David and Goliath
Sunil Tyagi is just like any other young immigrant in this country. He is just 26 and dreams of embedding his product, the TYAGI brand of TV’s in the Australian mind space permanently.
No, is not the answer Sunil wants to hear, he is confident that his brand of TVs will sell. He is not even thinking of changing the brand TYAGI to make it sound more like an Australian name, he is adamant he has an advantage, which no-one has.
Channel 7 and Channel 9 are planning to feature this young man who has thrown a gauntlet at the big companies and wants to change the market dynamics. For the first time there is an immigrant from Punjab who dares to be different. And it is not empty rhetoric. Sunil is selling 10 to 20 Tyagi TVs per week and is aiming to sell 200 to 300 units a month by the end of this year.
Says a confident Sunil, "our TV specifications are the same as that of big manufacturer TVs." "The business model is to buy good quality electronics directly from the manufacturers and sell it to the customers direct without involving any middle men", he adds.
So confident is Sunil of changing the landscape that he has now started auctioning his TVs on ebay with prices starting from 99 cents and there is no reserve price.
Sunil came to Australia in 1999 as a student and has worked on a myriad of jobs ranging from driving taxis to working for Telstra in their IT department. It all started when Sunil was in the market to buy an LCD TV for himself, and he found out there is nowhere he could go where he could buy a good quality LCD TV for a reasonable price. So he decided to import his own LCD TVs and sell directly to the customers. Sunil decided to start his own brand of LCD TVs, to provide a better deal to consumers, challenging big technology giants industry wide. Says Sunil, "The whole market space is going to change as everyone will be forced to have TVs which work with digital signals which becomes a standard in two years."
Sunil is on a turbo charge to make Tyagi a leading brand name and has bought a big warehouse in western Sydney. To delight customers he is also offering a seven day money back guarantee and one year standard onsite warranty and promises a response time of 4 hours.
This story first appeared on www.rohitrevo.com.au
