Winning the competition in marketplace is more a matter of attitude than a war of products. And Sanjeev Keskar, country manager, AMD India knows this best. A man who has fought his way in life, Keskar has successfully given AMD a place of pride in the Indian market. AMD, the world's second largest microprocessor maker, has extended its battle with Intel to India too. And to help better AMD's fortunes in India is an IT veteran with more than 16 years of experience. Sanjeev Keskar, the Country Manager has overall responsibility for AMD's India operations and his role broadly encompasses sales and marketing, distribution management and OEM management.

AMD is a global supplier of integrated circuits for the personal and networked computer and communications markets with manufacturing facilities in the United States, Europe, Japan, and Asia. AMD, a Standard & Poor's 500th company, produces microprocessors, Flash memory devices, and silicon-based solutions for communications and networking applications. Heading such a mammoth organisation's operation in India has not been easy, but for Keskar who holds a Bachelor of Engineering degree in the field of Electronics and Telecommunications and a Masters in Management Science, the managerial skills came to him naturally.

Prior to the AMD assignment, Keskar was country manager for National Semiconductor Ltd, and was instrumental in the launch and initial success of the company's Cyrix CPU products in India. Earlier, he was with Max India Limited (now Avnet Max) as regional manager (Western India) handling distribution for AMD and Motorola products. In his tenure in AMD, he has been able to give the company a direction and a foothold in the Indian market.

Keskar remains bullish about India and optimistic about AMD's future here. Comparing AMD to his giant rival he once said, he said, "AMD believes in delivering great performance products at affordable price points. We are a technology company and despite being much smaller to our competitors we have consistently delivered better products than them." And we all know, what Keskar is saying holds water. For he is one man who knows how to play his chips and his strategies well in the Indian market.