Laptop and PC-maker Lenovo is targeting to be the category leader with a 20 per cent plus market share in India by the end of this fiscal.
Its current market share in India stands at 18.1 per cent thereby making it the third largest player after HP and Dell.
According to Bhaskar Choudhuri, Director – Marketing, Lenovo India, having achieved a 20 per cent market share is likely to push the hardware-maker to the number one spot.
“The target is to be the number one PC and laptop-maker by March this year,” he said.
Consumer business (sale to individuals) accounts for 50 per cent of Lenovo’s India sales while the remaining comes in from the enterprise segment.
PC penetration in India is pegged at 10 per cent but, as per sources it has remained more or less flat almost zero growth. Economic slowdown leading to higher refresh cycles (rate at which PCs are changed) has been a cause of sales remaining flat.
However, for Lenovo, growth will come on account of it capturing market share from competitors and also through creation of demand across categories, he said. First time buyers from Tier-2, Tier-3 towns and Sec B cities are expected to be major growth drivers for the hardware-maker.
As a part of its new initiatives, the company has launched a buyer facilitation programme, called ‘Start Up With Lenovo’ that aims to make it more accessible through finance schemes, PC accessories and so on.
The success of the scheme in some markets such as Andhra Pradesh, Telengana, Gujarat, Punjab and Maharashtra has now prompted Lenovo to introduce the same in others like West Bengal.
“The ‘Start Up With Lenovo’ programme received good response from buyers. It is a long-term engagement,” he said.
Smartphone Sales According to Choudhuri, Lenovo is also targeting to be amongst the top three smartphone players in the country. It currently is amongst the top 5 (that include sales of handsets under the Motorola brand).
“We are amongst the top 5 smartphone brands in India. Our aim is to be amongst the top three by this fiscal-end,” Choudhuri said.