Reinvent the Art of Reselling to Stay and Succeed in the business!

Saket Modi 
Co-Founder & CEO,  Safe Security

"In spite of being a 100% channel-driven company, one of my biggest challenges is navigating the constant hurdles of this dynamic market," he remarked, reflecting on the complexities of operating in the Indian landscape. India, with its diverse market dynamics and rapidly evolving technological needs, offers immense opportunities but also poses significant challenges for businesses relying entirely on channel partnerships.

Evolving Go-to-Market Strategies
The traditional understanding of the channel has undergone a dramatic transformation. "Channel today is not about selling boxes but delivering solutions," he emphasized. This evolution requires resellers to rethink their approach and adapt to remain relevant. Highlighting the urgency, he predicted that 60% of resellers risk becoming obsolete if they fail to reinvent themselves.

He stressed that while value addition has been a staple in the channel space for decades, true value lies in the competence of sales teams. "Real value is when a partner’s sales team moves beyond features and focuses on delivering solutions that address customer pain points. To achieve this, partners must invest in building knowledgeable teams capable of becoming trusted advisors," he said.

Human Connection in High-Value Purchases
In the era of e-commerce and app stores, purchasing devices worth ₹10,000–15,000 has become seamless. However, he noted a stark difference in consumer behavior when it comes to higher-value purchases. Devices priced above ₹20,000 often require the involvement of a knowledgeable advisor.

"Guidance from a human who can clearly explain features, benefits, and the overall value of the product is critical for such purchases," he said. This underscores the importance of the human element in building trust and ensuring customer satisfaction in higher-value transactions, a space where channel partners can differentiate themselves.

Navigating the Compliance-Driven World of Cybersecurity
As the conversation shifted toward cybersecurity, he characterized it as "a compliance-driven industry." Safe Security has strategically focused on developing solutions tailored to India’s unique market needs, particularly as the country transitions from traditional IT systems to more digitally integrated infrastructures.

The rapid proliferation of mobile internet, widespread cloud adoption, and the growth of digital payment systems have created a fertile ground for cybersecurity innovation. However, several challenges persist, such as limited awareness about cybersecurity, stringent payment terms, and unrealistic feature expectations from clients. "Navigating these hurdles requires a nuanced approach and consistent efforts to educate the market about the importance of proactive risk management," he added.

India’s Role in Global Cybersecurity
"There's no billion-dollar cybersecurity company in the world today that doesn’t have India as a focus market," he observed, emphasizing the nation’s growing importance in the global cybersecurity ecosystem. India's increasing adoption of digital technologies has made it a critical market for cybersecurity solutions and innovation.

Commitment to the Channel and Future Growth
He concluded by reaffirming the company’s deep commitment to its channel-driven model and partnerships. "We are still young and proudly Indian at heart," he said. "We look forward to building many more successful partnerships with our channel partners as we continue on this journey." 

This dedication to channel partnerships, combined with a focus on delivering value-driven solutions, positions Safe Security as a forward-thinking leader in India’s rapidly evolving technology and cybersecurity landscape.