Hella, a global leader in lighting and electronic components and systems for the automotive industry, has built up strong partnerships with a network of channel partners supporting its Independent Aftermarket Division in India. These partners play a crucial role in the overall success of Hella as its brand ambassadors in the various local markets across the country.
In recognition of the contributions of these partners across India, Hella had kick-started the Hella Value Partners (HVP) programme, a preferred-partners scheme for its most important partners in the country in 2011. Through this scheme, select key partners across the region are awarded the status of HVP and are fully backed by Hella with direct access to the company’s expertise in the areas of sales support, marketing expertise, product and technical know-how support and reliable logistics service. In this regard, Hella recently conducted a two-day Channel Partners Meet in Chennai for its partners from the South Zone.
The event was aimed at presenting Hella’s HVP scheme which includes three levels – Premium, Prestige and Platinum – each coming with its own set of benefits for the partners. The performance of the value partners is reviewed after every three months based on three key criteria – Reach, Range and Working capital based on which the HVP status is decided. ‘Reach’ refers to the partners’ customer base and customer perception, while ‘Range’ pertains to the product range under the scope of the value partner and ‘Working capital’ to the financial strength of the partner.
The main focus of the meet was to strengthen Hella’s relationship with its value partners through trust, open communication and mutual commitment as the company works towards achieving common goals with its partners. The programme started with an interesting ice-breaking session for the partners to know about each other and continued with interactive presentations and discussions over a day and a half.
Mr. Ramashankar Pandey, Managing Director, Hella India Lighting Ltd., shared his views on the HVP along with insights on building and maintaining a strong bond between Hella and its channel partners. As part of Hella’s open communication initiative, a discussion platform was set up where partners exchanged their ideas and suggestions for further improving the market reach and growth of Hella products. The meet ended with the distribution of awards to the partners with an excellent track record for the previous year.
Headquartered at Gurgaon, the Aftermarket Division of Hella has its offices and distribution points across India, with a workforce of more than 120. Currently the Independent Aftermarket (IAM) unit has over 116 authorized distributors and 3,000 authorized retail partners to support a wide range of domestic and international lighting, electrical and thermal product portfolios of Hella and Behr Hella Service.
The field sales force of the company visits more than 12,000 customers per month and organizes more than 60 awareness campaigns each month to create awareness amongst target trade partners and target consumers. Hella’s focus is on training and networking with its electricians to ensure optimal service for its end consumers. For customers the Hella India Aftermarket organization is the single face direct partner concerning product varieties sourced from all Hella companies and plants in India and abroad. The IAM unit is headed by Mr. Ramashankar Pandey.