Kolkata based Supertron enters VAD business

Supertron Electronics, one of the leading regional distributors from the eastern region for consumer electronics products has decided to venture into value-added distribution (VAD) business. The distributor feels the new line of business, having VAD capabilities like a product demo, installations and services will be paying dividends in the long run. As of now this six months old business is looking to add more vendor partnerships.

Speaking to CRN, V K Bhandari, Chairman, and MD, Supertron says, “In last 25 years, Supertron has established a strong position in IT hardware distribution. With VAD, we have partnered with global brands like BARCO, Synology, ZeeVee among others. Nevertheless, we will continue to grow our traditional hardware, retail partners network. Currently, we are a distributor for 29 brands and every year we add six-seven brands into our kitty. Despite this, the distribution business is seeing sluggish growth, but we have been maintaining a doubled digit growth year-on-year.”

When asked how Supertron is maintaining the growth, Bhandari replies, “We believe in the exclusive and sole distribution for brands, even though vendors tend to have a multi-distribution approach. But, we always push for exclusivity as that brings more responsibility on our shoulder and we don’t work as a fulfillment provider. We put in lots of effort in building the brand in the channel and market. A large amount of our successful partnership with vendors is based on this and we will continue to maintain this business strategy as we grow.”


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