Dell Computer, a $ 28.5 billion US based company, on Thursday started direct-to-customer selling operations in India, but remained non-commital over setting up manufacturing facility in New Delhi for the next few years. “We have two manufacturing units in the Asian region in China and Penang (Malaysia) to cater to the demands in the region. Decision to set up plant in New Delhi depends on the response and expansion of our operations,” Michael Dell, Chairman and Chief Executive Officer of Dell Computer Corporation, said.
Dell Computer, which is projecting a turnover of $ 32 billion during the current financial year, is mainly known for its strategic selling model, direct-to-customer, without any intermediary chain. “Without even setting up the plant, the company will maintain the delivery period between seven to 10 days in India,” Dell said adding, “Our prices would be competitive in the market compared to any other supplier.”
“The company is also looking for local partners besides, Tata Infotech in India for value addition to their products, Dell told reporters in New Delhi.
Asked whether distributor chain would be completely eliminated with the launch of direct-to-customer operations in India he said that it would be eliminated to a large extent. ”Dell is also planning to expand the capacity at Penang unit,” he said adding that the company would be comfortable for next three to five years to meet the demand from the region.

According to sources, Dell had sold about 15,000 computers last year and was targetting a three-fold increase in the current financial year. Bureau Report