Strengthening market reach and growth through robust, partner-driven strategy

ALOK NIGAM
MD, BROTHER INDIA PVT. LTD.

At Brother India, our partner program is more than just a sales channel—it is the foundation of our business strategy. Approximately 70 to 75 percent of our total business is driven through a robust and reliable network of over 220 Authorised Service Partners and 300+ Business Solution Partners across the country. These channel partners have been instrumental in helping us reach customers in metros as well as Tier II and Tier III cities. More than transactional, these relationships are built on collaboration across training, marketing, and service delivery, making our partners true extensions of the Brother brand on the ground.

Our partner program is focused on four strategic outcomes: expanding our reach in untapped markets by leveraging local expertise, improving operational efficiency through shared marketing initiatives and aligned resources, enhancing customer experience through personalized support, and driving sustainable growth by promoting eco-friendly products and recycling initiatives. These pillars help us build resilient, future-ready partnerships.

Additionally, our program ensures cost optimization across marketing, sales, and support. Region-specific campaigns reduce national ad spend, and the decentralized sales and service model allows for scalability without heavy infrastructure costs. Our partners enable agile operations and high service standards. With initiatives like the Toner Box series, mobile and cloud-ready printers, and predictive diagnostics, we continue empowering our partners, expanding into emerging markets, and strengthening Brother India’s presence as a trusted, partner- driven brand.