Huawei Technologies Co. Ltd. is a Chinese multinational networking and telecommunications equipment and services company headquartered in Shenzhen, Guangdong. It is the largest telecommunications equipment manufacturer in the world and is currently placed third in the hand-held business worldwide, behind Samsung and Apple.
Huawei Telecommunications (India) Company Private Limited started its retail operations through Huawei India Consumer BG (Business Group) and went offline roughly 18 months after first entering India in an online-only model. In 2016, Gartner had estimated that India consumer will purchase 139 million smartphones. To make a mark in the Indian market, Huawei needed to capture at least 4-5% market share. Thus, Huawei India deputed Multiplier Mudra with the hercules task of creating a strong sales force in a very short span of time to help the brand reach its sales objectives.
The assignment began with hiring, inducting and deploying a specific number of sales executives in the defined turnaround time. The agency undertook the task of laying down SOPs/guidelines for managing the sales force. There was an output of 40 devices per month per promoter which accounted for approximately 400,000 units per month, or 4.8 million units annually, purely from the offline retail sector.
The main challenge was to create the back-end team which would speedily recruit 2500 sales force as per the defined turnaround time. The agency had to convince and consult Huawei on the process suitable for Indian markets, all the while complying with the all legal compliance.
As a part of the execution, a robust plan was put in place and key teams were deployed at identified locations to kick start the back-end work and map them with regional client. Dedicated HR operations and HR recruitment team was created at each strategic location to meet the turnaround time. As a result to the strenuous efforts from the agency and the brand, the agency created a 5,000 strong sales force across the country by December 2016 and slated to grow to 10,000 by March 2017. This number is exclusive of the Territory Sales Managers, Regional Sales Managers, and other associated back-end teams required to manage such a vast team.
Quoting on Multiplier Mudra’s performance, Peter Lee, COO, Huawei, said, “Multiplier Mudra has gone above and beyond their statement of work every time – from the very first day, we could see that the entire team was very involved and dedicated. I must take this opportunity to thank them for the wonderful partnership, executing under tight timelines and difficult situations, all while providing us wonderful insight and consultation. We wish them all the best.”
Adding to this, Sameer Mehta, President, Multiplier Mudra, said, “Working with Huawei has been a refreshing experience; their speed of movement and response has honed our fine execution ability even further.”