The Channel today has to look beyond conventional ways of doing business

Devesh Rastogi  
President – FAIITA  

“FAIITA (Federation of All India IT Associations) was created to address some key issues which were pertinent during that time. However, times have changed or so has the way of doing business. Online or e-commerce is seen today as one of the many ways of doing business, though it can no longer dictate the purchasing behaviour of today’s customers. It is prerogative of the customer whether they want to make their purchase online or offline. But I would still say that if we IT traders want to grow and transform our business, then we will have to change our model of doing business and look beyond the conventional ways. 
Today customer experience is all that matters. FAIITA is the only association in the country that created the IT Mall by looking into the interests of the IT trading community in India. Such a feat has not been achieved by any other association or trade body across any industry. IT Mall is such a platform that gives us an opportunity to take up any kind of challenge by conducting business in the most profitable and ethical way. FAIITA stands before all the IT brands with the assurance that if you are ready to do business with us on this platform, then we will ensure to address every challenge and problems faced in this line of business, which is not possible in the open market. I often tell the IT channel fraternity one thing – if we run this market then we are within the ecosystem, but if you choose to just run your shop/business then you are outside this ecosystem.  The customer experience or satisfaction that is sought in today’s time, cannot be given by merely running a shop.”