HCL Infosystems known for its popular but staid computers is getting jazzed up with an image makeover. It has launched laptops sporting fancy colours and design imprints as young buyers eye slick, multimedia-rich notebooks.
HCL is eyeing a 20 per cent market share in the laptop segment in the next two years and has launched a new brand of 1.8 kg lightweight notebooks called ‘ME’ (Mobile Excitement) that sport features like a one-button access to chatting with HCL helpline in addition to multimedia capabilities.
HCL had commissioned a study to the Indian Market Research Bureau that covered 3,000 respondents between 18-29 years across nine cities.
“The study suggested that we needed to go in for a complete makeover of brand and move away from the old line of thinking,” Ajai Chowdhry, chairman and chief executive a HCL Infosystems, told reporters.
According to industry estimates, HCL has a market share of about 7 per cent in laptops that command industry-wide annual sales of about 20 million. The company ranks fifth in laptops, behind brands like Hewlett Packard, Dell and Acer. The makeover might help HCL break its image of a low-cost manufacturer and take on multinationals.
“Around 90 per cent of their products are under Rs 40,000 but still a buyer looking for a low-cost option is more likely to go for an HP Compaq,” Diptarup Chakraborty, principal research analyst at Gartner told Hindustan Times. “The company needs to increase visibility, widen its portfolio by adding products with strong design and technology that become a talking point,” he added.