Pure Storage’s channel-centric approach testament to its success in India market

Jithesh Chembil
Head - India Channels- Pure Storage 

Pure’s partner ecosystem is key to delivering innovative solutions to various industries. These partnerships allow the brand to meet the rising demand for cloud adoption, data storage, and hybrid cloud solutions, creating a win-win situation for both Pure and its partners.

In a diverse market like India, where businesses of all sizes are diving into digital transformation, having a solid channel strategy helps companies reach not just the big players but also small and medium-sized enterprises (SMEs).

“At Pure Storage, we are all about being a channel-centric company,” says Jithesh Chembil, Head - India Channels, Pure Storage. “Our partner ecosystem is key to delivering innovative solutions to various industries. These partnerships allow us to meet the rising demand for cloud adoption, data storage, and hybrid cloud solutions, creating a win-win situation for both us and our partners.”

For a channel-friendly policy to really shine, it needs to be built on a few essential elements: strong incentive programs, comprehensive support systems, and open lines of communication. Pure Storage makes sure its partners feel appreciated through initiatives like the Pure WaveMakers program, which celebrates those excelling in solution selling and customer engagement.

“We also provide easy access to our Partner Portal, which is a treasure trove of resources—think sales tools, technical training, marketing materials, and digital assets—all designed to help our partners grow. Personalized marketing campaigns and tailored training ensure that they are ready to sell the full range of Pure's products,” explains Jithesh.

A ‘PURE’LY CHANNEL COMPANY
Pure’s success in the Indian market is deeply rooted in its channel-centric approach, where it focuses on building strong relationships with a diverse range of partners to meet customers' business and technology needs. By consolidating its Global Partner Program—which includes Reseller Partners, Managed Service Providers (MSPs), and Global System Integrators (GSIs)— Pure has been able to tap into its partners' unique strengths more effectively.

“This strategy has allowed us to expand into various industry sectors across the country. Working closely with our MSPs, for example, has enabled us to deliver tailored solutions that meet specific customer needs, and this collaboration has helped us extend our reach into regions that were previously underserved,” says Jithesh.

Pure Storage measures the success of its partner programs through several key performance indicators (KPIs). It keeps a close eye on how much revenue is generated through its partner ecosystem since it plays a crucial role in the overall business. Pure also tracks partner engagement by looking at activity levels on its Partner Portal—how often are they using training modules or marketing tools? Another important metric is how well partners are adopting and promoting its full range of solutions—from on-premise products like FlashArray to cloud services like Cloud Block Store.

Finally, customer satisfaction and feedback from partners are invaluable metrics. This ongoing feedback loop ensures that Pure is always adapting to meet the evolving demands of the market.