How the Dealer & Distribution
Network Was Built.
One product is an invention. A network that carries it into ten thousand towns — and then across ninety countries — is an enterprise. This is how Kunwer Sachdev turned a single power-backup idea into one of India’s largest dealer and distribution networks.
Building the network across India
Su-Kam’s growth was never only about manufacturing. From the early years, the company invested in the people who would actually sell, install and service its inverters and solar systems — the dealers and distributors in every city and small town. Over time that channel grew into a network of more than 10,000 dealers and roughly 200 service centres spanning the country, one of the largest in the Indian power-solutions industry.
The connective tissue of that network was the Business Partners Meet. Held in city after city — from Aligarh and Ghaziabad to Ludhiana, Gurgaon and Mysuru — these gatherings brought hundreds of dealers together to see the latest inverters, batteries, solar panels and solar PCUs, to share what was working in their markets, and to be recognised for their results.
Training the channel — at home and abroad
A dealer can only sell what they understand. Su-Kam treated training as a core part of distribution, not an afterthought — running programmes that taught dealers, distributors and their staff how to explain the technology to customers, install it correctly and support it afterwards. These ran at both national and international level — from training halls across India to sessions for overseas partners in export markets — so the same standard of product knowledge and service followed the brand wherever it was sold.
From India to 90+ countries
The same playbook — a strong channel, backed by training and demonstration — took Su-Kam abroad. The company went on to export to more than 90 countries and, in the power-backup sector, set the record for the highest export sales by an Indian manufacturer. Africa became its strongest overseas region, with deep presence in Nigeria, Uganda, Rwanda, Gabon and Malawi, alongside markets across the Middle East, Bangladesh and Nepal. In 2013 it was adjudged Africa’s Most Reliable Inverter Brand.
Behind those numbers were concrete projects: solar power for 35 schools in Rwanda, a product experience centre in Uganda, 2,000 solar street lights across villages in Gabon, and hybrid wind-and-solar systems for remote villages in Malawi.
The events & marketing that powered the channel
- Business Partners Meets in cities across India — from Mysuru in the south to towns across the north
- “Manthan” annual sales conventions that aligned the wider sales force and partners each year
- Dealer, distributor and staff training programmes — national and international
- Product launches and live demonstrations — inverters, batteries, solar PCUs, panels and solar street lights
- International trade exhibitions across Africa, the Middle East and Asia
- “Power on Wheels” demo trucks taking the product range directly to dealers and customers
- Brand-building campaigns — billboards, advertising and early social-media marketing
Seventeen photographs from the network
Photographs from Su-Kam dealer and business-partner meets, training programmes and export activity during the years Kunwer Sachdev led the company. For more dated, source-linked material, see the Facebook archive.
These photographs are historical records from the years Kunwer Sachdev founded and led Su-Kam.