Mouser Electronics, a subsidiary of TTI Inc and part of Warren Buffett’s Bershire Hathaway, is expected to invest ₹90 crore to ramp up its India presence.

A catalogue distributor of electronic components of more than 600 manufacturers, featuring 4 million semiconductor and electronic components on its website, Mouser ships to 500,000 customers in 170 countries.

Having set up shop in India five years ago with seven employees in customer services, the company added a marketing team last year and has grown to a team of 34, including customer services, marketing, IT, Internet support and content for marketing.

Speaking to BusinessLine during the company’s opening of a new customer service and back office support centre on MG Road here, Mark Burr-Lonnon, Mouser’s Senior Vice-President of APAC and EMEA, said: “The India sales trend looks good as customer traction is up 45 per cent. A major part of that demand comes from Bengaluru, followed by Hyderabad, Delhi and Pune. Online sales from Indian customers which was 57 per cent in 2015 has grown to 62 per cent in January-July 2016. Therefore, we have decided to ramp up our India team, to increase the levels of local support we offer to customers here.”

He however, declined to reveal the quantum of investment planned for India. Sources said the company expects to invest ₹90 crore in the country over three years, in three phases.

To double headcount

The new office can accommodate 85 employees and the company plans to double the headcount next year.

“As per our sales forecast for 2016, America is expected to grow under 3 per cent, APAC at 18 per cent and EMEA at 16.5 per cent. Sales throughout India are up by more than 20 per cent this year and we expect it to grow at 21.7 per cent, with no signs of slowing down over the next four-five years. India contributes to 8 per cent of our APAC revenues today,” said Burr-Lonnon, adding that the company’s best selling products in India are micro-controllers and sensors because of IoT-related developments in the country.

Sales strategy

With zero sales staff, Mouser follows a two-pronged sales strategy of a robust inventory and marketing content.

“We have $500 million worth of inventory globally with the latest semiconductors and electronics components for the newest design projects, which are shipped out to customers across the globe from our central, wireless automated warehouse spread over 610,000 sq ft in Texas.

“Customer orders from India get shipped out in 12 hours to reach them in three-five days,” said Kevin Hess, Senior Vice-President, Marketing, Mouser Electronics.

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