Technology distributors have played a vital role in shaping India's technology distribution business over the years. They have helped to bridge the gap between technology vendors and end-users, providing essential services such as warehousing, logistics, marketing, and technical support. Technology distributors have evolved into Value-Added Resellers (VARs) and Value-Added Distributors (VADs), offering a wider range of services to their partners and customers. VARs play a critical role in helping businesses to adopt new technologies and improve their productivity and efficiency. They also help to educate customers about the latest technologies and how they can be used to solve their business challenges.
The top technology distributors including Redington, Ingram Micro, Savex, Techdata (A TD Synnex Company), R P Tech, , Supertron, Inflow Technologies (acquired by Savex), Iris Global, iValue and Beetel are able to penetrate approx. 70% of the market, out of the total market size of Rs 1.50 lakh crore as far as India business is concerned.These companies have a strong network of partners and customers across India. They offer a wide range of products and services from a variety of vendors.
The rest 30% + market is catered by the distributors & VADs including RAH Infotech, Sonata Software, M. Tech, Fortune Marketing, Satcom, Technobind, Netpoleon Solutions, B D Software and others Sub-distributors . Most of the Distributors and VADs have been significantly contributing in expanding the distribution channel in India. They are the extended part of every company’s go-to-market strategy for delivering an excellent customer experience.
In a rapidly evolving digital landscape, the role of channel ecosystems in shaping the success of organizations has become increasingly critical. Industry leaders recently shared their insights into the strategies and initiatives driving their companies forward. From empowering channel partners to serving the unique needs of Indian SMEs and staying ahead in the competitive market, their perspectives shed light on the ever-expanding world of technology and business.
Ingram Micro focuses on simplifying technology acquisition, expanding the product portfolio, enhancing solutions and value-added services, digital enablement, and embracing sustainability. Navneet Singh Bindra, Senior Vice President and Country Chief Executive, Ingram Micro India points out, “In an effort to simplify technology acquisition for organizations across various realms and verticals, we aim to provide a seamless B2C-like experience within the B2B channel ecosystem. Continuous optimization and expansion of our product portfolio are essential to meet the ever-evolving demands of our customers and offer them a comprehensive one-stop solution for their digital transformation journeys. Furthermore, we are placing an enhanced focus on Solutions and Value-Added Services, which encompass product lifecycle management, training, certification, Professional Services, Managed Services, and more.”
IRIS emphasizes the importance of recognizing that customer acceptance of digital transformation is an ongoing process. They highlight the need for organizations to continuously evolve and innovate to meet changing customer expectations. Sanjiv Krishen, Chairman, Iris Global Services Pvt. Ltd. comments, “It is important to note that customer acceptance of digital transformation is an ongoing process, and organizations need to continuously evolve and innovate to meet changing customer expectations. Building trust, addressing security concerns, providing user-friendly interfaces, and demonstrating the value of digital solutions are key factors in driving customer acceptance. Customers are increasingly embracing digital channels for various activities such as shopping, banking, communication, and entertainment. The widespread use of smartphones and the internet has made digital interactions more accessible and convenient, leading to a higher acceptance of digital transformation.”
On the other hand, Rashi Peripherals maintains relevance through innovation, adaptability, a wide distribution network, and a comprehensive product portfolio. Rajesh Goenka, CEO, Rashi Peripherals Limited says, “Innovation and Adaptability are the keys to our consistent growth. We have always embraced changing market dynamics and made strategic shifts in business. For instance, we commenced embedded and semi-conductor business vertical in 2021 to tap opportunities in this emerging sector. We focus on providing 360-degree support to vendors and channel partners. Our biggest advantage is our pan India reach with 50 branch offices and service centers. With wide coverage, we are able to cater to market demand efficiently. We have a robust technology stack that enable us improve productivity across the business functions. We have a comprehensive product portfolio from pen drives to solutions required for building super compute machines. With such scale we are able to address the need of different customer segments. To sum up, our wide distribution network, strong vendor relations and diverse portfolio of technology products enable us to stay relevant in the competitive market. We will continue to leverage the value propositions we offer and experience of our leadership to drive growth.”
Beetel emphasizes partner enablement and collaboration, investing in initiatives that empower partners to thrive in the ever-evolving landscape. Sanjeev Chhabra, MD & CEO, Beetel comments, “At Beetel, our unwavering commitment to staying relevant in this fiercely competitive market revolves around our strong emphasis on partner enablement and collaboration. Our partners are the bedrock of our success, and we continuously invest in initiatives that empower them to thrive in the ever-evolving landscape. Our primary objective is to equip our partners with in-depth knowledge and resources to effectively cater to their end client's needs and to ensure that we go beyond traditional distributor relationships by acting as consultants, assisting our partners in winning orders, and achieving mutual growth with our vendor partners,” comments Sanjeev.
At the same time, M.Tech has invested in partner training and certification programs, streamlined communication, and partner network expansion. Almost all verticals are embracing digital transformation, with banking and finance, healthcare, retail, and manufacturing leading the way. M.Tech offers cost-effective cybersecurity packages, awareness workshops, and 24/7 support to help SMEs protect their digital assets. Bhavin Bhatt, Regional Director India & SAARC, M.Tech Solutions (India) Pvt. Ltd asserts, “Serving Indian SMEs is a priority for us. We've tailored our solutions to meet the unique needs and pain points of SMEs. To support them in staying ahead, we offer cost-effective cybersecurity packages, conduct awareness workshops, and provide round-the-clock support. Our goal is to empower SMEs to protect their digital assets effectively.”
In other hand, Crayon Software Experts India has customized GTM strategies, providing partners with access to experts, account managers, technical support, and a top-ranking procurement platform. Crayon focuses on knowledge sharing through webinars, helping SMEs optimize IT infrastructure. Clear communication and regular engagement are key factors in Crayon's partner engagement model. Venkataraman D, Executive Director of Sales & Strategy, Crayon Software Experts India comments, “Crayon has always taken pride in its channel policies. We are experienced in servicing channel partners’ needs around software licensing, cloud cost management, and augmenting revenue streams for businesses like service providers, system integrators, and independent software vendors. We have customized GTM strategies for all our partners.”
Whereas Zakir Hussain Rangwala, CEO, B D Software feels cybersecurity readiness is crucial for SMEs, involving risk assessment, robust security measures, employee training, and regular monitoring. He points out, “A comprehensive risk assessment is the first step towards understanding cybersecurity readiness. SMEs need to identify potential vulnerabilities in their systems and networks, as well as assess the potential impact of a cyber-attack on their operations. This assessment can help them prioritize security measures based on the level of risk they face. Implementing robust security measures is essential for SMEs to safeguard against cyber threats. This includes implementing firewalls, antivirus software, encryption protocols, and regular software updates.”
iValue InfoSolutions is dedicated to enhance its channel ecosystem by focusing on its partners' capabilities. Through an extensive offering of Application Lifecycle Management, they empower their partners to expand their offerings at every stage, from secure coding to analytics. They work closely with partners to identify the best solutions for their customers, driving faster and more successful sales post-enablement. Venkatesh R, Co-Founder and VP Strategic Channel, iValue InfoSolutions, feels, “While almost all industry verticals focused on digital transformation, we have noticed that BFSI, healthcare, manufacturing, retail and ITES, are leading the change. Central and State government also are a major driver in DX area with most Government to Citizen services being e-enabled. Projects such as UIDAI, GSTN, UPI, Passport eSeva, DBT, have been game changers with India leading the way across the world in digital interactions in real-time.”
Texonic Instruments recognizes the pivotal role of a robust channel ecosystem and has implanted comprehensive partner training programs, joint business planning, streamlined communication channels, and enhanced support mechanisms. Bharath Poovaiah, Business Head, Texonic Instruments points out the company is serving Indian SMEs through the tailoring solutions to the unique needs of Indian SMEs by providing cost-effective solutions, simplified processes, and scalability.
He comments, “Our organization recognizes the pivotal role of a robust channel ecosystem in our growth strategy. To fortify this ecosystem, we have implemented a range of strategic initiatives. These include comprehensive partner training programs designed to empower our partners with the latest product knowledge and market insights. Joint business planning ensures that our goals are aligned and mutually beneficial.”
On the adoption of best practices Ashok Kumar, Founder & Managing Director at RAH Infotech, says, “Over the past 18 years in our journey as Value Added Distributors for more than 35+ vendors we have consistently added value to Vendor partners by building the opportunities in multiple ways that includes Market access, reach, coverage, speed to market and in the introduction of newer technologies with the large channel eco system. We continue to help partners in making the right recommendations to their customers by offering services like Network Audits, Vulnerability Assessment Penetration Testing (VAPT), Digital Workspace Services, Cyber Security Services, Cloud Services, Storage & Virtualization and Applications. As a partner facing organization RAH Infotech will always remain integral to the success of our channel eco system and take pride in being an aggregator of products and services.”
REDINGTON ltd.
Head of the Organization : RAMESH NATARAJAN
Designation : CEO
Annual Turnover (2021-22) : Rs. 62,731.60 Cr.
(2022-23) : Rs. 79,518.70 Cr.
Future Roadmap: Redington’s defining mission is to “Bridge Divides”. In the technology domain, this mission manifests in its initiatives to bridge divides along several dimensions. These include awareness of how technology, level of access to the technology, affordability, ability to implement and upgrade technology and so on.
The Digital platforms - RedingtonOnline and CloudQuarks - are pathbreaking in enabling partners to leverage the entire gamut of technologies from Redington and address customer needs - across consumer, SMB, mid-market and Enterprise segments.
Redington is strongly committed to in bridging divides through its CSR activities focused on Education and sustainable development. Initiatives such as tech-skilling of underprivileged students and adopting villages for their transition to green energy illustrate this commitment.
INGRAM MICRO INDIA pvt. ltd.
Head of the Organization : NAVNEET SINGH BINDRA
Designation : Senior VP and Chief Country Executive
Annual Turnover (2021-22) : Rs. 31,959 Cr.
(2022-23) : Rs. 34,761Cr
Future Roadmap: In an era of rapid technological progress and evolving business landscapes, Ingram Micro strives to reach greater heights. Its objectives align with the dynamic industry:
Simplified Technology Acquisition: The company aims to streamline technology procurement for organizations, providing a B2C-like experience within the B2B channel ecosystem.
Product Portfolio Optimization: Continuously expanding its product offerings to meet ever-changing customer demands, offering comprehensive solutions for digital transformation.
Enhanced Focus on Value-Added Services: Emphasizing solutions like product lifecycle management, training, certification, and professional services.
for users, supporting learning, partnership, business development, and management.
SAVEX TECHNOLOGIES pvt. ltd.
Head of the Organization : ANIL JAGASIA
Designation : Chairman
Annual Turnover (2021-22) : Rs. 22,000 Cr.
(2022-23) : Rs. 26,000 Cr.
Future Roadmap: In order to improve its cloud solutions to its extensive network of partners, Savex and Microsoft have engaged into a distribution partnership. With this partnership, Savex will concentrate on potential for Modern Work, Azure Cloud services, and Business Applications. With the help of new Microsoft-enabled solutions and platforms, this will enable Savex's partner network to provide their clients' organizations and enterprises with capabilities that will modernize office processes, take advantage of cloud services, and speed transformations. To target all market sectors, including Small, Medium, and Corporate customers, Savex intends to cooperate closely with Microsoft.
TECH DATA, INDIA – A TD SYNNEX COMPANY
Head of the Organization : Sundaresan Kanappan
Designation : Vice President & Country General Manager
Annual Turnover (2021-22) : USD 60 Billion (Global Turnover)
(2022-23) : USD 60B (Global Turnover)
Future Roadmap: Our Global Strategy is to Deliver Higher Value by:
â—† Invest in High Growth Technologies like AR/VR Metaverse, Data (analytics, AI, IOT), Hybrid Cloud, Hyperscale infrastructure, Mobility & Edge , Security, Services.
â—† Transform Tech Data Digitally through Automation, Advanced Analytics, Customer Engagement, Commercial Excellence, Digital Platforms, Modern marketing.
â—† Strengthen our End-To-End Portfolios viz., Customer portfolio, Solutions portfolio, Vendor portfolio, TaaS, recurring revenue models.
â—† Expand our Global Footprint by way of Geography, Operational Excellence, Supply Chain, Talent Management.
RASHI PERIPHERALS ltd.
Head of the Organization : Kapal Pansari
Designation : Managing Director
Annual Turnover (2021-22) : Rs. 8000 Cr.
(2022-23) : Rs. 9000 Cr.
Future Roadmap: With a strong business model that spans eight industry sectors (Component, Lifestyle, Networking, Personal Computing, Power, Storage/Memory, Mobility, Embedded, Cloud Computing) and four market sectors (Channel, Retail, Online & Enterprise), it is delighted to serve more than 30 well-known international companies. Rashi Peripherals is well-positioned to establish itself as the "One Stop Shop" for all of the technological requirements of Indian consumers thanks to its fundamentally sound and resilient business model and 360-degree marketing strategy. The company's growth is fairly constant year over year and is expected to continue to innovate and diversify business into the new growth areas. It has witnessed a steady growth in all its business verticals and intends to keep the momentum. Along with conventional business, Software and services are the areas where it is building its capabilities to tap market opportunities.
SUPERTRON ELECTRONICS pvt. ltd.
Head of the Organization : V K BHANDARI
Designation : Chairman & MD
Annual Turnover (2021-22) : Rs. 5600 Cr
(2022-23) : Rs. 5600 Cr
Future Roadmap: Distribution is at the core of the company’s strategy and remains its top focus, and it is determined to increase market share while broadening the breadth and width of distribution channels to adding more products in its offering basket for channel partners. This means reaching new geographies and demographics, ensuring its products are accessible to a wider audience. It is committed to a relentless focus on Value-Added Distribution. In an era where customers demand not just products but holistic solutions, it aims to provide value-added services that enhance customer experiences. This entails not only delivering quality products but also offering unparalleled support, consultancy, and customization to cater to unique client needs.
INFLOW TECHNOLOGIES pvt. ltd.
Head of the Organization : BYJU PILLAI
Designation : Group Managing Director
Annual Turnover (2021-22) : Rs. 2585.18 Cr
(2022-23) : Rs. 4200 Cr.
Future Roadmap: The company’s strategic priorities revolve around
1. Driving innovation around building a solid technical team with relevant skills to help both technology and channel partners
2. The company aims to stay at the forefront of technology trends & will continue to work with existing vendors as well as sign up with new vendors who bring in technology innovations by leveraging emerging technologies. This will enable Inflow to have a broader portfolio of solutions.
3. Inflow will continue to invest in both depth and spread of its channel partner ecosystem to address diverse end customer needs comprehensively.
By adhering to these strategic priorities, Inflow Technologies is poised to remain a leader in the ever-evolving technology landscape in the years to come & the plan is to hit a billion USD in revenues over the next 4 years.
IRIS GLOBAL SERVICES pvt. ltd.
Head of the Organization : SANJIV KRISHEN
Designation : Chairman & Mentor
Annual Turnover (2021-22) : Rs. 2500 Cr. (Turn over includes Iris Global and Iris Computers)
(2022-23) : Rs. 2500 cr.
Future Roadmap: IRIS’s mission is to remain the Most Trusted Distributor, responsive and accessible to our partners, ensuring competitiveness, profitability, and relevance. Key strategies for the upcoming years include:
â—† Portfolio Enhancement: Strategically explore new vendors in emerging fields such as Artificial Intelligence, Robotics, and EV infrastructure to align with market demands. These initiatives expand offerings, catering to new demands and increasing market reach.
â—† Market Expansion: Identify untapped territories within India, prioritizing partner satisfaction by delivering customized products and services. Engage in new projects in Education, Government, and Physical Security, adding partners in line with future offerings.
â—† Digital Transformation: Invest in digital technologies to enhance partner support, knowledge sharing, and outreach.
IVALUE INFOSOLUTIONS pvt. ltd.
Head of the Organization : SUNIL PILLAI
Designation : Managing Director
Annual Turnover (2021-22) : Rs. 1400 Cr
(2022-23) : Rs. 1970 Cr
Future Roadmap: Ivalue Infosolutions’ future roadmap is dedicated to strengthening its channel ecosystem by empowering partners. It aims to help them excel in retaining current clients and acquiring new ones for profitable growth. Its extensive Application Lifecycle Management solutions offer partners the tools they need to enhance their market share. From secure coding to analytics, its comprehensive offerings cover every stage of the application lifecycle. The company will closely assess its partners' primary customer verticals and their top solutions, tailoring specific packages from iValue's Application Lifecycle Management and Performance, Availability, Scalability, and Security portfolio. This approach will lead to quicker post-sales wins and technical mastery, ensuring mutual success.
Beetel Teletech Limited
Head of the Organization : Sanjeev Chhabra
Designation : MD & CEO
Annual Turnover (2021-22) : Rs. 1300 Cr
(2022-23) : Rs. 1600 Cr
Future Roadmap: At Beetel, its unwavering commitment to thriving in the fiercely competitive market centers on partner enablement and collaboration. The company aims to equip its partners with deep knowledge and resources, transcending traditional distributor relationships to become consultants, aiding partners in securing orders and achieving mutual growth with vendors. Its holistic approach focuses on fortifying its partner base, enabling innovative solutions, and managing customer relationships. Through partner enablement programs, the company ensures partners grasp its product offerings, empowering them to tackle complex challenges. It is committed to 360-degree support, spanning pre-sales to post-sales and proof of concepts.
