BigRock – Directi’s Bhavin Turakhia goes mass marketing

Directi's Bhavin Turakhia

Directi's Bhavin Turakhia

BigRock backed by Directi founder Bhavin Turakhia goes public with high budget TV ads and direct to market advertising. In the process he probably wants to bypass the huge channel of resellers, web designers, software cos and other hosting companies and go directly to consumers. Its a risky gamble but is backed by deep pockets.

The question is whether India is a ready for a direct to consumer, Dell type, hosting reseller. Does BigRock have the budget and the chutzpah to keep a sustained level of advertising going over the long term.  In a highly commoditized market do the margins justify the large spends. Judging from Bhavin’s fancy cars it just might be.

Factors that will affect Big Rock’s eventual success

  • There is a huge network of resellers and web designers who are the primary purchasers and distributers of domain and web hosting services in India. Since this is a technical topic most business owners leave the hosting decisions to them. This will be the hardest hurdle for Big Rock to leap.
  • Tangible value and ease of use will also play a major part in BigRocks success. GoDaddy, one of the largest hosting providers in the world has a complete self service portal allowing customers to do almost everything through it. Coupled with great service GoDaddy provides great tangible value for the end-user. Can BigRock replicate it.
  • Pricing might Not be a major factor since almost all hosting providers are on par in India. In fact it is a highly commoditized business. The differentiating factors will be elsewhere.
  • Directi’s already existing client base and infrastructure allows BigRock to claim ‘Over 5 Million customers trust our platform for their online needs‘. This experience and backing allows it get off to a running start.

It will be interesting to see how BigRock fares.

Here is Amit Agarwal’s take on the BigRock ads.

Cheers,
Ron

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5 Responses to “BigRock – Directi’s Bhavin Turakhia goes mass marketing”

  1. Directi Reseller says:

    I am Directi Reseller and most of my business comes from small business ( 5 to 7 page Low cost website)I using Directi Services for domain and hosting Purpose. But Now I think they are targetting our business. After being loyal to Directi for such a long time it has come as shock to many of directi resellers. I think after so many years of association we have to board other ship. This I gurentee to DIRECTi that small business will prefer local guy rather then big Company ( take example of Subhiksha chain or many other loss making super markets). They will like to talk face to face with rather then calling toll free no and listning to IVR. In this process Directi is going to lose its core business in India. Any way because of our long associateion we wish them best of luck

  2. Rudra says:

    @ Directi Reseller
    very true.
    my customer never asks how i am going ti make a site.he does not knows anything about hosting. it totally becomes my decision to where to host his site.
    in this scenario i dunt think that bigrock’s work will go long.but i am sure that directi group will definitely loose customers.

  3. Rajesh says:

    I’m also directi’s reseller but now Directi changing focus from reseller base to end customer. I feel gradually, reseller base will move out of directi and in totality, directi will suffer huge loss. I already started moving my domains/hosting to other US based company from directi. i wish all the best to directi for next venture of bigrock.

  4. Anonymous Reseller says:

    This news is a rude shock to us being a reseller of DirectI. We have already moved away 60% of the domains registered with them and will never register one more domain with them again. Never expected such unethical way of competing with their own resellers itself. i am sure they are cutting the branch they are sitting upon. They will learn this the hard way for sure.

  5. dontwanttodisclose says:

    I am also directi reseller, I once read in their website, they will never compete with their reseller, and they will work only via reseller mode, this was one of the reason I join them, but now they are competing with us, they have all our stats they know how much business we are generating, they have contact details of all our customer.

    It is totally unethical for bigrock to do this. I am also planning to move out all our business from them.