Crafting trust in tech distribution channels

Channel dynamics are evolving, but trust, agility, and human connection remain core. This strategic peek into how a security distributor builds relationships and drives regional presence offers vital cues for every IT business navigating transformation

- BHARTI TREHAN

In a packed hall at the FITAG Tech Expo in Gujarat, one booth was thrumming that. Not with flashy screens or loud pitches, but with conversations. Deep ones. Focused on partnerships, long-term goals and an unshakable commitment to the IT channel. At the centre of this understated energy was Zakir Hussain Rangwala, CEO and MD, BD Software Distribution. While the event floor pulsed with hardware demos and gadgetry, this space stood apartmore about ideas than inventory.

This is no accident. It's strategy. And it's built on one word: trust.

A purposeful presence at FITAG

At a time when many vendors see expos as pure sales opportunities, BD Software played a longer game. The focus wasn’t pushing boxes but building mindshare. Not with the end customer, but with those who influence them: the channel partners. Gujarat's market was central to this approach. Known for its unique buying behaviour and loyalty-driven relationships, the region has long demanded a nuanced engagement strategy. The choice to showcase at FITAG was deliberate. It wasn't just about product lines. It was about presence. Being visible to the right audience. Listening more than speaking. Allowing the partner ecosystem to lead the conversation. The company didn’t pitch from a pedestal. It sat across the table and listened.

The regional partner lens