channel elite 2013
15 $160m
Trigon Having made significant investments in resources and facilities, Trigon is all set to reap the rewards.
Revenue for 2012
Arun Chawla, CEO
In 2012 when most of the distributors were cutting corners, Trigon stood out from the pack by investing heavily in a new office, resources and new brands, which paid handsome dividends to the company. Trigon’s business model works on a mix of value and volume. Last year, the distributor placed different resources to enhance the value business segment while increasing the market share in volume business the same time. “We moved into a new office to instill confidence and send out the message that we are here to stay. We engaged KMPG for auditing and decided to implement SAP to create strong operational backhone,” says Arun Chawla. During 2012, Trigon has expanded its product breadth by entering into distribution agreements with prominent technology brands like Acer, 3M, Optoma and Netgear. “These new brands have contributed to a healthy bottom line for us,” says Chawla. Currently, Trigon has 20 brands in its product portfolio, which is structured around the four key market segments that company caters to retail, resellers, corporate and re-exports. “We have a good mix and the products complement each other. The growth primarily from retail and corporate sector,” says Chawla. Trigon has also been able to replicate its success formula in the UAE to Bahrain and Saudi Arabia, where it has achieved around 30 percent and 70 percent revenue growth respectively. Trigon is also eyeing the opportunities in the mobility market but with a different approach. “We are not looking at product categories such as smartphones because it requires a different mindset. What we have in the mobility portfolio are products such as mobile scanners, portable
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Reseller Middle East
October 2013
hard disk drives, etc cetera,” says Chawla. Trigon is all set to ride the crest of the growth wave over the next 12 months, with eyes on 15-percent growth. “We will continue to hunt for new vendors. We don’t sign up a brand just for the sake of it. If their product line or business strategy doesn’t align with ours, there is no point in taking on a brand. It is easy to sell yourself to a new vendor but in the process you would end up damaging the brand and harm your own reputation in the market,” says Chawla, a firm believer in ethical business practices.
Year of start-up: 1997 Address: PO Box 32610, Dubai, UAE Total number of employees: 106
Revenue chart 200
160
Vendor profile
million
160
150
million
125
million 100
2010
2011
2012
Systems: Acer, LG, Samsung Networking: D-Link, Netgear Accessories and consumables: Xerox, Creative, Elo, BenQ, Ergotron Top five vendors by revenue: Samsung, LG, D-Link, Creative, Acer
www.resellerme.com