HCL rebrands its outlets as ME-Zones

New Delhi: As a part of strategy to improve the sales of its brand, 'HCL Mobile Excitement (ME)', hardware and systems integrator firm HCL Infosystems is rebranding its retail outlets and its store chain 'Digilife' which retails digital lifestyle products. The multi-category stores, which offer a range of ICT products including laptops, mobiles, cameras, MP3 payers and gaming consoles, would be named as 'ME-Zones' and the computing stores which sell desktops, laptops and netbooks would be branded as 'ME-Xclusives'. HCL has 65 Digilife stores in the country.

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The company has planned to invest 50 crore in 2-3 years for rebranding its personal computers, comprising laptops and netbooks, besides eyeing a 20 percent market share in the category - up from seven percent at present. The investments will be in marketing, rebranding and market creation exercises across verticals. George Paul, EVP, HCL Infosystems said, "Both these categories of stores will be rebranded in stages, which should be over November-end. All stores would be branded with the new design."

HCL has planned to expend the ME Zones and ME Xclusive stores and retail chains by the middle of 2010, having a pan-India presence across Tier-I and -II towns with a mix of company-owned and franchisee stores. HCL will also sell its laptops under the 'ME' brand replacing the earlier 'LeapTop' series of portable products besides introducing seven new models in a price range of Rs 19,000-65,000. In addition, it would introduce more feature-rich models to compete in the Indian market.