STAR NITE AWARDS 2025, PANEL DISCUSSION SESSION – I | TOPIC: EFFORTS OF IT ASSOCIATIONS IN RESOLVING

The first panel discussion at the event, moderated by S. Mohini Ratna, Editor, VARINDIA, brought together eminent IT association leaders to deliberate on the topic, “Efforts of IT Associations in Resolving Industry Issues.” The distinguished panellists included Devesh Rastogi, Chairman, FAIITA; Kaushik Pandiya, Member - Governing Body, FAIITA; S Karthikeyan, Charter President, Confed ITA; Vinod Kumar, Chairman, ISODA; Bharat Chheda, President, ASIRT; and Magan Gangani, President, TAIT.

The discussion focused on strategies to enhance channel partner margins, address unfair practices by OEMs and distributors, strengthen supply chain transparency, promote value-added services, and empower members through grievance redressal and structured arbitration mechanisms. Opening the session, Mohini Ratna highlighted IT associations’ vital role in addressing industry challenges, fostering dialogue, promoting fair practices, enabling digital transformation, facilitating knowledge exchange, and strengthening collaboration between policymakers, OEMs, channel partners, and end users.

(L-R) BHARAT CHHEDA, PRESIDENT, ASIRT; MAGAN GANGANI, PRESIDENT, TAIT; KAUSHIK PANDIYA, ADVISOR - GOVERNING BODY, FAIITA; DEVESH RASTOGI, CHAIRMAN, FAIITA; S KARTHIKEYAN, CHARTER PRESIDENT, CONFED ITA; AND VINOD KUMAR, CHAIRMAN, ISODA

DEVESH RASTOGI, CHAIRMAN, FAIITA

“The IT hardware business has always worked on very thin margins, which is why partners must look beyond simple box- selling. Real growth comes from adding value, offering services and convenience, and adopting a hybrid model that reflects how customers buy today. Associations are helping partners understand this shift so they can sustain their business. At the same time, we repeatedly advise partners to insist on proper documentation. In the corporate world, nothing verbal is honoured unless it is written. Another major concern we hear from our members is  about  OEMs and software companies bypassing partners during renewals, affecting their recurring revenue. We are strongly taking up this issue and urging companies to ensure fulfilment through local partners so that partner margins and interests are protected.”

KAUSHIK PANDIYA, MEMBER - GOVERNING BODY, FAIITA

“There are a number of new opportunities in today’s market with  the  inclusion  of AI, cybersecurity, cloud offerings and other services, and if channel partners who stay connected with end customers add these value-added services, their  margins can become very handsome because such services carry thick margins. Rather than remaining only in box movement, even retailers can tie up with service providers and offer these solutions without worrying about technical capability. At the same time, we often see OEMs directly approaching corporates during large deal registrations, creating situations that are not favourable for partners. In such cases, partners should immediately approach their local association or FAIITA, as we have successfully resolved disputes related to stock retention and aged inventory. Continuous dialogue with OEMs is essential to prevent such practices.”

S KARTHIKEYAN, CHARTER PRESIDENT, CONFED ITA

“Kudos to VARINDIA for continuously engaging with the associations and the partner community. The concerns you raised are more prominent when it comes to the OEM–customer relationship, and ISODA is the best example of a structured approach to mitigate such problems. In Confed ITA and FAIITA, we are more on the hardware side but are steadily edging towards more value additions by enabling and empowering our members to get into that value-added space. Through continuous tech summits, 28 district associations and regional training programs, we ensure members engage with different vendors, understand opportunities, and learn how to price products and make margins. At the same time, OEMs must provide a proper supply chain roadmap, especially in a volatile market, so partners are aware and protected.”

VINOD KUMAR, CHAIRMAN, ISODA

“In the IT sector we are fortunate to have a well-structured ecosystem of OEMs, distributors, partners and end users, yet unfair practices do arise—whether it is pricing disparity, OEMs poaching end customers, or monopolistic behaviour without clear reward or benefit structures. Associations play a crucial neutral role by demanding transparency in pricing, rebate structures and deal registration, and ensuring equal opportunity for partners during bids. At ISODA, our Grievance Council allows members to raise issues that we address collectively with OEMs, aiming for amicable resolution while hearing both sides. When required, we also provide legal guidance. Every year we publish a scorecard rating over a hundred OEMs, offering recognition as well as corrective feedback. Transparency in deal registration and communication is key to preventing OEMs from bypassing partners.”

BHARAT CHHEDA, PRESIDENT, ASIRT

“At ASIRT, we have seen that margins in IT hardware are getting thinner, which is why associations must empower members to include products and services with higher margins. Over the years, we expanded beyond IT hardware into areas like CCTV, access control, security automation and software products, helping members broaden their offerings and improve profitability. However, when it comes to OEM–distributor–partner relationships, we are still failing to learn from the past. OEMs are driven purely by numbers, and unless we earn their respect, they will not listen to us. Partners must also be disciplined on payments, as overstocking and overselling often lead to delayed or non-payments. Using AI-based tools to assess customer behaviour can help partners identify reliable paymasters before committing to a sale.”

MAGAN GANGANI, PRESIDENT, TAIT

“TAIT runs several programs for members, notably Market Adda, which brings together channel partners, national and regional distributors, SIs, and principal companies on a single platform to discuss supply chain issues, service concerns, or other trade matters. Grievances and disputes are ongoing and require constant engagement with principals and distributors. To address customer payment delays and other conflicts, TAIT operates both internal grievance mechanisms and a formal arbitration panel. Even if one party is not a TAIT member, the panel can issue notices, hear both sides, and pass judgments, which can only be challenged in a high court. This arbitrator status is a powerful tool to protect VARs and associations should adopt similar mechanisms to support the IT community.”