Exclusive Interview: Sanjeev Chhabra, MD & CEO, Beetel Teletech

In an Exclusive interview with DQ Channels, Sanjeev Chhabra, MD & CEO, Beetel Teletech limited talked about the Company's GTM, partner strategies and future plans.

What is your Go-To-Market strategy?

Our go-to-market strategy in India is 100% focused on nurturing our partner ecosystem. We are focused heavily on expanding our channel partner base, and their growth is an essential part of our go-to-market strategy. We enable our partners with skills to address the changing client needs and engage with them to address the customer requirements through our solutions. We plan to expand our current partner network to newer regions this year.

What are the recent developments at the company?

We are in a phase of expansion and building relationships in the industry. Currently, we are working on new-tie ups in the network, security, and enterprise solutions space.

At Beetel, we keep a track of the latest tech and pulse of the industry and recently we have forayed into Software Distribution and have also signed up partnerships to provide the latest network and endpoint security solutions as well. With our Software Distribution partnership, It is now possible for our customers to use the same industry-leading technology that top manufacturing companies throughout the world depend on every day. It will enable our customers to realize innovation, optimize manufacturing performance and drive efficiencies across industries focusing on Mechanical, Electronic, Electrical FMCG, and Infra Industries.

With the latest network solutions being distributed by us, we would be able to help our customers with high-performance network visibility solutions providing seamless administration of security solutions, performance management, and network monitoring in demanding business models where security is a major concern. Also, the adoption of hybrid and remote networking solutions like SD-WAN can grant a competitive edge, improving business productivity and agility while reducing IT costs. It will also help improve application performance and user experience. But enterprises often run into roadblocks/challenges when adopting a remote/hybrid networking strategy.

Which are the verticals growing more? Which regions are you targeting now?

We see newer growth perspectives opening up in the network, security, and enterprise verticals. We are brimming with fresh possibilities to grow our revenue and build relationships within the industry and with our customers.

Along with this, we also foresee, huge growth in the smart wearables category and plan to tap into it, with our offerings under our brand FLiX targeting the discerning smart accessory customer.

We are constantly increasing our footprint when it comes to serviceable areas. Currently, our foothold is in metros and a few Tier-2 cities. We hope to make inroads in more Tier-2 and even Tier-3 cities as we expand our business.

What is your channel strategy?

Our focus is to build trust amongst the existing channel partners and expand our current partner network. As our channel partners play a very significant role in the go-to-market strategy, we plan to expand vertically and horizontally to meet the needs of our partners and customers. We always seek to grow and increase our offerings, enabling our partners with the latest skillset on the new offerings and helping them address the change in the customer requirements constantly because we believe in equal growth opportunities for everyone connected with us.

What is your existing channel partner program?

Our success lies in the 360^O growth of our channel partner ecosystem. We work on an indirect model and provide adequate training to our channel partners. There are more than 1500 partners associated with us. We enable them with solid back-end support and help them in the pre-sales, post-sales, deployment, inventory management, etc. With this kind of backing, they can go and win any big business in the market. Training and certifications are the keys to empowering them with new learnings and experiences. We provide a minimum of 300 pieces of training in the entire quarter to our partners on various products and services.

What edge do your services offer to customers?

Beetel enjoys a unique position in the Indian market, owing to the 360˚ecosystem that covers manufacturing, last-mile distribution with logistics, and supply chain.

From procurement, logistics to distribution, and marketing, Beetel provides end-to-end solutions to its customers in India and Singapore. Beetel has a pan India footprint with a distribution network of 1000+ system integrators and 500+ resellers which follows an omnichannel approach that helps in the smooth delivery of the product and services to our customers.

From helping with designing solutions, BOQs, and cost estimations to getting the solution ready followed by system configurations and programming, Beetel covers the entire spectrum of services for its partners and customers.

What are the company's future plans?

Beetel Teletech Limited currently operates in PAN-India. We have a dedicated state-of-the-art manufacturing facility in Hambran, Ludhiana in JV with Dixon, where the company commenced its commercial production in June 1987 with the manufacturing of Push Button Phones. We also have 8 warehouses spread across India. Our business has a strong presence and huge demand in SAARC countries. We are constantly increasing our footprint when it comes to serviceable areas. Currently, our foothold is in metros and a few Tier-2 cities. We hope to make inroads in more Tier- 2 and even Tier- 3 cities as we expand our business.