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July 18, 1997


APC ties up with Godrej Pacific

A Staff Writer in Bombay

American Power Conversion India Private Limited has announced a partnership with infotech distributor Godrej Pacific to sell its range of uninterruptible power supplies in India.

The alliance allows APC to further its penetration of the UPS market in the country through Godrej Pacific's established network.

Access to APC products across India will now make it more cost effective for resellers. "India is currently in the midst of an IT boom, and we intend to catch the IT peripheral market as it grows. We have aggressive sales targets for India over the next few years - targets that depend largely on having a top grade distribution mechanism in place," said Rishipal Sethi, country manager, APC India.

"The proven expertise of Godrej Pacific in this field will contribute significantly to achieving our business goals, while APC continues to focus on developing this grade power protection devices for the Indian market."

Commenting on the partnership, Shailendra Gupta, CEO, Godrej Pacific, said "The market for computer products and IT accessories is currently in the high-growth phase. With consumer demand on the rise, it is imperative for the resellers to ensure sufficient product availability at all times. We realise the need for a cost effective and efficient distribution channel, and are committed to partnering with manufacturers and developers to bring their products to the market."

APC products will now be available to the retailers via the 24 branches of Godrej Pacific across the country, alongside other leading brands like Digital, Intel, Hewlett-Packard, Samsung, Panasonic and 3Com.

Godrej Pacific is a joint venture between Godrej, one of India's largest manufacturing companies, and Tech Pacific, the largest distributor of IT products in the Asia Pacific region.

Godrej Pacific services the developing Indian marketplace, combining the established Godrej customer base with Tech Pacific's high volume computer product distribution.

APC India is a 100 per cent subsidiary of the American Power Conversion Corporation. APC currently has offices in Madras and New Delhi, and plans to open up customer support centres in Bombay and Bangalore by the end of 1997. American Power Conversion is the market share leader in the design, manufacture and marketing of power protection equipment. The company is headquartered in West Kingston, Rhode Island, and its products are distributed worldwide.

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