India's Tech Terrain - Why Channel Partners matter more than ever

Digital transformation continues to be a defining force in shaping modern business strategies, with value-added resellers (VARs) and channel partners playing a key role in driving growth for OEMs and vendors.

In the Channel Scorecard feature for the April 2026 issue, we explored how strategic channel partnerships create unique opportunities for OEMs, while  highlighting  the  critical role these partners play in delivering superior customer experiences. They serve as an extension of a company’s sales and distribution network, using their expertise, resources, and relationships to reach markets and customers that may otherwise be difficult to access.

However, one constant remains: the success of the channel ecosystem depends heavily on strong support from OEMs and vendors. This includes pre- and post-sales assistance, marketing development funds, and specialized training. Equally important is the role of distributors and value-added distributors (VADs) in executing robust growth strategies that ultimately benefit channel partners.

UNDERSTANDING THE DYNAMICS OF INDIAN CHANNEL

Channel sales dynamics in India are evolving rapidly, driven by digital transformation and changing consumer behavior. A retail landscape once dominated by brick-and-mortar stores is now seeing a significant rise in online shopping, prompting businesses to rethink their distribution strategies. In this fast-changing environment, understanding these shifts has become essential.

At the same time, the technology landscape is advancing, with Cloud, AI, IoT, and Blockchain taking center stage. Channel partners are no longer just facilitators or resellers—they are transforming into strategic advisors who guide customers through their digital transformation journeys. They are becoming trusted consultants, co-creating solutions and enabling end-to-end integration. As businesses increasingly adopt new technologies, partners play a crucial role in bridging the gap between technology adoption and tangible business outcomes.

Ultimately, the relationship between OEMs and the partner ecosystem is deeply symbiotic. OEM success is closely tied to the growth of their partners. Likewise, channel partners with strong technical expertise and industry knowledge will be indispensable in co-innovating solutions and ensuring long-term customer resilience.

Based on our latest survey, it is evident that OEMs continue to place strong confidence in the partner ecosystem and are unlikely to move away from leveraging it for sales and e-commerce in India anytime soon.

CHANNEL SCORECARD 2026

Collaborating with channel partners allows organizations to expand their market reach, tap into new geographies, and drive sales more efficiently. Such alliances foster a win-win relationship, strengthening market penetration while enhancing customer satisfaction on both sides. As highlighted earlier, distributors and value-added distributors (VADs) remain equally critical to an organization’s overall growth strategy.

Acting as the bridge between OEMs/vendors and end customers, they provide vital support in areas such as warehousing, logistics, credit facilitation, technical expertise, and market intelligence.

The Channel Scorecard serves as an effective framework for tracking key performance indicators (KPIs), ensuring transparency, and aligning expectations between corporates and their channel partners. By systematically assessing these metrics, it offers valuable insights into the evolving needs and priorities of the partner community.

Findings from the scorecard survey also reveal a clear shift among channel partners toward high-growth segments such as cybersecurity, AI, GenAI, cloud, and cloud repatriation. This trend reflects both increasing demand and the expanding opportunities created by digital transformation. It also highlights how rapidly the technology landscape is evolving, with these domains emerging as critical drivers of innovation and business resilience across industries.

As part of the study, VARINDIA evaluated 20 technology categories that demonstrate strong growth potential and significant opportunities for the channel ecosystem—including resellers, system integrators, consultants, and managed service providers. Each category was assessed based on parameters such as market potential, channel relevance, maturity, and key growth drivers.

TWENTY PRODUCT CATEGORIES

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CLOUD COMPUTING

Cloud-led innovation market: emerging as one of the fastest-growing segments in India
INSIGHTS & FORECAST
•    The India cloud computing market size was valued at USD 37.11 Billion in 2025 and is projected to reach USD 266.90 Billion by 2034, growing at a compound annual growth rate of 24.51% from 2026-2034, according to iMarc.
•    Considering India being a key growth market, the cloud service providers will continue to expand their presence in the country by unveiling new data centers/cloud regions, and enhance their service delivery capabilities.
•    The cloud services market is seeing an uptake in India as there is a surge in digital services and organizations have realized the power of the cloud to help them transform digitally.
•    With the country’s cloud data center capacity at around 1,280 MW and expected to grow four to five times by 2030, expansion is fueled by
public and private digitalization initiatives.
•    Enterprises are moving toward flexible hybrid architectures rather than single-cloud setups.
MARKET DRIVERS
•    Digital Transformation at Scale: Enterprises across BFSI, retail, telecom, and government are shifting to cloud-first strategies, with
government initiatives like Digital India also accelerating adoption.
•    Explosion of Data & Internet Users: India’s internet base is expected to exceed 900 million users, driving massive data generation.
•    AI & Advanced Technologies: Cloud is becoming the default environment for AI workloads as integration of AI, analytics, and automation is tightly coupled with cloud platforms. Cloud providers are also embedding AI tools directly into infrastructure and applications
•    SME & Startup Adoption: SMEs are rapidly adopting cloud for cost efficiency, scalability, and faster innovation.
•    Sovereign & Local Cloud: Increasing demand for data localization and compliance-driven cloud environments is also driving the cloud computing market.

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CYBER SECURITY

Cyber security becoming a core business and national priority
TRENDS & EXPECTATIONS
•    The cybersecurity industry is entering a sustained growth phase, driven by rising cyber threats, rapid digital transformation, and the expansion of cloud- and AI-driven ecosystems.
•    According to MarketsandMarkets, the global Cybersecurity Market size is projected to grow from USD 227.59 billion in 2025 to USD
351.92 billion by 2030 at a Compound Annual Growth Rate (CAGR) of 9.1%.
•    Growing reliance on managed security services due to the cybersecurity talent shortage is going to lead the managed detection and response
(MDR) services market to growth by 42.3%.
•    While the BFSI segment is projected to dominate the market in terms of vertical growth, Small and medium-sized enterprises (SMEs) are also expected to witness the fastest growth rate.
•    According to the Indian Cybersecurity Product Landscape 3.0 research, India is now home to more than 400 cybersecurity product companies, generating a combined revenue of USD 4.46 billion in 2025.
MARKET DRIVERS
•    Smart Technologies & Digital Transformation: As businesses adopt smart technologies and connected ecosystems, there is a growing demand for intelligent, scalable, and proactive security frameworks to safeguard data, operations, and infrastructure.
•    Digitization policies of the government: The Indian government’s unwavering commitment to digitization, coupled with progressive policies, has created an environment conducive to increased investment in cyber security.

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DATA BACK-UP

Data Backup market: set for substantial growth in the years ahead
TRENDS & STRATEGIC VIEW
•    The India data backup market generated a revenue of USD 209.9 million in 2024 and is expected to reach USD 964.7 million by 2030 and is expected to grow at a CAGR of 30% from 2025 to 2030.
•    India is outpacing global growth due to accelerated digitization and cloud-first strategies.
•    Newer backup and disaster recovery technologies are hitting the market, which is redefining the DR discourse.
•    Unfortunately, a very small percentage of small and medium-sized businesses are ensuring that their data is effectively backed up. Several enterprises lack technical expertise and essential devices required for data backup.

MARKET DRIVERS
•    Explosion of Data & Digital Economy: Rapid growth in digital services, fintech, e-commerce, and government platforms is driving this
market. Also, enterprises are treating data as a critical strategic asset, due to which the data back-up market is seeing an upward trend.
•    Rising Cyber Threats (Especially Ransomware): Growing volume of data in modern business raises potential for security breaches. Increased attacks on organizations are pushing them toward mobilizing immutable backups and rapid recovery solutions. Investments in ransomware defense have risen significantly globally
•    Cloud & SaaS Adoption: Shift from on-premise backup to cloud-native and hybrid backup models are driving this market. Cloud-based backup already accounts for a large and growing share of deployments
•    Regulatory Push (India DPDP Act, BFSI norms): Stronger data protection and localization requirements are accelerating adoption of secure, compliant backup solutions.

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DATA CENTRE

India’s Data centre market - rapidly transforming driven by expanding digital infrastructure
CURRENT LANDSCAPE & OUTLOOK
•    The global data centre market size was estimated at USD 383.82 billion in 2025 and is anticipated to reach USD 902.19 billion by 2033, growing at a CAGR of 11.3% from 2026 to 2033, driven primarily by the exponential rise in data generation across industries, according to Grand View Research.
•    The data centre industry is entering a super cycle of growth, driven by artificial intelligence (AI), cloud computing, and exponential data creation. It has evolved from a backend IT function into critical national and enterprise infrastructure powering the digital economy of India.
•    Organizations are increasingly embracing hybrid and multicloud approaches, combining public and private clouds with on-premises infrastructure. Long-term projections indicate the market could more than double over the next decade, supported by hyperscale investments and digital transformation
MARKET DRIVERS
•    Vertical growth: From the demand perspective, BFSI and technology sector companies in India are anticipated to drive the data centre space in the coming year. Growth in IoT, streaming, enterprise apps, and digital services is also driving massive data generation.
•    Growth in hyperscale data centres: Rapid adoption of public, private, and hybrid cloud models is fueling demand, with global cloud providers expanding regions and availability zones at scale.
•    Edge Data centres: Increasing need for low-latency processing is driving deployment of edge data centres closer to users.
AI data centre growth: The surge in interest around generative artificial intelligence is driving the need for numerous high-density data
centres.

DATA PROTECTION

Data Protection embodies as the core pillar of enterprise resilience and digital trust
TECHNOLOGY LANDSCAPE & OUTLOOK
•    According to IMARC Group, the India data protection market size is expected to reach USD 27.77 Billion by 2033, exhibiting a growth
rate (CAGR) of 18.30% during 2025-2033.
•    Regulatory mandates, technological advancements, and innovations in data protection, including artificial intelligence (AI) and quantum- secure solutions, are driving the growth of India data protection market by addressing compliance requirements, evolving cyber threats, and enabling businesses to implement robust, future-proof security measures.
•    With data now treated as a critical business asset and with data volumes surging and threats intensifying, organizations are seen increasingly investing in intelligent, cloud-native, and resilient data protection solutions, driving sustained double-digit growth in the years ahead.

MARKET DRIVERS
•    Unauthorized access & threats: With the rising instances of unauthorized access, ransomware attacks, and other cyber threats, organizations are proactively investing in security measures to prevent data breaches.
•    Tighter Norms & Regulations: Global regulations (GDPR, CCPA, India’s DPDP Act) are forcing organizations to adopt robust data protection frameworks.
•    Consumer Awareness: Increasing consumer awareness about data privacy rights is prompting organizations to adopt transparent data handling practices.
•    Digital Transformation: Adoption of digital technologies across sectors is expanding the data footprint, necessitating enhanced data protection strategies.
•    Strong Backup systems & Cyber Resilience: The focus is on ensuring data cannot be altered or deleted during attacks, with an equal emphasis on where data resides and how it is governed, especially amid geopolitical risks.

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DATA PRIVACY

Data Privacy – A strategic business differentiator and trust enabler
INSIGHTS & FORECAST
•    Data privacy is transitioning from a regulatory obligation to a strategic pillar of digital trust. As organizations handle more sensitive data and deploy AI at scale, investment in intelligent, scalable, and compliance-driven privacy solutions will continue to accelerate—making it one of the most critical growth areas in the digital economy.
•    With the growing amount of personal and sensitive information being collected and stored by companies, governments, and other organizations, the risk of data breaches and misuse of data has become a major concern for individuals and society as a whole. Regulators are thus seen taking significant steps to enforce data privacy regulations and guidelines.
•    Organizations are adopting privacy-by-design frameworks to ensure data privacy is integrated into their operations from the outset.
•    The DPDP Act is notably applicable only to personal data in digital form and does not regulate non-personal and non-digital data. Considering this, collection and handling of non-personal data is currently unregulated in India.
•    While the Government of India has notified the DPDP Rules and the phased implementation of the DPDP Act is in progress, it is going
to be operational only from May 2027.

MARKET DRIVERS
•    Regulatory Compliance: The DPDP Act 2023 necessitates businesses to implement robust data privacy measures, driving demand for compliance solutions.
•    Consumer Awareness: Increasing consumer awareness about data privacy rights is prompting organizations to adopt transparent data handling practices.

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EDGE COMPUTING

Edge computing: a key enabler of real-time, distributed digital infrastructure
TECHNOLOGY LANDSCAPE & OUTLOOK
•    India’s edge computing market is entering a high-growth, strategic expansion phase, emerging as a critical layer between cloud and real- world applications.
•    India edge computing market size reached USD 656.4 Million in 2025. Looking forward, IMARC Group expects the market to reach USD 2,409.0 Million by 2034, exhibiting a growth rate (CAGR) of 15.54% during 2026-2034, according to imarc.
•    As enterprises move toward real-time, distributed computing, edge will become a foundational pillar of next-generation digital infrastructure, complementing—not replacing—the cloud.
•    According to Gartner, the IoT market is expected to grow by 18% by 2025, and edge computing is essential for managing the massive
amounts of data generated by these devices.
•    Companies are leveraging edge to reduce network costs, enhance security, and provide real-time analytics, all of which are crucial for large- scale IoT deployments.
MARKET DRIVERS
•    5G Rollout & Telecom Investments: Rapid deployment of 5G networks is the single biggest catalyst for the growth of edge computing. Edge nodes are essential to deliver low-latency (<10 ms) applications
•    Explosion of IoT & Connected Devices: Growth in IoT, sensors, and smart devices is driving demand for local data processing. The increasing number of internet-connected devices with real-time processing capabilities is primarily driving the market growth.
•    AI & Real-Time Analytics: AI inference workloads are increasingly shifting to the edge for faster decision-making. Edge complements cloud by enabling real-time intelligence at source.
•    Smart Cities & Digital Infrastructure: Government-led initiatives (smart cities, surveillance, utilities) are accelerating adoption for edge computing.

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ELECTRONICS SURVEILLANCE & CCTV

Surveillance: transforming from a mere Monitoring Tool into a strategic Digital Infrastructure layer
TECHNOLOGY LANDSCAPE & OUTLOOK
•    The India CCTV (electronics surveillance) market size was valued at USD 5.0 Billion in 2025 and is projected to reach USD 24.1 Billion by 2034, growing at a compound annual growth rate of 18.32% from 2026-2034, according to imarc.
•    As urbanization increases and crime rates surge, there is a growing demand for e-security solutions and services across the country.
•    Law enforcement agencies are deploying more cameras for surveillance. Technologies like facial recognition, thermal scanning, and monitoring are being integrated into security systems.
•    The growth of vendors offering video surveillance backed by AI-driven video analytics systems, is going to be a key trend dominating the video surveillance market.
•    New certification norms made mandatory by govt. and restrictions on Chinese-origin CCTV equipment are reshaping the market further.
MARKET DRIVERS
•    Government Initiatives (Smart Cities & Safe Cities): Large-scale deployments across urban centers, transport hubs, and public infrastructure
is driving the market. Government accounts for ~35% of market demand, and is the largest segment contributing to its growth.
•    Rising Security Concerns: Increased focus on crime prevention, public safety, and critical infrastructure protection is fueling demand for monitoring systems. There is a strong adoption seen in sectors like BFSI, retail, logistics, and residential sectors.
•    Urbanization & Infrastructure Growth: Expansion of airports, highways, metros, and smart buildings driving surveillance adoption is also contributing to the growth of the surveillance market.

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ENDPOINT SECURITY

Endpoint Security: a core pillar of enterprise cybersecurity architecture
INSIGHTS AND FUTURE DIRECTION
•    The India endpoint protection market generated a revenue of USD 146.7 million in 2023 and is expected to reach USD 342.0 million by 2030, according to Grand View Research. It is expected to grow at a CAGR of 12.8% from 2024 to 2030.
•    Emerging technologies such as cloud, artificial intelligence (AI), and the Internet of Things (IoT) are becoming deeply embedded within
endpoint security solutions.
•    The presence of legacy systems, a growing number of endpoints, and diverse operating systems is making security management increasingly complex for many organizations.
MARKET DRIVERS
•    Surge in Cyber Threats: As cyber adversaries constantly adapt newer tactics and with more sophisticated attacks, organizations seen investing in advanced technologies to protect their endpoints effectively.
•    Hybrid Work & BYOD Expansion: Growth in remote work and personal device usage is expanding the endpoint attack surface. Endpoint security becoming critical as more devices (laptops, mobile, tablets) are being used outside secure perimeters, increasing the attack surface.
•    Regulatory & Compliance Pressure: The regulatory landscape plays a pivotal role in driving the endpoint security market forward. Stricter data protection regulations and compliance requirements mandate organizations to implement comprehensive endpoint security measures.
•    Cloud & Digital Transformation: Increasing use of SaaS, cloud, and mobile apps requires device-level and identity-centric security is driving this market.

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HYPER CONVERGED INFRASTRUCTURE

HCI playing a central role in modernizing India’s digital infrastructure stack
TECHNOLOGY LANDSCAPE & OUTLOOK
•    Hyper Converged Infrastructure (HCI) is rapidly becoming a preferred architecture for modernizing enterprise IT environments.
•    The HCI market size is expected to increase from USD 16.05 billion in 2025 to USD 19.62 billion in 2026 and reach USD 43.59 billion by 2031, growing at a CAGR of 17.31% over 2026-2031, according to Mordor Intelligence.
•    The HCI market has become a game-changer in the IT industry, reshaping how organizations handle their data centers.
•    The market for HCI has witnessed substantial growth and adoption as businesses strive to simplify their infrastructure, improve operational
efficiency, and embrace digital transformation.
•    Growth is being fueled by enterprise modernization and cloud-native adoption, with India expected to outpace global averages due to rapid digitization.
MARKET DRIVERS
•    Data Centre expansion: Rapid growth of data centres in India is driving demand for compact, scalable infrastructure platforms. HCI is increasingly used for data centre consolidation and modernization
•    Digital transformation across industries: BFSI, telecom, government, and manufacturing sectors are investing in agile, software-defined
infrastructure. Enterprises are seen shifting from legacy 3-tier architecture to integrated HCI stacks.
•    Cost Optimization (Capex & Opex): HCI reduces infrastructure complexity and lowers operational costs. The Pay-as-you-grow model aligns well with cost-sensitive Indian enterprises.

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LAPTOP

AI PCs, hybrid work, and digital education shaping the next phase of growth for Laptops
TRENDS & STRATEGIC VIEW
•    India’s laptop market is transitioning from a pandemic-driven surge to a steady, replacement- and enterprise-led growth phase. While short- term demand has normalized, long-term fundamentals remain strong, supported by digital adoption, hybrid work, and education.
•    The gaming PC market has become much bigger than the consumer laptop market, firstly due to the demand for portable computing devices, emphasizing the importance of portability and secondly due to technological advancements in processing power, graphics, and memory.
•    There is an emergence of AI-enabled laptops with enhanced NPUs, on-device AI processing that focus on productivity, automation, and
power efficiency.
•    Consumers are also seen moving toward higher-value devices over entry-level PCs.
•    There has also been a strong demand for all-day battery, fast charging, and lightweight designs.
MARKET DRIVERS
•    Enterprise refresh cycles: Large organizations upgrading aging devices (3–5 year cycles) as the demand for secure, high-performance, enterprise-grade laptops rise.
•    Hybrid Work Continuity: Continued need for portable, productivity-focused devices increases. Additionally, demand growth for thin- and-light and premium laptops is also rising.
•    Education & Digital Learning: Ongoing digitization of education and skilling programs also driving the demand for laptops. There is also increased laptop penetration in Tier 2/3 cities.
•    Government & manufacturing push: The PLI schemes of the Indian government is encouraging local manufacturing and assembly. It is improving supply chain resilience and pricing competitiveness.

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NETWORKING & WIRELESS

Networking emerging as a strategic backbone of India’s digital economy
TREND ANALYSIS AND PROJECTIONS
•    India’s networking market is witnessing steady-to-strong growth, evolving rapidly alongside cloud, AI, and 5G adoption.
•    The India network equipment market generated a revenue of USD 3,386.6 million in 2023 and is expected to reach USD 4,915.6 million by 2030. The India market is expected to grow at a CAGR of 5.5% from 2024 to 2030, according to Grand View Horizon research.
•    The market is slowly moving from hardware-driven to software-defined, cloud-integrated networking.
•    While hardware shows steady growth, software-led segments (SDN, automation, virtual networking) are expanding at 15–28%+ CAGR,
indicating a structural shift toward intelligent networks.
MARKET DRIVERS
•    5G Rollout & Telecom Expansion: India is witnessing one of the fastest 5G deployments globally, which is resulting in demand for routers, switches, and core network infrastructure. Increasing need for high-speed, low-latency networks is enabling this growth.
•    Cloud & data centre growth: Hyperscale and colocation data centres are fueling demand for high-performance networking solutions. Data centre networking alone is seeing strong growth in high-bandwidth deployments.
•    Digital transformation across industries: BFSI, retail, manufacturing, and government sectors are steadily investing in modern network infrastructure, as they see rising demand for secure, scalable, and high-capacity networks.
•    Explosion of data & connected devices: Growth in IoT, OTT, AI workloads, and enterprise applications is increasing network traffic
exponentially.

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PRINTER

Indian printer market remains highly cost-driven and competitive
TRENDS & STRATEGIC VIEW
•    The printing industry is gradually drifting towards multifunctional printers that combine printing, scanning, copying, and faxing capabilities.
•    The Indian printer market is undergoing steady, moderate growth, transitioning from traditional printing demand to digitally integrated, cost-efficient, and multifunctional solutions. The India printer market size was valued at USD 1.78 Billion in 2025 and is projected to reach USD 2.61 Billion by 2034, growing at a compound annual growth rate of 4.32% from 2026-2034, according to IMARC.
•    The growing penetration of advanced features such as wireless connectivity, cloud-enabled printing, and mobile application compatibility has further accelerated multi-functional printer adoption across India's evolving digital workspace ecosystem.
•    Sustainability has taken center stage in the printer market, with manufacturers and consumers placing greater emphasis on environmentally friendly practices.
•    One of the key factors that hinders the growth of the printer market is the high operating costs of the printer.

MARKET DRIVERS
•    Hybrid Work Culture: The shift towards remote and hybrid work models has increased demand for home and small office printers,
especially multifunction and wireless models.
•    E-commerce Boom: The rise in online retail has increased the need for label and barcode printers for packaging and logistics.
•    Sustainability Focus: Demand for energy-efficient and eco-friendly printing solutions is seen to be on a rise.
•    Shift Toward Paperless Workflows: The increasing adoption of digital document management systems, e-signatures, cloud storage, and
electronic invoicing is reducing the demand for printing solutions across enterprise and commercial segments.

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SERVER

India emerging among the fastest-growing server markets globally
TREND ANALYSIS AND PROJECTIONS
•    A key trend shaping the India server market is the transition towards edge computing and decentralized server systems.
•    In its Magic Quadrant for Enterprise Storage, Gartner stated that by 2028, more than 20% of enterprises will run AI workloads (training
and/or inference) in on-premises data centers.
•    By 2029, consumption-based storage as a service (STaaS) will replace 50% of on-premises enterprise storage and data services infrastructure
capital expenditure (capex).
•    By 2029, 100% of storage products will include cyber storage capabilities focused on active defense beyond recovery from cyber events, up from 20% in early 2025.
•    Key opportunities arise in sectors like healthcare and finance, with a shift towards edge computing and 5G enhancing server demand despite
high initial costs.
•    While Dell maintains its stronghold, HPE and IBM are aggressively expanding their capabilities to challenge the market leader.
MARKET DRIVERS
•    Data Centre & Cloud Expansion: Massive investments in hyperscale and colocation data centres is driving the server market. Servers form the foundation of cloud infrastructure and digital services.
•    AI & High-Performance Computing (HPC): Surge in AI/ML workloads is driving demand for GPU-accelerated and high-performance servers. Increasing compute intensity across enterprises and hyperscalers.
•    Digital Transformation across Industries: BFSI, telecom, e-commerce, and government sectors are scaling data-intensive applications and hence enabling the growth of the server market. Growing need for real-time processing, analytics, and virtualization is also felt.
•    Data Localization & Regulatory Push: Policies around data sovereignty are encouraging domestic server deployments Increased investments in local infrastructure.

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STORAGE

Storage: a strong driver of digital transformation, analytics, and business resilience
TECHNOLOGY LANDSCAPE & OUTLOOK
•    As per IDC report, the external OEM enterprise storage systems (ESS) market reported annual growth of 3.6% in the fourth quarter of 2024, completing the year at 2.5% annual growth and $33.5 billion in spending.
•    Key trends included increased spending from government and manufacturing, a growing contribution from All-Flash Arrays (AFAs) and NVMe-based arrays, and a projected single-digit CAGR for the 2020-2025 period.
•    As digitization advances and the number of active mobile users rises, the demand for data storage is anticipated to increase in the coming
years, particularly in the Asia Pacific region.
•    In India, revenue from storage systems is projected to grow at an annual rate of 8.27%, reaching a market volume of US$1.2 billion by 2028.
MARKET DRIVERS
•    Growth in e-commerce & Data: The escalating growth in the e-commerce sector, alongside the integration of the Internet of Things (IoT) and bolstering government initiatives like "Digital India," are key drivers boosting market growth. Rapid growth in OTT, and digital payments is also generating massive volumes of structured and unstructured data.
•    Cloud & AI Adoption: Increasing use of cloud platforms, AI, and analytics is driving demand for scalable and high-performance storage.
AI workloads are significantly increasing data storage intensity and compute requirements.
•    Data Localization & Regulation: Policies around data sovereignty and local storage are accelerating domestic infrastructure investments.
•    Data Centre expansion: India’s data centre capacity is expanding rapidly, creating strong downstream demand for storage systems.

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STRUCTURED CABLING

Expansion of 5G networks & telecom infrastructure driving the structured cabling market
TREND ANALYSIS AND PROJECTIONS
•    The India structured cabling market size reached US$ 704.1 Million in 2023, and as forecasted by IMARC Group, the market will reach US$ 1,626.1 Million by 2032, exhibiting a growth rate CAGR of 9.75%.
•    The demand for structured cabling is primarily driven by the rising need for copper cabling, which is necessary for higher bandwidth and faster transmission rates.
•    However, copper and fiber components are sensitive to global commodity price swings, which increase costs and affect margins.
•    Moreover, upgrading older buildings or older cabling systems is more complicated and costly than in green-field projects.
MARKET DRIVERS
•    5G Rollout & Telecom Infrastructure: The continual technological advancements and the advent of fifth-generation (5G) network channels are providing a boost to the demand for structured cabling systems across India. India’s large-scale 5G deployment is increasing demand for high-capacity network backbones.
•    Data Centre & Cloud Expansion: Rapid growth of hyperscale and enterprise data centres is a major demand driver, as structured cabling is critical for high-performance, scalable connectivity.
•    Digital India & Smart Cities: Smart city projects, intelligent buildings, and urban infrastructure are driving adoption, as cabling forms the backbone for IoT, surveillance, and automation systems. Commercial and Residential sectors upgrading or building new infrastructure needing high-bandwidth, smart building wiring is driving this market.
•    Enterprise Digital Transformation: Growth in IT/ITeS, BFSI, and commercial real estate is fueling demand for modern LAN and campus networks.

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UNIFIED COMMUNICATION

UC market - From siloed communication tools to unified, intelligent collaboration platforms
INSIGHTS & FORECAST
•    The Unified Communications market is poised for sustained, double-digit growth, with AI, cloud, and convergence redefining how organizations communicate and collaborate. Vendors that can deliver secure, integrated, and intelligent platforms will dominate the next phase of market evolution.
•    Driven by the increasing adoption of cloud-based solutions, the rise of remote and hybrid work models, and advancements in digital
collaboration technologies, the Unified Communications (UC) market in India experienced significant growth in 2024.
•    The UC industry is also shifting from fragmented communication tools to integrated, intelligent collaboration platforms.
•    UCaaS (Unified Communications as a Service) segment also has been a significant growth contributor.
MARKET DRIVERS
Fostering better collaboration and communication: Integration of various communication channels like voice, video, messaging, etc. into a single platform is driving the market.
Remote and Hybrid Work: The shift towards remote and hybrid work models has increased the demand for integrated communication platforms that facilitate seamless collaboration across various locations.
Focus on enhanced customer satisfaction: The growing emphasis on customer experience is driving businesses to invest in UC solutions to enable seamless interactions with clients and partners.
AI-led Communications: AI is being embedded into UC platforms (analytics, transcription, copilots, automation) which also helps to enhance productivity, customer experience, and decision-making.

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UTM

UTM – a critical entry point for integrated cybersecurity
TREND ANALYSIS AND PROJECTIONS
•    Unified Threat Management (UTM) is seen as an evolution of the traditional firewall, serving as a comprehensive security solution that can perform various functions, including gateway anti-spam, network firewalling, data leak prevention, network intrusion prevention, gateway antivirus, load balancing, on-appliance reporting, and content filtering.
•    Asia-Pacific is expected to be one of the fastest-growing regions in UTM adoption, due to increasing cyber threats, cloud migration,
regulatory push, and growing digitalization of enterprises & government services in countries like India.
MARKET DRIVERS
•    Surge in Cyber Threats: Rising incidents of ransomware, phishing, and network attacks are pushing demand for integrated security
platforms like UTM that provides multi-layer protection (firewall, IPS, antivirus, VPN) in a single solution.
•    SME & Mid-market adoption: India’s large SME base is a major growth engine for UTM as it is attractive due to lower cost, ease of deployment, and centralized management.
•    Digital transformation & cloud adoption: Increasing use of cloud, SaaS, and remote work is expanding the network attack surface, and
hence the need for UTM is on the rise. It is driving the need for simplified, and scalable security architectures.
•    Regulatory & Compliance push: Data protection regulations and CERT-In guidelines are encouraging stronger network security frameworks which is resulting in demand for UTM solutions.

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WI-FI

Wi-Fi - a strong enabler of digital infrastructure, enterprise mobility, and smart ecosystems
TREND ANALYSIS AND PROJECTIONS
•    According to Future Market Insights, with a projected CAGR of 20.2% for the next ten years, the Wi-Fi market is predicted to reach a valuation of nearly US$ 88.90 billion by the end of 2033.
•    Next-generation wireless technologies such as 5G and Wi-Fi 6, the latest generation of wireless standards, are poised to become a crucial part of the networks that link machines and people. Wi-Fi and 5G are increasingly complementary, enabling seamless connectivity and traffic offloading.
•    The Managed Wi-Fi solutions market is another sector which is going to be driven by the need for high speed internet connectivity.
•    However, in rural/tier-2/3 areas, getting consistent broadband/backhaul, stable electricity, etc. can be difficult.
MARKET DRIVERS
•    Explosion of Internet Usage & Devices: Rapid increase in smartphones, laptops, IoT devices, and smart homes is driving Wi-Fi demand. Additionally, government initiatives (PM-WANI, Digital India) is also another enabler. Expansion of public Wi-Fi hotspots across railway stations, airports, and rural areas is planned targeting tens of millions of hotspots by 2030 to bridge the digital divide.
•    Hybrid Work, Education & Streaming: Remote work, online learning, OTT streaming, and gaming are increasing bandwidth consumption and home Wi-Fi upgrades
•    Enterprise Digitalization: Businesses are investing in managed Wi-Fi, secure networks, and cloud-integrated WLAN for modern workplaces.

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ZERO TRUST SECURITY

Zero trust - built on the principle of “never trust, always verify”
TRENDS & OUTLOOK
•    Zero trust security is becoming a vital strategy in today’s interconnected digital landscape, helping organizations fortify their defenses and mitigate risks effectively. The incorporation of AI and ML technologies into Zero Trust Security solutions is enhancing real-time threat detection and response capabilities, thereby improving the overall security posture.
•    Enterprises and government agencies are investing heavily in Zero Trust solutions, including multi-factor authentication (MFA), micro- segmentation, identity and access management (IAM), and endpoint security. Small and medium enterprises (SMEs) are also recognizing the benefits of Zero Trust architectures.
•    The zero trust security market in India is expected to reach a projected revenue of US$ 5,635.5 million by 2030, according to Grand View
Research. This positions Zero Trust as one of the fastest-growing segments within cybersecurity.

MARKET DRIVERS
•    Cloud services adoption: With organizations adopting cloud computing services, zero trust security solutions that are designed for cloud environments offer precise access controls, continuous monitoring, and authentication mechanisms to meet the increasing demand for cloud security.
•    Remote Work Adoption: The zero-trust security model is also experiencing significant growth driven by the hybrid work trend.
Additionally, the increasing adoption of cloud computing, and the surge in ransomware and insider threats drives the market growth.
•    Cyber threats & compliances: Escalating cyber threats, resulting in regulatory compliance requirements will also continue to fuel this market.

Partner First is in the DNA of Veeam

Gaurav V Saxena, Director - Channels, Alliances, Distribution & SMB Business - India & SAARC, Veeam Software

“Veeam Software’s channel ecosystem is central to how we go to market and deliver value to customers. In India & SAARC, we work with an expansive ecosystem of more than 3,000 partners and operate with a partner‑first approach — Partner First is our DNA, and partner success directly drives our success.

We are strengthening channel performance and profitability by expanding partnerships, deepening partner engagement, and leveraging BI‑driven customer expansion tools that provide real‑time visibility into renewal cycles, upsell opportunities, and growth potential across SMB, enterprise, and cloud service provider segments. This approach is anchored in the Veeam ProPartner Network, a comprehensive platform designed to accelerate partner growth, profitability, and customer success.

Together, these capabilities provide partners with real‑time insights, streamlined enablement, and enhanced profitability to meet the growing demand for data protection and cyber resilience in India’s digital‑first economy.

GROWTH & EXPANSION

Veeam Software has a strategic focus on expanding through channel‑led growth in Tier‑2 and Tier‑3 cities across India, reflecting rising demand for modern data protection and cyber resilience beyond metro hubs. Our approach centres on strengthening the regional partner ecosystem by onboarding partners with strong local market understanding and enabling them through targeted training, technical support, and business development resources to better serve mid‑sized and emerging enterprises.

Key elements of this expansion strategy include:

·         Distribution‑led growth, leveraging a robust distributor network alongside Partner CEO Round Tables and sales and pre‑sales partner round tables to deepen engagement and extend reach into untapped markets.

·         SMB and mid‑market focus, enabling partners to deliver affordable, scalable, and secure backup and recovery solutions aligned to accelerating digital adoption in smaller cities.

By empowering partners with training, BI tools, and localised support, we are unlocking new growth opportunities while helping organisations across banking, manufacturing, insurance, and other sectors strengthen cyber resilience. As we continue to scale in non‑metro markets, our focus remains on enabling partners to deliver consistent customer outcomes while building sustainable, long‑term growth.”

Enhancing partner profitability by focusing on tier-based rewards and deal registration protections

Jeff Brooks, Senior Vice President, Global Channels & Alliances, Tenable

Tenable‘s approach to strengthening channel performance in India is rooted in a shift from transactional volume to high-value, competency-led engagements. We recognize that profitability for our partners is directly linked to their ability to provide specialized security outcomes rather than just fulfilling product orders. To support this, we have streamlined our Tenable Assure partner program to incentivize those who invest in deep technical expertise and proactive risk management.

We are enhancing partner profitability by focusing on tier-based rewards and deal registration protections that ensure partners who identify and develop new opportunities are shielded and rewarded. By integrating our Tenable One Exposure Management Platform across the partner ecosystem, we allow partners to wrap their own professional services around our technology. This enables them to build recurring revenue streams through continuous vulnerability management, OT security, identity security, cloud security and AI security assessments.

Additionally, we are scaling our dedicated MSSP program, which empowers partners to offer Tenable’s exposure management capabilities as a comprehensive managed service. This initiative creates a predictable, recurring revenue stream that addresses the growing demand for outsourced security operations among Indian enterprises, further solidifying our partners' role as essential, long-term security advisors.

In April we announced our Tenable AI Exposure Assessment License, a short-term, no-charge 30-day subscription license that allows partners to use Tenable AI Exposure to perform assessments allowing them to easily communicate with customer stakeholders on internal compliance, general risk posture. external assessment and daily security activities. This allows partners to perform a point-in-time comprehensive risk assessment across a client’s OpenAI ChatGPT, Google Gemini and Microsoft Copilot environments to help expose security risks in client’s GenAI environments, AI agents misconfigurations, policy gaps, agent permissions, risky user behaviour and more.

Furthermore, we are working closely with our distributors to optimize inventory and credit facilities, reducing the financial friction for our partners as they scale their Tenable practice. The goal is to create a predictable, transparent environment where partner growth is intrinsically tied to the measurable security improvements they deliver to Indian enterprises.

GROWTH & EXPANSION

India’s digital transformation is no longer confined to Tier A metros; the rapid industrialization and digitization of businesses in Tier B and C cities present a significant growth frontier. Our strategy for these regions relies heavily on our distribution network and localized Value-Added Distributors (VADs). These partners possess the "on-the-ground" presence and cultural nuance required to build trust with regional enterprises and government entities that are increasingly becoming targets for cyber threats.

To penetrate these markets effectively, we are recruiting and nurturing regional boutique partners who have deep-seated relationships within local business hubs. We provide these partners with "business-in-a-box" enablement kits, which simplify the messaging of exposure management for mid-market customers who may have leaner IT teams. Our expansion into these cities is also supported by a tiered support model, where our primary distributors provide the heavy lifting in terms of logistics and initial technical queries, allowing smaller regional partners to scale without massive upfront overheads. By democratizing access to enterprise-grade security tools and providing localized support, we are ensuring that businesses across the length and breadth of India can build a resilient cyber defense through a Tenable-certified local partner.

As technology priorities evolve, Dell wants its partners to scale sustainably 

ATUL MEHTA SENIOR DIRECTOR & GM COMMERCIAL CHANNELS, DELL TECHNOLOGIES

“At Dell Technologies, strengthening channel performance begins with creating profitable growth opportunities for our partners. We are focused on helping partners move beyond transactional selling toward higher-value engagements in areas such as AI, hybrid cloud, cybersecurity and modern workplace transformation. Through simplified programs, incentive-led growth models and solution-led opportunities, we are enabling partners to expand margins while delivering stronger customer outcomes. Our approach is centered on long-term collaboration, where partners can scale sustainably with Dell as technology priorities evolve.

A key example of this is our continued VxRail Transition Program, designed to help partners guide customers from Dell VxRail environments to a modern disaggregated infrastructure aligned with the Dell Private Cloud. Through this initiative, partners can unlock greater profitability with incentives and rebates of up to 10%, while also benefiting from no-cost training, migration services, trade-in and try-and-buy programs, as well as flexible financial services offerings. This ensures partners are well positioned to help customers modernize with confidence while creating new revenue opportunities.

Equally important is empowering our partner ecosystem with the right skills, tools and support. We continue to invest in structured training programs, technical certifications, sales enablement workshops and access to solution experts so partners can confidently engage customers across emerging technologies. With AI reshaping the market, we are ensuring our channel community is equipped to have strategic conversations around infrastructure readiness, data modernization and secure AI adoption. In addition, we provide marketing support, demand generation initiatives and dedicated account collaboration to accelerate go-to-market success.”

Enabling partners to proactively engage in solution-driven initiatives 

PREMALAKSHMI RAMAKRISHNAN MANAGING DIRECTOR AND AREA VICE PRESIDENT, INDIA AND SAARC, NETAPP

“India is a strategic growth market for NetApp, and our channel strategy is centered on building a highcapability partner ecosystem that can address the country’s accelerating demand for AI, cloud, and cyber-resilient data infrastructure. Through NetApp’s Partner Sphere program, we are enabling Indian partners to move beyond traditional models and participate more deeply in solution-led engagements across AI, hybrid cloud transformation, ransomware protection, and data modernization. This allows them to engage earlier in customer conversations, expand their role in complex enterprise deals, and drive higher value outcomes. We have also aligned our incentives and programs to support multiple selling motions and improve partner profitability. With a progressive tiering structure, access to tools such as Partner Demo Gear, CoE, and a strong focus on co-investment, we are helping partners expand into new customer segments, build repeatable offerings, and grow sustainable revenue streams in a highly competitive
market.

SUPPORT & ECOSYSTEM

Enablement is central to how we are strengthening our partner ecosystem in India. As customer conversations rapidly shift toward AI adoption, data governance, and hybrid cloud operations, we are investing in structured capability development through our Partner Sphere’s 16 solution competencies, including refreshed AI competencies that map to the full customer lifecycle. We are also seeing strong momentum in partners building their own services practices. Through our Services Certified tracks, partners can co-develop and co-brand offerings with NetApp, enabling them to create differentiated services and unlock new revenue opportunities. We have also developed a strong Distribution Network to expand in B/C cities.”

Lenovo leveraging a strong local partner network with deep market insight and customer proximity

ARVIND CHABRA
DIRECTOR - ONE CHANNEL, LENOVO INDIA

“Lenovo is a channel-centric organization, so strengthening partner performance and profitability is central to our strategy. We are doing this through the Lenovo 360 framework, which simplifies engagement, reduces incentive complexity, and creates clear pathways for growth across devices, infrastructure, and services. We have significantly streamlined our incentive structures and aligned them with capability building, ensuring partners are rewarded not just for volume, but for value creation. As the market shifts toward Hybrid AI and services-led models, we are enabling partners to move up the value chain, from transactional selling to solution led and annuity based opportunities like TruScale, driving more sustainable and predictable profitability.

MARKET GROWTH & EXPANSION

Expanding into Tier 2 and Tier 3 markets is a strategic priority for Lenovo, with our channel ecosystem playing a central role in driving this growth. We are leveraging a strong network of local partners who bring deep market insight, customer proximity, and the agility to address diverse regional needs. Through Lenovo 360, we enable these partners with targeted training, localized go-to-market support, and access to our full portfolio across devices, infrastructure, and services. In parallel, we are strengthening our distribution footprint to expand reach, improve availability, and ensure faster turnaround times.

As demand for digital transformation accelerates, we are focused on empowering partners to deliver higher-value, solution-led offerings. This helps address evolving customer needs while creating more sustainable, long-term growth opportunities for our partners and the broader ecosystem. Channel partnerships are at the core of our business, and our focus is on enabling partners to scale and succeed in a rapidly evolving market.”

SonicWall enables its partners through a structured mix of training, tools, and hands-on support

DEBASISH MUKHERJEE
VICE PRESIDENT, REGIONAL SALES APJ, SONICWALL

“SonicWall is a 100% channel partner-driven company, with over 17,000 active partners worldwide, 2500 plus being in India, who help protect customers’ businesses. Their efforts have boosted our market share in key segments, solidifying SonicWall’s leadership in cybersecurity. Our partner programs offer benefits such as broader reach, cost savings, faster market entry, and improved customer satisfaction. The enhanced SecureFirst Partner Program and other updates aim to drive predictable, scalable growth. The focus is to offer recurring revenue models (subscriptions, managed services) and shift away from one-time product sales which helps partners build steady income streams instead of relying on transactional hardware sales. It's essential to minimize operational challenges and expenses to increase profits. SonicWall supports partners with unified, multi-tenant management platforms for efficient customer handling, automated billing workflows to reduce administrative tasks, and streamlined onboarding processes to ease transitions.

SUPPORT ECOSYSTEM

SonicWall enables its partners through a structured mix of training, tools, and hands-on support, primarily delivered via its SecureFirst Partner Program. The goal is to help partners ramp up skills quickly, close deals faster, and build recurring revenue streams. SonicWall University provides structured training through an on-demand, self-paced platform with role-based pathways in sales, pre-sales, technical, and support areas. SonicWall has also recently expanded its portfolio to include AI-powered learning tools, enabling efficient access to targeted training resources, along with guided onboarding and curated learning paths designed to minimize ramp-up time.”

Kaspersky complements its commercial strategy with long-term ecosystem investments

PL SUBRAMANIAN (SUBBU),
HEAD OF CHANNEL FOR INDIA, KASPERSKY

“Kaspersky’s partnership strategy is anchored in a partner-first approach, aligned with the industry’s shift toward service-led and subscription-based cybersecurity models. As a channel-driven organization, we continue to strengthen our B2B ecosystem in India through strategic alliances with distributors, system integrators, and technology partners. These collaborations have significantly expanded our enterprise reach, enabling us to deliver scalable cybersecurity solutions and support customers in navigating an increasingly complex threat landscape.

At the same time, the role of partners is evolving rapidly, from traditional resellers to trusted advisors and transformation leaders. To support this shift, we have enhanced our partner program with structured incentives, including rebates aligned to subscription-based licensing models, along with Solution Advisory Services and pre-sales support. This enables partners to build recurring revenue streams while improving customer retention and long-term profitability.

LONG-TERM GROWTH PROSPECTS

At Kaspersky, we complement our commercial strategy with long-term ecosystem investments that strengthen partner growth and differentiation. We continue to empower partners through technical training, sales certifications, and co-marketing initiatives, while also driving cybersecurity awareness to create new demand. We bring together training, advisory, and ongoing operational support to build a resilient and high-performing partner ecosystem. Through our partner portal, we offer on-demand access to technical resources, deployment guidance, and sales enablement tools. We are also strengthening our on-ground presence and partner engagement in emerging markets. We have been expanding our channel sales teams across Tier 2 and Tier 3 cities to work more closely with partners and customers, ensuring faster response times and stronger support.”

Securonix enabling partners to deliver outcome-driven security operations 

DIPESH KAURA
COUNTRY DIRECTOR - INDIA & SAARC, SECURONIX

“Our strategic initiative, the Securonix Elevate Partner Program, is designed to foster a collaborative ecosystem that drives mutual growth and sustained profitability. This partner program is a comprehensive, flexible framework that accommodates the diverse needs and capabilities of its partner ecosystem. We enable partners to deliver outcome-driven security operations. By offering tailored categories, performance-based tiers, and a rich array of resources, the program fosters robust, mutually beneficial relationships. With agents executing SOC workflows and the Agentic Mesh providing governance, partners are able to scale services, enhance efficiency, and deliver measurable value to all customers. This strategic approach not only drives the widespread adoption of Securonix
cybersecurity solutions but also ensures that partners at every level have the tools and incentives to achieve substantial, shared success.

TRANING & SUPPORT

Our Partner Program is based on a ‘partner-first’ philosophy, providing customized support for various partner types, including Managed Security Service Providers (MSSPs), Value-Added Resellers (VARs), and System Integrators (SIs), among others. The program features a tiered structure with distinct partnership categories and corresponding levels of commitment, offering a wider array of benefits and increased exposure through Securonix channels. The offering includes business transformation consulting, hands-on training, pre-sales assessment development, and marketing concierge services. Partners also gain access to benefits such as dedicated technical experts, field collaboration resources, and a comprehensive suite of tools designed to drive growth and long-term success. This strategic approach not only drives the widespread adoption of Securonix cybersecurity solutions but also ensures that partners at every level have the tools and incentives to achieve substantial, shared success.” 

F5 partners enhancing customer value while enabling sustainable growth across markets 

MUNISH BHASIN
DIRECTOR – ALLIANCE & CHANNEL, F5

“At F5, our partner ecosystem is central to how we drive growth in India, particularly as enterprise demand accelerates across cloud, AI, and application security. Today, over 90% of our revenue comes through the channel, which reflects and scale of our partner-first approach. Through the Unity+ Partner Program, along with our Global Systems Integrators Program (GSI) and Authorized Training Center Program, we are focused on helping partners transition from traditional hardware-led sales to higher-value, software and subscription-driven opportunities, enabling stronger margins and more predictable revenue streams. We are also enabling partners to unlock additional value through deal registration, incentive structures, and co-selling opportunities with F5 teams, ensuring stronger pipeline visibility and improved conversion.

OPPORTUNITIES GALORE FOR PARTNERS

As customers increasingly operate across hybrid and multi-cloud environments, they also deal with growing complexity, vendor sprawl, and the need for greater simplification. This is where our Application Delivery and Security Platform (ADSP) becomes relevant, giving partners an opportunity to take a more integrated solution across application delivery, security, and performance. With ADSP, partners can move beyond point solutions to lead larger, platform-led engagements with higher solution attach and strategic customer involvement.

We support this with a structured enablement approach that includes role-based training and certifications through LearnF5, hands-on workshops, access to Partner Central, and dedicated technical and go-to-market support. Beyond training, we collaborate with partners on joint go-to-market initiatives and account planning to accelerate demand generation and pipeline growth. Our focus is not on expanding the number of partners, but on building a high-quality ecosystem aligned to deliver value in increasingly complex, hybrid and multi-cloud environments.

Epson keeps driving channel performance while building a profitable partner ecosystem

SIVA KUMAR
SENIOR GENERAL MANAGER, SALES & MARKETING, EPSON INDIA

“At Epson, our partnership strategy is built on long-term relationships, trust, and sustainable profitability. We are the No.1 inkjet printer brand in India, with over 8 million EcoTank printers sold, including more than 1 million units in FY25 alone. These achievements are made possible thanks to our robust channel ecosystem. Nearly 95% of our primary partners have been with us since the inception of our regional distribution model, reflecting deep trust built on transparency, consistent engagement, and a clear focus on partner profitability. We reinforce this across our broader partner network through regular interactions and quick resolution of partner needs.
Demand creation is a key pillar. Our collaboration with brand ambassador Rashmika Mandanna, supported by extensive mass media and BTL campaigns, drives strong consumer pull. We also equip partners with regular promotional and communication materials to enhance in-store visibility and conversions. To strengthen partners performance, we run targeted incentive programs to ensure healthy margins. Our sales and marketing teams actively support partners through lead generation, small partner meets, engagement programs, product training and demos, and strong retail visibility.

GROWTH & EXPANSION

At Epson, our expansion in B and C cities is driven by a strong and widespread partner network across India. We believe the best way to reach customers in these markets is by working closely with local partners who understand the market well. We are continuously expanding our presence across district headquarters and high-potential towns. This is guided by a data-led approach, where we track sell-out data to understand where we are strong and where there is opportunity to grow.”

The partner-led model helping Check Point Software to scale rapidly across emerging markets 

MANISH ALSHI
SENIOR DIRECTOR, CHANNELS & ALLIANCES,
CHECK POINT SOFTWARE TECHNOLOGIES, INDIA & SOUTH ASIA

“At Check Point Software, our channel strategy is built on a simple principle: our success is directly tied to our partners’ success. As a 100% channel-driven organization, every engagement is partner-led, and we are continuously evolving our programs to enhance both performance and profitability. A key driver for us has been the New Generation Partner Program (NGPP), where we simplified tiering from six to four levels, improved pricing transparency, and introduced stronger incentives such as backend rebates, SPIFFs, and deal protection. In parallel, we are enabling partners to shift toward higher-value services, including managed security and recurring revenue models. With India’s cyber security market growing exponentially, partners that align with AI-powered, prevention-first platforms and outcome-based services are best positioned to drive long-term profitability.

MARKET EXPANSION

Expanding into Tier 2 and Tier 3 markets is a key priority for us, driven by both rising cyber risk and accelerating digital adoption beyond metropolitan areas. Our channel ecosystem plays a central role in addressing this opportunity. We are working closely with MSPs and regional partners to deliver simplified, scalable, and AI-powered security solutions tailored for these markets. Our Hybrid Mesh Network Security solutions enable zero-touch deployment, remote management, and enterprise-grade protection without requiring extensive on-site expertise.

At the same time, we are investing in partner enablement —through training, local support infrastructure, and go-to-market collaboration— ensuring partners can effectively address local customer needs. This partner-led model allows us to scale rapidly across emerging markets while helping partners unlock new revenue streams and establish themselves as trusted advisors in underserved regions.” 

Sophos guided by its approach of having a strong distributor-led model 

RAJEEV GUPTA
DIRECTOR -SALES (INDIA & SAARC), SOPHOS

“At Sophos, our channel-first approach is the core of our business model and central to how we create value across the cybersecurity ecosystem. Our exclusive channel approach informs every strategic decision we make, from how we innovate our solutions to how we structure partner engagement. Our recently enhanced Sophos Partner Program directly addresses the priorities that matter most to partners today: flexibility, profitability and long-term scalability. Through a structured, points-based tiering framework spanning Silver, Gold, Platinum, and (our newly introduced) Titanium tiers, we are creating a transparent and merit-driven pathway for partners to expand their businesses, deepen technical expertise, and unlock stronger commercial rewards.

Beyond program design, Sophos has invested substantially improving operational efficiency and reducing friction across the partner journey. Additionally, our ecosystem of enablement tools including co-branded marketing assets, deal registration benefits, preferred margin frameworks, and a 24x7 AI-powered sales assistant for pricing, sales, and technical support is helping partners engage customers more effectively and to close opportunities faster.

GROWTH & EXPANSION PLANS

At Sophos, expanding our footprint across Tier B and C cities is a key strategic priority, driven by the increasing need for strong cybersecurity adoption in these markets. Our approach is anchored in a robust distributor-led model, supported by a well-established network of distributors and sub-distributors across India. We are already seeing a strong and growing base of resellers in Tier 3 and Tier 4 cities, which is helping us deepen our reach in these regions. Through our distributors, we actively identify and enable local partners to drive last-mile engagement and customer acquisition.”

TrendAI running majority of its India business through the Channel 

HIMANSHU KUMAR GUPTA
SENIOR DIRECTOR - GOVERNMENT BUSINESS AND CHANNELS FOR INDIA AND SAARC,
TRENDAI

“We are committed to transforming partners from product resellers to strategic risk advisors. Our approach centres on outcome-based incentives tied to service delivery, managed security offerings, and next-generation solution adoption like XDR and AI-enabled risk assessment. The Partner Competency Programme validates expertise across Managed Services, Incident Response, and Professional Services. This unlocks enhanced benefits and high-value opportunities. We reward activities that drive measurable customer outcomes like risk reduction, attack surface management, and accelerated incident response.

With majority of our India business flowing through partners, their success directly fuels ours. This model ensures profitability aligns with
delivering proactive defence and long-term customer value.

SUPPORT & PARTNER ENABLEMENT

Partner enablement operates through three strategic pillars.
● Trend Campus delivers role-based training, certifications, and hands-on experience across AI-powered threat intelligence, advanced detection and response, and automated risk remediation. Partners access and benefit from exclusive courses, live webinars, and curated learning journeys.
●   The Partner Competency Programme validates organizational maturity, showcasing expertise that differentiates partners competitively. Our unified AI-driven platform, Trend Vision One, equips partners with deep visibility, risk quantification, and automated remediation capabilities across hybrid environments.
●     Performance-based incentives reward co-selling, customer retention, and security posture improvements ensures our partners confidently navigate complex threat landscapes and transformation journeys.”

SAS is driven by a disciplined, partner-first operating model 

MANISH NAIR
SENIOR MANAGER, ALLIANCES AND CHANNELS – INDIA & ASEAN, SAS

“Strengthening channel performance and profitability is a key strategic priority for SAS, driven by a disciplined, partner-first operating model. Our focus is on building a high-impact ecosystem that is aligned to growth, specialization, and long-term value creation. We are sharpening partner segmentation to prioritize those with strong domain expertise, regional reach, and proven delivery capabilities, while investing in strategic partners through joint business planning and targeted go-to-market initiatives across channel sales play. This ensures clear accountability across pipeline creation, conversion, and revenue outcomes.

Profitability is being enhanced through well-defined incentive structures, deal registration protection, and margin optimization aligned to value-based selling rather than transactional deals. In parallel, we continue to simplify engagement models, improve sales alignment, and provide greater access to marketing development funds and co-selling opportunities. This integrated approach ensures partners can scale efficiently, improve win rates, and drive sustainable profitability while delivering consistent customer success.

THE SUPPORT ECOSYSTEM

Partner enablement is a core priority to ensure the ecosystem can confidently sell, deploy, and scale solutions while driving measurable customer outcomes. Through the SAS Partner Program, partners are provided with structured learning pathways, hands-on training, cloud readiness modules, and accessible certification frameworks. This approach reduces deployment risk and accelerates time-to-value for customers. Beyond formal enablement, SAS emphasizes deep collaboration, with partners engaging closely with SAS experts across solution design and delivery, gaining access to industry-specific accelerators and emerging technology toolkits, including GenAI capabilities. This ensures partners are not only technically competent but are also positioned to lead strategic, value-driven AI engagements with customers.”