Sanjay Ahuja joins FVC as CEO

Sanjay Ahuja has recently joined value-added distributor, FVC as the Chief Executive Officer for the Middle East and Africa region. With more than two decades of experience in sales, channels, operations, product management and services, Ahuja brings a number of fresh ideas to increase collaboration with partners and implement new initiatives that not only excite FVC’s partners but also guide them to make more margins.

Sanjay Ahuja, CEO, FVC

In addition, he will contribute to the company’s continuing efforts for expansion into new geographies and increasing footprint in the MENA region.

“To increase our reach in the region, our plans also include establishing physical presence in a number of countries. We are evaluating countries like Levant and Maghreb region that have grown in the past few years and have scope for growth,” explains Sanjay Ahuja, CEO – MEA, FVC. However, our expansion plans go beyond entering new countries and include adding new products to our portfolio and increasing our partner base.

This is where my previous experience helps as we continue to look for new areas of distribution and building new relationships. Coming from a Systems Integrator and OEMs, Ahuja feels that he knows the channel well enough in terms of where the gaps are that need to be addressed to strengthen the business.

“Today, distribution has fundamentally changed from a stocking and selling model to one where distributors act as an extended arm for the channel. I understand the channel dynamics and also where the missing links are for better channel economics.”

Prior to joining FVC, Ahuja worked with AGC Networks as Senior Vice President and Country Manager for Middle East and Africa.