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Promate is a Taiwan-based mobile accessories company, which is expanding itself. Gopal Jeyaraj, Country Head of India, Promate Technologies talks to us.
How important will the channel partners be in your Indian entry? What % of your business will flow through channel partners and what % will directly go to the end customers?
Gopal Jeyaraj - Most of Promate's business in India is based on a distribution model. We collaborate with distributors appointed across various territories in India and they are the ones who assist Promate in reaching its retail doors. We have two models from Promate's direct importers to reach the end customers of the online/offline retail market: de-tour and sub-distribution. We intend to launch Promate India website for all Indian consumers to reach out directly to end customers/D2C. Promate's business is conducted 95% through distributors, with the remaining 5% conducted through our newly launched Indian website.
What benefits will the channel partners get from your organisation if they associate with you?
Gopal Jeyaraj - Promate functions on the distributor and retail partners model. We are affiliated with them and to build strong relations and make it a win-win situation for both parties, we are offering them an aggressive margin compared to any other brand in India currently contributing to the channel. As a result, we have a healthy margin cushion; and our products are aggressively priced to position working customers in an offline store or online channel. Other than this, we provide them with time-to-time training and incentives.
How will you help the channel partners to use the online platforms to grow in business?
Unlike the other players, we are primarily an offline brand. Because the retailers have their E-commerce platform for the business, we at Promate assist them with proper business documentation as well as reasonable pricing support, so that they can profit from it and continue to work with Promate for a long time.