Matrix welcomes YOU!

Matrix was originally founded as a software company in 1985. It was started by three science graduates, Tushar Avlani, Minu Mehtalia, and Arun Bhatia. In 1989, Matrix pivoted to become a distribution company in the FMCG sector under the leadership of Tushar Avlani. Subsequently, we have evolved to our current size and position by understanding the distribution business at a fundamental level and maintaining an unwavering system of core business values. Through more than 27 years of experience in distribution of consumer durables and electronics in India, we have learnt and understood how to penetrate the Indian market. Our matra for success is a three-pronged approach which is tailored to achieve the best results for each brand and grow them to their rightful position. This method is a combination of investing in both finance and infrastructure, prioritizing ground level connectivity and providing sufficient margins to retailers. As of 2017-18, we have 7 offices and more than 20 showrooms for brands across India, employing a workforce of more than 250 employees. Through our distribution network of more than 1500 retailers, we recorded a revenue of USD 80 million for the financial year.

We look forward to doing business with you and developing a long term partnership.










Matrix provides a one stop solution to enter India through our extensive distribution network.In the past we have launched various premium brands like Vertu, Montegrappa, Oris, etc. We have grown their sales and reach nationwide and have successfully educated the Indian consumer on the value of these brands. Matrix represents the perfect partner for International brands hoping to enter the explosive Indian market.
For Montegrappa we started with India representation in 2011 by creating an end to end set up which included a distribution channel, retail, support, and care across India. Additionally, we managed local marketing, PR support, and product launches. Some of our key achievements include: getting the brand recognized in India and successfully incorporating it with luxury retailers. In 2015, Montegrappa was impressed with the results and thereby excited about the future. Subsequently, we set up a joint venture company “Montegrappa India Pvt. Ltd.” Two premium boutiques were opened the most premium mall of Mumbai & Delhi to ensure the best customer experience of the brand. Thereafter, an India specific limited-edition pen for Diwali was launched. To convey the bespoke capabilities of the brand and generate great PR a bespoke pen was crafted for one of the top Bollywood actors. This created a high-end image for the brand and wider distribution was achieved. During our time with Vertu, we worked on changing image its image of not being top of the line in technology and won the Exhibit Luxury Tech award. We organized various high decibel lifestyle events for generating massive publicity and attention. The Hello Hall of Fame awards was one such event which gave us PR coverage of more than 125000 euros and generated a PR value of 795,627 euros between Jan-Dec 2014. Additionally, we auctioned a 60/1947 Ferrari which coincided with 60 years of Indian Independence at almost 4 times the R.R.P. Bollywood’s top director, Karan Johar was the auctioneer and the event was attended by the who’s who of bollywood and Mumbai. We re-launched Vertu with the Winners Program in 2006. The concept was to honor people who helped take the India story global i.e. one person each from Bollywood, sports, fashion, andentertainment were rewarded. This was cost effective and was recognized and appreciated by the Vertu global team. Thereafter enough faith was generated for two more launches; Constellation launch in 2007 and the Global Boucheron launch in 2007.


Matrix is a pioneer in the online space. We were one of the first participants in the ecommerce boom, being suppliers of several brands in the consumer electronics and durable segment. This is evident by the platinum seller status awarded to us by all the major ecommerce portals in India. We are also a partner with Amazon to sell their products in India.

Distribution Channel

While the online boom has taken India by storm, the retail and modern trade format still maintain their clout over consumer buying habits. Matrix continues its trend of having a strong pan India presence with over 1500 retail partners as well as LFR stores such as Croma, Reliance digital etc. We have various top multinational brands in the consumer durable and electronic segment under our umbrella.

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We take a lot of pride that we have long association with brands













Awards and Achievements

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022 2300 4061/62/63/64, +91 97020 46121, +91 97020 42070

16, 189-A, Anand Estate, Sane Guruji Marg, Chinchpokali East, Mumbai – 400012