Channel partners welcome new Dell Distribution Structure at multi-city roadshows

Dell-India-logoNew Delhi, India, April 27, 2014: Dell, leading technology solutions provider successfully concluded its cross-country roadshow covering the cities of New Delhi, Bangalore, Chennai, Mumbai and Pune which saw the participation of over 450 channel partners. The roadshows kicked-off the newly formed distribution strategy for its commercial business and were initiated as an effort to strengthen awareness and build acceptance of Dell’s new distribution strategy and programs for channel partners.

Last month Dell announced its increasing focus on distribution to drive growth in the commercial business and increase availability of its end-to-end solutions across the country. Currently Dell has over 2000 channel partner relationships across the country who will benefit from these new initiatives through more access to Dell’s direct clients and dedicated sell-through and sell-in. Dell is looking to increase this number considerably through the next year by broadening its coverage in several key tier-2 locations and improving the reach of its end-to-end range of products.

The event saw the active participation of channel partners from across the nation who welcomed the new initiatives of Dell to aggressively promote its distribution line of business. K Murali Nair, Director, Big C Technologies said, “Dell’s entry into distribution led model could be a game changer. We were quite surprised to learn about Dell’s leadership in server and storage market, and the fact that Dell is No 3 in networking. We will await availability of entire portfolio through distributors and the precise GTM strategy to decide on the business.”

Another channel partner Ketan B. Shah, Director, Kruti Comp India who was present at the event in Bangalore, said, “Dell’s entry with ready stock will be a game changer in the market, especially since many brands are dropping out. I believe there exists an opportunity to stock and sell and cater to the tier-3 and tier-4 channels,”

At the roadshows, Dell announced a range of new programs for channel partners that are aimed at ensuring better profitability for both Dell and its channel partners. These include:

The Dell Warranty Extension program that enables partners and customers to instantly avail additional warranty on Dell PCs and Workstations online on They can instantly pay for the warranty extension on their new PC by using a credit card, debit card or net banking.

Lucky Draw across all 5 cities of the roadshow, where partners have a chance to win a Dell Tablet in a Lucky Draw on placing the order on the same day.
The event also consisted of a detailed showcase of Dell End User Computing Products consisting of Latitude 3340, Latitude 3440, Latitude 3540, OptiPlex 3020 MT and OptiPlex 9030 All in One.
Ravi Bharadwaj, Executive Director – Marketing, Dell India, said, “Distribution will be one of the key factors driving growth in the commercial business and we are going all out to increase the quality and quantity of our channel partner relationships across the country. These new initiatives will enable us to increase coverage across India and in ensuring that we meet the demands of our customers quickly.”

Swarnendu Mukherjee, Director Sales, Commercial Channel, Dell India, said, “We believe that our channel partner relationships will play a crucial role in determining the success of our distribution business. Our channel programs have won the trust of our channel partners and we want to take this effort to greater heights.”

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