Trigon LLC

COO: Arun Chawla

Tags: Channel Middle East Power List 2010Trigon ComputersUnited Arab Emirates
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Trigon LLC COO: Arun Chawla
By  Jonas Published  March 28, 2010 Channel Middle East Logo

Contact: +971 4 393 6247
Headcount: 95
Active Accounts: 325
Regional Offices: Bahrain, UAE
Key Brands: BenQ, D-Link, Creative, Elo Touch, Ergotron, LG, Samsung, ViewSonic
Ownership: Trigon is a division of the privately-held Al Ghurair Business Group
2009 Sales:
2008 Sales: US$115m (Verified)

What measures have you taken to ensure your company remains competitive?

We are a company that believes in GP and bottom-line basics and this has been the focus which has reflected how serious we are about the long-term ambitions of continuing to grow and exist in the market. We have no desire to trade in a way that overshadows the need to make a profit. Today, distribution has become mere fulfilment - logistics and box-shifting remain part and parcel of the channel’s role. Support and services is often an overlooked area of channel development because it gets forgotten that high quality support and services are vital to differentiate yourself from competitors in this cut-throat competitive environment. That is where Trigon has continued to capitalise.

What are your main strategic plans when it comes to developing the business in 2010?

We will continue to support and remain loyal to all our partners so that we build quality business. That means continuing peer-to-peer relationships with dealers, resellers and retailers to better understand their business requirements and business models. We intend to put more focus on the retail business and expand the retail-related product line, and do the same thing for the SME segment. Another priority will be to add more value with the expansion of our service centre and the addition of vendors and products that provide services-related value add.

Company focus

Trigon has strategic alliances with many prominent IT peripherals and electronics suppliers, rendering it an influential distributor in both the consumer and commercial channels, particularly in the UAE. Under the stewardship of Arun Chawla, Trigon has evolved into a financially-strong and stable outfit with one of the most impressive staff retention rates in the industry and a loyal customer base to match – factors that have helped it forge relationships with some of the market’s biggest names.

Channel Middle East Verdict

The strategy of dividing its business into four pillars – channel, retail, corporate and exports – appears to have served Trigon well in 2009 by ensuring it was not overly exposed to one particular sector of the market. It wouldn’t be a surprise to see the Dubai-based distribution house add to the 18 core brands it already works with, especially if there is no danger of it cannibalising existing sales. Tie-ups with Sony for data storage and Packard Bell for PCs and monitors are recent evidence of that.

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