VAR Chat - Kamini Talwar

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March 2010 Edition

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Please tell us about your educational background with your past experience in the industry?
I am the daughter of an Army officer and completed my schooling from an Air Force school. My Army background made me worldly wise and prepared me to handle any kind of situation.
My 28 years of Channel experience in the IT industry comprise of 14 years with an Apple distributor in India, set up Apple Channel and generated business successfully. The last fourteen years went in setting up Iris Computers from zero turnover to Rs.833-crore turnover in March 2009. We are going to add to our product portfolio every year. I am planning to add very strong and profitable brands in 2010. That is my mission.
Secret of my Success Story:
a. A fulfilling career is my top priority.
b. I have overcome many challenges by sheer determination and hard work. My job is a high-pressure one and I devote a lot of my time to the job.
c. Confidence has added zing to my personality.
d. I am not an underdog and my work speaks for me.

It has always been a problem for the vendors to manage support what is your strategy around it?
We as an organization are very sensitive towards support-related issues. This is one of the reasons that we have a separate SBU to handle support for the products we handle. I am proud to say that our Product Management Team is one of the best as compared to our competitors. Not only this, we ourselves act as service providers for most of our vendors.

What about your market mantra (go-to-market approach)?
We consciously and consistently make efforts to reach to as many partners as possible and keep in touch with the ground realities of the market. "Take A Bigger Share of the Market" is our go-to-market mantra.

How do you see your partners who get business for your organization?
Our partners are our lifeline. We push them to align with profitable branches. We make them aware of the opportunities that they are missing out.

What all strategies you have adopted throughout to create the market share?
We believe in working in tandem with our vendors to ensure that both our principals and we put all our efforts in the same direction. This approach has helped us to reap benefit as it has a multiplier effect in the market, thus helping us in getting a higher market share for all the product lines.

How are you empowering the channel partners?
Channel partners feel comfortable in dealing with Iris due to easy access to our decision- making core team, thus giving them confidence and clarity in all business dealings. We are able to structure large or small business deals for our partners, thus ensuring that they do not lose business for want of finance or logistic support.