1. Sargam Electronics – Delhi’s Biggest Retail Chain in Electronics
Founded in 1995, Sargam Electronics is a biggest retail chain in Electronics and
Home appliances. We are distributor & dealer of big brand like Samsung, Sony, LG,
Phillips, O-General, Godrej, IFB, Hitachi, Volta‟s, Dell, Accer, Canon, Whirlpool and
many more..
Mission
To provide for our clients leading edge products and services that offer a compelling
value and create a competitive edge, which in turn enable us to deliver exceptional
customer experience.
Description
Sargam is specialized in these areas and provides home appliances solutions at the
highest quality level and competitive pricing. We understand our business and yours,
Known how to meet your needs. We realize your demand is „nothing less than
excellence‟ from a business partner.
The company helps its customers to select best items, which sell quickly to promote
both a higher inventory turn and better margins. Customer service and satisfaction is a
cornerstone of the business.
Director Interview
“Mr. Dayanand Garg IS AN ENTREPRENEUR PAR ELECTRONIC
EXCELLENCE” Every successful person shares one thing in common with every
unsuccessful person, 24 hours in a day. The only difference is how those hours are
utilized, each day, each week and each year. Taking the maximum out of every hour
and every minute is a trait that has taken Dayanand Garg, Director, and Sargam
Electronics to the top.
“The company has 23 stores in 15 years. It has received BMW from Godrej for the
highest sale in the first quarter of 2011; an award from Voltas for having the highest
sale for Voltas products in 2011; is First ranker in North India in Hitachi for retail.”

2. The clear vision
A straightforward man, Dayan and Garg does not hesitate to call spade, a spade. He
has remained simple and down to earth through all the ups and downs of his life.
Interestingly, he gets inspired by both interpersonal and interpersonal communication
that takes place in his life.
The tale of Sargam reflects how one can reach the pinnacle, if one has grit and
determination to achieve one‟s aim. After opening Sargam Electronics, Garg opened
a showroom in the highly popular Pitampura market in North-West-Delhi, to set up
the store of his dreams. This store was in effect, the turning point for his business that
then grew by leaps and bounds.
The Clear Mission
To provide for our clients leading edge products and services that offer a compelling
value and create a competitive edge, which in turn enable us to deliver exceptional
customer experience.
The beginning of journey
A very modest person, and unlike many who whitewash their humble origin, Garg has
no hesitation in pointing out that he comes from a middle class family. He recalls, “I
went through very rough days, financially and emotionally. I have firsthand,
experienced problems related to the affordability and accessibility of simple things in
life and in the business.” The whole experience spurred him to build showrooms
which provide affordable items while building trust, among the customers.
Sharing details about his life, Garg says, “The business was established by me in
1994.Then Deepak Bansal, my nephew came to Delhi from Sonepat in 1996, after
doing his graduation in Arts, with a diploma in Pharmacy. He joined my business in
1997. Before he joined the business, the business was totally into small whole-saling;
then we moved to distribution with two stores operational in Jahangirpuri.” With the
passage of time, Bansal‟s business acumen sharpened and his expertise evolved. He
learnt, literally, on the job and developed his own way of managing stores, which
helped him making successful showrooms. In 2002 we thought instead of supplying
products to dealers, why not open our own showroom, ”adds Garg. And Since then, he
has never looked back and now he has 22 retail outlets in capital.”
A 12,000 sq ft Sargam showroom in Pitampura is their biggest and the flagship store
for the group. It houses almost all electronic items under one roof. This is a great
achievement for the company.

3. THE TURNING POINT
But the turning point in his business came in 2011, when Garg opened a showroom in
Pitampura, to set up his dream showroom and closed down three small showrooms in
the area. “We realized that we needed to have greater store space. We then transmuted
into a 12,000 sq ft showroom. This is our biggest showroom and the flagship store for
the group. It houses almost all electronic items under one roof. Previously, we only
used to have 1800-3600 sq feet of showroom space. This was the successful game
plan which changed the fortunes of the company which began seeing some big, real
turnover, “shares Garg, who had a turnover of Rs.200 crore from the coming financial
year.
Big and small challenges
“The escalating price of real estate has impeded growth,” says Garg, and continues,
“The high valuations make it unviable to open new stores. “While remembering some
of the challenges faced in his struggle story, he reminisces, “One of the biggest
challenges came when we diversified towards retail. To acquire a good property in
one of the most premium market in Delhi, i.e. Pitampura, was pretty difficult, but we
managed somehow.” Another big challenge is rapid obsolescence of products. “In the
digital business, if you are not managing inventory well, the same product that will
make you a profit will result in a loss if it is not sold in time,” he stresses.
To succeed, one should call spade, a spade. Everyone has the same 24 hours in a day;
success depends on how well one utilizes this time.
Step-by-step growth
“Sargam Electronics opened first showroom in Pitampura, thereafter Hari Nagar,
followed by four showrooms in Paschim Vihar, Rohini, Uttam Nagar, Adarsh Nagar
in the year 2007. Between the years 2008-10, we unveiled two showrooms in East
Delhi, and three showrooms in South Delhi, and about ten more in other parts of the
capital. We contribute about 6-8 percent of total Delhi market in consumer durables.
We are the first retail chain in electronics in North India having 23 showrooms,”
shares Garg with an obvious pride.
The wall of fame
Dayanand Garg has been conferred with many awards for his contribution in retail
sector, “We have been given a BMW by Godrej for having the highest sale in the first
quarter of 2011. We have received an award from Voltas for having the highest sale,
globally for Voltas products in 2011. We stand first in the rank in North India in
Hitachi in retail and followed by many other awards,” he shares. All these awards
have only whetted Garg‟s hunger for excellence.

4. Company’s usp
The game has changed. Today, a customer goes to a big showroom, to get handsome
discount and better quality. “An obsession with customer relationships has also helped
us. Customers are very finicky. If you don‟t do one thing right, they walk away,”
warns Garg. So he‟s taking no chances; all his big stores are handled by his brothers
and other family members. “My family member who sits on the showrooms know
most of the customers by name, which creates a homely atmosphere and they feel as if
they are buying product from their own showroom. Hence, the trust is built up with
the customer. We also constantly increase the products we are offerings to our
customers, increasing the caliber of our services to such a high level and efficient
post-sales services,” shares Garg.
Most memorable moment
“I still remember when we opened our first store in Pitampura market which was
considered to be a premium market in the year 2002. During that time, paying heavy
rent and still handling the store efficiently was the most memorable time for me,” he
smiles.
Expand, Expand, Expand. It is clear that the retail sector is increasing with the
increasing population. Earlier, a family used to have only one television in a house,
but now every room has a television, and this is a huge change.
Striking the right balance
While he completely dedicated himself to work, shouldering the responsibility of the
massive business, he does not get much time for his family. “A day has only 24 hours
which has to be divided into compartments for yourself, family and work. Invariably,
work gets the priority. But fortunately, I have a very understanding spouse and
children. They empathise with me and appreciate me for what I am doing, but this
does not stop them from saying that I don‟t give time to them. I have realized that it is
up to you how you want to spend the 24 hours; I choose to make the most of these
hours by working towards betterment of my company and my family,” stresses Garg.
Scope of improvement
Expand, Expand, And Expand. It is clear that the retail sector, is expanding as the
population is increasing day by day, believes Garg. “Earlier, a family used to have
only one television in a house, but now every room has television. So the demand is
increasing day by day, which is a good sign for businesses across all segments. We
see ourselves, as top most retailers in North India in the coming year, and we are
working hard towards achieving this goal,” affirms Garg.

5. The big motivation
Garg feels the one should always have a goal in one‟s life, and that is what keeps the
hunger for success alive in you. “My goal was to open 22 stores in Delhi and NCR
and to be at the number one position. I succeeded in building 22 showrooms, now the
target is to be the number one in North India. No other electronics brand has as many
as showrooms as we have, especially in Delhi,” says a determined Garg.
Five years down the lines…..
Expansion plans are very much on course for Sargam Electronics which has plans in
place for the next five years. The company is already on the expansion mode, looking
at another five to eight big showrooms in Delhi and the National Capital Region. It
has another state-of-the-art showroom launched in Rajouri Garden assimilar to
Pitampura showroom. It is also planning to open same kind of showroom in next year
in South Delhi, East Delhi, Faridabad, Noida and Gurgaon. Moreover, the company is
also concentrating on increasing the format of the showrooms.
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Praveen Pandey