Get to know: Asit Ahuja

The best thing about working for Cerebra is that no matter what happens, the company does not compromise on its values.

Tags: Cerebra Middle East FZCO (www.cerebra-me.com)
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Get to know: Asit Ahuja
By  Manda Banda Published  December 19, 2013

The best thing about working for Cerebra is that no matter what happens, the company does not compromise on its values.

ASIT AHUJA, DIRECTOR & CEO, CEREBRA MIDDLE EAST FZCO

What’s your career history to date? How did you end up working in Dubai?

I began my career in the IT Industry almost 24 years ago and have always been associated with IT since then. I stepped into the Middle East seven years ago and since then have been involved in IT distribution, developing the channel for brands like Symantec, NetApp, HDS, Quantum, Fujitsu, Fibrenetix and FalconStor.

If you could improve one thing about the channel business what would it be?

The channel community in the Middle East region lacks value addition in the distribution segment; this is critical. It is our endeavour to provide value addition to the brands we carry in order to serve our channel customers better.

What product or technology should the channel watch out for this year?

This year, we are witnessing a lot of growth in two domains, the first being virtualisation and the second being security. We at Cerebra are continuously in the process of rolling out best-in-class products and solutions both in the area of storage virtualisation and in the security solutions domain.

What is your proudest career achievement to date?

My proudest career achievement has been when a customer I used to serve 10 years back in India searched for me in Dubai, and insisted we work with them again since others were unable to match his company’s expectations on service.

What is the best piece of advice you have been given?

From my early days in IT, I was advised not to sell products, but concentrate on selling the utility. This has guided me throughout my IT career.

What is the biggest mistake you have ever made since working in the IT market?

Back in 2000, we ended up selling Y2K solutions to thousands of customers when more than 50% of them never required the solutions they were sold. That has to go down as the biggest miss.

Which IT company, other than your own, do you most admire and why?

A company or a product is worth the admiration when they set the standards and the world copies them. For me it’s undoubtedly Apple, no question about that.

What is the biggest challenge facing the Middle East IT channel?

I would say the cash flow situation in the market as a whole. Companies like ours understand this and have been supporting our channel with extended credit terms.

What do you like best about the company you work for?

The best thing about working for Cerebra in the Middle East region is that no matter what happens, the company does not compromise on its values. We may lose business at times but we never lose the customer.

What sort of interests do you have outside of work?

I am an ardent sportsman. Cricket and badminton are sports that I am extremely passionate about. Music is my hobby too.

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