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Electro Cheval, a distributor of premium IT product line forayed into the Indian subcontinent only in 2015. But within the short time, the Singapore-headquartered company has witnessed promising growth and is infusing confidence and new hope among the channel partners in the region.

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With a strong distribution network in the Asia Pacific market including Bangladesh, Singapore, Sri Lanka, Nepal and China, the company has products in three various categories- Networking, storage and power devices. In a giant leap to go global from Asia Pacific market, Electro Cheval has opened door to its partners in a bid to make them ride the growth bandwagon.

Bishwajit Sutradhar, Co Director India Operation at Electro Cheval and a veteran with strong industry links in the networking business, speaks to Channel Times on the company’s vision for the India market.

With strong presence in the APAC region, you are just one year old in India. How was the first one year of your experience in Indian market?
The first year was more of learning and in a short span of time, we witnessed a promising growth. We have identified the opportunity to synchronize with PAN India market dynamism and are working towards that.

What are the ways Indian channel market is different from other Asian markets and how well is your channel policies devised for the Indian region?
The Indian channel market is much bigger in terms of partner base when compared to other neighboring countries and being a large market the challenges are not unique it is different region wise. Hence, our channel strategies are based on regional partners needs that include areas such as pricing, policies and support.

When it comes to the IT products, the requirements of an organization in India is different from other nations. How well are your products are tailored for Indian market needs?
We are Enabling our Partners to focus on some exclusive products for India which is based on Indian Customer need and demand.

In India, there are well-established OEMs. How unique are you and your strategies to grab the attention of the channels?
We are just preparing our base now and our main strategy is to offer partners Exclusive offering in-terms of technology and brands. Recently, Sundray Technologies, a specialist in enterprise WLAN solutions, appointed Electro Cheval as its exclusive strategic business associate for the India, Sri-Lanka, Nepal & Bhutan market. So the going is good.

So, what is the next plan of action in the India market?
We are looking for growth and expansion in the next one year in the India market. We have identified 25 cities in the first phase to activate and prepare partners. Once it is done, we will launch our unique partner program over the next few months.