One hundred and eighty eight years after the word convergence first took on a meaning, a new phrase has come into existence. The coming together of Telecom, Information Technology, learning Media and entertainment (time) products and services under one umbrella - Agrani Convergence Ltd.

"Agrani" means "Staying Ahead" in Sanskrit, where the meaning translates to "A trial blazer". ASC Enterprises Ltd, an Essel Group Company, is a multi project corporate focusing primarily on satellite and other wireless communication ventures and the retailing of TIME products. It is a part of Subhash Chandra's Essel Group that has a vast range of global business interests, encompassing Zee Telefilms, Siticable, Essel Packaging, Essel World and many more.

Agrani Convergence was the first to launch a nationwide chain for technology products under the brand name 'Agrani Switch'. The Agrani switch superstores, ranging in size from 1000sq ft to 6000sq ft bring the benefits of an international retail environment to the Indian consumer.

So if you are a music buff or a computer whiz, Agrani Switch store with outlets on Cunningham and Airport Road (in Bangalore), Connaught circus at New Delhi and Noida is the place for you. Agrani Switch retail stores have a unique and warm shopping atmosphere and feature a wide assortment of brands than elsewhere. Not only do the Agrani Switch Stores provide the convenience of acquiring various technology products under one roof, they also encourage the consumer to 'touch & feel' the products to experience them first hand. Furthermore, the Agrani Switch retail chain provides consumers value for money and a reliable nationwide after sales service. It has a range of products targeted at individuals, and corporate buyers.

The idea behind the Agrani switch stores is to build a retail convergent brand, which is an aggregator, enabler, facilitator and a de- intimidator of products, services, solutions and content for telecom, information technology, etc.

Some of the products and services that Switch offers in the telecom section are mobile phones, accessories, cellular services, telephones, pagers, paging services, fax machines, Internet kits, games and educational CDs.

The Information Technology and learning section offers a large range of computer accessories, software, multimedia kits, printers, scanners, monitors and hard disk drives. The media entertainment section includes products such as multi-media software, digital photo cameras / software and other such stuff.

Agrani convergence envisions the launch of direct catalogue in Delhi in the first week of October to be followed by other cities like Bangalore and Ahmedabad. According to Pankaj Mohindroo the CEO of ACL, the store is slated for an early November launch with over 10,000 products, which will offer net surfers a variety of choice. Pointing out that the catalogue and virtual store will compliment brick and mortar initiatives here.

While the switch virtual store will provide Internet enabled consumers' access to a wide assortment of technology products and services from the convenience of their homes and offices.The virtual store will feature consumer intelligent technology to assist consumers while they shop online. It will also have a number of payment options to facilitate the online shopping experience. The catalog to be distributed 6 times a year will offer a wide assortment of technology products specifically designed to meet the requirements of the corporate customer. Supported by a large direct sale and logistics team and a national distribution infrastructure, the Switch catalog will provide manufacturers of technology products a customized avenue to showcase their products.

Mohindroo said of the 2,500 retail Agrani outlets planned by 2006, only 50 would be company owned, while the rest will be franchised. Our aim is a turnover in excess of Rs 900 crore by 2006." He added that at present the company's focus is more on setting up the retail chain and not to push sales, as "people have to get familiar with the convergence products being offered".

Agrani's presence therefore on the cutting edge of technology, constantly identifying and delivering new technologies to the consumers across the nation certainly promises to deliver to technology savy consumers better lives and value for money in times to come.

For as Pankaj Mohindroo himself sums up "Access to technology should not be a luxury for the minority, but rather the right for majority. Delivering this right to every Indian citizen will be the greatest challenge, and the biggest reward…"

ARCHANA DEV