Mumbai: BenQ India has embarked on a major initiative of enhancing the reach and penetration for its range of digital lifestyle devices. The company announced the adoption of a ‘three tier-model’ that includes national, regional and product-specific or concept-oriented distributors.

In the new model, BenQ will look at appointing national, regional and specialised distributors who could focus in distributing the BenQ’s range of digital lifestyle devices or individual product lines. The three-tier model comprising national, regional and product-specific distributors is being attempted by any IT vendor for the first time in India.

Says BenQ India managing director Tashi Gelek: “Our objective is to foster a win-win formula across various tiers of the channel such that we are able to enhance our current reach and penetration across the country. This is a step in refining our current distribution strategy.”

Recently BenQ also announced the appointment of Maxtone Electronics as its specialised regional distributor for BenQ’s optical drive products in the western region. BenQ has SES Technologies and Neoteric Informatique as its national distributors and Godrej and Boyce for distribution of projectors.

BenQ has an effective presence in display (LCD and CRT monitors); digital display (plasma screen and projectors); storage (CD-ROM, CD-RWs and DVD-RWs); media (CD-media); imaging (scanners and digital cameras) and input devices (keyboards and mice).