Sound Solutions, under the leadership of Managing Director Mr. Sunil Thariani, has recorded an impressive growth trajectory over the past year. In a recent interview with Rajeev Ranjan, Editor, Digital Terminal, Mr. Thariani shared insights into the company's performance, ongoing challenges in the distribution landscape, and strategic initiatives aimed at driving further expansion.
Rajeev: Please tell about the growth of Sound Solutions in last financial year? What were the key milestones during this phase?
Sunil: The last financial year was a significant one for Sound Solutions. We achieved a growth of 30% compared to the previous year. This was primarily driven by our increased focus on the corporate sales segment and our growing involvement in the government business through the GeM (Government e-Marketplace) platform. These two areas helped us scale operations more efficiently and tap into new demand sources, contributing to our overall success.
Rajeev: In the current landscape, what are the biggest challenges facing the distribution business, and where do you see the most promising opportunities for growth
Sunil: The two major challenges we face in the distribution business today are payment collection and human resource management. Managing cash flow and retaining skilled personnel are both critical and often difficult in a competitive market. However, we see promising growth opportunities by collaborating with brands to launch exclusive SKUs specifically for the Indian market. This allows us to maintain better margins and offer differentiated solutions to customers, which is essential for staying ahead in today’s market.
Rajeev: Which key brands are you currently associated with, and how do you ensure consistent value delivery and long-term commitment to these partnerships?
Sunil: We are currently associated with four major brands: Dell, HP, Lenovo, and Acer. These brands have been instrumental to our growth. All of them are extremely supportive and dealer-friendly, which makes our job easier when it comes to delivering consistent value to our clients. We ensure long-term commitment by aligning our strategies with the goals of our brand partners and focusing on efficient, transparent, and responsive distribution practices.
Rajeev: What are your strategic priorities and vision for business expansion in FY 2025–26?
Sunil: Our key focus for FY 2025–26 will be launching our own “Make in India” line of products, especially tailored for the government segment via GeM. This initiative will not only strengthen our presence in public sector procurement but also allow us to play a meaningful role in the national mission of encouraging local manufacturing. We believe this step will drive significant growth and allow us to offer better value to our customers.
Rajeev: Any message you'd like to share with your channel partners and customers?
Sunil: Yes. To our channel partners, I would like to say—please shift your focus from just box-selling to solution-based selling. The market is evolving, and customers today look for comprehensive solutions rather than standalone products. Adopting this approach will help everyone in the channel grow sustainably.
To our customers, my message is simple—always choose products that match your specific needs and specifications. And most importantly, consider the brand’s service quality before making a purchase. Good after-sales service is just as important as the product itself.
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