Get All Access for $5/mo

How This CEO Expanded His Company By Listening to the Consumers The CEO of this consumer electronics giant is initiating innovation at the execution level

By Punita Sabharwal

You're reading Entrepreneur India, an international franchise of Entrepreneur Media.

Entrepreneur India

Agarwal took over his current position as the CEO of Lenovo India almost two years back after being with the company for close to 10 years. When asked what kind of innovation he has been able to bring in, Agarwal says, "We are doing innovation even at the execution level. For example, how do we reach out to the customers, how do we sell and improve our internal structure to make sure we are more efficient."

One of the major initiatives he had taken was making his team interact with the consumers. Sharing the same he says, "We realized that as sellers we are more dependent on the retailers to tell us what the end consumers think about us. So we have made it mandatory for the sales team to spend more time in the market and speak to at least five to seven customers in a week.And we started receiving a much stronger feedback."

Speaking about his other initiatives he said that he found that there were some states where Lenovo's retail presence was low for no particular reason. "It was simply because nobody really looked at that direction. For example, if we look at Punjab or Ludhiana or any such big cities, we do not have enough retail stores. So we did the scanning of the top 500 cities in the country and compared our retail presence to what the market could be. So now, we are on the path towards driving our retail expansion," he adds.

Talking about the impact of offline stores while the retail world is moving online, Aggawal says, "For us online is growing. But we still need to have minimum footprint because what we can also sell through those outlets, especially tablets and phones which no other computer brand is offering. So, most sales of the tablet happen through our offline stores. ." Currently, Lenovo has 800 exclusive stores across India. Aggarwal has initiated opening of several new stores but has also closed a lot of non performing stores.

Talking about Lenovo's retail presence Aggarwal acknowledges, "We won't say that we are the most visible brand, if we compare with visibility of other brands in the malls and high streets, but that is a journey that we will continue for next two three years." 2017 was a difficult year for everyone in the IT sector owing to political changes like Brexit and US elections.

On how he keeps his team motivated, Aggarwal says, "We had expected the market to expand a lot last year because it marked the third year of digital India." Lenovo is also catering to start-ups like Ola and partnered with Assam and Maharashtra Government.

(This article was first published in the July issue of Entrepreneur Magazine. To subscribe, click here)

Punita Sabharwal

Entrepreneur Staff

Managing Editor, Entrepreneur India

Starting a Business

Spend Less Time Worrying About Your Company's Runway — And More Time Rethinking Your Strategy. Here's How.

Perceived short runways leave founders in angst. It does not have to be this way; the best way to extend the runway is the right strategy.

Social Media

The 5 Critical Components of a Great Customer Journey Map

From clear goals and actionable insights to an omnichannel view of the customer experience, how to fashion this pivotal business building block.


Your Public Messaging Strategy Starts With Your Inner Circle

Entrepreneurs spend hours planning and developing key messaging strategies to broaden the reach of their business. Instead, start with an "inner circle" core of family, friends, colleagues, and most importantly an existing customer and vendor base.

News and Trends

Work With AI: LinkedIn Debuts Suite of New AI Experiences

In a blog post, LinkedIn chief product officer Tomer Cohen shared how the company observed a remarkable trend of a 5x increase year-over-year in the number of learners engaging with Al courses and content on the platform

Growing a Business

Disrupt a Business-As-Usual Industry in 6 Steps

The most influential innovators all have one thing in common: disrupting traditional industry markets. However, only some are able to pull it off. Here are six steps all market disruptors must follow to succeed.