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Dell Takes On Parallel Importers
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February 10, 2012
Dell is taking the legal route to counter parallel imports. The Indian arm of the IT giant has been plagued over the past years with large quantum of laptops, desktops, and even servers being imported through parallel channels.

This had resulted in confusion among both channel community, as well as among customers, affecting MOP on several Dell SKUs.

“When a brand is popular and demand is high, it is natural that parallel imports of these branded products happen. Initially we contacted the parallel importers and tried educating them. Some of them agreed and had stopped, but there are a few others who still indulge in the practice,” said Mahesh Bhalla, Executive Director and GM, Dell India.

Dell had sent mailers to its partners and had provided them a list of importers who were indulging in parallel imports. The partners were warned and told that Dell would neither support the products, provide service from Dell India service centers, nor would the partner gain benefits in the various rebate programs.

Bhalla said that while 90 percent of channels are aware of the fact the product they buy is not Dell India material, customers are almost always caught unaware. “They often face the issue of not getting the right support, and the brand suffers.”

“We decided to take the legal route. We have informed the office of the Customs and Central Excise on the fact that Dell India is the only authorized entity that can import branded products in the country. Over the last month or so, whenever any entity imports Dell branded products, customs officials do get in touch with us. This we believe will cut down the unethical practice,” said Bhalla.

Bhalla confirmed that products brought in through parallel routes cannot get Dell India warranty. "We urge channel partners to buy only from Dell authorised sources. They can also verify the service tag, to figure out from where the product has originated, and the warranty details."


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