Sparsh – Made in India brand : Pride of the nation

Mr. SANJEEV SEHGAL, MD – SPARSH
(SAMRIDHI AUTOMATIONS PVT. LTD.)

Largely driven by the sales of CCTV, biometric applications and proximity systems, large and small-sized enterprises have begun to fuse in new systems and technologies to the existing security methods. By doing so, they hope to avoid wide-scale replacement of traditional legacy systems and ensure better security standards. India, which is perpetually under the threat of terrorism and security breaches, has started adopting various security technologies in a big way. ENGINEERING REVIEW is in interface with Mr. Sanjeev Sehgal, Managing Director of Sparsh for taking up an overview of the security industry.

Q. Sparsh has gained remarkable positioning in the security industry; what is your success mantra ?
Determination, hard work, innovation, team work, loyalty and sincerity are the things which in my opinion can take one to the success! ‘The harder we work, the luckier we get’; that is our main mantra for success. I always believe in working for the long run. Also, keep working for your goals as well as make new ones all the time so you are always striving for something better.

Q. What are the new products launched by Sparsh ?
Sparsh has launched “Made in India” Z-Secure IP camera series and DVR series based on Texas Instruments platform.

Q. Can you elaborate more about the surveillance storage product portfolio & its applications ?
The demand for storage capacity to record Video Surveillance System image is growing at an unprecedented rate driven by increasing high resolution cameras and longer data retention polices. In recent years, video surveillance has shifted from analogue to digital data storage archiving; which recording streams via digital video recorder (DVR) or network video recorder (NVR) to external storage system with RAID features data protection.

Furthermore, critical record would request infrastructure like storage area network (SAN) to achieve performance, scalability and reliability. Arena offers a complete range of DAS/SAN storage solutions to meet the critical requirement of modern video surveillance storage application; various features are tailored for it and various configurations can fulfill different demand.

Consistent innovation mantra –
Sparsh R & D Department

Q. Do you have any plans to target SME segment which is large in number ?
The security of a company is as strong as the weakest link in the chain. SME segment today is the fastest growing sector and is being targeted by many. Security is one of the key concerns for the SME sector today and hence we address the need of the hour. We have all kinds of solutions which are suitable for all their need and have future plans to expand our reach in the segment.

Q. What are the marketing strategies outlined by Sparsh to maintain its apex position in security industry ?
With an experience of over 10 years, Sparsh have solidified its leadership position in the field of security products and solutions by developing and manufacturing cutting-edge security systems. We are today among the “Top 100 ICT brands of India” and our marketing team is working hard to create new benchmarks for Sparsh. We want to be more close to customers and hence our marketing strategy would be to meet more and more customer in events, road shows, training programmes, etc.

Q. Please comment on the channel distribution network of Sparsh to reach its brand in every corner of industry ?
Sparsh has a PAN India network with more than 1500 resellers compromising of C&F, franchisees, distributors, dealers, channel partners, system integrators and enterprise SI’s. We have presence in more than 100 cities in India and we target to increase our partners to 3000 having presence in more than 150 cities in next fiscal.

Sparsh Infrastructure –
Manufacturing Facility at Haridwar

We aspire to be a true Indian company with global outlook having worldwide presence, and therefore we have increased focus on global partners. We have our participation in major international security trade shows like Security China 2012 in Beijing, INTERSEC in Dubai & SECUTECH in Taiwan wherein we want to spot the potential distributors, dealers or as an OEM for our range of CCTV Surveillance products. We already have separated our international sales department and have special focus on emerging markets including South Asia, Middle East & Africa.

Q. Do you have any training programmes or educational approach for system integrators & channel partners ?
Yes, we keep on organizing training program for our partners to upgrade their knowledge and our channel partner are that much trained enough that they really don’t require hand holding. Our Technology Partner Program is aimed enables Sparsh and partners to offer complete solutions and have a good understanding of the different parts in a surveillance system.

Q. What is the mode of awareness adopted by Sparsh for end users & how it is executed ? (customer meet, roadshow, event promotions)
There’s an old saying in business that people buy from people. If that’s the case, it’s a good idea to get people together as often as possible! We participate in every big Trade shows and events for people with common interests to make awareness among our end users. These events generate leads, nurture prospects, build brand awareness, expand distribution or enhance relationships with existing and new customers.