IT distributors in India strive to provide a strong connecting link between the vendors and the channel partners, so that the entire channel community could work as a single entity and help channel partners to grow. And in this endeavor, providing better service support is of utmost importance.

This should also be the goal of all distributors, opined the participating disties at the recently held National Distributor Conference 2004 in Mumbai. The event was organized by ChannelTimes and sponsored by Samsung India.

According to Suresh Pansari, MD, Rashi Peripherals, "Our main focus is to create awareness about the product. Value-addition to channel partner is not just about delivery on time, but post-delivery service. You need to provide one-three year warranty and also support at the lowest cost. We are also looking at reducing layers between the distributor and end-users.'

J. Kulkarni, CEO, Redington India, also emphasized that a distributor's role is to create awareness and ensure IT penetration in the market. But added, "All channel partners know how to make profits and don’t need a distributor’s help in that. However, a distributor can help them by accessing business, which they may not be able to do on their own.”

The distributors also want the vendors to take the initiative to ensure a profitable business for the channel, which can be achieved by introducing products at the right time and providing better service.

As Aditya Bhuwania, director, Priya Limited, pointed out, “Until the distributor is profitable, it won't be able to make the channel profitable. Here vendor management is important to bring the right product at the right price so that the increasing demand is fulfilled.”

“After-sales service is very important. If consumers don’t buy a product the second time, the distributor can’t be profitable,” he added.

Raj Rathi, director, Cyberstar, further elaborated, “For most vendors, it’s not just selling to the distributor. The distributor has to ensure that channel partners sell it to the next level or to the end-users. A single weak link can affect the whole chain.”

With channel business getting more and more competitive, the role of the distributor becomes of vital importance in the growth of the channel. As Paras Shah, MD, Neoteric Informatique, said, “Any distributor should first add value to the channel partner. One has to make sure that the channel is happy and content.”