Published On: Sat, Apr 26th, 2014

Dell India torques retail expansion; launches its 200th Exclusive Store


Dell India, India’s leading end-to-end technology solutions provider today reinforced its investment in retail expansion plans in the India market with the opening of its 200th Dell Exclusive Store in Mayur Vihar, New Delhi. The opening of the 200th Dell Exclusive Store is a testimony to the vigor with which the brand is approaching its retail strategy. Only two months ago, the company had launched its 150th Dell Exclusive Store (DES) in Chennai. Three months prior to this, the company had inaugurated its 100th DES. True to its word, Dell has rapidly grown to 200 stores in an admirably short time span.

Dell Mayur Vihar

Strategically located on Mayur Vihar Phase 1, New Delhi, the store, as is characteristic of Dell Exclusive Stores around the country, offers the entire range of Dell’s consumer products – laptops, AIOs and desktops from the Inspiron, XPS and Alienware brands, as well as related peripherals. The exclusive Dell store is the company’s concerted efforts towards enhancing the overall purchase experience for consumers in India. Keeping in mind the importance attributed to the process of purchasing a laptop or a desktop, Dell’s endeavor is to provide customers with a rich and informative technology experience, and to make the environment conducive to an educated and informed purchase decision.

The opening of the 200th store will enhance Dell India’s retail presence and also places a renewed emphasis on the brand’s commitment to the Indian market, as it becomes increasingly accessible to a widening consumer base. The combination of an aggressive market strategy, attractive pricing, variety of products and rapid retail expansion, including in Tier 2 and Tier 3 markets, has resulted in a robust brand strategy. This strategy is fashioned such that it creates engagement, education and an experiential purchase for the customer.

Remarking on 200th Dell Exclusive Store launch and the success of launching 50 stores in the last two months, Mr. Manish Gupta, Director, Consumer & Small Business, Dell India held that, “It is invigorating to see our retail strategy achieving execution in a time frame that is shorter than that which is projected. It is indicative of the dedication that goes into all our efforts to serve customers not only with the best products, but an enhanced brand experience. The in-store purchase experience is a crucial component in the endeavor to engage with our customers and to surround them with the Dell philosophy. The 200th Dell Exclusive Launch is another milestone in a journey that has seen us grow from 47 stores in April 2013 to 200 stores today.”

Apart from the Dell Exclusive Stores, Dell also aims to reach out to the customer base through large format stores like Croma and Reliance Digital. A few thousand resellers spread across 700 towns and cities in India, contribute to its extensive retail network. Dell also has an onsite service footprint of over 20,000 pin codes across India and is known for its pioneering service and support offerings such as default on-site warranty, 24×7 Premium Phone support (PPS) and Accidental Damage service, for its consumer range.

Dell recognizes its partner network as an important growth engine to gain greater reach and customer access in the Indian market, working to attain a three-fold objective – Stronger commitment, faster response time, and overall growth for the partners.

About the Author

Jawed Akhtar

- A Journalist by interest and a Music Enthusiast by passion. Wedded to Mother Nature, Jawed indulges his aesthetics in travelling and reading books of varied genres. Having covered News stories for top Dailies in his formative years, that is, he is game for tryst with Technology at Techmagnifier.

Dell India torques retail expansion; launches its 200th Exclusive Store