SPPL’s growth deeply rooted in channel partner success

AVNEET SINGH MARWAH
CEO, SPPL, A KODAK, BLAUPUNKT, AND THOMSON BRAND LICENSEE

Our partner program is critical to SPPL’s growth strategy, with approximately 60–70% of our overall business driven through channel partners, including general trade distributors, offline dealers, and strategic alliances with e-commerce platforms like Flipkart and Amazon. As the exclusive licensee for Thomson, Kodak, Blaupunkt TV, and JVC in India, we rely heavily on a strong distribution network to ensure the availability of our TVs, washing machines, and air coolers across Tier II and Tier III cities.

We empower our partners through structured finance programs such as Bajaj Finserv and are expanding options with Paytm and Pine Labs to enhance purchasing ability and inventory movement. Our channel program also optimizes costs by decentralizing marketing through regional campaigns, enabling dealer-led sales without overextending capital, and reducing customer support load via localized service. These initiatives not only streamline operations but also improve liquidity and ease of doing business for our partners.

Our latest strategy focuses on building a connected, digitally integrated ecosystem with platforms like ONDC, allowing offline partners to participate in direct-to-digital commerce. This democratizes access to e-commerce and future-proofs our distribution model. As a result, partner engagement is improving, inventory churn is accelerating, and brand visibility is expanding—making our channel ecosystem a key pillar of sustained growth and long-term market success for SPPL (Super Plastronics Pvt. Ltd.).