In its October special edition, VARINDIA sought to understand how channel-friendly policies have helped drive corporate success and spur growth in India’s technology sector, highlighting the viewpoints of 40 Channel Chiefs. In continuation of this initiative of identifying, featuring and eventually honoring India’s most influential Channel Chiefs in the tech industry, we present the views of the remaining 10 Channel Chiefs who share their insights on how instrumental channel programs are for their organizations.
So what we have known so far – Corporates are increasingly turning to channel partner programs as a way to expand their reach, tap into new markets, and accelerate their growth. Partner programs can be incredibly effective in helping companies achieve their business goals, and many multi-billion dollar tech
companies have invested heavily in developing and implementing successful partner programs.
Corporates are seen investing heavily in their channel partner programs to expand their business and reach new markets. By investing in their channel partner programs, corporates can also achieve significant benefits, including increased revenue, expanded market reach, and reduced costs. As a result, corporations are expected to continue to invest heavily in their channel partner programs in the years to come.
In nutshell, in a channel partner ecosystem, partners work together to create a seamless customer experience. They share information and resources, and they collaborate on marketing and sales initiatives. This can result in a more efficient and effective go-to-market strategy for the manufacturer.
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HPE unlocks new growth and specialization with new integrated Partner Ready program
SIMON EWINGTON
SVP WORLDWIDE CHANNEL & PARTNER ECOSYSTEM,
HPE
Hewlett Packard Enterprise (HPE) has announced the launch of the first-phase of its newly integrated HPE Partner Ready Vantage program. The new program streamlines multiple legacy programs into a single, integrated framework, empowering partners to deliver comprehensive edge-to-cloud solutions.
A STRUCTURED PROGRAM DESIGNED FOR EASE
The HPE Partner Ready Vantage Program is structured around three dedicated Centers—Compute, Hybrid Cloud, and Networking—to support specialization while offering partners the flexibility to resell the entire HPE portfolio, whether through traditional CapEx or OpEx as-a-service models like HPE GreenLake. In 2026 and 2027, HPE will continue to integrate additional programs, including the Juniper Networks Partner Advantage program, into one HPE partner program for the channel. Within this framework, HPE has introduced the Triple Platinum Plus program, an exclusive recognition tier for elite partners who demonstrate pan-HPE expertise across all three core technology centers, rewarding their comprehensive proficiency with expanded benefits and opportunities.
Partners will continue to enjoy the valuable benefits they receive today from HPE, now with the added advantage of maximizing those benefits more easily through a single, unified program. HPE’s Partner Ready Vantage Program represents a forward-looking approach to channel collaboration, offering unified access, streamlined processes, and expanded opportunities for growth and specialization. This initiative reflects HPE’s commitment to supporting its partners and driving customer success in a rapidly changing technology landscape. We are committed to continuously enhance the program. The path ahead for HPE and our partners is unified, empowered, and primed for growth, and we are excited to shape it together.
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DigiCert keeps its Channel Strategy flexible by matching Global Goals with Local Needs
SAGAR SURANGALIKAR
CHANNEL MANAGER – SOUTH ASIA & ASEAN,
DIGICERT
DigiCert is a leading global provider of digital trust, enabling individuals and businesses to engage online with the confidence that their footprint in the digital world is secure. DigiCert ONE, the platform for digital trust, provides organizations with centralized visibility and control over a broad range of public and private trust needs, securing websites, enterprise access and communication, software, identity, content and devices. DigiCert pairs its award-winning software with its industry leadership in standards, support and operations, and is the digital trust provider of choice for leading companies around the world.
When it comes to balancing corporate goals with evolving partner needs, it is always about balance. Corporate goals define our direction, but partners make that vision real. In regions like SAARC and ASEAN, every market is different — so flexibility is essential. At DigiCert, we focus on listening to partners, simplifying engagement, and ensuring our programs drive mutual growth and profitability. Our channel strategy stays agile, aligning global priorities with local realities.
STRENGTHENING TRUST & LEGACY
Trust grows through consistency and transparency. We are investing in clear communication, predictable incentives, and co- selling opportunities. Equally important is partner enablement — through certifications, workshops, and marketing support. When partners see that DigiCert is committed to their long-term success, it naturally strengthens loyalty. In SAARC and ASEAN, partners are our growth engines. They understand local markets, regulations, and customer needs better than anyone. Their reach across verticals — from BFSI to public sector — helps us expand faster and deeper.
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Kaspersky building a vibrant Partner ecosystem while enhancing India’s Cybersecurity landscape
PL SUBRAMANIAN (SUBBU),
HEAD OF CHANNEL FOR INDIA,
KASPERSKY
Kaspersky is a channel-driven organization. Our policies are designed to align our corporate growth objectives with the evolving needs of our partners. We have established key B2B partnerships in India through our Technology Alliance Distributor, Technobind, which help us extend our reach across Enterprise segments. These collaborations enable us to offer scalable, on-demand, and managed cybersecurity services to customers nationwide. Our partnerships with leading system integrators ensure that we remain well-positioned for large-scale government and enterprise opportunities, while providing partners with greater flexibility, profitability, and technological support.
PARTNER ENGAGEMENT
At Kaspersky, strengthening partner trust and loyalty starts with collaboration and enablement. We work closely with our partners by providing them with tools, training, and programs that help them create awareness and deliver customized security solutions to customers. In 2024, we restructured our partner program to better support different partner profiles and enable them to leverage discounts, solutions, and offers more efficiently. Moving into 2025, we have enhanced our support for managed service providers (MSPs) and technology alliance partners by introducing innovative rebate structures and Solution Advisory Services, ensuring our partners are fully equipped to maximize their business growth and service capabilities.
Our partners are instrumental in expanding Kaspersky’s presence across India, particularly in emerging markets and tier-2 and tier-3 cities. They act as trusted brand extensions, understanding local cybersecurity needs and designing tailored solutions for customers. To strengthen this reach, we have expanded our channel sales team in smaller cities to support partners and customers on the ground.
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Versa Networks redefines Channel Growth with 100% Partner-led strategy
VENKATA SR DATLA
HEAD - CHANNEL SALES – INDIA & SAARC,
VERSA NETWORKS
Versa is a 100% channel-first organization. Our corporate goals are designed to move in lockstep with our partners’ success. Every go-to-market motion begins and ends with the partner. Our policies emphasize enablement, transparency, and shared profitability rather than control. We provide partners with complete access to account intent data, engagement analytics, and pipeline visibility so that Versa and partner sales teams can collaborate seamlessly. Incentive programs, MDF allocation, and deal registration are directly aligned with partner success metrics. When our partners grow, Versa grows.
PARTNER ENGAGEMENT STRATEGY
Trust and loyalty are the foundation of Versa’s ACE Partner Program (Accelerate, Captivate, Engage). We invest in building true partnerships which is not transaction mindset, but through initiatives that drive mutual success:
• Early Engagement: Versa’s field teams are encouraged to bring partners into every deal from the first meeting to co-create value and differentiation.
• Shared Insights: We actively share buying intent, engagement, and digital signal data from our campaigns.
• Co-Marketing Excellence via XAmplify: Versa provides partners access to XAmplify, a dedicated demand- generation automation platform that allows them to instantly launch Versa-branded or co-branded digital campaigns, email nurtures, and social media promotions. It gives partners ready-to-use assets, analytics, and ROI tracking, making lead generation faster, more measurable, and partner-controlled.
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RP tech fosters a Resilient and Future-ready business ecosystem for its Partners
RAJESH GOENKA
CEO,
RASHI PERIPHERALS
At Rashi Peripherals (RP tech), our channel philosophy is built on two fundamentals, consistency and agility. We frame our channel policies to deliver clarity and predictability in operations, while giving partners the flexibility to respond to changing market dynamics. Our commercial policies ensure transparent margins, timely credit, and smooth claim settlements, allowing partners to operate with complete confidence. At the same time, we continuously refine operational processes, from digital order management to returns and warranty, to enhance ease of business.
Regional autonomy through an extensive branch network and faster decision-making helps us align our growth priorities with the practical realities of the market.
BUILDING TRUST & LOYALTY
Partner trust has been our biggest asset for over three decades. Every initiative at RP tech is designed to create mutual success. The Channel Business Forum (CBF) is one of our flagship programs that connects directly with partners across India, enabling learning, networking and future business collaboration opportunities. We also invest in efficient logistics and credit programs that make business seamless. When partners experience consistent service, transparent communication, and opportunities for skill growth, loyalty becomes a natural outcome.
Partners are the true growth drivers of RP tech. Their strong local connections and deep market understanding help us reach emerging demand pockets in Tier II and III cities. Together, we are enabling the availability of next-generation devices, including AI-enabled laptops, peripherals, and consumer technology, in markets that are defining India’s next wave of consumption.
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Trellix views the Channel as a Strategic Extension of its Customer Value Chain
SAURABH PATANKAR
CHANNEL LEAD - INDIA,
TRELLIX
At Trellix, our channel strategy centers on shared growth, recognizing that our success is tied to our partners. We focus on delivering advanced cybersecurity outcomes through our platform while ensuring partner profitability and long-term sustainability. We have shifted from rigid programs to an outcome-based engagement model, allowing partners to choose paths that fit their business, such as solution integration or managed services. Regular feedback, regional engagements, and clear structures ensure our policies adapt to partner needs and market changes.
BUILDING PARTNER TRUST
Trust and loyalty in our ecosystem come from consistency, transparency, and co-creation. We’ve invested significantly in partner enablement programs, joint business planning, and co- marketing initiatives that go beyond transactions to build long- term collaboration. Our partner enablement framework includes tailored trainings, hands-on labs, and solution workshops led by our India-based experts. Additionally, our Trellix Partner Portal provides unified visibility into deal registration, training, rebates, and incentives ensuring transparency and faster engagement. We also conduct periodic Partner Advisory Boards in India to hear directly from our top partners, helping us refine programs and respond faster to market changes.
Partners are at the centre of our go-to-market strategy and play a crucial role in helping us scale across India and the SAARC region. Through their local relationships and domain expertise, our partners open doors to verticals such as BFSI, government, critical infrastructure, healthcare, and manufacturing, where trust and compliance are key. We have also seen growing traction with managed security service providers (MSSPs) and cloud-native integrators who are leveraging the Trellix Security platform to build recurring revenue models.
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SonicWall stands firm on the foundation of its Partner community
SANJEEV KUMAR
REGIONAL SALES DIRECTOR - INDIA & SAARC REGION,
SONICWALL
SonicWall has increased partner engagement and transactions of late. It operates exclusively through channel partners to reach and serve customers globally. The company has implemented various MSP/MSSP business models that offer monthly subscriptions and service options designed to meet partners’ needs for managed services. Partner engagement activities have been updated to simplify interactions and to provide partners with training, marketing resources, and tools, aiming to improve channel efficiency and reduce business costs.
SonicWall’s channel policies, including the “SecureFirst” partner program, are structured to align corporate objectives such as growth, service transformation, and channel leverage with partner requirements for flexibility, profitability, enablement, and managed service models. This alignment is achieved through tiered structures, flexible business models, investments in partner enablement, and open communication to support ongoing improvement.
PARTNER ENGAGEMENT INITIATIVES
SonicWall stands strong on the foundation of its partner community and for us building a partner programme grounded in feedback, transparency and flexibility is paramount. We believe in strengthening them by giving the appropriate tools, pricing, support and incentives so their success becomes SonicWall’s success.
SonicWall has introduced several initiatives designed to strengthen relationships with partners, including updates to its partner programme and engagement agenda. The SonicWall SecureFirst Partner Program is intended to enhance partner experience and facilitate long-term collaboration. The program incorporates partner feedback to simplify business operations, allowing partners to join without extensive initial requirements such as training or business plans, and offering flexible levels of engagement.
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Pure Storage driving India’s Digital Growth Story together with Partners
JITHESH CHEMBIL
HEAD OF CHANNELS - INDIA,
PURE STORAGE
Pure Storage delivers the industry's most advanced data storage platform to store, manage, and protect the world's data on any scale. With Pure Storage, organizations have ultimate simplicity and flexibility, saving time, money, and energy. From AI to archive, Pure Storage delivers a cloud experience with one unified Storage as-a-Service platform across on-premises, cloud, and hosted environments. Our platform is built on our Evergreen architecture that evolves with your business. Our customers are actively increasing their capacity and processing power while significantly reducing their carbon and energy footprint.
At Pure Storage India, our channel policies are designed to balance global corporate goals with the evolving needs of our partners. We have simplified partner tiers to ensure transparency and performance- driven progression while empowering partners with autonomy through AI-driven dashboards, independent quoting tools, and predictive renewal analytics. Our approach integrates corporate objectives, like accelerating the shift to subscription-led, outcome- based storage, with partner profitability and agility in local markets, ensuring growth alignment and mutual success.
EMPOWERING PARTNERS THROUGH ENGAGEMENT
To strengthen partner trust and loyalty, we have localized our Pure WaveMakers program to include specialized training, co- marketing support, and market development funds across high- growth sectors such as BFSI, manufacturing, and healthcare. We host regular partner meets, technical workshops, and maintain dedicated account management to foster collaboration and knowledge exchange. Simplified onboarding, transparent policies, and free certification programs further reinforce partner confidence and engagement.
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Envisioning an AI-ready Channel Ecosystem to drive sustainable value for Customers
PIYUSH SOMANI
PROMOTER, MANAGING DIRECTOR AND CHAIRMAN,
ESDS SOFTWARE SOLUTION
ESDS excels in marketing our platform and products through our direct sales team, channel partners, and various free traffic sources, with a strong emphasis on our channel ecosystem's pivotal role. We are agile in adapting to evolving customer demands and preferences, proactively addressing changes in business models to enhance channel execution, align sales strategies with our strategic objectives, and reinforce our capabilities in key areas.
Additionally, we continually seek opportunities to optimize our go-to- market strategy and reduce costs for an even more effective approach to success.
PARTNER ENGAGEMENT & EMPOWERMENT
We are empowering our channel partners by providing them with advanced digital tools, resources, and platforms to boost their efficiency and productivity. This includes access to technology solutions, training programs, and tailored marketing support, ensuring that they can deliver value to their clients. Our digital transformation initiatives streamline essential processes such as order management, lead generation, and customer support, fostering a seamless collaboration between our partners and us. Through continuous innovation, we remain committed to helping our partners thrive in a constantly evolving digital landscape, ensuring they remain competitive and agile. Driving business is a result of collaboration and collective work. Channel partners are essential to any establishment’s success when it comes to the go-to-market strategy. However, where do they stand with respect to the day-to-day business of any organization? They are critical to the success of the company, and they help with organisation representation there by market share; partners are the foundation of the business.
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Cisco empowering Partners to Drive Profitability in an AI era
TIM COOGAN
SENIOR VICE PRESIDENT OF GLOBAL PARTNER SALES,
CISCO
Cisco has announced key elements to the Cisco 360 Partner Program launching January 25, 2026, co-designed with partners to help accelerate their profitability and deliver greater customer value. With partners expecting AI to drive the majority of their revenue within the next five years, the enhanced program incentivizes their efforts to help organizations harness this opportunity amid infrastructure constraints, data complexity, and skills gaps.
The program strengthens collaboration across the global partner ecosystem and allows partners to unlock the full power of the Cisco portfolio to deliver the AI-ready data centers, future-proofed workplaces, and digital resilience their customers need to thrive in the AI era.
NEW CISCO 360 PARTNER PROGRAM ELEMENTS
Enhanced partner incentive tied to customer priorities: The Cisco Partner Incentive introduces the Eligible Offers list and rebate rates aligned to accelerate growth and incentivize adoption in key innovation areas— campus refresh, AI, security and premium services, adopt and renew. Partners can model profitability using the Cisco Partner Incentive Estimator and unlock two additional bonuses as they advance expertise and accelerate portfolio growth. Cross Sell Bonus – rewarding portfolio breadth; and a Next Generation Specialization Bonus – rewarding deep expertise or greater value and predictable growth.
New specializations recognizing AI infrastructure expertise: In February 2026, Cisco Preferred Partners can earn two new specializations – Secure AI Infrastructure and Secure Networking – recognizing partners who deliver comprehensive solutions from design through ongoing customer engagement using Cisco’s integrated hardware, software, and services.
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