Zebra expands India partner network to target MSME growth

Zebra Technologies has expanded its channel strategy in India to focus on small and medium businesses (SMBs), including micro, small and medium enterprises (MSMEs), in the manufacturing and retail sectors. The announcement was made during the company’s India Partner Summit in Goa as Zebra marked the 10th anniversary of its PartnerConnect programme.

The company said the expansion is aimed at helping India’s MSMEs adopt scalable digital technologies and modernise their operations. Zebra noted that India has more than 70 million MSMEs, contributing around 31 percent to the country’s GDP and nearly 49 percent of exports. However, most of these businesses still operate at a micro scale and are in the early stages of digital transformation.

According to Zebra, this creates an opportunity for MSMEs to move directly from manual operations to AI-enabled and connected workflows by adopting the right technologies. The company said such investments would help businesses build scalable infrastructure and prepare for future expansion into the mid-market segment.

Subramaniam Thiruppathi, Country Lead, India and Subcontinent, Zebra Technologies, said many MSMEs in India still lack access to scalable technology despite being a major growth driver. He added that Zebra is strengthening its partner-led strategy in India by offering plug-and-play solutions that improve frontline connectivity, provide real-time visibility and support intelligent automation.

Under the expanded strategy, Zebra’s partners in India will gain access to the company’s Mid-Market programme within the PartnerConnect framework. Zebra said this will provide resellers with resources to address the needs of manufacturing and retail customers while helping them scale operations without facing operational bottlenecks.

The company said it is working with partners to build a future-ready ecosystem in India that supports the digitisation and automation of frontline operations.

Sameer Parekh, Managing Director of QodeNext India, said manufacturing in India is becoming increasingly data-driven, making real-time visibility and operational resilience more important. He said the partnership with Zebra combines enterprise-grade devices with QodeNext’s expertise to support organisations across the value chain.

Kalpesh Shah, Director of Markss Infotech, said Indian enterprises are moving towards data-driven ecosystems where end-to-end traceability is becoming essential. He added that the partnership with Zebra helps solve challenges related to asset management and visibility in the retail and ecommerce sectors.

Rajeshwar Bhatt, CEO and Managing Director of Kemar Automation, said industrial and logistics ecosystems are shifting towards intelligent orchestration. He said the collaboration with Zebra supports enterprises by combining tracking solutions with expertise in advanced port and logistics operations.