to
increase its presence to100 Indian cities by increasing its channel partners. In October 2008, Dell
announced the opening of the first Dell exclusive stores in India at New Delhi and Coimbatore.
Dell also tied up with 600 systems integrators all over the country who could take orders on its
behalf.
In December 2007, Dell partnered with WPP (after withdrawing its advertising responsibilities
from over 800 different agencies worldwide) which launched its own specialist unit Enfatico
with Dell as its only customer. Enfatico’s first international campaign for Dell targeted SMBs
featured successful Indian faces (like P Rajendran – NIIT’s co-founder and COO, Raman Roy –
CEO of Quattro among others with their testimonials) and aimed at establishing an emotional
connect with brand Dell.