Redington India grew by 29% in its overall revenues to register a turnover of Rs 2,081 crore in 2003-04, with its mobile business of Motorola handsets alone contributing Rs 220 crore. Similarly, the company's new initiatives in value business paid rich dividends by bringing in about Rs 55 crore revenue, which includes Rs 9 crore from networking and storage business. Redington also did marginally well in volume products. Though the volume of this segment business increased, the value stayed at overall average of 16%.

The company realigned its business into three major groups last fiscal-value and enterprise business, volume and telecom. In fact, it carried out this vertical approach up to channel level, categorizing partners into these segments. This helped it to understand its customers' needs better, and evolve with its partner's dynamics.

Internally, Redington formed exclusive sales teams for different vendors to look into individual product portfolio. This involved positioning of sales people in pre-sales and technical role, whose key objectives are to impart information, train partners, generate end-customer leads and fulfill it along with partners.

The company almost metamorphosed into mini-vendors within its distribution periphery. In the process, it got its personnel, involved in evangelizing, brand building and technical support, certified by respective vendors.

The company also played a key role in forming alliances and worked with ISVs to provide solutions on certain vendor platforms. It provided health care management solution for a customer on IBM iSeries, where an ISV was engaged to build the application.

Redington also worked with select channel partners to conduct end-customer seminars and workshops, besides doing direct mailer campaigns. This innovative and focused approach yielded good results, which was above the normal 2% conversion rate in business.

The company's dedicated and strategic approach to business has made many leading vendors to choose Redington over their competitors, to increase the business and find value in the relationship. Last year, it signed up with SGI, EMC, HP OpenView, HP Itanium Servers, IBM P-Series and Quantum in the value business.

Bagging EMC was a significant development as the company is getting aggressive in the networking and storage space, where they want to raise their revenues from the current Rs 9 crore to Rs 18 crore. Similarly, it targets to double its value business revenue from present Rs 46 crore to Rs 90 crore this fiscal, excluding revenue from networking and storage segments.

Redington operates from 29 branches across the country, with each outlet having a dedicated person for the value business. It also increased the workforce by 20% in the last year, to touch 540 employees. It offers a nation-wide support with 35 centers, providing end-to-end services.

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