Creative Peripherals goes in for name change and business rejig

Ketan Patel, Chairman and Managing Director, Creative Newtech

The Mumbai-based listed player recently changed its' name to Creative Newtech and also realigned its business under 4 units - FMSG (fast moving social goods), FMCT (fast moving consumer technology), FMEG (fast moving electrical gadgets) and EB (enterprise business). The new branding and business unit alignment is to gear it up for the changed consumer behaviour/demand post pandemic. The NSE-listed company reported (update it with the latest quarter result highlights), is also significantly reshuffling its current portfolio of 22 brands. Creative Newtech is expecting its digital e-commerce B2B platform - Ckart to grow rapidly in the years ahead.

On top, its looking at significant growth from new introductions and increased overseas footprint.

Speaking to Ketan Patel, Chairman and Managing Director, Creative Newtech, said, "Being close to the ground and actively listening to our partners and end consumers, we realized there is huge disruption ahead with the growth of d2c brands and increased e-commerce adaptation across India across consumer categories. The new name and business units is part of a well thought through strategy to reshape the entire organization to be lean and fit for the digital future. The new structure with sharpened focus, will help us deliver a better experience. We are actively reshuffling our portfolio keeping only those that are resonating with Indian consumers and generating certain volumes for us while seeking to add others that fit the above criteria."

Currently Creative Newtech distributes products from Disney+Marvel Reconnect, EPSON, Philips, Samsung, Transcend, ViewSonic, Zeiss, BaByliss, BPL, Cooler Master, Colorful, Insta360, edelkrone, InVue, MSi, Olympus, PNY, Printronix, Rapoo and Thermaltake among others. Founded in 1992 by the husband-wife duo of Ketan and Purvi Patel, it has emerged as among the leading names in the Indian consumer & technology product distribution space. Creative Newtech which employs over 200 professionals, has an omni-channel network that spans online, offline and retail trade channels. It offers 70+ brands, 3200+ products, has 5000+ happy channel partners, achieves 10000+ monthly distribution and 50000+ metric tons (across its product range) of monthly import and export. "We are one of the few national players who provide end-to-end solution from contract manufacturing to retail distribution and brand licensing which makes us really attractive as a goto partner for global brands looking at the Indian market," he further added.