Myrepublica.com talked to him about his fast growing business.
Excerpts:
Myrepublica.com: How have you managed to establish Beko brand in the market so fast?
Ashwini Kumar Todi: Introducing a new brand in the market is never an easy job. But in these six months, we, as a team, worked very hard to establish our brand and promote our products. We conducted a very good research in the market and identified places where we could penetrate.
We also have more than 40 well-trained dealers all over Nepal so that people can see that we exist.
Myrepublica.com: What are your future plans?
Todi: First of all, we need to establish ourselves in the market. We want to gain enough market shares to be able to compete with other brands like Samsung and LG and fall under the top three home appliance dealers here.
Our products are on par with the quality of those brands and we are comparatively cheaper as well. So, we hope we accomplish our mission soon.
We are also planning to introduce electronic equipments along with home appliances. We are planning to bring LCD TVs, DVD players and other such electronic appliances in the Nepali market soon.
Myrepublica.com: What are the major challenges that you are facing to compete in the market?
Todi: Introducing new products is a challenge in itself. Beko is not a brand that is well known in the South Asian market. It would not have been a big deal to market these products in European countries. But, we chose not to wait for people to hear the name and introduced it before everybody else.
We need to make us noticed in the market, prove ourselves and make customers trust us -- which are difficult tasks. We also have not created enough distribution networks yet.
We need to prove in the due course of time that our products are worth the price they are paying. The initial few months were very challenging and full of hurdles. But I believe that it has passed by now.
Myrepublica.com: How do you see the market of Nepal for Beko home appliance markets?
Todi: There is a good amount in the market especially when you are not focusing your products for the upmarket clientele. People are upgrading their lifestyle and nuclear families are emerging in our society. Home appliances have become a necessity.
I also see the opportunity of electronic appliances in the market despite protracted power cuts. The demand for LCDs is very visibly growing these days. The market is always growing, we just have to know how to catch the opportunity.
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