Ashok Kumar, CEO, RAH Infotech, reveals his strategies for business in India

Ashok Kumar, CEO, RAH Infotech

Ashok Kumar, CEO, RAH Infotech

RAH Infotech has emerged as a niche network and security technology distributor offering a gamut of information management solutions. Leveraging on its strong in-house technical team and extensive distribution channel base, RAH Infotech has come to be recognized for its dedicated and sustained efforts to add value to its distribution role.

In an exclusive interview with ITVoice, Ashok Kumar, CEO, RAH Infotech, reveals his strategies forbusiness in India..

ITvoice: Please brief us about RAH Infotech? What is your competitive advantage? How is it unique from your competitors? What is special about your products & services?

Ashok: Established in 2005 with a focus on providing state-of-the-art technology solutions in association with Global IT leaders, we are India’s fastest growing IT value added distribution (VAD) company that helps customers secure and accelerate their business better by leveraging on our industry-wide experience, deep technology expertise, comprehensive portfolio of services and vertically aligned business model.

We offer solutions that set us apart from the competition. We add value at every stage of supply chain, be it to the OEMs, channel partners or to our customers. With our extensive marketing, we create demand in the market for the products we distribute thereby adding value to our OEMs. As a part of our channel enablement strategy, we conduct sales, presales and post-sales training programs to educate and empower our partners. With wide range of niche solutions offerings, we provide our channels an opportunity to create a niche for themselves. Our customer education programs and robust post-sales service combined with best-of-the-breed technology offerings are aimed at one thing, customer satisfaction. Also, we are very careful about our vendor partnership as this is what separates us from the competition.

ITVoice: What is the competitive situation in India and foreign market? Do you think China is big threat for you?

Ashok: India is a competitive market and with many new players entering and vying to enter India market, I feel the situation will help our customers in choosing the right products for their IT requirements. Our customers are tech-savvy and understand their business better. In today’s scenario, it’s not just the cost but the effectiveness of a solution to secure, accelerate and simplify business operations that determines what product or a solution will be implemented. With data being the most valuable asset, it is unlikely that any business would compromise on network security by investing in cheaper solutions which offer little to the customers.

ITVoice: Where is your main market at present— within India or UK or, Singapore region?

Ashok: RAH Infotech has 10 offices in India, along with direct operations in Singapore and UK. Our line of business is different in each country. India has huge potential and hence is our focus market while we are expanding in Singapore. In UK we do only services business. 25 % of RAH Infotech’s business comes from services, which includes after sales support, installations, AMCs, and managed services.

ITVoice: What all products you have in your portfolio? What are all your targeted segments?

Ashok: We have a wide range of products covering all segments from small business to large enterprises. RAH Infotech’s broad portfolio provides wide range of Networking, Network Security, Storage, Wired & Wireless Solutions in association with innovative and credible brands such as Cisco, ForeScout, Gemalto, HP, Juniper, KEMP Technologies , Knowlarity, MikroTik, Microsoft, Palo Alto Networks, Dell (Quest) Software, Radware, Riverbed, Sanovi, Trustwave and WatchGuard. The company has a strong channel base of more than 450+ VARs and System Integrators. RAH Infotech is keen on focusing on Government, Enterprise & SME segments as well.

ITVoice: What are the most important factors in building successful business relationships? As Knowlarity appoints you as India Distributor?

Ashok: Like any other relationship, business relationship too is as delicate and it requires to be nurtured which is what makes it very important to have that bonding with OEMs, channel partners and of course our customers. In today’s fiercely competitive market place, it is this bonding that helps you succeed.

The appointment of RAH Infotech as its national distributor by Knowlarity is a strategy to strengthen its position in India and SAARC countries. Knowlarity has a unique product because its cloud telephony solutions will help our customers efficiently manage their business at all times and automate the process to gain better insight into their clients’ needs. As there are very few players in this segment, we see a great opportunity for this technology in the Indian market.

ITVoice. How do you market yourself? What are your strategies for your channel partner?

Ashok: Our biggest USP being the niche technologies we distribute and unique solution offerings. We try to introduce the latest technologies to the Indian partner ecosystem thereby creating a niche for our self and our channel partners. We have a very strong and capable technical team with extensive experience in solution designing and implementation.

As a channel oriented company, we take our channel partners very seriously. It has always been our endeavor to reach out to them and understand how we can add value to their business. As a part of our channel strategy, we have lined up many channel enablement programs through out the year including pre and post sales training, channel spiffs and promotional schemes, channel recognition and rewards to name a few. Most importantly, we consider our channels as an extension of our business and work as a team be it in marketing, presales presentations, demos etc. and are always happy to work hand-in-hand. Yes we do chill-out together once in a while.

ITVoice: Where do you see your business within a year? What is your short term & long term vision?

Ashok: We are growing steadily year-on-year. The beginning of this year has been quite positive for us. With the government projects revival and markets showing signs of recovery, we expect higher growth this year as we foresee increased IT expenditure by the organizations. Our short term goal is to leverage the existing channel to maximize our revenue in this financial year.

Our vision is to be the most preferred and trusted IT distribution house for our partners and customers, providing them best of the breed solutions through strategic tie ups with leading global vendors

ITVoice: Do you think that modern technologies make our world a better place to live in, or do you think the opposite is the case?

Ashok: Technology is a two-faced sword. While on one side it is giving shape to a better today, on the other side, it has the potential to threaten our tomorrow. The onus is on all of us to use technology for the betterment of mankind and for the socio-economic development.

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