TAITRA's campaign to promote Taiwanese ICT brands

by Sharon Lobo    Aug 13, 2010

The Taiwan External Trade Development Council (TAITRA) has unveiled the Taiwan Excellence Campaign, to capitalize on the growing demand for information and communications technology (ICT) products in India. TAITRA is a non-profit trade promotion organization, entrusted by Bureau of Foreign Trade, Ministry of Econonmic Affairs, Taiwan, R.O.C.

India is a big market for Taiwan, with nearly 76% of the country’s investment flowing into India. The campaign aims to introduce Indian consumers to 17 different Taiwanese consumer lifestyle technology brands including Acer, Asus, BenQ, D-Link, Transcend, MSI, etc. At the launch in Mumbai, several India Heads of Taiwanese companies were present; including Alex Huang (GM- System Business Group, Asus India), Govindan Ramanujan (MD, BenQ India), Gary Yang (MD, D-Link India), and Gordon Wu (Regional Head, South Asia, Transcend).

David Hsu, Economic Director, Taipei Economic and Cultural Centre, New Delhi commented, “Taiwan’s ICT production is transforming into the R&D innovation and intellectual property deployment for added value. We feel highly privileged to bring this campaign to India and look forward to increase the marquee products from our associate companies to a larger audience base.”

The Taiwanese ICT industry is home to many of the world’s largest makers of computers and associated hardware. For instance, Asus is currently one of the world’s top three consumer notebook vendors. Alex Huang who was appointed GM-System Business Group for Asus India in May was also present at the event. Speaking to CXOtoday, Huang said he finds India to be a combination of different countries with every state having different characteristics and preferences. He added that in India, though price is always a factor, more and more people now are shifting their preferences towards value for money.

Gary Yang of D-Link too agreed that price is a factor in India, however he also added that as D-Link offers a wide range of networking products they are able to cater to a large consumer base.

Apart from making Indian consumers aware of Taiwanese ICT products, TAITRA hopes that its Taiwan Excellence Campaign will also aid Taiwanese enterprises in brand development and increase the value of the country’s international brands.