Brother India looks for sustained success for both its partners and the brand

Alok Nigam 
Managing Director  Brother India

Brother India measures the success of its partner programs through several indicators. Besides sales growth, which is a key metric, partner satisfaction and engagement are equally important.

Channel-friendly policies are absolutely critical for Brother India’s growth strategy in India.

“At Brother India, we see our channel partners as a direct extension of our business,” says Alok Nigam, Managing Director at Brother India. “They help us bridge the gap between our products and customers, and their local expertise and customer relationships are invaluable. By ensuring we have strong, supportive policies in place, we enable our partners to focus on delivering exceptional value to customers, which in turn helps us gain a stronger foothold in the market. It’s not just about product placement but it’s about building long-term partnerships that drive business growth for everyone involved.”
For Brother India, a channel-friendly policy should include a few key elements. First, communication is vital as partners need to be in the loop about new products, promotions, and strategic updates. Second, profitability is crucial. The company wants its partners to be as motivated about its products as the brand is; hence it ensures that margins, rebates, and rewards are structured in a way that benefits them.
Third is training and enablement. The more knowledgeable partners are about Brother India’s products, the better they can serve their customers. Lastly, it is support—whether it’s technical help, marketing resources, or co-selling initiatives, Brother India is always there to back them up.

A FRIENDLIER CHANNEL POLICY

Brother India’s channel-friendly policies have played a significant role in its success. For instance, the brand has set up demo centers and experience zones across key locations in India to give partners hands-on exposure to its products. This not only helps them understand the technology better but also builds their confidence when they engage with customers.

“Additionally, our partner portal provides real-time access to product information, sales tools, and training materials, making it easier for them to stay updated. As a result, we have seen strong growth in segments like SMBs and home offices, where our partners’ support has been instrumental in driving sales and expanding our reach,” explains Alok.

Brother India regularly seeks feedback to understand how it can improve and make its programs more effective. Another measure of success is participation whether it’s training sessions, marketing campaigns, or new product launches. The more actively its partners engage with the brand, the stronger the partnership becomes, and that’s what ultimately leads to sustained success for both sides.