“We are going to invest $470 million to enhance our growth in the country and expand in the region”

This was stated by Pablo Rubio, CEO of Novatech in an exclusive interview with Integración Empresaria. In the dialogue, he revealed the company's expansion plans with a focus on distribution, new marketing channels and the formation of strategic alliances to be able to offer customers new products from recognized brands and excellent quality.

How did Novatech emerge and what does it do today?
Novatech was born in 2004, it is a company with 100% national capital. In 2018 we founded our own brand: enova, dedicated to the development and distribution of technological products. We are a company with a federal culture and production process. We have four plants distributed in different parts of the country: two in Río Grande, one in the Technological District of the City of Buenos Aires and one recently inaugurated - in July of this year - in Catamarca. We also have distribution centers and specialized service centers throughout the country to guarantee direct and quality service to our customers. Between all of these locations, we employ more than 300 people.
Today we can say that we are a leading national company in the distribution and manufacturing of top-of-the-line technological products. We supply the mass consumer, corporate, and government markets with notebooks, chargers and batteries, PCs, Smart TVs, washing machines, and others. In addition, we are developing an electromobility line. We stand out in the retail sector, in the retail segment and in retail trade.

We know that they are experiencing an expansion process. How did it start?
We have developed an expansion and professionalization plan for the company that aims to enhance our positioning as a strategic operator in the distribution of technology and electronics products, in addition to consolidating our leadership in the manufacturing of these products and beginning to outline a regional expansion strategy.
Starting in 2020, our company grew to surprising levels. We expanded our production lines, manufactured new products and made new alliances. Our human capital grew more than 240% and our turnover increased significantly.
Along the same lines, this year we inaugurated the plant in Catamarca, located in the El Pantanillo Industrial Park, bringing technology production to the province, along with new employment opportunities.

What is the investment you plan for 2022 and what does it aim for?
We are going to invest 470 million pesos to promote growth in the country and expand our presence in the region.
The plan has three central objectives: add professionals and talents to the team; enhance the production lines in our four plants and close new alliances that allow us to bring new products of excellent quality and international prestige to our customers.
Within this framework, we plan to double cell phone production capacity, and we have projects to begin the production of air conditioners and microwave ovens.

Is this going to generate employment opportunities in the country?
Clearly. Our goal is to expand and invest, and for this it is vital to have new collaborators eager to be part of a multidisciplinary team. We want to add talents with expertise, knowledge and tools. Our sector constantly challenges us and pushes us to constantly update and incorporate knowledge.
For Novatech, the key to its growth and achievements are the product of our staff's commitment, efficiency and desire to grow, and we are always attentive to new opportunities for more people to develop in the company.

Is it possible to grow in Argentina?
Yes. We bet on the country because there is a clear policy on how the sector is going to be favored and the companies are investing in that sense. We already see how consumption is beginning to grow. Furthermore, to strengthen demand, the government is promoting the purchase of this type of goods through very cheap lines of credit and programs widely accepted by consumers such as Now 12.

You defined Novatech as a federal company. How do they manage to reach the entire country??
We have strongly developed both the online and offline channels. In both of us we feel that we are going in the right direction, and every day we add clients who receive our proposed solutions throughout the country. We forge an excellent commercial link with the entire network and we seek to constantly strengthen it, that is the key.
Furthermore, we are always looking for opportunities to get closer to users, taking into account that we are in a market that is constantly changing their habits.

You mentioned the creation of Novatech's own brand: enova. What does it focus on and what was the objective of developing it?
enova is a young, dynamic, unstructured brand that came to the market to satisfy consumer demand for electronic products and that was growing and gaining its space throughout the country.

What we sought with it was to further develop both channels (online and offline) with an omnichannel approach, offering an integrated and positive experience, according to the needs of all customers. In both, users are added day by day and receive proposals for solutions throughout the country.

Through enova Novatech produces and distributes notebooks, tablets, PCs, monitors, smartwatches, washing machines, electromobility, cameras, TVs and others in the local market.

What is the development of the software factory like?
Through the software factory, at Novatech we provide solutions and systems that adapt to the various management processes, developing specific applications, and providing agile and effective responses to clients. In our expansion plan, the creation of a project incubator is proposed to help entrepreneurs in the development of products that can be offered in our country and abroad.

What are the alliances that Novatech has? Do you plan to establish more?
This year we made an alliance with Skyworth to produce and distribute televisions, as well as with Konka to manufacture smartphones. At the beginning of 2022 there will be Skyworth products on the market and we estimate production close to 10,000 units by the end of next year.
As part of our expansion strategy, we seek to add prestigious brands such as Samsung, Motorola and advance the negotiations to incorporate HP, LENOVO, Dell and Asus, among others; proposing to the market a multiplicity in its offer both in terms of the variety of products and the diversity of brands.

Why do they choose to forge these agreements?
We are convinced that it is difficult to grow if we do not adapt to the environment, to new needs, and alliances are here to stay, and this synergy is what allows us to incorporate new products, innovations, rebrand what we already have, adapting it to consumer requests.