Jaganathan Chelliah, Senior Director, Marketing, India, Middle East, and TIA, Western Digital, delves into the company’s vision and highlights the innovative marketing strategy adopted to reach varied audience groups. In this interview with Adgully, he highlights how an ingredient brand like Western Digital has successfully landed campaigns that highlight the significance of data storage in today's technological era. Excerpts:
Is the Middle East similar to the Indian market or is it way advanced? How do you see that market panning out there?
The Middle East market possesses distinctive characteristics that set it apart. Firstly, it boasts a significant retail orientation, featuring a substantial retail presence. This stands in contrast to India, where there's a prevalence of small, family-owned stores alongside organized retail.
Secondly, the consumer experience is closely intertwined with hands-on engagement at retail counters. This tactile aspect strongly influences the buying process.
Thirdly, infrastructure investments primarily hinge on governmental initiatives. Notably, countries like Saudi Arabia are presently undergoing substantial government-driven infrastructure developments, presenting a noteworthy opportunity.
These trends play a pivotal role in shaping our strategic approach to these markets. Additionally, within specific industry sectors, the level of technology adoption is notably higher than in other markets. For instance, the Portable SSD market demonstrates greater capacity preferences, with consumers being more inclined to purchase two and four-terabyte options compared to the typical one and two-terabyte choices in other regions.
Furthermore, a significant divergence from other markets lies in the sizable online presence. This aspect is experiencing rapid growth, paralleling trends seen elsewhere.
Our approach to the Middle East market closely mirrors our strategies in other markets. We meticulously analyze distinct customer segments and tailor solutions that align with the specific needs of these markets.
How has the need for data storage evolution evolved for businesses in India and Middle East markets?
The Middle East market boasts a robust consumer-oriented landscape, particularly in terms of premium storage solutions. These solutions cater to a diverse consumer segment, including gamers, content creators, and individuals seeking heightened productivity and personal use. This region's market is notably characterized by a strong emphasis on premium offerings.
Furthermore, a significant growth driver for this market is the prevalence of infrastructure projects, particularly prominent in the UAE and Saudi Arabia. These projects generate substantial demand for our enterprise storage solutions and surveillance storage solutions. Remarkably, it's rare to come across locations in the Middle East and Saudi Arabia that lack CCTV solutions. This underscores the high level of adoption for these solutions, which in turn fuels the demand for storage options in these markets.
What is the roadmap for future growth for Western Digital in India and the Middle East?
The Middle East region holds immense significance as a market for us. We recognize a substantial opportunity to empower both consumers in the retail sector and enterprises. At Western Digital, we are actively exploring every avenue to identify emerging needs and develop precise storage solutions to cater to the Middle East market's demands.
