Redington Dominates Market Again, Becomes Largest Distributor in India for Second Time

India’s IT distribution landscape has evolved significantly over the years. Given the dynamic technology landscape, IT hardware distributors play a crucial role in the growth strategy of corporations, educating customers about the latest products and adding value to technology solutions.

An integrated technology solutions provider and a Fortune 500 company, Redington has been a prominent name in the IT distribution space vis-à-vis the emergence of other strong distribution players. Redington recognized as a strong global player today, enables businesses in their digital transformation journeys by addressing customer pain points and technology friction. 

Established in 1993, the three-decade old journey of Redington has been packed with many opportunities and challenges. But there have been several factors that worked wonders and eventually propelled the company to cement its position as the #1 distributor in India today.    
 
VARINDIA delves into this spectacular growth journey of the company by looking into the performance record of Redington in the last three financial years for the India market -
 
•    In FY 2023, the company’s annual turnover was Rs 35,786 Crores
•    In FY 2024, Redington recorded an annual turnover of Rs 41,706 Crores

Notably, India's technology industry, according to NASSCOM, is projected to have earned $253.9 billion in revenue in FY 2023-2024, marking a slightly slower year-on-year growth rate of 3.8 per cent. Against this backdrop, Redington had registered a strong financial performance. Despite industry de-growth across various underperforming product categories like PCs, Redington managed to hold strong on many fronts.
 
Redington’s efforts to Bridge the Digital Divide pays off in FY2023

Talking about FY 2023, while all business units grew well, the Cloud and Technology Solutions Group had a stellar year. This incredible growth over the last few quarters of FY 2023 was supported by solid execution across businesses and geographies, with India enjoying a bigger share. Redington is one of the many distributors that continue to gain share and secure new opportunities in the markets they compete in. Its record performance is an outcome of continued investments in improving its go to market capabilities, building deeper brand relationships, making available a comprehensive array of offerings from different partnerships and most importantly innovations in its business model.
 
Redington boasts of an extensive portfolio of multiple international brands and a robust network of channel partners, driving digital transformation in India. Its extended network of more than 30,000 channel partners helps the brand in reimagining its vision of bridging the digital divide from one corner of the nation to the other. In terms of channel empowerment, Redington trains its channel partners and resellers through in-region sales, enablement, and training workshops, to cater to end customers with a wide gamut of products and services.

Redington also offers a remarkable cloud portfolio with unique capabilities and differentiators that sets it apart from competitors. With its combined years of extensive experience and knowledge, Redington has developed a unique framework that enables seamless and secure cloud migration.  Its foundations are built on its strong business and technical integration with hyperscalers, namely AWS, Microsoft & Google. 

Marketing a Big Competitive edge

Redington went on to invest in strategic branding initiatives that have significantly enhanced its market perception. By positioning itself as a leading distributor in the technology sector, the company has effectively differentiated itself. 

Brand Equity - Investment in building a strong, recognizable brand has bolstered Redington's reputation, leading to increased trust and preference among channel partners and end customers.

Targeted Marketing Campaigns - Redington’s targeted marketing campaigns have helped in reaching specific segments within the IT and electronics market. By leveraging data-driven insights, the company tailors its messaging to resonate with diverse customer profiles.

Additionally, Redington announced several successful campaigns, such as those promoting new technology solutions or innovative distribution models, which have driven engagement and generated significant leads.

Online Presence - Emphasis on digital marketing strategies, including social media, content marketing, and SEO, has expanded Redington’s online footprint and attracted a global audience.

Collaborative Marketing - Redington’s marketing strategies often include collaborative efforts with vendors, partners, and stakeholders, creating a robust ecosystem that supports joint promotional activities and co-branded campaigns.
Redington’s state of the art demand genration engine for the growth of our channel partners and OEM partners

Accelerating Partner Growth with Demand Generation Engine
Redington's state-of-the-art demand generation engine drives growth for channel partners and OEM’s through advanced data analytics, targeted marketing campaigns, and efficient lead nurturing. By automating tasks, providing real-time performance monitoring, and fostering collaboration, it empowers partners to optimize their strategies, adapt to market changes, and achieve their marketing goals.

The company’s wider presence in Tier 2 and Tier 3 cities is seen as another plus factor.

Content Leadership & Industry Events - Redington’s investment in thought leadership content, such as white papers, webinars, and industry reports, has established it as an authoritative voice in the technology distribution space and showcased its expertise and innovation to a broader audience.

 
Looking ahead 
 
Building on the momentum from a strong 2023, Redington continues to drive its success growth story in 2024. With an eye on profitable growth geographies, the distribution major is focused on investing in new revenue streams, by enhancing its capabilities. While technology distribution remains its core strength, the growth of its cloud business has been enabled by faster adoption of subscription and consumption business, enhanced by professional services.
 
Coupled with this is Redington’s strong engagement with all the leading Brands that it is associated with, its firm business plans, differentiated go to market approaches, and the slew of AI enabled solutions being launched by the vendors that will be distributed by the company. All these factors will play a big role in helping Redington continue to build a strong market share leadership in the years ahead.