VARs in India get push from OEMs

The news that VARs (Value Added Resellers) in India are getting a push from OEMs (Original Equipment Manufacturers) indicates a potential shift in the technology sales landscape, indicating a significant development in the technology supply chain ecosystem.

OEMs are increasingly recognizing the importance of expanding their reach and market penetration. By leveraging VARs, they can tap into new customer segments, regions, and industries that may not be directly accessible through their own sales channels.

At the same time, VARs play a crucial role in adding value to OEM products and solutions. They often provide customization, integration, and support services tailored to the specific needs of customers, enhancing the overall value proposition and competitiveness of OEM offerings.

For OEMs, partnering with VARs allows them to develop and strengthen their indirect sales channels. VARs act as intermediaries between OEMs and end customers, providing sales, distribution, and after-sales support, thereby extending the reach of OEM products and driving revenue growth.

Another key issue is, VARs often possess specialized expertise and domain knowledge in particular verticals or technology domains. By collaborating with VARs, OEMs can leverage their expertise to target niche markets, address specific customer requirements, and deliver tailored solutions that meet the needs of diverse customer segments.

VARs can customize solutions for specific customer needs, something that OEMs might not be able to do as effectively. Additionally, VARs can provide on-the-ground technical support that is crucial for many businesses. By relying on VARs for sales and support, OEMs can free up their resources to focus on product development and innovation.

Closer collaboration with OEMs can lead to better margins, access to training and marketing resources, and early access to new products. By partnering with multiple OEMs, VARs can offer a wider range of products and services to their customers.

Overall, the push by OEMs towards VARs in India suggests a growing recognition of the value that VARs bring to the table. This trend is likely to benefit both VARs and customers by offering more customized solutions and improved technical support.

S Mohini Ratna, Editor, VARINDIA