India's IT spending is set to witness a double-digit growth of 11.1% in 2024, with total expenditure expected to reach $138.6 billion, up from $124.7 billion in the previous year. India's IT industry is poised to achieve the significant milestone of reaching US$ 350 billion by 2026, reinforcing its pivotal role in the country's economy. This growth is expected to contribute approximately 10% to India's Gross Domestic Product (GDP). It will be top three global economies in nominal GDP by FY 2050. Additionally, the country's IT and business services market is projected to grow significantly, reaching an estimated US$ 19.93 billion by 2025.
Technology distributors have indeed played a pivotal role in shaping India’s technology distribution landscape by connecting technology vendors with end-users and offering a variety of crucial services. Over time, these distributors have evolved from simply being intermediaries to becoming Value-Added Resellers (VARs) and Value-Added Distributors (VADs), delivering enhanced solutions that cater to both partners and customers.
Most of the distributors in India offer marketing services that help vendors position their products effectively. These marketing efforts are largely funded through Marketing Development Funds (MDF), which are provided by the vendors to their distributors and resellers to support promotional activities that drive product awareness, boost sales, and expand market reach.
In today's fast-paced and constantly evolving technology ecosystem, Original Equipment Manufacturers (OEMs) encounter a range of challenges in managing their distribution networks. This is where Value-Added Distributors (VADs)play a crucial role, providing expertise, strategic guidance and value-added services that significantly enhance the OEMs' ability to navigate this complex landscape.
The top technology distributors in India, such as Redington, Ingram Micro, Savex, Tech Data (A TD Synnex), R P Tech and Supertron; have successfully penetrated approximately 70% of the market within the country's total technology distribution landscape, which is valued at above Rs 1.80 lakh crore. These companies have built a vast and well-established network of partners and customers spread across India, positioning themselves as key players in the technology distribution ecosystem.
The remaining 30% of the market in India's technology distribution ecosystem is supported by a group of specialized distributors and Value-Added Distributors (VADs) such as Beetel, Inflow, iValue, RAH Infotech, Exclusive Networks, Sonata Software, M. Tech, Fortune Marketing, Netpoleon Solutions, and B D Software. These organizations play a critical role in expanding the distribution channel and are seen as an extended part of every company’s distribution strategy, providing targeted and specialized services across various sectors.
Having said that, the role of channel ecosystems has become pivotal in determining the success of organizations. These ecosystems, which comprise value-added distributors (VADs), resellers, technology integrators, and channel partners, are instrumental in accelerating technology adoption, driving innovation, and expanding market reach. The industry leaders have shared insights into the strategies and initiatives they are adopting to empower their channel partners and navigate this expanding world of technology and business.
Ramesh Natarajan, CEO of Redington, emphasizes how strategic marketing has become a core driver of the company's growth. He explains, "Our focus on branding and positioning has significantly enhanced market perception, setting Redington apart as a leading distributor in the technology sector. By investing in building strong brand equity, Redington has earned the trust and preference of channel partners and customers alike.”
Targeted marketing campaigns are central to the company's strategy. "Using data-driven insights, we tailor our outreach to specific segments, which has led to successful campaigns promoting new technology solutions and distribution models," Ramesh notes.
Collaboration is the key to Redington’s ecosystem-building efforts. Ramesh highlights the role of co-branded campaigns with vendors and partners, which have strengthened relationships across the network. Additionally, Redington’s customer-centric approach uses personalized marketing to enhance engagement and loyalty. Marketing has also played a vital role in Redington’s geographic expansion. By employing localized strategies, the company has successfully penetrated new markets, solidifying its status as a market leader. "Our thought leadership content and active participation in industry events have positioned Redington as an authoritative voice in the tech distribution space," says Ramesh.
Navneet Singh Bindra, SVP & Chief Country Executive, Ingram Micro India, emphasized the evolving role of channel partners in delivering comprehensive solutions. He remarks, "Customers today no longer just want products, they want outcomes. Our role is to empower partners to deliver these outcomes seamlessly. From small partners working in silos to large system integrators, we customize every experience to meet their specific needs, ensuring they can confidently address their customers' evolving technology demands.
In a partner organization, there may be small partners who are working in complete silos and then there can be large system integration partners who operate just like any normal organization with multiple departments. With our established relationships with both AWS and Palo Alto, we bring the solutions together seamlessly on our platform. This enables the partner to offer a comprehensive security solution to their customer while leveraging Ingram Micro's expertise to implement the specific security posture required."
Atul Gaur, Board Member and Director, Savex Technologies, has shared insights into the company’s ongoing initiatives aimed at strengthening partnerships and streamlining business operations for its channel partners. . He points out, “State of the art E-Commerce portal for live provisioning , on round the clock basis for IAAS and SAAS businesses and also for order loading and delivery of various hardware businesses . The portal also gives them complete visibility on their relationship on the finance side too with Savex.
In a move to help partners retain customers, Savex has also invested in private cloud infrastructure, providing dedicated hosting, advanced security, and 24/7 support. Savex’s Finance Desk is another key offering, providing flexible financing options to help partners secure multi-year deals. Additionally, the company’s PS & MS Service Desk offers specialized services in areas like data, AI, security, and CRM across multiple OEMs.”
Savex has further expanded its offerings with security solutions from OEMs like OKTA, Kaspersky, and Seceon, as well as CRM platforms like Zoho and GreytHR. Through its "SAVEX TALKS" initiative, Savex has reached 15 cities, engaging partners with in-depth presentations from leading OEMs.
Byju Pillai, Group Managing Director of Inflow Technologies, is focused on strengthening the company’s channel partner ecosystem through enhanced support and cutting-edge strategies. "We are optimizing our Execution & Enablement Cycle and VAD Wheel Model to offer a streamlined six-step process that maximizes engagement and partner support," Byju explains.
A key element of Inflow's strategy is its focus on advanced marketing and training programs. "Our partner-centric approach ensures tailored support across various services, from presales to integration, as well as financial assistance," Byju notes. This comprehensive support is designed to foster strong partnerships and ensure mutual success in a competitive digital landscape.
At the core of Inflow’s channel policy is flexibility. Byju emphasizes that "our model is designed to support system integrators with a win-win outcome, offering assistance in sales, pre-sales, post-sales, cash flow, and finance. With over 2,900 partners in its network, Inflow’s collaborative approach ensures consistency and ease of doing business across India and the subcontinent.”
Shrikant Shitole, CEO of iValue Group, is steering the company towards building a robust Channel Partner Ecosystem designed for the digital era. Shrikant comments, "We focus on tailored support in both sales and technical domains, catering to each partner's offerings and clientele. Our aim is to foster collaborative business development."This, along with our hybrid cloud enhancements and the iValue Centre of Excellence (iVCoE), provides partners and enterprise customers with real-time testing and customization capabilities in a multi-OEM environment."
iValue’s growth across India, SAARC, and Southeast Asia is propelled by an analytics-driven strategy. Shrikant explains, "We are focused on connecting globally and offering solutions that match the technology maturity levels of our clients. Strategic partnerships with Google Cloud, Nutanix, Lenovo, and Veeam have positioned iValue at the forefront of providing cutting-edge technology solutions.
iValue’s Indian market performance has been particularly notable, with revenue growth three times the market rate. Shitole emphasizes the company’s commitment to mutual growth. "Our policy encourages joint business development with over 1,000 partners, leveraging tools like iVCoE to drive innovation and bridge skill gaps," he concludes.
Rajesh Goenka, CEO of Rashi Peripherals, highlights the company's continued focus on leveraging technology to enhance business efficiency and speed. "Our robust distribution infrastructure, powered by SAP S/4 HANA, enables real-time data analytics, allowing for seamless inventory planning and faster stock allocation," he explains. This advanced system ensures timely stock delivery to channel partners, helping them meet market demands efficiently. The company is also in the process of implementing CRM to further automate sales and improve the capabilities of its sales and logistics teams.
Rashi Peripherals reported a strong financial performance in the first quarter of 2024, with a 16.95% rise in net profit, amounting to Rs. 550.37 million, and a 42.13% increase in total income to Rs. 42,745.02 million. EBITDA also grew by 8.23% to Rs. 905.83 million.
To foster inclusive growth within India's ICT channel, Rashi Peripherals has actively engaged in channel engagement programs, such as the multi-city Channel Business Forum (CBF). The event featured live demonstrations of AI and product innovations, and partners were encouraged to participate in RP Tech’s E-Waste awareness campaign. Rashi Peripherals also focuses on partner education and training through regular product and sales sessions, and invests in recreational activities that include family involvement. "Our goal is to provide 360-degree value-added support to our partners," says Rajesh.
Ashok Kumar, Founder and Managing Director of RAH Infotech, emphasizes the company's commitment to empowering channel partners as they navigate the evolving demands of the digital landscape. “We foster collaboration and offer tailored support, enabling partners to leverage advanced technologies and deliver enhanced customer experiences during digital transformation. We understand the unique demands of the Indian market, focusing on cost-effective solutions, localized support, and scalability. Our portfolio is tailored to address the distinct challenges of sectors like BFSI, government, and telecom, emphasizing security, cloud adoption, and digital infrastructure.
For 2024-25, our strategy involves deepening relationships with OEMs and partners, focusing on niche technology solutions in cybersecurity, cloud, and data management. We're committed to driving partner enablement, investing in training and support, and expanding our geographical reach to enhance customer engagement and market penetration.”
Venkataraman D, Executive Director of Sales & Strategy at Crayon Software Experts India, is steering the company toward empowering channel partners to excel in the evolving digital landscape. Crayon is focusing heavily on cloud services, AI-driven insights, and digital transformation, with a strong emphasis on hybrid cloud models and cost management. He remarks, “We are enhancing cloud services, AI-driven insights, and digital transformation strategies. Crayon saw significant growth in cloud adoption and revenue in the Asia & MEA regions during 2023-24, driven by our commitment to hybrid cloud solutions, AI, and cybersecurity innovations. We successfully expanded our customer base and deepened our partner relationships. Completing 10 years in the Indian Subcontinent, we aim for a 15-20% increase in turnover in the coming year, supported by stronger cloud solution offerings and digital transformation services across emerging markets.
Our channel policy is designed to foster collaboration and innovation. Crayon's model is built around mutual growth, focusing on co-investment with partners to deliver cutting-edge cloud, AI, and digital services. We ensure that our partners have access to the necessary resources, training, and tools to deliver customer-centric solutions. Transparency, adaptability, and continuous engagement are central to our channel strategy, ensuring that our partners can thrive in an evolving digital environment.”
Manoj Gupta, Managing Director and CEO of Fortune Marketing, emphasizes the company's commitment to fortifying its channel partner ecosystem. He asserts, "We have always placed a strong emphasis on strengthening our channel partner ecosystem. The company’s initiatives include product training and development, with regular in-person sessions designed to keep partners informed about the latest products and market trends.
A robust inventory and supply chain supports timely product availability for partners, ensuring seamless operations. Fortune Marketing also incentivizes performance through attractive schemes and offers, including international trips for partners who meet sales targets, cultivating a competitive and growth-oriented environment.”
For 2023-24, Fortune Marketing achieved significant milestones, notably expanding its physical distribution network into Tier II and III cities, thus enhancing product accessibility across India. The introduction of new product lines, including the global brand Lenovo SSD, further solidified their position in IT, security, and telecom sectors.
Looking ahead to 2024-25, Fortune Marketing projects a turnover of approximately Rs. 1,000 crores, driven by its expanded distribution network and product offerings. Their partner-centric channel policy ensures sustainable growth through exclusive territory rights, competitive pricing models, and comprehensive marketing support, all designed to foster long-term relationships with partners. "Our partner-first approach, characterized by personalized support and timely product supply, ensures that our partners can effectively meet customer demands," Manoj concludes.
Zakir Hussain Rangwala, CEO of BD Software Distribution, is driving a new approach to reinforce the Channel Partner Ecosystem in the digital age, focusing on innovation and collaboration. BD Software emphasizes the importance of equipping partners with the necessary skills and resources to stay competitive in a rapidly evolving market. Zakir Hussain says, "We provide partners with ongoing digital training and certifications in new technologies like AI, cloud computing, and cybersecurity. By offering partners access to critical data and insights, BD Software helps them make better decisions, target customers more effectively, and enhance sales performance.”
In 2023-24, BD Software expanded its cybersecurity offerings by aligning with top-tier companies like Cyral, FSProtect, and Holm Security, while strengthening its presence in Tier 2 and Tier 3 cities. Zakir Hussain explains, "We also focused on digital enablement and training for partners, ensuring they were well-equipped to handle emerging cybersecurity threats."
BD Software’s distribution policy promotes transparency and open communication, ensuring seamless collaboration and mutual success. Zakir Hussain concludes, "Our clear communication about pricing, product updates, and business plans helps maintain a smooth partnership and long-term success for all parties involved."
At TechnoBind, the focus is on empowering partners with the tools and expertise needed to thrive in today’s digital landscape. By adopting a use-case-based selling approach, TechnoBind helps partners address specific business pain points, equipping them with tailor-made solutions for their clients. Prashanth GJ, CEO of TechnoBind, emphasizes, building techno-commercial expertise is a key initiative, with ongoing training in emerging technologies such as AI, cybersecurity, and cloud, aimed at keeping partners ahead of the curve.
He says, “Our hybrid distribution model gives partners access to high-value technologies, while promoting collaboration between partners in areas like infrastructure and security to drive new revenue streams. We're also enhancing digital experiences through data analytics, AR/VR, and gamification. Our channel policy is designed to empower our partner ecosystem in two key ways. Firstly, we prioritize our channel partners across India as our primary customers. Everything we plan and execute revolves around their needs and requirements because they serve as the bridge to our end customers. From identifying partners with an appetite for new technologies to recruiting, onboarding, training, and providing comprehensive support encompassing presales, sales, and marketing, we ensure our partners have the tools they need to succeed.
As a specialized technology distributor, we have heavily invested in tech resources, particularly in presales. Our sales-to-presales ratio stands at 1:1, underscoring our commitment to technical expertise. This dedication has made us the go-to distributor for OEMs seeking to enter the Indian market.”
Harish Rai, Country Manager at Acceron Infosol, outlines the company's commitment to building a robust Channel Partner Ecosystem through various strategic initiatives. "At Acceron Infosol, we prioritize our partners by implementing key initiatives that empower them in the market," he states. The company emphasizes training and enablement, conducting regular sessions focused on the latest trends in cybersecurity and IoT, ensuring partners are equipped with essential knowledge and skills.
Co-marketing opportunities are another cornerstone of Acceron’s strategy, where collaboration on joint marketing campaigns enhances visibility and promotes mutual offerings. Feedback mechanisms are integral to their approach, with regular sessions allowing the company to understand partners' needs and challenges, thus adapting strategies and support accordingly.
Acceron's channel policy fosters mutually beneficial relationships while aligning with business goals. Transparency in communication regarding pricing, promotions, and policies builds trust among partners. Harish emphasizes their commitment to growth, stating, “We support our partners with resources, training, and market insights, enabling them to effectively promote our solutions. Performance-based rewards encourage partners to meet sales targets and enhance their capabilities, all while upholding high ethical standards and compliance to ensure quality service delivery to customers. This multifaceted approach positions Acceron Infosol as a trusted ally in the technology landscape.”
India's technology distribution ecosystem is rapidly evolving, driven by both large-scale distributors and specialized Value-Added Distributors (VADs). These entities play a crucial role in facilitating the country’s IT spending growth. The strategic collaborations between OEMs and these distributors have strengthened the channel ecosystem, driving innovation and meeting the evolving demands of businesses in a fast-paced digital world. As the industry continues to grow, distributors are increasingly focusing on empowering their channel partners with the necessary resources, training, and support to ensure long-term success and market leadership.
Top 10 technology distributors in india
Head of the Organization: RAMESH NATARAJAN 
Head of the Organization: NAVNEET SINGH BINDRA 
Head of the Organization: ANIL JAGASIA 
Head of the Organization: Kapal Pansari 
Head of the Organization: V K BHANDARI 
Head of the Organization: Sundaresan Kanappan 
Head of the Organization: BYJU PILLAI 
Head of the Organization: SANJIV KRISHEN 
Head of the Organization: SUNIL PILLAI 
Head of the Organization: Sanjeev Chhabra 
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