Partner ecosystem drives MSI’s expansion and innovation in India

JAMES SUNG 
NB SALES DIRECTOR, MSI

Partner programs are vital to MSI’s overall growth and success. Collaborating closely with creators, technology leaders, and channel partners enables us to deliver innovative products, enter new markets, and stay attuned to evolving user needs. Our Tech and Industrial Ecosystem partnerships, including co-developed VR-ready laptops based on industry feedback, reflect how partnership-led innovation drives product development and strengthens our role as a trusted technology partner.

Channel partners are integral to our strategy, not just in sales volume, but in expanding reach and brand presence. With a portfolio ranging from Rs. 40,000 devices to Rs. 6 lakh laptops, our focus is on strategic market penetration. Our brand store network grew fivefold from 10 to 50 stores, and our Croma footprint expanded from 20 to 100 outlets. We’ve also doubled our Made in India SKUs, enhancing supply chain efficiency and supporting the Make in India vision.

Our partner program drives four key outcomes—market expansion, innovation acceleration, brand positioning, and supply chain optimization. Through integrated brand store portals and omnichannel journeys, we ensure a seamless customer experience and cost-effective marketing, sales, and support. This channel strategy, built on accessibility, agility, and deeper collaboration, has strengthened MSI’s presence across India. It enables faster go-to-market, boosts product visibility, improves regional accessibility, scales operations, enhances after-sales service, and reinforces partner profitability across gaming, creator, and business segments.