HP ProCurve arrived in the Indian networking market in 2006. Being a late entrant, the company was up against some well-established players. To make an impact in such a market required the company to have a value proposition that would create a clear differentiation between its product portfolio and offerings by other vendors in the market.

 
Subhodeep Bhattacharya, Country Manager, India and South Asia, HP ProCurve observes that the market was governed by offerings which were based on proprietary technologies. Every company had its own set of standards based on which, it offered its product portfolio.
 
“HP ProCurve was launched in India with products that would offer mainstream networking technologies complying with only open standards such IEEE,” informs Bhattacharya. “We also introduced a unique lifetime warranty concept wherein HP ProCurve would provide product support as long as the customer owned the product,” adds Bhattacharya.
 
To extend its product support further and to save on downtime, for products that required a replacement, the company had its technical personnel contact the customer and understand the problem. On identifying the issue, the company would send a replacement product first and would then collect the product that had gone bad.
 
According to Bhattacharya, this has led to HP ProCurve finding high adoption rates in the market. The company also has a large network of direct sales and partners spread across 400 cities and towns which helped it increase its market presence. According to IDC, from not being visible among the top 5 networking companies two years ago, the company has now become the third largest player in the market.