The Indian IT industry is undergoing an extraordinary surge in growth, driven by state-of-the-art technological advancements. As businesses harness emerging trends such as cloud computing and artificial intelligence to meet the evolving needs of a vast consumer base, the role of IT distributors becomes crucial in empowering tech brands to seize these opportunities. TechnoBind, a rapidly expanding Value-Added distributor, meets current technological demands by offering innovative solutions. With a robust presence across PAN India, TechnoBind actively caters to the entire market. In a recent interview with Rajeev Ranjan, Editor of Digital Terminal, Prashanth GJ, CEO, TechnoBind Solutions, delved into the dynamic market landscape, discussing opportunities, operations, and the company's growth. Explore the insightful excerpts below.
Rajeev: Can you provide insights into how TechnoBind leveraged the evolving technology distribution landscape to be among India's first specialist distributor?
Prashanth: TechnoBind started with a vision to be a default go-to technology specialized distributor. During my time at Hewlett Packard as Enterprise Account Manager, I witnessed how there existed a need for a strong technology distribution link. I was not alone in this observation, the members of TechnoBind’s founding team too had come to the same inference. A few years later based on our personal and professional experience particularly with the channel and distribution space we decided to launch TechnoBind as a specialist distributor.
Based on our years of understanding how technology was progressing, we knew that data would be a predominant factor. All the trends indicated that the technology vertical would evolve and revolve around data becoming an essential need for enterprises. Thus data lifecycle became the overarching specialty of TechnoBind. For more than a decade now we have built our foundational business units based on data lifecycle – data storage, data management, data protection and data security. We decided to include security when the domain was still in a nascent stage because we understood the potential and need the market would have when it came to data and security. These supported by IT infrastructure and cloud BU have strengthened TechnoBind’s stance as a specialist distributor in India and helped us address 80% of the technology landscape.
Rajeev: How many Channel Partners do you have currently in India? What all support do you provide to them?
Prashanth: We've cultivated a network of 1,500 channel partners spanning diverse domains and geographies. TechnoBind is their preferred Value-Added Distributor (VAD), not only due to our specialization but also because we function as an extension of their operations. Serving as their support system, we offer a range of services, including pre-sales and sales support, aimed at fostering business growth and market expansion. Our team of highly trained and qualified professionals not only distinguishes us in the industry but also provides invaluable support to our partners. This is complemented by the marketing assistance we extend.
Addressing the business pain points of our customers, we deliver solutions tailored to today's needs. Furthermore, we actively engage in training and empowering our channel partners to enhance their knowledge about these solutions, enabling them to present relevant use cases to their customers. Our regular partner connect meetings and incentive programs have played a pivotal role in cultivating strong relationships and expanding our partner network. Employing a well-defined 'use-case' based approach, we collaboratively establish common goals to position the right technology services and solutions at the opportune moments.
Rajeev: In today's technology industry, the data lifecycle is crucial. How does TechnoBind focus on this aspect, and how does it benefit the technology industry?
Prashanth: If a brand is synonymous with a category, then TechnoBind stands out as a brand renowned for its specialized focus on data. Our commitment to data solutions has been unwavering since our inception, reflecting a comprehensive understanding of industry trends and future directions. This foresight enables us to anticipate market and partner needs, pinpointing brands that specifically benefit the Indian industry. Currently, we boast partnerships with 32 technology brands, leveraging our profound insight into the unique characteristics of data and its synergy with technology.
Our continuous exploration of the market is aimed at expanding our brand portfolio. Recognizing the value of the data lifecycle, we acknowledge that each phase alone lacks strength. Positioned strategically in the middle of the value chain, we allocate 70% of our time to serving our channel partners and dedicate 30% to engaging with customers. Our organizational structure, skill development initiatives, hiring practices, and industry service approach revolve around the foundational belief that data is the most valuable asset for any organization. From storage to security, our role in facilitating technology distribution not only benefits customers but also contributes to the overall growth of the industry.
Rajeev: What are the unique qualities that set TechnoBind apart? What is your biggest achievement in 2023?
Prashanth: As previously mentioned, our distinctive focus on technology, particularly the data lifecycle, coupled with our support in other key technology domains, sets us apart. This, combined with our customer-centric approach and commitment to our channel partners, has consistently distinguished us as a leading value-added distributor in India.
While 2023 is still ongoing, we have already achieved notable successes. Our growth from H1 CY 2022 to H1 CY 2023 stands at an impressive 22%. The emphasis on specialization has resulted in a 30% growth in the data management business and a doubling of our infrastructure business. Forming partnerships with key players such as DocuSign, Sumologic, DNIF, Skybox, and Exagrid, we have expanded our sales presence across India. Our footprint has also extended with the establishment of an office in Pune and increased sales activities in Dhaka, Bangladesh. Moreover, our commitment to support services is evident in the expansion of our network, providing comprehensive spare and RMA support for our hardware OEMs.
At TechnoBind, we believe in knowledge sharing and community growth. Initiatives like “TechnoConnect” have successfully broadened the horizons of tech professionals, fostering a deeper understanding of the tech market for OEMs and customers alike. Our latest endeavor, "Fridays with TechnoBind," a monthly partner platform, aims to strengthen and promote a collaborative environment within TechnoBind’s partner community. As we look ahead to a promising year, we are dedicated to expanding our portfolio with unique additions, providing support to our customers, and creating opportunities for OEMs to enter the Indian market.
Rajeev: How does TechnoBind help organizations in cloud adoption?
Prashanth: TechnoBind, as the established distributor, has witnessed the majority of our channel partners initially engaging in infrastructure business. As technology and the market gradually shift towards cloud solutions, we have proactively extended the cloud advantage to our channel partners. Introducing a dedicated cloud business unit, our focus is on providing solutions and services that facilitate customer adoption of the cloud. TechnoBind is committed to specifically addressing the cloud requirements of our partner and OEM community through this specialized business unit.
Cloud discussions are now integral to all our interactions with channel partners. Our dedicated team of cloud experts ensures that conversations revolve around cloud technology, including hybrid cloud solutions. We emphasize the value of transitioning to the cloud based on specific use cases. Our field experts are well-versed in cloud technology, promoting cloud-centric discussions with every partner, and consequently, with every customer. By highlighting the market potential of adopting cloud solutions, we aim to help our channel partners and their customers navigate and embrace the benefits of cloud adoption.
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