Bharti Teletech gets aggressive in distribution space

DQW Bureau
New Update


Bharti Teletech, a company that was erstwhile better known as a telephone

instrument manufacturer, is getting aggressive about its role as a distributor.

While it forayed into the distribution space in 2005 with Blackberry and

Motorola mobiles, it is only now that the company is getting bullish about this

business vertical and exploring its different avenues.

Plans to go

pan-India with its range of IT products and establish its presence in the

top 100 cities by August this year
Sunil Goyal

Bharti Teletech

Sunil Goyal, CEO, Bharti Teletech shared that it was only six months back

when the company started thinking about positioning itself as a distribution

house. “Before we were just leveraging on the Beetel brand and selling consumer

products in telecom. Now we plan to go pan-India with our extensive range of IT

products and will do so step-by-step. We have already started our foray into the

top 100 cities in May this year and will have established our presence in these

cities by this August,” stated Goyal.


Asked why Bharti Teletech decided to focus on distribution, Goyal said, “We

did a study on Beetel and found that it stands for dependability. That gave us

the confidence to leverage the brand and get into this vertical. Our belief at

Bharti Teletech is that adoption of technology will grow. To encash on the

portfolio of growing technology, we are looking at those who want to develop

their products but don't have a direct presence in India. Not to mention, the

consumption of technology is very fast here. Our first exposure to the scenario

was with mobile phones.”

The company was earlier focusing exclusively on system integrator (SI)

partners with its products like Polycom and Sharp and Sanyo projectors.

Currently Bharti Teletech has relations with 200 SIs of which about 120-130 are

billing with them every month.

“We have a huge portfolio for SIs and keep enhancing it. These are products

that SMEs, large corporate and government need and we can offer them the same.

We added LCD panels to the list, as offering complete boardroom solutions is the

key. We have Panasonic, Samsung and Sharp brands of LCDs. Even Logitech products

are targeted at the corporate segment and catered to through our SIs,” said


Bhart Teletech

product portfolio
  • Blackberry
  • Motorola handsets
  • Polycom
  • Casio digital cameras
  • Sanyo digital still cameras and camcorders
  • Transcend memory products (card memory, flash memory, USB flash

    module), lifestyle products (digital photo frame)
  • Logitech home entertainment and business process group product
  • Apple iPhone

In the retail segment, an area the company has just recently got into, Bharti

Teletech has added Transcend products. “Transcend will be sold across all

verticals-corporate, IT channel and retail channel. This is where we have

multiple partners-500 across the country,” divulged Goyal.

He added that Bharti Teletech's focus is consumer IT-branded products. Large

retail formats (LFRs) will be another focus area. Though Goyal made their SI

plans evident, he refused to divulge much about the company's mass retail

channel initiatives, citing that it was an area they were just getting into and

were still in the process of finalizing details.

Elaborating about the kind of channel partners that they are looking to align

with, Goyal said, “The kind of SIs we are looking to add to our network include

those with sound knowledge about various technologies, have the ability to

service, have good relations with resellers and consumers and financial


Speaking about their channel policies, Goyal added that they would be

different for each vertical. For the corporate channel the distributor currently

has a scheme running this quarter on all product categories and the distribution

house is also conducting regular regional meets for its channel.