Pantum India is gearing up for an aggressive 2026 expansion with a sharp focus on Tier 3, 4, and 5 cities, backed by strong channel partnerships, localized marketing, and service-led confidence. In this exclusive interview, Nitish Gulati shares how Pantum plans to drive sustainable growth through partner profitability, differentiated product portfolios, and a complete printing lineup spanning laser, inkjet, and A3 solutions.
Nitish Gulati- As the Senior Manager, my primary focus is handling sales and distribution expansion across the Indian market. Currently, our network includes one National Distributor (KS Technology), 38 regional distributors, and approximately 500 Tier 3 partners.
For 2026, our major strategic shift is moving beyond Tier 1 and Tier 2 cities. While we have a very strong market share in cities like Delhi, our data from Amazon shows a massive surge in demand from Tier 3, Tier 4, and Tier 5 cities. These customers are looking for the best product at an efficient price point. Consequently, our goal this year is to aggressively expand our reach into these smaller markets through competitive pricing and schemes.
Partner Collaboration and Identification
IT Voice– You work extensively with partners and resellers. How do you identify the right partners to bring onboard for Pantum?
Nitish Gulati- We look for partners who are willing to invest in the brand and treat Pantum as their own “bread and butter” rather than just another OEM brand. We want collaborators who sell proactively and grow with us hand-in-hand.
We have very loyal partners, such as Metrobit in Gujarat, who exclusively sells Pantum printers, and Welcom in Delhi, one of the world’s largest laptop distributors, who carries Pantum as their sole printer brand. These are the types of committed relationships we aim to build.
Support Systems and Marketing Strategies
IT Voice– What specific strategies are you using to engage and train these partners to ensure they can effectively sell Pantum hardware?
Nitish Gulati- We support our partners through several pillars:
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Exclusive Manpower: We provide manpower on our payroll specifically to work with partners to help them expand their local markets.
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Localized Marketing: India is culturally diverse, so we provide localized budgets. A scheme that works in Chennai might not work in Delhi; we empower partners to run marketing activities that suit their specific region.
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Service Integration: We are giving partners the opportunity to run service centers. If a partner trusts the service infrastructure, they have more confidence in selling the product.
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Storefront Expansion: This year, we plan to open over 50 exclusive Pantum storefronts across Tier 3 and Tier 4 cities to increase brand visibility.
Addressing Channel Profitability and Competition
IT Voice– With rapid expansion often comes pricing pressure. How are you maintaining channel profitability?
Nitish Gulati- Profitability is a major focus. We maintain a technical edge and a very low complaint rate (less than 1%). To protect our partners:
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Market Correction: We monitor competitors closely and take immediate correction steps if aggressive pricing is spotted elsewhere.
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Product Differentiation: To prevent conflict between online and offline sales, we have different product portfolios for Amazon, Moglix, and our physical channel partners. This ensures that our offline partners can maintain their margins without being undercut by online listings.
Overcoming Challenges: Service and Spare Parts
IT Voice– What kind of feedback—negative or positive—have you received from the channel, and how are you addressing it?
Nitish Gulati- Historically, the main negative feedback was regarding service delays and spare part availability, as our Authorized Service Centers (ASCs) were mostly in Tier 1 cities.
We have taken three major steps to fix this:
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National Partnerships: We’ve partnered with Unique and Sysnet as national service providers and are looking for a dedicated provider for the South region.
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Local ASCs: we are opening service centers at the Tier 2 and Tier 3 levels to reduce transit time.
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Inventory: We are now stocking non-warranty spare parts with regional distributors so customers can buy them immediately without waiting for shipments from a central hub.
Looking Ahead: 2026 Incentives and New Products
IT Voice– What can partners and customers expect in terms of incentives and new product launches this year?
Nitish Gulati- We grew by 36% last year, and to keep that momentum, we are launching:
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New Products: A complete portfolio including Inkjet printers and A3 printers (launching by the end of March 2026).
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Partner Incentives: Outstation/international trips for Tier 3 partners and high-value schemes, including iPhone giveaways.
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Customer Offers: End-user promotions featuring Amazon vouchers and other freebies to drive demand at the ground level.
IT Voice– Any final message for the channel community?
Nitish Gulati- I want to thank our partners for their incredible support. We are moving toward having a complete printing solution—Laser, Inkjet, and A3. We are here to support you in every way possible. Trust us, and let’s grow together in 2026.
