Channel Partners: Turbocharging India’s Tech Boom

India’s technology sector is undergoing a historic transformation, fueled by rapid digital adoption, cloud migration, and the integration of advanced technologies such as AI, IoT, and automation. At the heart of this transformation lies the work of Channel leaders, who act as the critical bridge between technology companies and their extensive partner ecosys- tems. These leaders ensure sustained growth, enable collaborative innovation, and accelerate India’s position as a global technology powerhouse.

Navigating India’s Complex Market Landscape

The Indian market is vast, diverse, and highly price-sensitive, requiring tailored approaches. Channel leaders play a crucial role in guiding vendors through this complexity by under- standing regional dynamics and creating strategies that address local needs. Their ability to blend global solutions with localized execution gives companies a distinct competi- tive advantage. For many global brands, it is the partner ecosystem in India that determines the success or failure of their operations.

Rising Threats: Security, Fraud, and Privacy

As AI and automation reshape industries, security and trust have become mission-critical. In 2024, synthetic identity fraud surged by 31%, with global fraud losses surpassing $47.8 billion. This has prompted India to adopt cutting-edge solutions such as edge-ready deepfake detection, priva- cy-preserving fraud prevention, and modular real-time secu- rity architectures that reduce reliance on centralized data. These technologies are especially crucial for high-risk sectors like BFSI, law enforcement, and digital communication, where trust and accuracy are paramount.

Cloud adoption is another area where security takes center stage. While cloud computing delivers scalability and cost efficiency, it introduces risks such as data breaches, miscon- figurations, and gaps in internal expertise. The shared responsibility model adds complexity, leaving organizations vulnerable without the right guidance. Here, partners and resellers play an indispensable role by offering trusted cloud migration, security services, and compliance solutions tailored to customer needs.

The Indispensable Role of VARs and Partners

Value-Added Resellers (VARs) and strategic partners extend the reach of technology companies to the last mile. Their strength lies in customization, integration, and localized support—qualities that make them indispensable across indus- tries such as technology, manufacturing, BFSI, and healthcare. Successful brands rely on partners to understand custom- er needs, tap new market segments, and deliver seamless technology solutions that drive adoption and satisfaction.

Challenges and the Path Ahead

Despite their successes, partners face significant challenges in adapting to cloud-first business models and evolving customer expectations. Meeting these challenges demands not only technical expertise but also market intelligence and collabora- tive leadership. Channel leaders must prepare for a future where customer demands are bundled, provide end-to-end solutions rather than fragmented services.

India’s 30,000-Strong Partner Ecosystem

India’s partner ecosystem is massive, comprising nearly 30,000 businesses, including system integrators, solution partners, distrib- utors, sub-distributors, and resellers. Together, they form the back- bone of technology adoption in the country. This ecosystem ensures:
◆    Broad Reach: Vendors can access a wide and diverse customer base nationwide.
◆    Specialized Expertise: Complex business problems are addressed through niche solutions and innovation.
◆    Efficient Distribution: Distributors and resellers enable smooth product and service delivery.
◆    Economic Growth: The ecosystem supports India’s IT sector by creating opportunities for local businesses and enabling digital transformation across industries.

As India cements its position as a global technology leader, the role of Channel leaders will only grow in importance. Their ability to create resilient, innovative, and synergistic ecosystems will be critical to sustaining the momentum of India’s digital revolution. By combining strategic foresight, collaborative execution, and a focus on security and trust, these leaders are setting the stage for India’s next decade of technology-driven growth.

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Rajat Vohra, CEO - India, Redington Limited, believes the Indian IT distribution landscape has reached an inflection point. “Over the past 3–5 years, the market has transitioned from a hardware-led model to one defined by cloud, software, and services,” he says.

“At the Redington, we’ve been at forefront of this evolution — delivering strong, consistent performance even amid global headwinds. FY25 was a landmark year for us, with revenues touching
₹48,903 crore, an 18.6% YoY growth and a 5-year CAGR of 21.3%.”

Redington’s success, Vohra emphasizes, lies in its ability to adapt and lead. “We’ve significantly expanded our OEM partnerships across  global  and   domestic players, especially in fast-growing segments like cybersecurity, digital infrastructure,     AI,     and      cloud,” he notes. While hardware and mobility continue to be growth drivers, Redington’s portfolio has structurally shifted. “Our Software Solutions Group, which includes hyperscalers, enterprise software, and security, now contributes over 15% to our total revenue,” he shares. “Cloud is our fastest-growing business, driven by platforms like CloudQuarks, which power subscription and consumption-based adoption models.”

In line with industry momentum toward GenAI, Redington recently launched Red.AI to deliver simplified, plug-and-play, and tailored AI solutions across key sectors. “Our role today isn’t just about distribution— it’s about enabling adoption,” Vohra concludes. “With a network of over 70,000 channel partners, a deep pan-India footprint, and continued investment in digital platforms, we’re enabling enterprises to scale smarter and accelerating India’s digital future.”

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Vishal Hegde, Director   –   Sales at Ingram Micro India, underscores the company’s strength in adapting to market demands. “We’ve consistently maintained a strong market share by balancing hardware strength with the rising demand for software and cloud,” he says.

“As businesses accelerate digital transformation and   adopt   AI- driven technologies, our role has shifted from being a distributor to becoming a strategic advisor.”

Ingram    Micro’s    recent partnership with GX Group, a global FTTH   solutions   provider,   expands its presence in   Southeast   Asia. “This collaboration strengthens our vision of enabling digital inclusion and high-speed connectivity across emerging markets,” he adds.

Their    digital    transformation is anchored by Xvantage, an AI- powered digital experience platform. “Xvantage is not just a tool—it’s our digital twin that reimagines how we engage with partners and vendors,” Vishal explains. “It delivers intelligent insights,   streamlines   operations, and enhances decision-making, creating real business value.”

With the shift from CPU to GPU architectures and the rise of AI PCs, Ingram Micro is fully aligned. “We’re enabling partners with bundled, AI- ready infrastructure and training to adopt next-gen workloads,” Vishal notes. He believes the line between traditional and value-added distribution is fading fast. “Today, delivering value means combining scale, services, and strategic engagement—we’re    committed    to leading this change,” he says.

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Rajesh Goenka,  CEO  of  Rashi Peripherals    Ltd.,    highlights    the company’s evolution from a traditional distributor into a value- added powerhouse. “We are proud to be India’s fourth-largest and fastest-growing ICT distribution company, as recognised in the 2024 Technopak report,” he states. “Over the past 20 years, we’ve maintained a consistent CAGR of over 20%, driven by our ability to adapt and expand our offerings beyond traditional hardware into software, cloud, and enterprise solutions.”

Operating across 700+ locations with 52 branches and 68 warehouses, Rashi Peripherals supports over 10,000 retail customers. “Our strength lies in our 360-degree value-added approach—offering everything from   solution   design and pre-sales to credit support and warranty services,” Goenka explains. “We don’t just move products—we move with our customers.”

The company leverages SAP HANA and CRM systems   to optimize supply chain efficiency. “Real-time analytics help us make faster, smarter decisions,” he adds.
 
“Our   infrastructure,    combined with skilled talent and deep OEM partnerships, ensures that we’re always ahead—ready to meet the dynamic demands of the Indian market.”

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Atul Gaur, Director, Savex Technologies Pvt. Ltd., details the company’s deepening commitment to a future-ready portfolio. “We’ve recently partnered with key OEMs like MAXHUB (interactive panels), DELTA (UPS), HFCL (networking), CATO Networks (cybersecurity), LEADSQUARED (SaaS), and ALTERYX (data management),” he shares. “This aligns with our broader focus on cloud, hybrid IT, AI, cybersecurity, and productivity platforms.”

Savex is embedding AI and automation across its operations. “We’re using Agentic AI to automate repetitive workflows, upgrading our cloud-based marketplaces for better order management, and applying BI tools to enhance internal decision- making and partner support,” Gaur explains. He notes that value-added distribution (VAD) remains a distinct and growing strategy. “Our trained pre-sales, post-sales,   and   TAC teams ensure end-to-end service. While  consumer  distribution evolves with digital processes, enterprise distribution is becoming increasingly solution-led, strategic, and differentiated.”

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Rajesh  Kumar,  Senior  VP  – Tech BU at Inflow Technologies, shares insights on the company’s focus and agility. “Inflow has always played a pivotal role in the Indian IT distribution space, but the last 3–5 years have been about strategic recalibration,” he states. “We operate within a $6 billion total addressable market and track our share through DTAM—Distributor Total Addressable Market—built entirely around vendors we’ve signed. Expanding that DTAM, while growing our share within it, has helped us reach mid-30% market share levels.”

Central to this growth has been Inflow’s sharp focus on strategic alliances. “Our recent partnerships with Ruckus Networks, Neat, and ViewSonic are more than vendor additions—they’re    deliberate moves   to   bolster   high-growth areas like intelligent networking, hybrid collaboration, and next-
 
gen visual technologies,” says Rajesh. He emphasizes that future plans revolve around cloud-native services, cybersecurity, and edge computing—areas where enterprise needs are shifting rapidly.

What sets Inflow apart is its commitment to value-added distribution, not as a buzzword, but as a structured, five-pillar strategy. “Pre-sales,   post-sales,   TAC,   Centre of Excellence, and our Learning Academy—these are not extras; they’re essentials,” Rajesh explains. “We don’t just move boxes—we enable business transformation.” With  robust  service  delivery models and a skilled workforce, Inflow continues to bridge the gap between evolving technologies and real-world enterprise needs. “The line between distribution and value- add isn’t blurred,” he adds. “It’s being redrawn—and we’re defining where it goes next.”

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Sanjiv Krishen, Founder & CMD of Iris Global Services, reflects on 30 years of consistent growth. The firm is “among India’s top 10 national IT distributors—consistently ranked ‘Most Trusted,’ ‘Most Reliable,’ and ‘Most Channel-Friendly.’” The group closed the last fiscal at ₹3,200 crore and targets ₹4,000 crore this year.

Reflecting   on   the   past   3-5 years, Krishen states, “Our growth across hardware, software,   and cloud has been purposeful, with Make-in-India solutions powering large government and federal projects.” Iris   has   doubled   down on    end-point    compute,    cloud, and software offerings to “shape future opportunities in India’s ICT landscape.”

Recent OEM alliances underline this conviction. Iris Global has added partners like HFCL, Persistent, TP-Link, Panasonic, Infinity Labs, among others. “These new alliances aren’t just logos on our roster— they extend our ability to deliver cutting-edge, full-stack solutions across   sectors,”    Krishen    explains. In cloud,   AI,   and   automation,   Iris is equipping partners with robust, scalable platforms.

“We help   enterprises   integrate AI and cloud seamlessly, shrink time-to-market, and build recurring revenue streams,” he adds.

Service       excellence       remains at the core of Iris’s partner-first philosophy. According to Krishen, “Timely logistics, transparent operations, and proactive support are non-negotiable for us.” He believes the distinction between traditional distribution and VAD remains “clear but evolving.” “Iris bridges both worlds—logistics and reach of a national distributor, plus consulting,   post-sales    expertise, and value-added services,” Krishen concludes. Meanwhile, strong financing partnerships help Iris support large deals and build resilience in challenging markets.

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R Venkatesh, Co-Founder   & Chief Revenue Officer,   iValue Group, talks about the company’s transformation from distributor to strategic advisor. iValue has grown at more than twice the industry CAGR over the   past   five   years. “Our evolution from a product- focused business to an advisory- first, solution-led model has helped us scale across hardware, software, and especially cloud,” he says. While hardware remains vital, the fastest traction comes from cybersecurity, cloud services, and application lifecycle management.

“By aligning OEM innovation with partner delivery, we’ve positioned ourselves as a trusted digital transformation enabler across sectors like BFSI, government, telecom, and manufacturing.”

Partnerships are central to iValue’s strategy. “In the last 18 months, we’ve added key alliances— including Google Cloud Platform, RSA, EDB, and Indian OEMs like E-Mudhra and Innspark,” shares Venkatesh.

“Our collaboration with Thales further     boosts     our      capabilities in identity, data protection, and software monetization across India, SAARC, and SEA.” He notes that new OEMs are selected not just for portfolio expansion but for their ability to co-create relevant use cases.

Technology and people form the backbone of iValue’s differentiation. “Our cloud-based Centre of Excellence hosts over 25 solution stacks for simulation and faster go- to-market,” he explains. AI supports their Customer Lifecycle Centric Approach (CLCA), improving lead scoring, renewals, and upselling. “We   employ   over    300    experts, run   iAcademy   for   certifications, and maintain labs for hands-on validation,”   says    Venkatesh.    On the role of distribution today, he concludes,  “Traditional  models focus on volume and logistics. We deliver   validation,    orchestration, and advisory.   Distributors   who don’t add tangible value will get commoditized—those who do will lead the next growth wave.”

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Sundaresan Kanappan, VP and Country GM – India & ANZ at Tech Data APAC, highlights cloud,   AI, and automation as central pillars. “Our Destination AI program gives partners a clear path to adopt and scale AI use cases across industries,” he says.

He explains cloud platforms enable flexible, cost-effective deployment of AI workloads, while AI powers innovation in analytics, automation, and decision-making.

“We also combine AI with automation to simplify repetitive tasks, reduce errors, and accelerate service delivery,” Sundaresan adds.

To ensure superior service, Tech Data   blends   global   capabilities with local expertise.   “Our   Centres of Excellence support hands-on learning and solution validation, while dedicated technical experts offer full lifecycle support. Continuous enablement through training and certifications ensures our partners stay ahead,” he notes. This integrated model helps partners deliver confidently in a fast-changing IT landscape.

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Manoj   Gupta,    Managing Director   of   Fortune    Marketing Pvt. Ltd., reflects on the company’s expanding presence across IT peripherals, storage, networking, surveillance, and security solutions. “Over the past five years, we’ve strengthened partnerships with brands like HP, Acer, Lenovo, PNY, Tiandy, and Secureye, alongside software leaders such as McAfee and Norton. Although cloud adoption among Indian   SMBs   is still emerging, we are aligning with hybrid and cloud-ready solutions to secure long-term growth.”

On partnerships and technology, Gupta notes, “Partnerships remain vital to our strategy.

We are exclusive national distributors for several global and domestic brands, including   HP, Acer, Tenda, Enter, Secureye, and PNY, with Lenovo and Tiandy as recent additions.

We    continue    seeking collaborations that introduce advanced technologies to India. By adopting cloud, AI, and automation, particularly in biometric and security solutions, we ensure real-time access, scalability, and seamless integration while improving sales and supply chain efficiency.”

Discussing service and market trends, he adds, “We back our offerings with strong pre- and post- sales support, 24x7 helpline, and continuous partner training. The traditional line between distribution and value-added services is blurring.

At Fortune Marketing, we blend logistics strength with technical expertise and solution bundling, delivering greater value and maintaining competitiveness in a fast-evolving market.”

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Venkataraman    D.,    Vice President – Sales & Strategy at Crayon Software Experts India, shares the company’s platform- and partner-first approach. “We’re not just enabling cloud and AI adoption
—    we’re building repeatable frameworks, from GenAI blueprints to    cost    governance     models, that help customers scale with confidence.” By   aligning   closely with hyperscalers and packaging real-world use cases, Crayon helps partners and enterprises accelerate time-to-value while minimizing risk.

Service quality depends on specialization. “We’ve invested heavily in competency centers, partner enablement, and technical certifications. That gives us depth
—    and speed — when supporting complex migrations or incidents.” Crayon’s joint engineering sessions and centralized playbooks aim to ensure predictable delivery across its ecosystem.

On the evolving role of distribution, Venkataraman notes, “The line between distribution and value- added distribution is narrowing, but value creation remains the differentiator. Scale alone isn’t enough.” Crayon integrates advisory, automation, and packaged services into its model while maintaining operational excellence.

To attract and retain talent, Crayon blends structured upskilling, partner-led learning, and outcome- based incentives. “Our teams grow by solving real partner challenges — not just through training modules,” he adds. As demand shifts from CPU to GPU, Venkataraman sees opportunity: “GPU is not just hardware — it’s a new consumption model. We’re enabling   partners with guidance, sizing, and flexible deployment options to future-proof their infrastructure.”

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Veeranna   Ganigere,    Regional GM – India & SAARC, Exclusive Networks India, discusses the company’s journey over the past 3–5 years. “Exclusive Networks holds a high-teens share in India’s security distribution market. We’ve shifted from 60% hardware to near parity with software, while cloud now accounts for 20–25% of revenues and growing rapidly.”

Partnership   expansion    has been key. “We continue to add innovative cybersecurity vendors, focusing on cloud security, AI, OT, and IoT security. Our presence in AWS Marketplace and Microsoft’s commercial marketplace enhances reach and consumption.”

AI and automation play an increasing role in risk detection and remediation. “Our 24/7 service desk offers proactive threat management and faster incident response,” Ganigere explains. “We blend extensive  technical  expertise  with a partner-first approach—building trust and delivering measurable value.”

He sees the market evolving rapidly: “The traditional distribution model is giving way to integrated service   delivery    and    cloud- native consumption. Exclusive Networks is   at   the   forefront   of this transformation, leveraging technology and customer intimacy to lead.”

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Mohan   Kumar   T   L,    Director at TechKnowLogic Consultants India Pvt. Ltd. (Netpoleon India), emphasizes the company’s niche focus as a young VAD completing a decade in the   Indian   market. “We have captured over 30% share in niche technologies like NGSOC, DDI, SASE, OT Security, and ITSM. Over the past three years, we’ve seen a major shift towards MSSP models and SaaS adoption, trends we expect to grow significantly.”

He highlights new partnerships with global vendors including Ping Identity, Vectra, BrighterAI, and HPE Athonet for Private 5G. Leveraging cloud, AI, and automation, Mohan explains,   “Cloud   provides   agility and scalability, AI drives smarter, personalized solutions, and automation    ensures    efficiency and consistency. Together, these technologies reduce costs and enhance customer experience.”

TechKnowLogic differentiates itself by its clear understanding of distribution versus value-added distribution. “Traditional distributors focus on scale and logistics. We invest heavily in technology expertise, talent retention, and customer outcomes,” he adds. “This distinction is critical as IT complexity increases, and partners demand more proactive support and consulting.” Talent retention strategies include advanced training, career pathing, and a people-first culture.

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Zakir Hussain Rangwala, CEO of BD Software Distribution Pvt. Ltd., highlights BD Soft’s rapid   growth as a cybersecurity VAD. “Our client base has expanded by over 40% in early 2025, driven by strategic OEM partnerships across secure file sharing, cloud threat detection, and advanced endpoint security,” he says.

AI adoption accelerates risk identification and operational efficiency. “We’ve integrated AI tools to streamline threat   intelligence and automate response, which has improved   customer    satisfaction and reduced time-to-resolution,” Rangwala explains. “India’s cybersecurity market rewards distributors who master both scale and value-add integration.”

He also emphasizes the company’s people-centric approach. “We invest in coaching, performance incentives, and a supportive culture, including programs encouraging women’s participation and leadership,”   he   adds.   “Our   focus on people translates into better partner relationships and business resilience.”

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Harikrishna        Prabhu,         COO of TechnoBind, highlights the company’s     specialization       in data, security, and hybrid-cloud distribution. “We’ve scaled by focusing on use-case-driven growth, adding OEMs like Yotta for DRaaS, Cloudian for storage, and DNIF Hypercloud for security analytics.”

TechnoBind     embraces       AI/ ML, GPU acceleration, and edge computing as pillars of its future strategy. “AI/ML enables proactive security, predictive analytics, and automation   in   service   delivery. GPU acceleration supports high- performance   workloads    essential for AI and data analytics,” Prabhu explains.

Internally, TechnoBind uses automation in CRM, forecasting, and order processing to free teams for strategic initiatives. “Our enterprise- grade services combine distribution scale with co-engineering and solution validation,  ensuring partners and customers receive end-to-end support,” he adds.

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Bharath   Poovaiah,   Business Head at Texonic   Instruments, shares the company’s evolution from a traditional product distributor to an integrated hardware, software, and cloud solutions provider. “We now offer advanced solutions including conversational AI, OT/IoT security, and cloud-based analytics,” he says.

Poovaiah stresses   automation and partner enablement. “We’ve embedded automation across processes for efficiency, accuracy, and speed. Training and enablement empower our partners to deliver complex solutions confidently.”

He notes the changing customer mindset: “Today’s customers demand measurable outcomes and business impact, not just products. This    pushes    distributors    and VADs to lead with specialization, engagement, and co-innovation.” Texonic is positioned to meet these demands through continuous investment in technology and people.