Services
Distributors and dealers who actually sell your range.
I find distributors and dealers in South and West India who already reach the right customers, help you appoint them on clear terms, and then build them up so your range moves off their shelves instead of sitting behind someone else's.
What this covers
- Finding the gaps in your coverage, territory by territory and industry by industry.
- Shortlisting candidates on their customer base, technical ability, credit record and current brands.
- Visits, reference checks and first meetings with the owners.
- Clear appointment terms: territory, targets, margins, stock, credit and schemes.
- Onboarding: product training, demonstration kits and joint calls on key accounts.
- Quarterly reviews, and fixing or replacing dealers who are not performing.
What makes a good adhesive dealer
The best adhesive dealers are rarely adhesive specialists. They are bearing, fastener, tool, hydraulics or MRO supply houses that already walk into your target plants every week. Adding your range to that visit costs them very little.
- Already sells to the plants you want, in the industries you want.
- Has at least one person who can hold a technical conversation with a maintenance engineer.
- Pays on time, and can afford the stock and credit your customers expect.
- Is not already committed to a directly competing brand as its main line.
- Has an owner who is personally interested in growing the category.
Common mistakes I help you avoid
- Appointing too many dealers in one town, which starts a price war and kills everyone's margin.
- Appointing on enthusiasm alone, without checking who the dealer really sells to.
- No targets or stock commitment, so the range becomes a catalogue entry nobody pushes.
- No training, so the dealer can only sell on price.
- Going quiet after the appointment. Dealers push the brands that stay in touch.
For a step-by-step guide, read how to appoint an adhesive distributor in South India.
Questions people ask
How many distributors does an adhesive brand need in South India?
Usually fewer than people expect. Start with one strong distributor for each major industrial cluster, such as Chennai, Coimbatore, Bengaluru and Hyderabad, and add dealers under them as demand grows. Coverage built this way protects margins and keeps prices stable.
Can you fix an existing dealer network instead of building a new one?
Yes. Often the quickest win is reviewing current dealers, agreeing fresh targets with the good ones and replacing the ones who only stock the range without selling it.
Do you visit customers with the dealer?
Yes. Joint calls on key accounts are one of the fastest ways to build a dealer's confidence and show them how to sell the range technically.