78
since mid 60s.The company applied its expertise and experience in various power projects such as Umiam I and II in Meghalaya, 2x500 MW Anpara B thermal power project in Uttar Pradesh, 1200 MW Sardar Sarovar hydroelectric project in Gujarat, 3x170 MW Teesta V hydroelectric project in Sikkim and 4x200 MW Koldam hydroelectric power project in Himachal Pradesh. In Maharashtra, the company provided gas insulated switchgears for hydroelectric power projects in Mumbai and Ghatghar.
Currently, it operates in India through its following two group companies:
• Toshiba India Pvt. Ltd. (TIPL)
• SoCrates Software India Pvt. Ltd.
Toshiba India Pvt. Ltd
In 2001,Toshiba established its wholly owned Indian subsidiary,Toshiba India Pvt. Ltd. (TIPL), to provide marketing and sales support to the Toshiba Group companies. Over the years,TIPL has also been able to assist Toshiba in expanding its presence in other Asian countries, including Sri Lanka, Nepal and Bhutan.
TIPL operates in the power sector, and also produces semiconductors, office automation products, PCs, consumer electronics and medical equipment. It also provides high-capacity and high- voltage (800 kv) transformers in India.
SoCrates Software India Pvt. Ltd
SoCrates Software India Pvt. Ltd. (established in 2002 by FTD Technology Pte Ltd., Singapore)
Company Background
Toshiba Corporation, established in 1875,
manufactures and markets advanced electronic and electrical products such as information and
communication equipment, power systems, Internet-based services, industrial infrastructure systems, electronic components and home appliances.
It is the world’s ninth-largest electric and electronic equipment manufacturer. For the year ending 31 March 2006, it had net sales of US$ 54.21 billion and a global workforce of 172,000 personnel.
Toshiba in India
Toshiba has been serving the Indian power sector
TOSHIBA
CORPORATION
Geography wise distribution of Toshiba Corporation for 2005-06
63%
8%
1%
10%
Source: Bloomberg
nJapan nRest of Asia nNorth America nEurope nOthers
18%
79 look at the possibility of outsourcing products and
services to India.
TIPL plans to launch a wide range of exclusive notebook models in India and promote them through retail stores. It is opening concept stores – shopToshiba and iShops – to sell its notebooks in India. It also plans to launch new products in India, including rice cookers, hot pots and vacuum cleaners.
In addition,TIPL is also planning to tap the following niche business segments through aggressive pricing, marketing and distribution strategies
Laptop Market
TIPL plans to tap the domestic laptop market by leveraging its technological leadership, and operational and distributional strengths of its partner HCL Infosystems.
Household Appliances
In May 2006, the company announced its plans of entering the home appliances industry in India to tap the Indian white goods industry.
Multifunctional Devices (MFD)
Toshiba plans to increase its product offerings in the Indian MFD market.Toshiba’s e-Studio is the leading product in terms of total volumes shipped in the MFD category. As a result, the company has decided to set up an exclusive e-Studio showroom in India.
merged with Toshiba in 2005.This strategic move made Toshiba the largest Japanese semiconductor company in India.The company develops software for Toshiba's system-on-chip business.
Factors for Success
Customer Satisfaction
TIPL’s has offered innovative products and services in the Indian market; thereby, it has been able to increasing its presence in India. It has developed a deep understanding of customers’ requirements and has laid special emphasis on customer satisfaction. The company has also been able to leverage Toshiba’s brand image – which is perceived as a technologically superior brand – to gain a foothold in the market.
Efficient Distribution Network
Toshiba partnered with HCL Infosystems, which had an extensive network of more than 2,500 resellers across 300 locations in India, for the distribution of its products, including PCs, laptops, photocopiers and office automation &
communication equipment.The company has been able to utilise HCL Infosystems’ strong sales and services network for offering cost-effective solutions and efficient after-sales support to its customers in India.
Future Plans
SoCrates Software India Pvt. Ltd. plans to position itself as a major hub for the development of software and software products by leveraging its capabilities in semiconductor manufacturing and software development.
TIPL is also planning to explore the possibility of working with some of the leading Indian companies for reducing construction time through the
application of latest technologies and project management techniques.The company will also
