As India’s technology distribution market moves toward infrastructure, AI, and solution-led deployments, Creative Newtech Limited is positioning itself to capture emerging opportunities through deeper channel engagement and category expansion. In this conversation with DT, Ketan Patel, Chairman and Managing Director, Creative Newtech Limited, shares how the company is evolving beyond conventional distribution, strengthening its reseller ecosystem, and building a future-ready strategy focused on scalable growth and long-term value creation.
Q: Please tell us about your overall business performance in 2025. What have been the most significant factors driving the company’s growth?
A: Overall, 2025 has been a strong and progressive year for us. We delivered solid growth in revenue and profitability despite a competitive and evolving market environment. One of the most significant factors driving our growth has been our shift from pure distribution to a more value-added and solution-driven approach. By focusing on higher-growth technology segments, especially in infrastructure-led categories, we have been able to improve both scale and quality of revenue.
Another key driver has been stronger execution across our channel ecosystem. Deep engagement with vendors and resellers, better market coverage, and improved operational efficiency have helped us respond quickly to demand and maintain steady momentum. We have also benefited from expanding partnerships and aligning ourselves with emerging technology trends. Our focus on disciplined growth, category expansion, and long-term positioning has supported consistent performance. Overall, 2025 was a year of strengthening our foundation while preparing the company for the next phase of scalable growth.
Q: With AI-led demand reshaping the market, how is your distribution strategy evolving in 2026 to address emerging technologies and solution-driven opportunities?
A: With AI-led demand reshaping the market, our distribution strategy in 2026 is evolving from traditional product distribution to a more solution-driven and partner-focused model.
While we are increasing our focus on high-growth segments such as intelligent surveillance, security systems, and data connectivity, our primary priority is preparing our channel partners to succeed in this new technology environment. AI and infrastructure solutions can seem complex at first. That is why we are investing heavily in educating and supporting our partners. We are helping our partners move from only selling products to offering complete solutions. This allows them to take on larger infrastructure projects, build stronger customer relationships, and improve their profitability.
We believe technology should not create fear — it should create opportunity. By handholding our channel ecosystem and building their confidence in emerging technologies, we are ensuring that our entire network grows together as the market evolves. In 2026, our strategy is clear: grow in high-potential technology segments while empowering our partners to lead the change with confidence.
Q: What initiatives are you undertaking to strengthen reseller engagement and long-term channel collaboration?
A: Strengthening reseller engagement and building long-term channel partnerships are among our top priorities. We are moving beyond transactional relationships and focusing on deeper collaboration with our reseller network. This includes structured training programs, regular knowledge-sharing sessions, and hands-on workshops to help partners understand emerging technologies and solution opportunities.
We are also providing stronger pre-sales and post-sales support so resellers feel confident while handling larger and more complex projects. Our technical teams work closely with partners to guide them through solution design, deployment, and customer servicing. In addition, we are improving communication through regular partner connects, feedback forums, and market insight sharing. We want our resellers to feel informed, supported, and involved in our growth journey.
Our approach is simple — when our partners grow, we grow. By building trust, transparency, and continuous support, we are creating a stronger, future-ready channel ecosystem designed for long-term collaboration.
Q: What kind of support do you expect from vendors this year to accelerate growth and deeper alignment?
A: As we expand into high-growth technology segments, we expect our vendors and resellers to align with us beyond short-term sales and focus on long-term value creation. We look for strong commitment to building the categories we are developing, especially in areas like intelligent surveillance, security infrastructure, and data connectivity. These segments require a more solution-driven approach, and we expect our partners to actively identify opportunities and invest in understanding new technologies.
Timely market feedback, disciplined execution, and responsible inventory management are also critical. Since vendors and resellers are closest to customers, their insights and accountability play a key role in our collective success.
Q: What are your top strategic priorities for 2026 in terms of revenue growth, geographic expansion, portfolio diversification, and market positioning?
A: Our top priority for 2026 is strong and sustainable growth across the business. On the revenue side, we are focusing on expanding in high-growth technology segments, especially in infrastructure-led areas where demand is increasing steadily. We see strong long-term opportunity in solution-driven categories, and we are aligning our efforts in that direction.
In terms of geographic expansion, our focus is on strengthening our presence across key regions in India by deepening relationships and improving execution. We are also evaluating selective opportunities beyond our current footprint where it makes strategic sense. For portfolio diversification, we are working on building a more balanced and future-ready mix of products and categories. We are looking at emerging technologies and value-added segments that can improve margins and reduce dependence on any single category.
From a market positioning perspective, we are steadily evolving from a traditional distributor to a more solution-focused and technology-driven organization. This includes strengthening our ecosystem of vendors and resellers and aligning with long-term infrastructure growth trends. You will also see some new strategic initiatives from us during the year. While we are not sharing full details at this stage, these steps are designed to further strengthen our competitive position and long-term growth path.
Quick Bytes
A global tech leader you admire? - Elon Musk
Risk taker or calculated planner? - Calculated Planner
One habit that changed your life? - Writing gratitude daily
A personal strength you rely on the most? - Perseverance
One principle you would pass on to the next generation? - Don’t overthink, start doing and learn along the way
Your biggest motivation? - Seeing people fulfil their dream of owning their own house
A value you never compromise on? - Sacrifice long-term for short-term gain
𝐒𝐭𝐚𝐲 𝐢𝐧𝐟𝐨𝐫𝐦𝐞𝐝 𝐰𝐢𝐭𝐡 𝐨𝐮𝐫 𝐥𝐚𝐭𝐞𝐬𝐭 𝐮𝐩𝐝𝐚𝐭𝐞𝐬 𝐛𝐲 𝐣𝐨𝐢𝐧𝐢𝐧𝐠 𝐭𝐡𝐞 WhatsApp Channel now! 👈📲
𝑭𝒐𝒍𝒍𝒐𝒘 𝑶𝒖𝒓 𝑺𝒐𝒄𝒊𝒂𝒍 𝑴𝒆𝒅𝒊𝒂 𝑷𝒂𝒈𝒆𝐬 👉 Facebook, LinkedIn, Twitter, Instagram
