Beyond the box: How Indian distributors are driving growth

• Features

• 22/06/2026

Distributors have long played a central role in AV project delivery, but that role is continuing to evolve in today’s market. While some may see the role of the distributor as straightforward, modern challenges, regional realities, and project obstacles mean it is no longer enough to stock products and ship them out of the door. More than ever, continued technical support, both during the tender phase and on site, is becoming the linchpin of success for AV distributors.

The distributor of 2026 works in partnership with AV integrators increasingly from the very beginning of the tender process all the way to the final handover and delivery.

The AV distributor of 2026 can no longer afford to be a box mover. This is true in almost every region across the globe, but in a market as unique as India, this principle must sit at the heart of everything that distributors do. There is no doubt that India is a beacon for investment and growth, with more international OEMs taking notice than ever before. Many are jostling for a route into one of the fastest-growing AV markets in the world, whether through a direct presence or a distributor representing them across the country’s diverse regions.

This puts distributors in a unique position: they not only hold the stock that integrators need, but also provide a route into India for international brands that are looking to expand and grow their presence in the market. As a result, a distributor needs to be an international ambassador, a technical expert and, in today’s uncertain and unstable world, a flexible problem solver.

Sabarish N., managing director, Mindstec, believes that distributors still fall broadly into two categories: box movers and solution providers, a distinction that is increasingly becoming a key differentiator for distributors in the region and internationally. Sabarish explains: “You have box movers, focussed primarily on stocking and selling products, and solution providers who go beyond sales by actively promoting products through training, demonstrations, and technical enablement. Simply being a ‘box seller’ is no longer sufficient. Most customers and partners now expect a one-stop solution provider who can support both pre-sales and post-sales requirements. This includes solution design, technical guidance, and aftersales support. At Mindstec, we position ourselves as a solution provider rather than a box mover.”

For Mindstec, this approach requires not just a diverse product portfolio, but end-toend solutions that are tailored directly to a customer’s needs. This includes understanding customer requirements in depth, designing solutions aligned with those requirements, and helping with tender documentation and proof of concept demonstrations when required.

Providing post-sales comprehensive support and operating as a value-add partner has also become more important to distributors than ever before. One key example of this is the ability to supply regional assistance across India through various warehouses, stock locations, and on-the-ground assistance across the country.

As large-scale projects push into areas with limited or growing infrastructure, providing an ‘AV oasis’ to stock, store, and support has become mission critical to project deliveries where time constraints and logistical challenges are at the forefront.

Hardik Hipara, director – AV business unit, Cavitak, explains: “At Cavitak, we provide design and pre-sales support, programming, configuration, installation services, post-sales support and RMA support. Most importantly, we have teams placed regionally at Ahmedabad, Mumbai, Bangalore, and Delhi. This allows us to be a value added tech distributor for our product portfolio across ELV, AV, IT, and networking.”

Photo credit: Yuriy2012/Shutterstock.com

These regional teams are playing a much more important role than simply getting equipment to where it needs to be. Instead, local distributor teams are now regional experts, with language knowledge and deep understanding of local processes that remove friction from projects across India.

D V Prakash, director, EIS TechInfra Solutions, says: “You have many states here and, because of that, the channel dynamics and the decisionmaking process are quite different from each location, primarily because of differences in language. It becomes extremely difficult for one person to speak local languages everywhere, so the modern distributor must create demand, and we need to go to meet the partners. We as a distributor become the first point of contact when a partner or a customer is evaluating a solution, and we are usually he last point of support for them at the end.”

Global events in the past few years have put incredible strain on AV supply chains and currency fluctuations in ways that have become almost impossible to predict. In a state of what seems to be a permacrisis across the globe, today’s AV distributors need to be prepared for seemingly everything. This is where the value-added approach comes into its own, giving a level of protection that traditional box shifters may not have.

Sabarish N, explains: “One of the biggest challenges distributors face today stems from global uncertainties and external factors that are largely beyond our control. Geopolitical conflicts, the volatility of the US
dollar which directly impacts pricing and margins, as well as logistics and supply chain disruptions that are leading to delays and increased operational costs.

“These challenges collectively affect critical aspects of our business, including delivery schedules, pricing stability, and overall operational efficiency. Managing these uncertainties requires agility, strong planning,
and close coordination with both OEMs and partners, reinforcing the importance of being a solution provider whose value goes beyond pricing alone.”

Harnessing leverage 

Distributors in India today find themselves in a unique position to support both manufacturers and dealers across the region in ways that differ to other parts of the world. They rely on local knowledge to access new
markets, navigate regional nuances, and support their partners’ credit cycles in ways that other businesses simply cannot. India as a market continues to grow, and with it, the importance of tier-two and tier-three cities, where the AV presence is still expanding. This untapped potential puts AV distributors in a unique position to drive growth.

Prakash continues: “Distributors today bring market intimacy and execution agility. In India, success is rarely driven by the product alone. The OEMs of course bring in a global perspective and product, but here it’s not just the product, it’s how you explain the product and how you can provide support when it is required. A lot of dealers and partners today expect a lot of credit because it helps their business to scale, so that is where a distributor comes in. The distributor has various roles to play apart from just moving boxes. The strength of distributors today has also increased through manpower and investment. OEMs don’t invest in people upfront, so distributors become their helpers. We also try to build and manage these partner ecosystems, so the working capital is important for the small dealers, especially tier-two and tier-three dealers. As a distributor, it becomes important to help them in terms of their credit cycles which an OEM would not be able to support.”

Hardik concurs: “OEMs cannot reach every customer and partner in every city, so distributors play a vital role in extending that reach into regional locations. That regional approach is where distributors are really filling the gaps. As we move forward, we can help OEMs expand into regional cities, create experience and demo centres across India, and expand teams that can provide demos in tier-two and tier-three cities.

For distributors, the road to the future will be one of continued evolution and increasing value as they strengthen their position as ambassadors, technical experts, and problem solvers. Sabarish explains: “Mindstec acts as an extended arm for OEMs that do not have a direct presence in India. We serve as a single point of contact for both partners and end customers, simplifying engagement. Distributors today bridge the gap between OEMs and the local market by providing market access, technical expertise, and end-to-end solution delivery. Going forward, distributors will increasingly focus on value creation and ecosystem building.
Their role will continue to evolve from simple product movement to becoming strategic growth partners for both OEMs and channel communities.

“In summary, the role of distributors in India has undergone a significant transformation. From being product-focused box movers, distributors are now expected to be solution providers and strategic partners. Despite challenges posed by global uncertainties, we see strong opportunities to create value, drive growth, and contribute meaningfully to the AV ecosystem. Going forward, distributors who can
successfully combine market knowledge, technical capability, and strategic thinking will continue to play a pivotal role in shaping the industry.”

Main photo credit: Gannvector/Shutterstock.com