In today’s digital era, when technology drives growth, channel-friendly policies are the backbone of sustainable corporate success in India. They enable companies to expand faster, operate efficiently, and build enduring relationships, all of which are critical for thriving in one of the world’s most diverse and competitive markets.
Corporate partner programs, tailored to each company’s needs, aim to secure loyalty and drive sustainable growth. The most effective one’s foster collaboration through clear incentives and strong support, ensuring mutual success in a dynamic tech landscape. They play a vital role in driving corporate growth in India, a market that thrives on collaboration and long-term partnerships. For any organization seeking to scale operations and strengthen market presence, a well-structured, transparent channel strategy is indispensable. A successful channel-friendly policy should therefore emphasize simplicity, transparency, and mutual benefit.
In a market as vast and diverse as India, such policies become even more critical. The country’s wide geographic spread makes it challenging to maintain a direct sales presence across all regions. This is where strong channel partnerships prove invaluable — extending a company’s reach and enabling efficient penetration
into regional and niche markets.
Through these partnerships, organizations can tap into new markets and customer segments that might otherwise be difficult to access. By leveraging partners’ resources, expertise, and networks, companies can enhance their overall capabilities without heavy investment. Moreover, close collaboration with partners fosters innovation through shared insights and resources, driving the development of new products and services.
These programs and policies help in expanding market reach. India’s vast geography and cultural diversity make it difficult for any company to maintain a direct sales presence across all regions. Channel-friendly policies — such as fair margins, partner incentives, and transparent communication — empower local distributors, resellers, and system integrators to extend a company’s reach into tier-2 and tier-3 cities, as well as niche industry segments. Furthermore, the Indian market values trust, relationships, and consistency. When partners feel valued and secure, they are more motivated to promote and prioritize the company’s products or solutions, ensuring sustained business growth.
When companies treat their partners as strategic allies rather than mere intermediaries, it fosters collaboration. Channel-friendly ecosystems promote joint marketing, co-creation, and solution innovation — enabling both the company and its partners to stay competitive and relevant. And lastly, empowered partners act as local brand ambassadors. With clear, supportive policies and adequate training, they represent the brand consistently and effectively, helping build stronger customer trust and brand recognition across India.
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Acer considers its growth to be deeply interconnected with partner success
SANJEEV MEHTANI
CHIEF SALES OFFICER, ACER INDIA
“At Acer India, our channel policies are built on the belief that our growth is deeply interconnected with the success of our partners. We have designed a balanced framework that aligns corporate objectives with the evolving needs of our channel ecosystem, ensuring mutual profitability and sustained growth. Our policies are adaptive, transparent, and market-responsive, enabling partners to remain agile in a rapidly changing environment. We continue to strengthen our engagement through performance-linked incentives, co-marketing initiatives, and structured enablement programs that empower partners to expand their reach and enhance service quality.
ESTABLISHING TRUST & LOYALTY
Building and nurturing trust has always been at the core of our channel philosophy. Over the past year, we have enhanced our partner engagement through structured programs that focus on profitability, knowledge sharing, and consistent support. We conduct regular partner meets, training sessions, and certification programs to help our partners stay updated with the latest technologies and market opportunities. Our digital platforms offer real-time access to pricing, inventory, and support tools, enabling faster decision-making and operational efficiency.
Looking ahead, our vision is to build a more connected, intelligent, and future-ready channel ecosystem that thrives on collaboration and innovation. We aim to deepen regional partnerships, expand our distribution footprint, and leverage digital tools to enhance agility, transparency, and efficiency across operations. As AI and hybrid computing become central to business transformation, we see our partners as key enablers in helping customers unlock the full potential of these technologies.”
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Check Point equipping partners to deliver next-gen cybersecurity innovations
MANISH ALSHI
SENIOR DIRECTOR, CHANNELS & ALLIANCES,
CHECK POINT SOFTWARE TECHNOLOGIES INDIA & SOUTH ASIA
“At Check Point Software, our channel strategy is built on a simple principle - our success is inseparable from our partners’ success. As a 100% channel-driven company in India, every transaction — from enterprise solutions to SMB deployments — is executed through our partner ecosystem. This deep integration ensures that our channel policies are always aligned with corporate growth objectives while staying adaptive to evolving partner priorities.
Central to this alignment is our New Generation Partner Program (NGPP), launched to simplify engagement, enhance profitability, and future-proof partner capabilities. We streamlined the tier structure from six to four levels (Advanced, Professional, Premier, Elite), giving partners clear visibility into benefits relative to their investment and performance. We have also embedded transparency and collaboration into policy design. Continuous partner feedback informs program evolution, while tools like the Check Point Engage App and Partner MAP provide real- time deal tracking, competitive insights, and sales intelligence. This partner-first approach has doubled deal registrations, expanded our partner base from 250 to over 600, and is set to exceed 700 by the end of 2025.
UNLOCKING NEW OPPORTUNITIES & REVENUE STREAMS
Partners are instrumental in driving Check Point’s expansion into new markets and revenue streams. Their local expertise, customer relationships, and vertical specialization enable us to penetrate sectors and geographies that would otherwise be challenging to reach directly. Through close collaboration with Managed Security Service Providers (MSSPs), we are delivering AI-powered Quantum Spark gateways and simplified security solutions tailored to SMBs and MSMEs, helping us tap into high-growth, underserved segments.”
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Offering smarter collaboration experiences to customers together with partners
GOPAL KRISHNA
DIRECTOR – SALES, APAC, BARCO
CLICKSHARE CHANNEL STRATEGY FOR A COLLABORATIVE FUTURE
“In an era where collaboration and technology converge to shape the future of workplaces, Barco ClickShare stands at the forefront—empowering channel partners through a robust, transparent, and future-ready partner ecosystem. Barco as a leading brand in the visual space has been redefining how partner relationships are nurtured, sustained, and grown across regions.
ENABLING BRIGHT OUTCOMES FOR PARTNERS
Barco’s channel policies are designed to achieve one clear objective—create a win-win model where corporate goals align seamlessly with evolving partner expectations. The ClickShare channel program focuses on shared success, emphasizing mutual profitability, consistent communication, and operational transparency. Barco’s promise is ‘enabling bright outcomes.’ And that’s not just for our end users—it’s for our channel partners, as well.
The ClickShare Connect! Partner Program gets you up and running as quickly and simply as possible. Our approach is not just about selling products; it’s about building value-driven partnerships. Barco ClickShare’s channel policy is structured to ensure partners grow with us. We empower them with tools, training, and incentives that align with our vision of sustainable, inclusive growth. We continuously evolve our partner framework, ensuring adaptability to market dynamics, customer demand patterns, and digital transformation trends. The goal is simple: enable partners to stay competitive while driving Barco’s mission of smarter collaboration experiences. Channel partners also play a critical role in Barco’s expansion strategy across emerging markets. From corporate and education sectors to government and healthcare, partners act as key growth catalysts.”
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Arista meticulously balances its corporate goals with partner needs
PRANAV JHA
CHANNEL DIRECTOR- (INDIA & SAARC), ARISTA
“Our approach to channel policy is fundamentally built on alignment through specialization, moving away from a traditional transactional model. Arista's overarching corporate goal is to lead cloud networking, data center, and cognitive campus segments. We achieve this by meticulously structuring our channel policy to reward partners who make the necessary investments in these key areas. Our policy carefully balances corporate goals with partner needs through tiered rewards based on capability, rather than simply capacity.
We believe that trust is built on predictability and protection, and true co-partnership with our mutual customers.
• Deal Protection: We have formalized a clear policy to protect partner driven opportunities so that pre-sales investment is recognized and rewarded.
• Strategic Investment: We invest in partner enablement beyond the traditional model to include funding for Not-For-Resale equipment as well as subsidized training and certifications via Arista Academy.
• Collaborative Partnerships: we engage through joint planning and open communication, focusing on shared capabilities, customer outcomes and co-innovation rather than on transactional volume.
Our segmented ecosystem is designed to drive both expansion into new markets and the generation of new revenue streams. Our partners are the primary drivers of our high-margin recurring service offerings. By enabling them to offer ongoing services, migrations and ongoing support, they unlock recurring revenue streams. They are also strategically selected to penetrate specific, underserved regional markets within India and emerging verticals in SAARC.”
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CommScope creating a strong bond with partners by enabling their business growth
KALYAN DEEP RAY
NATIONAL CHANNEL MANAGER, ENTERPRISE SALES, INDIA & SAARC, COMMSCOPE
“Our channel policies are designed to strike a strategic balance between our corporate objectives and the evolving needs of our partners. We achieve this by maintaining open lines of communication, regularly engaging with partners to understand their challenges and aspirations. This feedback loop informs our policy development, ensuring alignment with market dynamics and partner expectations. For example, our partners have expressed the need for more localized training and technical support—leading us to expand our training seminars and introduce more resources. Their feedback has helped us tailor our multi-tier channel programs—covering distribution, system integration, installation, and design—to better support partner growth while ensuring alignment with CommScope’s priorities.
EMPOWERING PARTNER ENGAGEMENT
CommScope has launched a series of initiatives aimed at helping partners and customers uncover new revenue opportunities. We have developed tailored programs for four distinct partner types—Distributors, Solutions Providers, Ecosystem Partners, and Alliances—to support our market solutions and drive mutual growth. Each program is structured to empower partners with differentiated capabilities, enabling them to deliver greater value to customers in India. As part of our digital transformation efforts, we have also rolled out digital tools that offer partners real-time access to sales enablement and technical resources, product updates, and support services. Our partners are also trained to provide local insights, which puts our high-performance solutions to work. Extensive guidance and access to resources for partners are also included as part of the PartnerPRO program, to elevate their marketing and technical expertise.”
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CP PLUS and partners continue to redefine Growth by transforming markets and mindsets
ADITYA KHEMKA
MANAGING DIRECTOR, CP PLUS
“At CP PLUS, our channel philosophy is based on one clear conviction - growth is a shared pursuit. Our partner policies are designed to maintain a delicate balance between corporate objectives and the ever- evolving needs of our partners. We have built a framework that rewards performance, supports agility, and safeguards brand integrity, while ensuring that every partner feels empowered to grow with us. From transparent tier structures and clear incentives to flexible operational guidelines and responsive service policies, we have ensured that our ecosystem remains fair, future-ready, and attuned to ground realities.
UNLOCKING NEW OPPORTUNITIES & REVENUE STREAMS
Our partners are the engines that power our expansion into new markets. Their local insights and relationships help CP PLUS reach communities, cities, and industries much better and deeper than traditional corporate frameworks. From bringing advanced surveillance solutions to Tier II and III towns to unlocking new verticals like healthcare, retail, logistics, and public safety, our partners transform access into advantage. Together, we don’t just move products - we create ecosystems of safety, intelligence, and trust.
Looking ahead, our vision for the channel ecosystem is one of evolution and empowerment. We see our network transforming from a product-driven chain into a value-driven collective. With deeper specialization, indigenous technology, and a stronger emphasis on data security and compliance, CP PLUS and its partners will continue to redefine what it means to grow together - shaping not only markets, but mindsets across the security and surveillance landscape.”
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CrowdStrike continues to expand its position as cybersecurity’s platform of choice with help of partners
JON FOX
VICE PRESIDENT CHANNELS AND ALLIANCES, CROWDSTRIKE ASIA PACIFIC AND JAPAN
“CrowdStrike has introduced and expanded multiple initiatives to help our channel ecosystem accelerate their business growth and deliver superior customer outcomes by consolidating on the AI-native CrowdStrike Falcon platform. These initiatives include -
• CrowdStrike Falcon Flex – Falcon Flex empowers partners to maximise value, maintain strong margins and outpace their competitors with adaptable licensing for the Falcon platform’s full portfolio of best-in-class modules. Customers benefit by gaining full flexibility to use any of the Falcon platform’s modules they need, when they need it, and across their subscription term.
• Accelerate Partner Program – Accelerate sets the standard for uniting the cybersecurity partner ecosystem and enables them to accelerate growth and profitability through enhanced education, incentives and gamified rewards, resources, training programs, and support tools.
• Services Partner Program – Our Services Partner Program empowers GSIs, MSPs, and MSSPs to accelerate adoption of CrowdStrike Falcon Next-Gen SIEM, with specifically designed training and enablement, performance-driven incentives, tools, and CrowdStrike resources and support.
• APEX Program – APEX accelerates customer growth and revenue outcomes for distributors by providing them with a strategic framework of enhanced partner enablement and pipeline building activities.
Most recently, we announced a new strategic distribution agreement with Redington. Through this partnership, Redington’s partner base of leading resellers throughout India will help customers consolidate their fragmented security tools and reduce cost and complexity, by delivering industry-leading, AI-powered protection across endpoints, identity, cloud, and data.”
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Cyble’s channel policies founded on a “Partner-First” approach
MANDAR PATIL
SVP - INTERNATIONAL MARKETS AND CUSTOMER SUCCESS, CYBLE
“Cyble’s channel policies are built on a “Partner-First” foundation, aligning corporate objectives with evolving partner priorities. Our programs that include MSSP, Reseller, Referral, and Technology Alliance (TAP) offer flexibility across business models and markets. Tiered benefits (Authorized to Platinum) ensure scalable growth with structured incentives like rebates, market-development funds, and co-marketing support. Dedicated partner managers and flexible deployment models allow each partner to align our solutions with their customer needs while meeting Cyble’s goal of global reach and innovation-led growth.
BUILDING PARTNER TRUST AND LOYALTY
Trust and loyalty are driven by collaboration and transparency. Through the Cyble Partner Network (CPN), partners access training, certifications, sales enablement, marketing collaterals, and technical documentation. We offer dedicated support teams, joint business planning, and incentive-based programs to recognize high- performing partners. Initiatives such as co-branded marketing campaigns, integration support under TAP, CRN listing and partnerships with leading GSIs demonstrate our long-term commitment to partner success. By fostering consistent communication, transparent rewards, and shared market opportunities, we ensure sustained confidence and mutual growth.
Partners are central to Cyble’s expansion strategy. They help us enter new geographies, industries, and customer segments by combining local market expertise with our threat-intelligence capabilities. Collaborations such as alliances in Africa, Europe and integrations with platforms like InsureMO showcase how partners unlock vertical-specific opportunities. MSSPs embed Cyble’s threat-intelligence into their service stack, creating recurring revenue streams. Our tiered programs further incentivize business development, making partners key catalysts for expanding Cyble’s footprint and accelerating global adoption.”
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Dell Technologies powering the Channel with the right skill sets and policies
ATUL MEHTA
SENIOR DIRECTOR AND GENERAL MANAGER – INDIA CHANNELS, DELL TECHNOLOGIES
“Our channel strategy is built on the principle of shared growth ensuring that every policy we design helps partners align more closely with customer priorities while driving mutual profitability. We focus on clarity, consistency, and predictability in our programs so partners can plan long-term with confidence. Every evolution in our policies is guided by market feedback and business insights, ensuring we stay agile and relevant. The goal is to create a partner ecosystem that not only supports Dell’s strategic vision but also empowers our partners to differentiate themselves, expand capabilities, and deliver stronger outcomes for customers.
DRIVING THE PARTNER ECOSYSTEM
Channel partners have always been the driving force behind Dell Technologies’ business growth, and we are committed to strengthening this ecosystem. Together, we have built one of the largest go-to-market engines in the industry, with partners contributing a significant percentage of our net revenue. We offer one of the industry’s broadest portfolios, from client devices to the data centre, underpinned by an unwavering commitment to driving positive impact for business, people and the planet. We listened to our partners’ feedback and continue to enhance our tools, policies and processes to make it easier for partners to do business and engage with us. Our vision is to make Dell’s partner ecosystem the most trusted and growth-oriented network in the industry. Over the next year, we aim to deepen collaboration through a more integrated partner experience, one that’s simpler, more profitable, and technology- forward. The future of our channel ecosystem will be defined by shared success powered by technology, trust, and a relentless focus on customer outcomes.”
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Elastic’s next phase of growth to be partner-driven
KARTHIK RAJARAM
AREA VICE PRESIDENT & GENERAL MANAGER,
ELASTIC INDIA
“Elastic supports partner growth through tiered engagement, training, incentives, and transparency (via scorecards and roadmap reviews). Our policies reflect Elastic’s focus on openness, performance, and innovation, while remaining flexible to support the growth and evolving priorities of our partners. To assist our growing base of channel partners in India, Elastic is increasing its partner team headcount, including partner managers, solutions architects, and sales teams. We also hold joint programmes to ensure that we are fully aligned and equipped to drive innovation and bring creative solutions to market based on our business priorities.
BOOSTING PARTNER TRUST AND LOYALTY
Trust has always been central to how Elastic works with its partners. It starts with openness and grows through collaboration. The Elastic Partner Program recognises commitment and capability, giving partners the opportunity to innovate, differentiate, and build with Elastic. Our approach is not about transactions but about creating value together. We continue to invest in enablement, joint planning, and open dialogue so that partner feedback directly shapes our priorities. Consistency, transparency, and shared growth remain the foundation of how we strengthen trust and loyalty across our ecosystem.
Elastic’s next growth phase will be partner-driven. The company aims to support, educate, and highlight successes with partners to establish a trusted and transparent reputation in India and beyond. The role of the channel is changing as AI becomes central to how enterprises think about data and automation. Our task is to help partners build the competence and confidence to lead that change, not as intermediaries, but as innovators in their own right.”
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For ESET, partners act as vital connectors between technology and local opportunities
AJAYKUMAR JOSHI
COUNTRY HEAD - INDIA & SAARC, ESET ASIA
“Balancing corporate objectives with partner expectations calls for policies that are both clear and adaptable. Flexibility is key—channel programs offer tailored incentives and enablement opportunities to empower partners as market dynamics shift, especially in fast-evolving areas like AI and cloud security. Transparent communication and equitable terms create a trust-based relationship, allowing partners to confidently invest in new technologies alongside corporate goals. This collaborative mindset ensures that growth ambitions align naturally, fostering mutual success across diverse market conditions.
UNLOCKING NEW OPPORTUNITIES & MARKETS
Partners act as vital connectors between technology and local opportunities. Their deep market insight enables tailored cybersecurity solutions to reach emerging sectors like healthcare, education, IT- ITES and compliance driven BSFI, and manufacturing. Joint sales and marketing efforts expand reach and build customer trust, opening fresh revenue avenues for both partners and the company. Preparing partners for tomorrow’s challenges requires ongoing education and technology access. Comprehensive training programs empower partners with expertise in AI-driven and cloud-native security, equipping them to articulate value to customers convincingly. By collaborating with technology vendors and investing in R&D, the company ensures its portfolio evolves with the tech landscape. This approach enables partners to confidently adopt and sell cutting- edge solutions that address complex cybersecurity demands ESET AI Solutions. We will also aim to host more events in India like the recent ESET Security Days 2025 held in Mumbai. Looking ahead, we anticipate deeper specialization among security partners, aligned to vertical needs and outcome-based areas such as compliance, resilience, and threat response.”
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For Fortinet, partners are solution architects for their customers’ networking & security needs
JITENDRA GHUGHAL
SENIOR DIRECTOR, CHANNEL MANAGEMENT, INDIA & SAARC FORTINET
“At Fortinet, we see our channel not just as sellers, but as solution architects helping customers consolidate and converge networking and security operations. Our channel policies are designed to empower partners to solve real customer challenges through the Fortinet Security Fabric, that delivers better protection and operational simplicity. Fortinet is a 100% channel- oriented company and our partners are an extension of who we are. Everything we do, from enablement to incentives, is structured to help them grow profitably.
Our Engage Partner Program offers multiple pathways for growth with clear benefits at each stage. We also equally focus on partner enablement, from dedicated account managers and technical experts to marketing resources and campaign-in-a-box toolkits. Partners can specialize across seven high-growth areas such as Secure Networking (Firewall, LAN, SD-WAN), SASE, Cloud Security, OT Security, and Security Operations. Each specialization unlocks deeper training, go-to-market support, and greater profitability. Partners also play a central role in driving Fortinet’s growth in new markets, especially as demand accelerates for unified SASE, AI-driven SOC, and OT security.
VISION FOR CHANNEL
Fortinet’s constant innovation and customer-first approach enable partners to meet tomorrow's challenges while executing at scale today. We will continue to deliver unmatched performance, scalability, and cost efficiency across the most critical security and networking use cases, empowering partners in the new market. Our goal is simple - to make Fortinet not just the easiest vendor to work with, but also the most rewarding.”
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Committed to helping partners embrace the era of digital orchestration
VEERANNA GANIGERE
REGIONAL GENERAL MANAGER - INDIA & SAARC, EXCLUSIVE NETWORKS
“At Exclusive Networks, we have built our channel framework around one belief that true growth happens when business goals and partner ambitions move in the same direction. Our policies are designed to be adaptive, transparent, and region-specific. We focus on aligning our objectives with our partners’ growth priorities through clear communication, agile incentives, and data-driven decision-making. Whether it is profitability, service excellence, or skill development, every initiative is tuned to the reality of the Indian partner ecosystem. This balance ensures that our global strategy remains locally relevant, and our partners see measurable value in every engagement.
BUILDING TRUST & LOYALTY
We see every partner as an extension of our own organization. We listen to their challenges, celebrate their successes, and support their ambitions with unwavering commitment. Loyalty, in our view, is not about policy, it’s about partnership, trust, and purpose. When our partners grow, the ecosystem grows with them. That belief continues to guide our journey to build a channel community that is inspired, capable, and future-ready. We are deeply committed to helping our partners move beyond traditional system integration and embrace the era of digital orchestration. We believe that true growth happens when curiosity meets capability. Through the Exclusive Academy and our hands-on technology enablement labs, we give our partners real-world exposure to AI-driven threat detection, SASE architectures, and hybrid cloud security solutions. Our mission is simple to turn learning into leadership and knowledge into measurable business impact. Together, we design workshops that focus on solving customer challenges rather than just positioning products.”
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Socomec believes in driving mutual growth and strong collaboration with partners
MEENU SINGHAL
REGIONAL MANAGING DIRECTOR, SOCOMEC, GREATER INDIA
“At Socomec, we follow a holistic approach to building a future-ready channel ecosystem in India. The Power+ Partner Program is at the heart of this strategy, offering structured onboarding and access to our complete portfolio of power management solutions. We conduct certified training programs to strengthen the technical and commercial expertise of our partners, enabling them to deliver world-class services. To drive digital empowerment, our MySocomec Partner Relationship Management (PRM) platform provides real-time access to sales tools, marketing resources, deal registration, and lead generation. We hold the Annual Distributor Conference to recognize partner achievements and discuss strategies for shared challenges. In addition, our wide service network and robust partner recognition programs ensure that our partners remain motivated and empowered to deliver exceptional customer value across India.
A WELL CURATED PARTNER PROGRAM
Socomec’s Power+ Partner Program is designed to drive mutual growth and excellence by strengthening collaboration with our partners. It focuses on creating a collaborative ecosystem where both Socomec and its partners benefit through shared goals and strategic alignment. Through joint sales and marketing efforts, targeted promotions, and revenue-sharing models, the program enables market expansion and accelerates revenue generation. Continuous engagement and feedback from partners help us refine our approach, ensuring sustainable value creation for all stakeholders. Partners benefit from joint marketing initiatives supported by Marketing Development Fund(MDF) and Co-op funds, gaining access to campaigns, Point of Sale(POS) materials, and sales tools. The MySocomec Partner Relationship Management (PRM) portal acts as a single hub for training, deal registration, technical documentation, and lead generation, ensuring seamless collaboration.”
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Ingram Micro enabling partners think beyond usual reselling with tools like Xvantage
VISHAL HEGDE
DIRECTOR – SALES, INGRAM MICRO INDIA
“The channel policies of Ingram Micro are rooted in transparency and flexibility that ensures a tiered framework for partners to perfectly align with their evolving needs and distinct growth plans. We clearly communicate our vision behind every strategic initiative that can help partners understand our strategies and collaborate more effectively to achieve the shared goals.
As different partners have different business models and capabilities, our tiered policy framework perfectly aligns with distinct sets of goals and
priorities for partners in different phases of their evolution journeys. For instance, if there’s a partner that has a keen interest in specialized solutions, we help them with our expertise in conceptualizing and delivering tailored solutions for customers. Similarly, we have a distinct set of policies for partners who are looking to expand their presence in different realms with technology-led business solutions.
EMPOWERING PARTNERS
We empower our partners with a wide range of solutions and services that can help them think beyond usual reselling and meet the end-to-end requirements of customers. Our Cloud Services, Financial Solutions, IT Asset Lifecycle Management and Disposition Services, and Vertical-focused Solutions (for healthcare and hospitality verticals) help our partners offer end-to-end solutions to customers and unlock new revenue streams.
The launch of Ingram Micro Xvantage has been a major step in this direction, where we are enabling our partners to learn, build, manage and buy a wide range of technology-led business solutions.”
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Working closely with partners to provide partners with ample technical support
RAJIV UNNIKRISHNAN
SENIOR VP CHANNEL DEVELOPMENT – INFLOW TECHNOLOGIES
“At the very onset when we were formulating the corporate goals, we were particular that we need to have a channel policy that needs to change with the evolving needs of the market. Our channel policy for example, didn’t have a defined credit limit for any partner. Our objective has always been to find ways to help channels execute an order, however large it would be, with the available provisions and instruments so that credit limit does not come in the way of their growth. At the same time help analyse the safety of executing such orders.
UNLOCKING NEW OPPORTUNITIES & MARKETS
We are in a market which is ever evolving with new technologies and growing for existing technologies. We work very closely with partners providing the most critical factor of technical support in both pre and post sales which helps partners to confidently approach their customers and add per capita by cross selling new technologies to their customers which will not only enhance growth but also position the partner as a new technology enabler for their customers.
In terms of our vision for the channel, adding more value to the channel ecosystem in terms of enabling them with new and emerging technologies, engaging with their technical pool and help them continuously in reducing their skill gap, helping them in acquiring new customers in various verticals and assisting them in becoming more profitable and sustainable in their business will be our main focus.”
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Partners are the true growth multipliers for iValue in its ecosystem
R VENKATESH
CHIEF REVENUE OFFICER, IVALUE GROUP
“At iValue, our channel philosophy has always been rooted in shared growth. While our corporate goals focus on scaling profitability and expanding reach across India’s digital transformation landscape, our policies are continuously refined to reflect partner realities on the ground. We recognize that as the market shifts toward subscription and consumption-based models, partners need flexibility, transparency, and enablement rather than rigid frameworks. Our channel policies are therefore designed to ensure that our success is directly proportional to our partners’ success, balancing performance objectives with long-term relationship value.
BUILDING TRUST & LOYALTY
Trust and loyalty come from consistent engagement and transparent collaboration. We’ve invested significantly in digital platforms that provide end-to-end visibility — from deal registration to lifecycle management. Beyond technology, we believe in empowering people. Through our Partner Enablement sessions, we enable partners with ongoing training and certifications in areas like cybersecurity, cloud, and DevSecOps. We also conduct regular co-selling sessions, and joint go-to-market initiatives. These efforts help us move beyond transactional interactions to strategic, trust-based partnerships built on shared outcomes.
We consider partners as the true growth multipliers in our ecosystem. They help us tap into new markets, verticals, and customer segments that value localized expertise and personalized engagement. Together, we’re expanding reach across Tier 2 and Tier 3 markets and enabling adoption in highly regulated sectors like BFSI, government, and healthcare. By co-creating value, our partners help iValue move beyond distribution into business acceleration, unlocking new recurring revenue streams and long-term customer stickiness.”
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Lenovo’s channel policies built around principles of Enable, Connect, and Grow
ARVIND CHABRA
DIRECTOR - ONE CHANNEL, LENOVO INDIA
“At Lenovo, our channel policies are built on agility and partner-centricity. We align closely with Lenovo’s strategic imperatives while remaining responsive to the evolving needs of our ecosystem. Whether it’s through differentiated onboarding phases, flexible activation models like TruScale, or tailored support for strategic partners, our frameworks ensure that corporate goals are met without compromising partner growth and autonomy. Our policies are rooted in the foundational pillars of Enable, Connect, and Grow under the Lenovo 360 framework. Enable ensures partners have access to the right tools, digital platforms, and training to drive business outcomes. Connect brings together communities and collaboration forums that strengthen relationships and foster shared learning. Grow focuses on rewarding and incentivizing partner performance through structured programs that recognize contribution and success.
STRENGTHENING PARTNER TRUST & LOYALTY
Trust is earned through transparency, consistency, and shared success. Through the Lenovo 360 framework, we empower partners with the right tools, training, and AI-driven insights to deliver value across markets. By fostering collaboration, co-creation, and continuous enablement, we are building long-term trust and loyalty that translates into sustainable, shared growth across the Lenovo partner ecosystem.
Our partners are growth multipliers. Through strategic onboarding of regional leaders and vertical specialists, we are expanding into untapped geographies and sectors. The strong Lenovo value proposition of Pocket to Cloud enables partners to explore and expand their play beyond one line of solutions for their customers like expanding from only endpoint hardware to infrastructure solutions and vice versa.”
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Micron envisions on building an agile, digitally empowered channel ecosystem
RAJESH GUPTA
DIRECTOR, COUNTRY MANAGER - INDIA SALES, MICRON TECHNOLOGY
“At Micron, our channel policies are designed to align strategic business objectives with the evolving needs of our partners. We ensure that our programs are flexible enough to adapt to market dynamics while staying rooted in our core values of innovation, collaboration, and customer-centricity. By continuously engaging with partners and incorporating their feedback, we maintain a balance that drives mutual growth and long-term success. We focus heavily on transparency, enablement, and recognition. Our initiatives include regular partner training sessions, joint business planning, and incentive programs tailored to partner performance. We also invest in digital tools that simplify engagement and provide real-time visibility into program benefits. These efforts help build trust and foster a sense of shared purpose across our partner ecosystem.
GROWTH DRIVERS
Our partners are instrumental in expanding our reach into emerging markets and verticals. Their deep local insights and customer relationships allow us to penetrate segments that would otherwise be difficult to access directly. Through collaborative go-to-market strategies and co-branded initiatives, we’ve been able to unlock new revenue streams and scale our presence across India. We actively support our partners in adopting next-gen technologies by offering technical training, solution blueprints, and joint technical meetings with end customers. Looking ahead, we envision a more agile, digitally empowered channel ecosystem that thrives on collaboration and innovation. Our focus will be on deepening partner specialization, accelerating digital transformation, and fostering inclusive growth. We believe that by investing in partner success, we can collectively drive greater impact in the technology landscape.”
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NetApp guided by the policy of building a trusted, long-term partner ecosystem
HITESH JOSHI
DIRECTOR - CHANNELS AND ALLIANCE, INDIA & SAARC, NETAPP
“NetApp sees its partners as an extension of our business, and strengthening the channel ecosystem in India continues to be a top priority. We are a 100% partner-led company, and our partners are at the center of how we go to market. Our channel engagement model is built on the belief that success comes from shared growth, where we empower partners with the tools, training, and incentives they need to deliver differentiated value to customers.
KEY INITIATIVES & PROGRAMS
Over the past few months, we have rolled out initiatives to help partners capitalise on the growing demand for cloud, AI, and hybrid multicloud solutions. We have expanded our Partner Sphere program to provide deeper training, enablement, and rewards, making it easier for partners to differentiate themselves and deliver greater value to customers. Our focus is on co-innovation — giving partners access to NetApp’s latest cloud- native, data management, and AI-ready infrastructure solutions, so they can help enterprises modernise faster. We are also investing in regional partner support and co-marketing initiatives in India to build stronger go-to-market motions. By simplifying engagement models, increasing agility in deal support, and creating more opportunities for joint growth, we’re ensuring that our partners are well-equipped to address the evolving needs of Indian enterprises in today’s AI-driven, digital-first economy.
In India, our focus has been on deepening partner enablement
— with investments in certifications, co-marketing, and demand- generation initiatives that help partners expand their reach. We are also prioritizing collaborative go-to-market motions, so partners can leverage NetApp’s technology leadership while bringing their own unique strengths to customers.”
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Nutanix looks to fostering autonomy and building lasting relationships with the Channel
HARSH VAISHNAV
SR DIRECTOR AND HEAD CHANNELS, SOUTHERN ASIA - NUTANIX
“Nutanix is a channel-first organization, and our channel policies are grounded in our Big Four guiding principles: Profitability, Product, Long- term commitment and Trust. These pillars shape how we align corporate objectives with partner success. While the Nutanix Elevate Partner Program remains a key enabler, we’ve expanded our approach with platforms like the Nutanix Partner Central, which offers real-time visibility into deal registration, rebates and renewals. This holistic framework ensures partners can operate with agility, make informed decisions, and grow profitably in a dynamic market.
TRANSPARENCY & SHARED SUCCESS
Partner engagement at Nutanix is driven by transparency, enablement, and shared success. We have introduced initiatives that reflect what partners care about most — simplified SKUs, competency- based enablement, and targeted incentives for new business. Our commitment to Trust and Long-Term Partnership is reinforced through tools like Partner Central, which offers 24x7 access to performance insights and collaboration resources. These efforts foster autonomy and build lasting relationships across our ecosystem.
In addition, partners are at the forefront of Nutanix’s expansion into new markets and customer segments. Our hybrid multicloud and HCI solutions enable them to address diverse workloads across BFSI, manufacturing, public sector, and mid-market verticals. Incentives like Outperformance reward growth in both new and existing accounts.
Guided by our Profitability and Product principles, we equip partners with actionable insights, flexible go-to-market strategies, and tools like Partner Central to identify opportunities, accelerate sales, and build recurring revenue through managed services and modernization initiatives.”
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Optoma takes pride in having a strong and expanding channel network in India
VIJAY SHARMA
MANAGING DIRECTOR, OPTOMA TECHNOLOGY
“With the aim of building stronger relationships with local dealers, after operating in India for more than a decade, we opened our head office in New Delhi last year. This strategic expansion is helping us to build a robust channel ecosystem, enabling seamless operations across the country and providing more flexible, comprehensive global services to our partners.
Over the past few years, Optoma has also strengthened its relationships with partners in the country by following fair and transparent policies that ensure healthy margins while maintaining attractive pricing across our entire product range. These partners are the backbone of our operations and have contributed significantly to our growth trajectory. They act as our extended arms, reaching out to diverse customer segments across India. Our Channel partner’s local presence and strong relationships enable us to access markets that would otherwise be difficult to reach directly. Throughout the year, we organize workshops, training sessions, meet- and-greets, and large-scale dealer events in cities such as Pune, Ahmedabad, Bangalore, Guwahati, Chandigarh, Indore, and Kolkata. These events allow us to express gratitude, share strategies, and strengthen our ties with dealers and partners across India.
A STRONG, GROWING CHANNEL ECOSYSTEM
Optoma currently has a strong and expanding channel network in India covering the length and breadth of the country. We are supported by trusted partners who have played a vital role in our growth over the last decade. In FY25, the company aims to strengthen this ecosystem further by offering improved partner programs, better margins, and comprehensive support.”
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Palo Alto Networks helping partners build new capabilities with Flexibility, Insights, and Support
SWAPNA BAPAT
VICE PRESIDENT & MANAGING DIRECTOR, INDIA AND SAARC, PALO ALTO NETWORKS
“At Palo Alto Networks, our channel strategy has always focused on shared success and ensuring that as we grow, our partners grow with us. With technology rapidly changing, we believe that the most effective channel policies are the ones that strike a balance between long-term business goals and our partner’s priorities. We recognize that our partners, whether a global system integrator, MSSP or VAR, are adapting to the same market forces that are transforming our customers like cloud, AI and identity.
This means that our channel model must evolve in lockstep — giving partners the flexibility, insights, and support they need to build new capabilities around cloud, AI, and security outcomes. Ensuring that our programs, incentives, and tools are enabling partners to grow profitably while driving meaningful business outcomes for customers is the main priority.
GROWTH OPPORTUNITIES FOR PARTNERS
As our next-generation security portfolio expands across areas like SASE, Cortex and AI-powered SOC transformation, we are revamping our NextWave Partner Program to better align partner capabilities. The upcoming enhancements will simplify processes, offer greater access, flexibility, benefits, training, and funding for programs. We are investing in better experiences for our partners with faster response time for approvals, clearer visibility & better enablement. We are also focused on helping partners adopt and build value around emerging technologies. Through our NextWave and Technology Partner Programs, we provide partners with deep access to open, API-driven platforms, enabling them to build intelligent, interoperable solutions that address everything from network and cloud security to AI-powered operations.”
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Hikvision India is committed to empowering partners while driving technology adoption in the security industry
ASHISH P. DHAKAN
MD & CEO,
PRAMA HIKVISION INDIA PRIVATE LIMITED
“Hikvision India's channel policies aim to strike a fine balance between corporate goals and nurturing partner needs by implementing flexible and adaptive strategies. By integrating these elements, Hikvision India's channel policies support sustainable growth, harmonious channel relationships, and alignment with corporate goals.
For Hikvision India management, trust and loyalty are the two strong foundations of partner engagement. We truly value our partners and they are the ones who represent us in the market space. Hikvision India management believes in strengthening the partner's trust and loyalty through various initiatives. Some key aspects of Hikvision India initiatives are -
• Collaborative Model: Emphasizing partnership and joint decision- making, Hikvision India involves partners in strategic planning, ensuring alignment with corporate objectives.
• Regular Evaluation: Continuous assessment of partnership performance allows for timely adaptations and growth, addressing changing market conditions and partner needs.
• Clear Communication: Open and transparent communication channels ensure partners are informed and engaged, fostering trust and collaboration.
• Incentive Programs: Performance-based incentives reward partners for behaviours aligning with strategic objectives, driving mutual growth.
• Adaptability: Hikvision India's policies accommodate evolving partner needs, prioritizing flexibility and responsiveness to market changes.
Successful partnerships require careful planning, open communication, and shared vision. By leveraging these collaborative growth strategies, businesses can unlock new revenue streams, drive growth, and expand their market reach.”
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Red Hat committed to evolving its global partner engagement experience
AUSIM KHAN
DIRECTOR, PARTNER ECOSYSTEM, INDIA AND SOUTH ASIA - RED HAT
“Red Hat has unveiled its Specialized Partner Program to acknowledge partners' deep technical expertise and proven capabilities throughout the customer lifecycle. By recognizing partners’ skills in high-demand areas, Red Hat aspires to enhance market visibility for validated partners. The programme expansion beyond Red Hat Automation Platform and Red Hat OpenShift includes new specializations in RHEL (Red Hat Enterprise Linux) and RHEL AI. The existing specialization for Red Hat OpenShift will be divided into specific focus areas. Qualifying partners will be designated Red Hat Specialized Partners and put into categories by their technical skills
Another exciting development is the launch of the Red Hat Partner Demand Center. This platform empowers partners with self-service capabilities to autonomously deliver marketing campaigns, create workshop and webinar registration pages, and foster brand synergy with Red Hat solutions. This platform is designed to provide partners with assisted control over their marketing efforts, providing them with joint branding and messaging.
PARTNER GROWTH - THE KEY FOCUS
Red Hat remains committed to evolving its global partner engagement experience. By enhancing both rebate opportunities and digital tooling, Red Hat is not only boosting partner profitability but also augmenting product growth, especially concerning Red Hat Ansible Automation Platform and Red Hat OpenShift. The overall objective is to cultivate stronger collaboration among partners and extend meaningful, tailored solutions to customers. Red Hat has a three-tiered partner program: Ready, Advanced, and Premier. Higher tiers receive progressively more benefits, such as enhanced sales incentives, increased visibility, and greater access to Red Hat resources.”
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SAS positioning itself as a partner-first, innovation- driven organization
MANISH NAIR
HEAD OF ALLIANCES AND CHANNELS, SAS
“At SAS, our channel policies are designed to be dynamic and adaptable. Our partners help us navigate diverse and evolving market conditions to deliver high-quality brand experiences and scale growth in strategic industries like health, financial services, public sector and SMB, amongst others.
Transparency and shared accountability are the key pillars that help us stay responsive to evolving partner needs while driving long-term growth and innovation. SAS also uses tools like market development funds, joint business plans, and training discount models to steer partner incentives in directions that support
SAS’s roadmap. Recognizing that partner needs change over time, SAS embeds flexibility into our approach through advisory boards and feedback loops, ensuring partner input shapes program evolution while staying aligned to our strategic goals.
VISION FOR CHANNEL
Our vision for the channel ecosystem in the coming year is to strengthen SAS’s position as a partner-first, innovation-driven organization, where partners are not just sales enablers but true extensions of SAS’s value delivery to customers.
The focus will be on building deeper capabilities around SAS Viya and AI, so partners can confidently lead AI initiatives across industries.
Continuous engagement via advisory councils, joint solution development and shared success metrics ensure that partner feedback directly informs strategy and program evolution. This vision aims to create a connected ecosystem that is agile, profitable, and aligned with market transformation, positioning SAS and its partners as trusted advisors helping organizations unlock the full potential of data and AI.”
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Redington recognizes its partners’ role in driving success for the brand
RAJAT VOHRA
CEO – INDIA, REDINGTON LIMITED
“In today’s rapidly digitalizing world, purchasing patterns are constantly evolving. Redington designs its channel policies to regularly adapt to the dynamic needs of our partner ecosystem. Our annual policy reviews along with robust governance models and compliance frameworks offer clarity in roles, compliance, and ethical conduct. Our digital first vision fosters unified messages across all ecosystems, with seamless communication to our partners and fine-tuning policies to support the partner's journey. Redington addresses business challenges through hardware, software, and value- added integrated services.
STRENGTHENING PARTNER TRUST AND LOYALTY
At Redington, our people’s first approach is central, and we recognize our employees as the driving force behind our ecosystem’s success. We actively invest in their growth, well-being, and empowerment. We deeply value every relationship across our ecosystem—vendors, partners, and collaborators—and are committed to building trust through transparency, collaboration, and mutual respect. To strengthen partner trust and loyalty, we adhere to robust data privacy and security standards such as DPDPA, ISO 27001, and other government and industry frameworks. We maintain open communication through regular partner forums and feedback mechanisms. Our training programs keep partners competitive and future ready.
At the same time, partners play a critical role in expanding our market reach and revenue streams. They help with hands-on industry expertise to make strategic decisions and solution development. Our diversified product and solution portfolio with focus on AI, cloud, software and emerging technologies provides one-stop solutions and value for partners. Partner inputs also help in partnership with new brands and OEMs.”
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For Securonix, it is always ‘Partner First’
DIPESH KAURA
COUNTRY DIRECTOR - INDIA & SAARC, SECURONIX
“The channel policies of Securonix pivot on the “partner first” Elevate Program, empowering partners who act as an extension of our internal teams. This program is a strategic initiative that contributes to a collaborative relationship between Securonix and our channel partners, driving mutual growth and profitability. It ensures flexibility and alignment, harmonizing our corporate objectives with the evolving needs of our partners while supporting our goals of expanding market share and driving new business growth. By bringing together our partners’ substantial industry and domain expertise with the power of the Securonix Unified Defense SIEM designed for the modern SOC, we are able to jointly deliver advanced cybersecurity solutions to address the fast- evolving AI-powered threat landscape.
BOOSTING GROWTH & EMPOWERMENT
We consciously select partners based on their regional strength, industry specialization, and local market understanding and further provide them with a wealth of enablement, marketing, and sales resources. Securonix strives to delight our partners, earning their trust and loyalty through consistent value and collaboration through our Elevate Program. Securonix ensures ease of doing business by eliminating all hurdles with no program fees, free accredited training and certification programs, flexible billing options, and a competitive and simple pricing model. Our partners’ wallet share is amplified with margin protection, deal reciprocation, and services enablement, providing a strong foundation for their growing practice. The Elevate program also empowers partners with joint business planning and sales forecasting tools to foster strategic alignment. These initiatives promote a strong, synergistic partnership between us.”
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Sify collaborates with partners who are committed to driving its shared vision forward
RAJAT GOSSAIN
HEAD OF CHANNEL BUSINESS, SIFY TECHNOLOGIES
“At Sify, we work closely with customers through their digital transformation journey. Through our comprehensive trinity of products and services - Datacenters, Networks and Cloud, we strive to add tangible value at every stage. We understand that transformation is not a destination but a continuous journey. Our channel engagement strategies and policies are therefore, designed to build and nurture long-term, strategic relationships and not merely transactional ones. Our channel policies emphasize transparency, trust, and collaboration and we have a strong governance framework in place to reinforce this. We recognize that meaningful partnerships take time to nurture and that is why we are highly selective in choosing our partners. We seek partners who can carry forward our shared vision and in doing so, strengthen their own customer base and relationships.
PARTNER ENGAGEMENT & ENABLEMENT POLICY
Our overall theme of Supercharging Growth with Sify is to strengthen partner trust and accelerate their journey towards growth. Under the ambit of the Channel Elevate program our partners know at the start of the year, what accounts they can work on, what commissions and rebates they can earn, what training they need to complete and the revenue objectives that need to be met. Through automation enabled by the One Sify Marketplace Portal, we simplify engagement and empower partners to work more efficiently and effectively. We offer best-in-class commissions supported by strong policies and governance framework. This not only ensures transparency but also protects our partners’ interests for long term success.”
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Snowflake building a more integrated, insight- driven partner ecosystem
DHIRAJ NARANG
DIRECTOR AND HEAD OF PARTNERSHIPS- INDIA, SNOWFLAKE
“Our partners are strategically aligned with Snowflake’s core goals - creating new routes to market, acquiring new customers, helping our joint customers extract value out of their Snowflake investments, and meeting industry-specific needs. Our partner policies are designed to align corporate growth objectives with the evolving needs of our ecosystem. Through initiatives like SPN Learn, our on-demand training and certification platform, we enable partners to stay current with Snowflake’s latest innovations and best practices, ensuring that they can deliver maximum value to customers. We are also running a specialized partner champions program
to upskill tech practitioners in partner organizations on the latest Snowflake platform offerings in AI/ML, Snowflake Intelligence, and the Data engineering space. Besides, we have also introduced the Service Registration Incentive (SRI) program, which rewards partners for successful customer engagements, strengthening collaboration and shared success. This helps accelerate customer POCs and adoption. Additionally, our revamped SPN Resale Program empowers qualified partners to resell Snowflake as part of their solutions, giving them the flexibility to manage the entire customer lifecycle, from procurement to deployment, success, and renewals.
VISION FOR CHANNEL
Our vision is to build a more integrated, insight-driven partner ecosystem—one that thrives on co-creation, innovation, and measurable outcomes. We are laying the groundwork for a future where our partners can capitalize on unprecedented opportunities, build and deliver innovative solutions, and thrive in a connected ecosystem. Our investments are designed to fuel long-term growth with our partners while helping joint customers achieve even greater success with the Snowflake AI Data Cloud.”
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A channel-first company, SolarWinds enables partners to go beyond product sales
ROHIT KUMAR SHUKLA
SENIOR SALES DIRECTOR, INDIA & SAARC, SOLARWINDS
“At SolarWinds India, significant investment has been directed toward building a resilient channel ecosystem. The recent appointment of Sukhdeep Singh as the head of channel sales for Asia-Pacific and Japan underscores this focus, aiming to strengthen partner alliances, expand regional reach, and accelerate growth in the observability and IT management software business. Across regions, SolarWinds actively invests in the partner ecosystem through SolarWinds Partner Summits. In India we are a channel-first company helping partners to go beyond product sales and provide strategic consulting, industry insights, and expertise in implementation and support for their customers.
CHANNEL ENGAGEMENT & ENABLEMENT POLICY
The SolarWinds channel engagement strategy is built on transparency, growth, and partner enablement. The SolarWinds Partner Program empowers partners with a consistent and predictable structure, offering expansive field coverage, expert product training, sales and technical support, and performance-driven rewards. These elements are designed to help partners grow by selling across the full SolarWinds portfolio, capturing new market opportunities, and maximizing profitability through an annuity-style subscription model and robust renewal streams.
The channel strategy is further supported by the 2025 Partner Program, introduced under the theme “Elevating Together,” which delivers enhanced benefits, financial incentives, and resources to help partners thrive in a rapidly evolving technology landscape. At SolarWinds, we are dedicated to creating lasting value for partners through collaboration, shared growth and a unified vision.”
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Transparency, fairness, and growth for committed partners - guiding principles for Sophos channel policy
RAJEEV GUPTA
DIRECTOR OF CHANNEL SALES, INDIA & SAARC, SOPHOS
“At Sophos, our partners are at the heart of our go-to-market strategy. Over the past year, we have enhanced the Partner Program to make it more rewarding, flexible, and transparent. The introduction of Sophos Partner Care has created a 24x7 single point of contact for partners, reducing operational delays and helping them close deals faster. We have expanded enablement through certifications, specialization tracks, and bootcamps, ensuring partners are technically equipped to address complex customer needs. The launch of our local data center in Mumbai further strengthens the ecosystem by giving partners the ability to offer customers low-latency services that meet India’s data sovereignty requirements.
CHANNEL ENGAGEMENT & ENABLEMENT POLICY
Our channel engagement policy is straightforward: transparency, fairness, and growth for committed partners.
• The program is tiered, with higher rewards, MDF, and deal advantages as partners move up.
• Deal registration and incumbency protection reduce channel conflict and improve margins.
• Certifications and compliance audits ensure partners maintain high technical standards and receive ongoing benefits.
• We provide extensive co-marketing resources, joint campaigns, and field engagement opportunities so partners
can generate demand effectively.
• Through regular councils and feedback forums, we ensure that the program evolves in line with partner needs.”
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SEPL-VAD envisions to build a highly collaborative, innovative, and future-ready channel ecosystem
DEBRAJ DAM
CHIEF OF VAD - SUPERTRON ELECTRONICS PVT. LTD. (SEPL-VAD)
“SEPL-VAD designs channel policies to align corporate objectives with partner success. By adopting a consultative approach, we understand each partner’s unique business requirements and provide tailored programs that support revenue growth, operational efficiency, and technology adoption. Policies emphasize transparency, fair incentives, and enablement support, ensuring partners can meet market demands while contributing to SEPL-VAD’s strategic goals. This balance ensures mutual growth and strengthens long-term collaboration.
KEY ROLE PLAYED BY PARTNERS
Partners are critical in expanding SEPL-VAD’s reach and accessing new market opportunities. Leveraging their local expertise and customer relationships, partners enable entry into emerging sectors and geographies. Through collaboration on solution design, marketing, and deployment, they help identify unmet needs, introduce new offerings, and drive revenue growth. This ecosystem approach ensures both SEPL-VAD and its partners capitalize on evolving market trends effectively. At the same time, building trust and loyalty is central to SEPL- VAD’s partner engagement strategy. We maintain open communication, provide timely support, and invest in continuous training and certifications. Recognition programs, performance incentives, and co-marketing initiatives further reinforce commitment. By consistently delivering value and enabling partners to implement AVS, DCS, and cloud solutions effectively, SEPL-VAD fosters long-term relationships rooted in mutual growth and success. Going forward, SEPL-VAD envisions a channel ecosystem that is highly collaborative, innovative, and future-ready. By continuing to strengthen partner capabilities, integrating emerging technologies, and fostering trust and loyalty, we aim to create a resilient and growth-oriented network.”
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Tenable helping partners deliver cybersecurity services and address the growing demand
RAJNISH GUPTA
MD & COUNTRY MANAGER, TENABLE INDIA
“As a 100% channel-first company, Tenable works closely with partners to share insights, develop customized solutions, and ensure they have the necessary tools to meet evolving cybersecurity challenges. This collaboration ensures that channel partners can deliver valuable cybersecurity services and meet the growing demand for effective tools that address real-world risks. We invest in empowering channel partners with training, certification, and collaboration opportunities to help them successfully deliver Tenable’s solutions to customers across the globe. We have a range of partner programs to ensure that goals and strategies remain aligned at every stage. There are four tiers to the Tenable Assure Partner Program.
STRENGTHENING PARTNER TRUST AND LOYALTY
Tenable’s core philosophy is based on the understanding that helping channel partners become successful will ultimately make us successful. We provide our partners with resources and support needed to build revenue streams such as cross-selling and upselling opportunities, advanced training programs, go-to-market campaign support, and sales tools to help them achieve their business goals. We also ensure that our own teams are incentivized based on partner performance. We incentivize partners with deal registration discounts, ensuring better pricing for deals they bring in. This incentivizes channel partners to successfully sell and deploy Tenable’s solutions across India. We are also empowering partners to expand the scope of their cybersecurity offerings. For instance, if a partner specializes in vulnerability management and would like to strengthen its cross-sell and upsell opportunities by branching out into Cloud Security and OT Security within our exposure management platform, Tenable fully supports them and facilitates market reach expansion.”
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Channel fueling TP- Link’s next phase of enterprise growth
MOHIT MAHESHPURIA
GENERAL MANAGER – SMB (DISTRIBUTION), TP-LINK
“At TP-Link, our channel policies are designed around mutual growth. We understand that partner ecosystems are dynamic, so our approach emphasizes flexibility, transparency, and profitability. While our corporate goals focus on expanding market share and strengthening brand equity, our channel programs ensure that partners have the right tools, incentives, and product margins to remain competitive. We regularly evaluate feedback from partners to fine-tune our pricing, training, and support structures, ensuring that business goals stay aligned with partner success.
BUILDING PARTNER ENGAGEMENT & TRUST
Building trust is at the core of our channel strategy. We have implemented structured partner enablement programs that include product certification, hands-on technical training, and co-marketing support. On one hand through VIGI and Omada-focused engagement, we are slowly but steadily strengthening our SMB and Enterprise partner base, on other hand our consumer partner network for TAPO range of solutions is closely working partners working on home automation and other allied segments. Our partners are the bridge between innovation and adoption. Through their strong regional presence and local market understanding, we are able to penetrate new verticals such as SMBs, hospitality, education, and manufacturing. Their ability to integrate TP-Link solutions from Omada SDN networking to VIGI surveillance systems helps us expand beyond products into complete solutions. Additionally, our project-based incentive model encourages partners to pursue high- value opportunities and deliver customized deployments, driving mutual growth. With our expanding portfolio of Wi-Fi 7 Dual Band, surveillance, and cloud solutions, we see the channel ecosystem evolving into a consultative, solution-oriented network that fuels TP- Link’s next phase of enterprise growth.”
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Trend Micro empowers its partners to serve as trusted advisors to their customers
HIMANSHU KUMAR GUPTA
SR DIRECTOR - GOVERNMENT BUSINESS & CHANNELS, INDIA & SAARC, TREND MICRO
“Trend Micro’s success in India is linked to our partners; hence, we invest heavily in their success and, indirectly, our success as well. Over the past few years, we have shifted from a transactional to an ecosystem model where partners can develop into trusted advisors to their customers. A significant part of this shift is our enablement framework. Through the Trend Campus platform, partners get the capability to pick up role-based training and certifications, either in sales, presales, or services, thus gaining hands-on experience in areas like AI- powered threat intelligence, advanced detection, and automated risk response.
PARTNER ENGAGEMENT & ENABLEMENT
Our Partner Competency Programme helps to certify a partner's maturity in high-growth areas like Managed Services and Incident Response. Certification not only builds credibility but also opens up more business opportunities and enhanced benefits. In addition, the engagement models have been streamlined, robust technical support has been introduced, and co-selling programs have been initiated. The emphasis is to equip Indian partners with the required skills, visibility, and competitive differentiation required for their transformation from being resellers to actual cybersecurity advisors.
Our channel policy is crystal clear - our success relies on the success of our partners. We work with partners who are ready to transition from the role of resellers to that of strategic advisors and who want to provide lasting value through proactive, AI-driven security solutions. Enablement is the core of our strategy. Partners are equipped with ongoing training, certifications, and updates through Trend Campus so that they are ahead of rapidly evolving threats.”
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Driving growth together: Vehere’s Partner-First channel philosophy
SANJIV THAKUR
CHANNEL ACCOUNT MANAGER, VEHERE
“At Vehere, our channel policies are built on a "Partner-First" philosophy, creating a win-win balance between our corporate objectives and the partner's growth. We anchor our business goals to the partner's profitability through rock-solid deal registration, protected margins, and rewarding incentive structures, including back-end rebates and marketing development funds (MDF). Our flexible engagement models and joint business planning ensure that as the market evolves, our partnership adapts, driving mutual success and predictable revenue.
STRENGTHENING PARTNER TRUST AND LOYALTY
We back our partners with clear deal protection, joint go-to-market programs, and end-to-end enablement from day one. Continuous training, certifications, and co-marketing support empower partners to deliver real value, strengthening loyalty and long-term growth. Our partners in return help unlock new markets and revenue streams by leveraging our constantly evolving product portfolio. We will soon unveil an additional brand-new product line, enabling partners to reach more customers. Being fully ‘Make in India,’ Vehere products give partners a competitive edge to win government and institutional deals. We enable partners to leverage our AI- driven solutions and cloud-deployable sensors while staying true to our on-premises-by-design philosophy. Through targeted training, hands-on labs, and go-to-market support, we help partners adopt advanced technologies securely, delivering high-performance solutions without compromising control or compliance for their customers.
Over the next year, we envision a more empowered, agile channel ecosystem. We are launching a new partner program with enhanced tools, including a partner portal with co-brandable assets, bespoke support, online training, and smoother onboarding.”
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Strengthening its bond with the Channel is a daily commitment for ViewSonic
SANJOY BHATTACHARYA
DIRECTOR SALES & MARKETING - IT BUSINESS, VIEWSONIC
“At ViewSonic India, our channel policies are designed on a simple but powerful principle — mutual growth through transparency, trust, and technology enablement. We recognize that every partner today is operating in an increasingly competitive and digitally driven environment. Hence, our policies are crafted to be both strategically aligned to our global objectives and locally adaptive to partner realities.
We focus on a “Partner-First” philosophy, where every initiative — be it pricing structure, incentive programs, or product training — is aimed at empowering our channel ecosystem to deliver better value to customers. Our goal is not only to achieve sales targets, but to build long-term profitability and sustainability for our partners. To ensure alignment, we constantly engage with our channel partners through regional meets, feedback loops, and digital communication platforms. This helps us refine our policies in real-time — whether it’s improving credit terms, optimizing logistics, or customizing marketing support for regional dynamics.
Ultimately, our policy alignment is about ensuring that ViewSonic’s business success and our partners’ growth remain one unified objective, not parallel goals.
BUILDING TRUST & LOYALTY
At ViewSonic India, we believe trust is earned through consistency, fairness, and continuous engagement, not just through transactions. We have built multiple engagement layers to deepen this trust — from transparent pricing policies and timely incentive disbursement to region-specific partner programs that reward long-term association and performance. Each partner, whether national distributor or regional reseller, is treated as a growth stakeholder in our ecosystem.”
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Zoom commits to cultivating a mutually beneficial ecosystem for partners
VISHAL AMIN
CHANNEL HEAD - INDIA & SAARC REGION, ZOOM
“Zoom's channel policies strives to balance corporate strategy with partner needs across five key areas - Strategic Alignment (supporting Zoom's strategy while enabling partner success and market flexibility), Partner Enablement (quality training, resource allocation for high performers and emerging partners, scalable technical support), Revenue Models (performance- based commissions, deal protection, competitive pricing), Market Adaptation (geographic, vertical, and competitive differentiation), and Policy Evolution (regular reviews, feedback mechanisms, agile adjustments).
Effective management requires ongoing, transparent dialogue between Zoom and its partners to achieve corporate goals and foster a thriving ecosystem.
UNLOCKING NEW OPPORTUNITIES AND REVENUE STREAMS
Partners help unlock new markets and revenue streams by leveraging Zoom’s AI-first work platform, the enhanced Zoom Up Partner Program, and the Zoom Up Services Program, to expand their offerings and deliver exceptional value to customers. By embracing Zoom’s innovative solutions, partners can serve new customer segments and scale their business in both established and emerging markets. Through the Zoom Up program, partners gain access to enhanced quoting and ordering tools, streamlined deal registration, and automation that allows them to transact efficiently and reach customers faster at scale. These initiatives remove barriers, simplify doing business, and provide opportunities to capture higher-margin services and recurring revenue. The Zoom Up Services Program is specifically designed to empower partners to deliver differentiated, world-class post-sales services spanning solution deployment, support, customer success, and managed services to serve customer needs across the Zoom platform. Through specialized enablement and hands-on training, partners can unlock revenue growth opportunities, create differentiation in the market, and deliver exceptional solutions and support to their customers.”
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Zscaler committed to building synergies with its partners and ensure business success
FOAD FARROKHNIA
VICE PRESIDENT, CHANNELS & ALLIANCES, APJ, ZSCALER
“Our partners are integral to our business, with more than 95 percent of our business fulfilment coming through the channel. That means our growth and our partner’s growth are one and the same. We have moved from a traditional channel model to a partner ecosystem that rewards capability and collaboration, not just transactions. By equipping our partners to deliver these end-to-end services, we are not only meeting the evolving needs of our customers but also positioning Zscaler and our partners for long-term growth. This is why programs like the Summit Partner Program and Partner Academy focus on helping partners build consulting, managed, and implementation capabilities that strengthen both their profitability and our collective expertise.
BOOSTING PARTNER TRUST & LOYALTY
At Zscaler, we are committed to building synergies with our channel partners by fostering confidence in our technology, people, and world-class channel programs. Our Sales teams collaborate with partners at every stage of the customer journey – from prospecting to deployment and ongoing support – to ensure success. We also invest in enablement and co-marketing initiatives to help partners scale their operations faster, strengthening their go-to-market confidence and capabilities.
As part of our broader strategy, we launched the Zscaler ACES program as a key component of our partner transformation efforts. The program serves as a structured framework for partners to deepen their technical expertise, align on joint go-to-market priorities, and access resources that accelerate deal velocity and customer outcomes. Through programs like ACES, we aim to help our partners succeed and continue building valuable relationships in the Zero Trust landscape.”
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