In today’s hyper-competitive business landscape, no company scales alone. Strategic alliances and well-crafted partner programs have become the backbone of sustainable growth, opening doors to broader markets, deepening customer engagement, and streamlining go- to-market strategies. Across industries—whether in IT, cloud, electronics, or cybersecurity—the power of partnerships is reshaping how organizations build value and remain competitive.
Partner programs today are far more than transactional arrangements; they are ecosystems built on shared goals, mutual growth, and innovation. As customer expectations evolve and technology cycles accelerate, companies are investing in partnerships that deliver not just products, but solutions—and experiences. From delivering technical enablement to ensuring co-marketing support, corporations are equipping their channel partners with the tools they need to thrive. These programs now play a pivotal role in optimizing cost efficiencies across marketing, sales, and customer support, while simultaneously enhancing customer satisfaction.
The shift is especially apparent in the booming cloud and data center sectors, where hyperscaler partnerships offer unmatched scale and agility. Successful programs in this space balance global reach with localized strategies, aligning brands with the right regional players to increase visibility and relevance.
However, the rapid evolution of generative AI has introduced new challenges into the partner ecosystem. As demand for high- performance hardware skyrockets, global supply chains are being stretched thin. Training large AI models requires advanced GPUs and ASICs—resources increasingly scarce due to semiconductor shortages and data center energy demands. As the AI chip market is projected to exceed $637 billion by 2034, OEMs are under mounting pressure to adapt their partner strategies and ensure stability across the value chain.
Against this complex and fast-moving backdrop, VARINDIA spoke with leading technology brands to uncover how their partner programs are adapting, scaling, and delivering impact. We asked them: How central are channel alliances to their business success? What percentage of their revenue flows through partners? What outcomes do they prioritize in their partner ecosystem? And how are these collaborations helping them navigate both opportunity and disruption in equal measure?
Their insights reveal a dynamic new era in partner strategy—one where innovation, resilience, and alignment are the cornerstones of success.
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Partner ecosystem at the heart of CP PLUS’s surveillance success story
ADITYA KHEMKA
MD, CP PLUS (ADITYA INFOTECH LTD.)
At CP PLUS, our partner program is not just important—it’s indispensable. Over 70% of our business is driven through a well-established, multi-layered channel ecosystem comprising national distributors, regional partners, resellers, and service providers. This extensive network forms the backbone of our growth strategy, enabling us to bridge the gap between advanced surveillance technologies and real-world applications across diverse markets—including Tier II and III cities, as well as complex enterprise and government projects.
We consider our partners as co-creators of value, not merely vendors. Initiatives like the Galaxy Stores and CP PLUS World Experience Stores are designed to bring our innovations—such as STQC- Certified, AI-enabled, Made-in-India cameras—closer to consumers, while also boosting partner visibility, footfall, and revenue. Our co-branded marketing support, digital assets, and in-store branding ensure strong market presence with optimized investment, allowing partners to engage more effectively at the local level.
Training and capability-building are vital to our partner-first approach. Through the CP PLUS Mission Tech Training Program and a suite of digital learning tools, we empower our partners to become trusted solution providers—equipped to handle installations, post-sales support, and consulting across sectors like BFSI, healthcare, logistics, education, and smart cities. Ultimately, our channel-driven model enables scalable, inclusive growth by optimizing marketing, sales, and service costs while expanding reach. Our partners remain our ambassadors, growth enablers, and strategic drivers of CP PLUS’s leadership in India’s surveillance landscape.
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Partners serve as a strategic growth engine for Dell Technologies
VIVEK MALHOTRA
SENIOR DIRECTOR - INDIA CHANNELS, DELL TECHNOLOGIES
In today’s rapidly evolving digital economy, a future-ready partner ecosystem is not just an advantage—it’s a necessity. At Dell Technologies, our partner program is central to how we scale innovation, reach new markets, and deliver long-term customer value. It acts as a growth engine, strengthening our market presence, building trust-based relationships, and enabling co-innovation with partners aligned to customer needs. As businesses accelerate digital transformation, our partners play a critical role in localizing Dell’s solutions and unlocking growth in both mature and high- potential markets. Our partner program focuses on expanding market access, deepening customer engagement, and enabling sustainable business growth. Through training, tools, and sales enablement, we empower partners to evolve from resellers to transformation advisors—crucial as enterprises seek end-to-end solutions and trusted guidance. Our model drives cost efficiency across sales, marketing, and support via localized execution. In FY26, our strategy prioritizes simplicity, predictability, and partner-led momentum. Our “Partner First” approach in storage now channels 99% of opportunities through partners, supported by intelligent partner matching systems. We’re enhancing quoting speed, reducing time-to-market, and aligning enablement to emerging tech like AI, multicloud, and cybersecurity. By taking AI-ready infrastructure, secure edge solutions, and hybrid cloud deployments to new and underserved markets, we’re empowering partners and accelerating digital technology adoption at scale. Collaboration, innovation, transparency, and trust remain central to Dell’s long-term partner success and
ecosystem growth.
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Lenovo places channel strategy at the core of innovation and growth
ARVIND CHABRA
DIRECTOR - ONE CHANNEL, LENOVO INDIA
As part of Lenovo’s commitment to innovation, our channel strategy is at the core of delivering smarter technology for everyone and driving sustainable growth. It is fundamental to Lenovo’s long- term success. Through the Lenovo 360 framework, we have created an integrated, global model that empowers partners to drive innovation, reach new markets, and co-deliver end-to-end solutions. It’s more than enablement—it’s about building a unified ecosystem where our partners are strategic collaborators in advancing AI, hybrid cloud, and edge computing. This alignment not only accelerates digital transformation for our customers but also creates shared value. In today’s fast-evolving tech landscape, a strong partner program ensures we scale with agility, serve with relevance, and lead with purpose.
Channel partners contribute significantly to Lenovo’s growth journey by extending our reach across customer segments and enabling us to deliver solutions with greater efficiency. Lenovo 360 provides them with the tools, training, and AI-powered capabilities they need to stay ahead of innovation and support seamless client experiences.
The program also optimizes costs across marketing, sales, and support through ready-to-deploy marketing kits, lead-sharing systems, and localized execution. Strategic co-investments in marketing and partner-led service delivery help reduce overheads while maintaining customer satisfaction. Together with our partners, we’re enabling faster access to smarter technology—whether through advanced infrastructure solutions, efficient hybrid work innovations, or 30-minute doorstep deliveries in select cities across India.
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Channel partners act as strategic extensions for Hitachi Vantara
DARSSHAN SOMAIYA
HEAD - STRATEGIC PARTNER & ALLIANCES, INDIA AND SAARC, HITACHI VANTARA
Our partner program plays a pivotal role in Hitachi Vantara’s overall growth strategy and is fully aligned with our enterprise goals. In India and the SAARC region, 100% of our business is partner-led and partner-delivered, demonstrating our strong commitment to a collaborative, partner- driven model. Our ecosystem enables demand generation, solution selling, implementation, and customer success—making partners strategic extensions of our team. Their deep local insights and ability to tailor solutions are key to our expansion beyond metros, helping us scale efficiently and deliver consistent value.
The program is designed to build a high-performance network that addresses diverse customer needs across geographies. It develops competencies in emerging areas such as GenAI and cloud repatriation, positioning partners as trusted advisers rather than just sales enablers. Our ‘Engage, Enable, Empower’ philosophy drives co-creation and innovation, helping customers navigate digital transformation with confidence.
To optimise costs and enhance partner effectiveness, we launched a $200,000 Product Showcase program, equipping select partners with VSP (Virtual Storage Platform) demo units. These provide Centre of Excellence-like capabilities for localised POCs, demos, and workshops. Coupled with GTM support, bootcamps, and incentives, this approach reduces acquisition costs and accelerates sales. Our latest channel strategy aligns partner roles with solution areas, driving deeper market penetration, increased partner-led wins, faster growth (especially in emerging cities), and stronger customer trust through localised technical enablement and credible on-ground engagements.
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Partner enablement and engagement central to NetApp’s strategy
HITESH JOSHI
DIRECTOR - CHANNELS AND ALLIANCE, INDIA AND SAARC, NETAPP
We are a 100% partner-led company, and our partner program is a core part of our strategy. Our focus is on building strong, strategic alliances that empower partners to deliver differentiated value to customers. By simplifying engagement models and enhancing service capabilities, we provide everything partners need, including resources, training, tools, and support to succeed in today’s competitive environment. As cloud, AI, and data continue to reshape industries, our partners are key to helping customers adapt quickly and efficiently. We enable them to scale seamlessly, enter new markets, and grow profitably. Our outcome-driven partner program is designed to drive transformative growth, foster innovation, and enhance customer-centric outcomes. It includes progressive tiers, certifications, and services competencies that strengthen partner expertise and profitability, with a unified sell-to, sell-through, and sell-with model that expands customer reach and drives measurable results.
At NetApp, we’ve redefined our channel strategy to align more closely with partner success. Through our distributor network across SAARC, we now serve a broader base of customers with intelligent data infrastructure solutions. Our program rewards partners meaningfully, fueling collaboration, co-innovation, and long-term relationships backed by robust enablement, simplified engagement, and shared business goals. Additionally, our channel program helps optimise costs in marketing, sales, and support through scalable, ready-to-use tools. Co-branded campaigns, structured enablement, and unified digital platforms reduce partner overhead and administrative burden, while maximising ROI.
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Check Point builds India success on robust and expanding channel network
MANISH ALSHI
SR. DIRECTOR, CHANNELS & ALLIANCES, CHECK POINT SOFTWARE TECHNOLOGIES, INDIA & SOUTH ASIA
At Check Point, the partner program is absolutely critical to our growth and success, as we are a 100% channel-driven organization. Every engagement, transaction, and service delivery happens through our partners—resellers, system integrators, MSSPs, and ISVs—who act as strategic advisors and are integral to our operations in India. With the launch of our New Generation Partner Program (NGPP) in early 2024, we have simplified engagement, introduced specializations, and enhanced profitability to empower partners to grow with us.
Currently, 100% of our business in India is transacted through a network of over 600 active partners, expected to grow to over 700 by the end of 2025. NGPP is structured to deliver four key outcomes: faster deal closures via simplified tiering and enhanced deal registration; deeper technical specialization across network, cloud, endpoint, and collaborative security; improved profitability through rebates, certifications, and incentive programs; and expanded geographic reach into Tier 2 and Tier 3 cities with SMB-focused offerings like Quantum Spark.
The program also helps partners reduce marketing, sales, and support costs through free training and certifications from Check Point University, customized learning paths, co-branded demand-generation campaigns, and digital tools like the Engage App. Supported by an expanded channel team and new regional offices, NGPP is accelerating growth across cloud, SASE, endpoint, and AI-powered services.
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Partner program forms the foundation of Autodesk’s scalable growth
PRADEEPTO DEY
DIRECTOR - CHANNELS, AUTODESK INDIA & SAARC
At Autodesk, the partner program is fundamental to our long-term growth and strategic execution. A well-orchestrated partner ecosystem enables consistent delivery across geographies, accelerates innovation adoption, and ensures agility in responding to demand shifts. Partners bring deep industry knowledge, regional context, and executional excellence, allowing us to meet complex customer needs with speed and consistency. By equipping them with cutting-edge tools, training, and go-to-market support, we’re not just expanding reach, we’re raising the standard of value we deliver. In a time of supply chain volatility and rapid technological change, a strong partner ecosystem provides the resilience, flexibility, and innovation capacity needed to stay ahead.
Our partner program is built around three strategic outcomes: expand, transform, and diversify the channel.
We aim to expand market reach by helping partners tap into new customer segments and fast-growing opportunities, especially in the public sector. We transform partner capabilities to support the shift toward subscription-based, platform-centric models aligned with digital transformation. And we diversify the ecosystem by integrating consulting and ISV expertise, enabling peer-to-peer collaboration.
Through our Market Development Program, we co-invest in demand generation, lead-sharing, and campaign execution—optimizing acquisition costs and expanding reach. Strategic investments in sales, enablement, and customer success scale our impact without duplicating internal resources. Showcasing partner services and accreditations globally enhances visibility and differentiation, reducing overhead while maximizing sustained customer and partner value.
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SAP’s India growth deeply intertwined with trusted partner network
NITISH AGRAWAL
CHIEF PARTNER OFFICER, SAP INDIAN SUBCONTINENT
The journey of SAP in India, spanning nearly three decades, is deeply interwoven with the strength and commitment of our partner ecosystem. Our partners have played a vital and strategic role in shaping the digital transformation of Indian enterprises, particularly amid rapid shifts in technology, customer expectations, and evolving industry dynamics. Today, an overwhelming majority of our customers are served directly by partners, clearly highlighting our successful shift to a truly partner-led business model. In fact, the contribution of Indian channel partners to SAP’s India cloud business is among the highest across all our global markets.
Our expanding ecosystem has helped us grow from 55 to over 250 cities in just three years. Nearly 75–80% of our ecosystem operates in the midmarket segment, driving net-new customer acquisition, cloud adoption, and business growth. We are also enabling transformation in PSUs and government departments through strong partner-led execution, while building a mini ecosystem for agile digital natives.
Through SAP BTP’s GenAI Hub, hundreds of partners are co-innovating on industry-specific and domain-relevant use cases, supported by global alliances with AWS, Google Cloud, IBM, Mistral, and academic institutions like Stanford and UC Berkeley. We’ve invested in robust digital infrastructure and launched the Partner Competency Framework to optimize marketing, sales, training, and customer support costs, while empowering partners to lead end-to-end customer engagement through strategic programs like Partner-Led Territories.
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TP-Link’s channel partners lead the way across homes and enterprises
SANJAY SEHGAL
CEO & MD, TP-LINK INDIA
The partner ecosystem is critical to TP-Link India’s growth strategy. Given the diversity and scale of the Indian market, our partners play a pivotal role in driving reach, relevance, and responsiveness. Our channel partners act as an extension of our brand and serve as trusted advisors for customers— from home users to large enterprise deployments. Their expertise and proximity allow us to focus on developing the right products and delivering value efficiently.
Channel partners drive nearly all our business in India, including traditional IT and retail partners, plus system integrators and solution providers supporting our Enterprise (Omada) and Surveillance (VIGI) portfolios. Their efforts help expand our presence across Tier 1 metros and emerging Tier 2/3 markets. Our partner program aims for wider market access through region-specific strategies, increased partner profitability via tiered incentives and rebates, technology enablement through certifications and training, seamless product adoption across consumer, SMB, and enterprise segments, and stronger brand equity by empowering partners to deliver consistent experiences.
We use a collaborative go-to-market approach, with partners co-investing in digital campaigns, roadshows, and technical workshops. Localized training and enablement tools reduce centralized support costs, creating a scalable, cost-effective ecosystem. Our channel strategy focuses on specialization and vertical growth with enterprise onboarding, a revamped Partner Portal, and enhanced incentives for education, hospitality, retail, and public sectors. This is helping position TP-Link as a trusted enterprise solution provider.
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Veeam builds scalable success through ProPartner-first approach
SANDEEP BHAMBURE
VP & MD, INDIA & SAARC, VEEAM
Veeam’s business is fundamentally built around our partner ecosystem, operating on a 100% channel model. Every customer engagement is driven through our partners, which underscores their critical role in our growth and success, especially across India and SAARC. Through our ProPartner Network, we focus on mutual profitability, market expansion, and technology adoption, empowering partners with training, sales enablement tools, co-branded marketing assets, and joint go-to-market initiatives. This approach improves agility, scalability, and responsiveness to evolving customer needs while enabling partners to build sustainable business models centered around modern data protection, reliable backup, and ransomware recovery.
Our channel model drives cost optimization across marketing, sales, and customer support. By equipping partners to manage the full customer lifecycle, from lead generation to post-sales service, we reduce overheads, eliminate redundancy, and maximize return on investment. Programs like the Veeam Accredited Services Program (VASP) further support our partners in delivering high-quality, local, and affordable services.
We’re further enhancing our strategy through partner segmentation and expanding our MSP and cloud channel footprint to meet the growing demand for hybrid and multi-cloud data protection. This has led to stronger partner loyalty, improved deal velocity, and deeper penetration into mid-market and enterprise segments. Together with our partners, we continue to lead the market by staying aligned with changing customer requirements and delivering innovative, high-impact solutions.
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HP puts partners at the centre of growth and strategy
SHAILESH TRIPATHI
SENIOR DIRECTOR, COMMERCIAL CHANNEL & SUPPLIES, HP INDIA
At HP, our partner ecosystem is at the centre of how we operate and drive growth. We believe that delivering growth and fulfilment through technology defines the future of work. Our mission is to empower people and businesses to create and manage their own ways of working. Our partners are critical to delivering this mission and driving success across commercial, enterprise, SMB, and government segments—delivering meaningful value to customers. Globally, nearly 90% of HP’s business is driven through channel partners, reflecting how central they are to our strategy. Every time we bring a solution to market, we consider not just what we offer, but how we take it to customers— always through our partners.
Today’s customers rely on devices for work, learning, entertainment, and daily life. That’s why we focus on delivering user-centric solutions and preparing partners to be future-ready. Through our OneHP vision, we empower partners to sell across the full HP portfolio—personal systems, print, services, and peripherals—focusing on sustainable growth. Our HP Amplify program emphasizes capabilities, collaboration, and outcome-based growth. We're preparing partners for an AI-driven future through AI MasterClass modules and operational efficiencies.
With Poly’s integration, new hybrid work opportunities emerge. HP Connect centres in India further support MSMEs and partners with expert IT guidance. We’re building a resilient, future-ready partner ecosystem.
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Acer grows and succeeds with partners at the strategic centre
SANJEEV MEHTANI
CHIEF SALES OFFICER, ACER INDIA
Our partner program plays a critical role in Acer’s growth and long-term success. It’s not just a transactional relationship—it’s strategic. From global alliances to regional channel partners, this ecosystem enables us to scale efficiently, innovate rapidly, and stay attuned to evolving market demands. Acer operates on a channel-first business model, with over 12,500 channel partners and 200+ retail partners across India. A significant majority of our business flows through these partnerships, which are central to our go-to-market strategy and overall operations.
Through the partner program, we aim to accelerate market expansion, enhance customer satisfaction, and foster innovation. Collaborating with partners, who bring local insights and technical expertise, allows us to deliver tailored solutions and faster service. Our initiatives focus on enablement, training, and strategic
incentives that empower partners to grow with us. We co-invest in marketing, rely on partners for scalable sales reach, and provide localized customer support—all of which help us reduce costs while delivering greater value to customers.
Our latest channel strategy deepens engagement, enhances digital tools, and targets high-growth segments like gaming, commercial, and AI-powered devices. With a more data-driven and localized approach, partners can better align with regional trends and needs. This has led to stronger market penetration, faster response times, improved sales velocity, and greater satisfaction—ensuring Acer is seen as a collaborative partner, not just a vendor.
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Ingram Micro India accelerates partner growth with Xvantage power
VISHAL HEGDE
DIRECTOR - SALES, INGRAM MICRO INDIA
Partner programs are one of the key drivers of Ingram Micro India’s growth strategy and overall success. This success is highly related to how we enable our partners to solve their customers’ problems. These programs not only incentivize partners but also strengthen our bonds and provide a superlative engagement experience. We focus on building long-term, value-driven relationships that enable mutual growth.
Our business is built around empowering and enabling the IT channel ecosystem. In India, we work with a diverse and robust partner network—system integrators, value-added resellers, regional distributors, retailers, managed service providers, born in cloud partners, ISVs, alliance partners, large format retailers, and e-commerce players. Through our digital platform Xvantage, we help partners grow, innovate, and deliver exceptional customer value. This partner-first approach ensures scale, local market reach, and stronger customer experiences, forming the foundation of our growth strategy.
Our programs focus on digital empowerment, from providing digital tools to offering training and certifications. We help partners unlock new revenue streams and promote sustainability with scalable solutions for all stakeholders. Channel programs also drive efficiency through shared marketing, partner financing, and AI-driven automation via Xvantage. Our strategy—centred on platformization, partner enablement, and geo expansion—has significantly boosted new partner acquisition, expanded solution reach, and non-metro revenue, reinforcing a stronger, digitally empowered, and future-ready partner ecosystem.
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Partners are our primary route and strategic allies in cybersecurity delivery
RAJESH CHHABRA
GENERAL MANAGER - INDIA & SOUTH ASIA, ACRONIS
At Acronis, our entire business model is built around the success of our partners. As a 100% channel-driven company, we don’t compete with our partners—we enable them. The Acronis #CyberFit Partner Program is the foundation of our growth, innovation, and customer satisfaction, both regionally and globally. It empowers MSPs, VARs, and distributors with tools, training, and incentives to deliver cyber protection efficiently and profitably. The program stands out for its modern enablement model, extending beyond traditional rebates to include flexible licensing, co- branded marketing, and access to advanced technologies like XDR and Copilot AI.
Acronis’ entire global and regional success—including 90% year-over-year growth in India in 2024—is driven through our ecosystem of MSPs, VARs, system integrators, and distributors. Every product, service, and go-to-market strategy we build is designed with them in mind. These partners are not just our route to market—
they are strategic collaborators helping us deliver integrated cyber protection, data security, and endpoint management to businesses across Asia. Our partner program focuses on three key outcomes: profitability, service innovation, and sustainable growth. It supports partner-led demand generation through MDF, SDF, and #TeamUp campaigns. With automation tools, Acronis Academy training, localized support, and simplified certification paths, we help partners lower costs, increase recurring revenue, and lead confidently in a dynamic threat landscape.
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Robust partner program anchors Sophos’ channel-first growth strategy
RAJEEV GUPTA
CHANNEL SALES DIRECTOR - INDIA & SAARC, SOPHOS
As a channel-first organization, a robust partner program is the backbone of Sophos’ growth strategy in India and globally. We focus on enabling our partners to become trusted advisors by equipping them with contextual threat intelligence, AI-driven tools, and regionally relevant insights. Through structured programs like the Sophos Partner Academy and localized initiatives, we ensure our partners are empowered to support customers in real time. This collaborative model helps us scale across verticals, deepen customer trust, and accelerate adoption of services like MDR, XDR, and cloud-native security across the Indian landscape.
100% of our India business is driven through our channel ecosystem, which includes national distributors, regional VARs, and MSPs. With support from our Sophos MSP Elevate Program, usage-based pricing, and centralized management through Sophos Central, partners deliver consolidated security while reducing operational complexity and costs.
Our partner program focuses on three key outcomes: partner profitability, service-led growth, and stronger customer protection. We enable partners to move beyond product resale into advanced offerings like MDR and XDR, supported by real-time threat intelligence, flexible pricing, incentives, and role-specific training. We also provide architect-level training on key solutions like Firewall and Endpoint, and offer invite-only access to Sophos Summits for strategic engagement. Combined with automation, 24/7 Partner Care, and India-based infrastructure, this approach drives faster onboarding, stronger renewals, and increased demand across markets.
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Partner ecosystem drives MSI’s expansion and innovation in India
JAMES SUNG
NB SALES DIRECTOR, MSI
Partner programs are vital to MSI’s overall growth and success. Collaborating closely with creators, technology leaders, and channel partners enables us to deliver innovative products, enter new markets, and stay attuned to evolving user needs. Our Tech and Industrial Ecosystem partnerships, including co-developed VR-ready laptops based on industry feedback, reflect how partnership-led innovation drives product development and strengthens our role as a trusted technology partner.
Channel partners are integral to our strategy, not just in sales volume, but in expanding reach and brand presence. With a portfolio ranging from Rs. 40,000 devices to Rs. 6 lakh laptops, our focus is on strategic market penetration. Our brand store network grew fivefold from 10 to 50 stores, and our Croma footprint expanded from 20 to 100 outlets. We’ve also doubled our Made in India SKUs, enhancing supply chain efficiency and supporting the Make in India vision.
Our partner program drives four key outcomes—market expansion, innovation acceleration, brand positioning, and supply chain optimization. Through integrated brand store portals and omnichannel journeys, we ensure a seamless customer experience and cost-effective marketing, sales, and support. This channel strategy, built on accessibility, agility, and deeper collaboration, has strengthened MSI’s presence across India. It enables faster go-to-market, boosts product visibility, improves regional accessibility, scales operations, enhances after-sales service, and reinforces partner profitability across gaming, creator, and business segments.
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Strategic foundation of Trend Micro lies in partnerships
HIMANSHU KR. GUPTA
SR. DIRECTOR - GOVT BUSINESS & CHANNELS, INDIA & SAARC, TREND MICRO
Trend Micro’s partner program is the foundation of our enterprise strategy and long-term success, powering 100% of our business in India. Our diverse ecosystem—comprising focus partners, resellers, MSSPs, cloud consultants, and distributors—expands our market reach, deepens customer engagement, and accelerates innovation delivery. Through initiatives like Trend Campus, certifications, and performance-based incentives, we invest heavily in enabling our partners and elevating them to trusted cybersecurity leaders.
Our co-innovation model ensures partner profitability while protecting customers across hybrid IT, cloud, and OT environments. The program is designed to drive business growth, increase the adoption of advanced technologies such as XDR and Zero Trust, and empower partners to offer comprehensive, AI- driven services. Co-branded tools and tailored learning paths strengthen partner expertise and customer retention, creating shared value across the ecosystem.
We also optimize go-to-market costs through scalable training, automated sales tools, and partner-led service delivery. Campaigns like the Trend Cyber Risk Assessment and platforms such as Trend Vision One allow partners to conduct demos and engage customers efficiently, while our digital onboarding and Partner Portal streamline operations and reduce support overhead. Our latest channel strategy focuses on partner transformation by developing strategic advisors equipped to lead in emerging areas like generative AI and cloud repatriation. By aligning partner engagement with Coverage, Competence, and Capability, we’ve improved performance, expanded our presence in growth markets, and reinforced our leadership in the cybersecurity ecosystem.
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SPPL’s growth deeply rooted in channel partner success
AVNEET SINGH MARWAH
CEO, SPPL, A KODAK, BLAUPUNKT, AND THOMSON BRAND LICENSEE
Our partner program is critical to SPPL’s growth strategy, with approximately 60–70% of our overall business driven through channel partners, including general trade distributors, offline dealers, and strategic alliances with e-commerce platforms like Flipkart and Amazon. As the exclusive licensee for Thomson, Kodak, Blaupunkt TV, and JVC in India, we rely heavily on a strong distribution network to ensure the availability of our TVs, washing machines, and air coolers across Tier II and Tier III cities.
We empower our partners through structured finance programs such as Bajaj Finserv and are expanding options with Paytm and Pine Labs to enhance purchasing ability and inventory movement. Our channel program also optimizes costs by decentralizing marketing through regional campaigns, enabling dealer-led sales without overextending capital, and reducing customer support load via localized service. These initiatives not only streamline operations but also improve liquidity and ease of doing business for our partners.
Our latest strategy focuses on building a connected, digitally integrated ecosystem with platforms like ONDC, allowing offline partners to participate in direct-to-digital commerce. This democratizes access to e-commerce and future-proofs our distribution model. As a result, partner engagement is improving, inventory churn is accelerating, and brand visibility is expanding—making our channel ecosystem a key pillar of sustained growth and long-term market success for SPPL (Super Plastronics Pvt. Ltd.).
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Strengthening market reach and growth through robust, partner-driven strategy
ALOK NIGAM
MD, BROTHER INDIA PVT. LTD.
At Brother India, our partner program is more than just a sales channel—it is the foundation of our business strategy. Approximately 70 to 75 percent of our total business is driven through a robust and reliable network of over 220 Authorised Service Partners and 300+ Business Solution Partners across the country. These channel partners have been instrumental in helping us reach customers in metros as well as Tier II and Tier III cities. More than transactional, these relationships are built on collaboration across training, marketing, and service delivery, making our partners true extensions of the Brother brand on the ground.
Our partner program is focused on four strategic outcomes: expanding our reach in untapped markets by leveraging local expertise, improving operational efficiency through shared marketing initiatives and aligned resources, enhancing customer experience through personalized support, and driving sustainable growth by promoting eco-friendly products and recycling initiatives. These pillars help us build resilient, future-ready partnerships.
Additionally, our program ensures cost optimization across marketing, sales, and support. Region-specific campaigns reduce national ad spend, and the decentralized sales and service model allows for scalability without heavy infrastructure costs. Our partners enable agile operations and high service standards. With initiatives like the Toner Box series, mobile and cloud-ready printers, and predictive diagnostics, we continue empowering our partners, expanding into emerging markets, and strengthening Brother India’s presence as a trusted, partner- driven brand.
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Partner network central to Saviynt’s growth and customer success
SANDEEP ANAND
PARTNER DIRECTOR, INDIA AND SAARC, SAVIYNT
Our Saviynt Accelerate Partner Program is absolutely critical to our organization’s growth and long-term success. As a partner-first organization, over 85% of our overall business is driven through channel partners, which is a strong testament to our unwavering commitment to collaboration and shared outcomes. The program enables us to scale more efficiently, enter new markets, and deliver comprehensive identity security solutions by fully leveraging the capabilities, reach, and expertise of our partners. They are not just contributors to our journey—they are true force multipliers who drive innovation, enhance customer outcomes, and help us create a more robust and competitive ecosystem.
Our partners are deeply engaged across every phase of the customer lifecycle—from demand generation to delivery, support, and post-sales engagement. This helps us drive consistent, positive business outcomes. Additionally, the program allows us to optimize costs across marketing, sales, and customer support by enabling co-branded marketing assets, joint go-to-market strategies, and certified delivery services that accelerate time-to-value and improve customer satisfaction.
Our evolving channel strategy is focused on partner enablement, joint execution, and solution co-creation. We value the unique insights and feedback our partners bring, which helps us enhance the functionality of our Identity Security platform. By working in close alignment, we’re creating a multiplier effect—driving growth, deepening customer impact, and delivering exceptional value together.
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