New Directions for Channel Business in Changing Times

Devesh Rastogi, FAIITA President talks about what FAIITA is doing for partners to evolve in the evolving times

- DR ARCHANA VERMA

As FAIITA President what new programmes have you started for the members?

When I took over as President, I realised that the manner of business needed to be changed to survive and grow in this domain. Only fighting with the online business wasn’t going to help us. Challenges are growing every day. Apart from the online system, LFR (Large Format Retail) is a bigger challenge since they buy in bulk. Hence, FAIITA has started IndiaITMall.​com, which encourages members to sell in hybrid mode. We are trying hard to make it a success, but I feel it will a little more time to achieve its ends completely.

Second, we are trying to connect them to new opportunities, so that the next generation which is not coming to this business, can come back.

Third, we have been trying to explain to the members that only box selling will not help them. They have to add to it service, customer satisfaction incentives as additional value. Reselling business will survive only if these extra values are added to it.

Fourth, we are supporting them to join and work on GeM.

How do you help the channel partners to resolve their problems?

We have good connection with the members. If they come to us, we help them with their requirement, which is a continuous process. If they need to sort out a problem with the vendor, we intercede and that is also a continuous process. It’s an everyday routine for us.