Samriddhi Wants IT Partners For Surveillance

Samriddhi Automations is aggressively scouting for IT partners. The company plans to enroll more than 100 IT partners over the next six months.

With technology collaboration with Sony, Sharp, Texas Instruments and OmniVision, Samriddhi manufactures security surveillance products under its own brand Sparsh.

“We provide Indian goods with best-of-breed technology at rates that can beat the Chinese brands, along with warranty and support. We have a manufacturing unit in Uttarakhand,” said Sanjeev Sehgal, Managing Director, Samriddhi Automations.

“Our market strategy is to expand our channel base to take on the influx of cheap Chinese products.” So far the company has been working with the analog surveillance channel but with physical security going IP it wants to tap the IT channel.

“Increasingly the decision about physical security is being taken by the IT manager as IP technology is gaining ground. We also see a huge upgrade opportunity to IP,” added Sehgal.

The company plans to train IT resellers in analog technology as well. “While IP technology is the future, analog will continue to do well. Globally, IP is only 15 percent of the surveillance camera market. In India bandwidth and infrastructure constraints are hindering the growth of IP, which will take a couple of years to reach tipping point,” averred Sehgal.

The company expects 15 percent of its revenues to come from IT resellers in 2011. Samriddhi expects the government and banking sector to drive growth. “RBI has asked all banks to install IP-cameras at their branches and ATMs. With security threats increasing, the government is also investing in surveillance. The Indian Railways has announced deploying of cameras at all railway station over the next five years,” opined Sehgal.

Despite no well-defined partner program, Samriddhi offers pre-sales support, provides demo gears and regular training to partners. The company claims to have a customer base of over 10,000, which includes names like SBI, PNB, Allahabad Bank, Indian Oil, Airport Authority of India, Hero Honda, etc.