How much to spend on dealer gifts: a per-head band for each tier, and how to work out the totalHow much to spend on dealer gifts: a per-head band for each tier, and how to work out the total

Decide the band per tier, then do the sum

There is no fixed rule for how much a company should spend on dealer gifts, and anyone who quotes a single number does not know your network. What works is a simple method: group your dealers into tiers, give each tier a per-head band, multiply by the number in each tier, and add delivery. The budget follows from the network, not the other way round.

Three bands most companies end up using, with what each buys:

1. Under Rs 500 a gift, for small retailers and sub-dealers: a sweets box from a local seller, a branded calendar from a printer, or a handmade piece such as Raajkosh Diya Candles, Rs 449 for six wax diyas, or the Lotus Candle, Rs 349.
2. Rs 500 to Rs 999, for regular dealers: a better sweets or dry fruit box, a useful shop item, or Raajkosh Matki Candles, Rs 599 for four, or the Shankh Candle, Rs 799.
3. Rs 1,000 and above, for top distributors: silver, a premium hamper, or a box of two or three pieces, such as Marble Seashell Candles at Rs 999, or the Shankh Candle with Urli Candles at Rs 1,498.

Raajkosh figures are shop prices per piece, GST included; your quote confirms the final price per gift with branding and delivery. These three bands are the same ones on our corporate page.

What should move your dealer budget up or down

• The dealer's share of your business. A distributor carrying a large part of a region's sales sits in the top band; a retailer who orders twice a year does not.
• What competitors give in your market. Ask your sales team what dealers received last Diwali. You do not need to match it, but you should know it.
• How many years the relationship has run. A ten-year partner deserves the next band up, even if volumes dipped.
• Your own gift policy and theirs. Keep every gift modest enough that it reads as thanks, not as a trade incentive. Larger, organised distributors may have rules on accepting gifts; check.
• Delivery and branding. Shop prices are not the whole cost. Under Rs 999 a single shop order adds Rs 79 shipping; a corporate quote includes delivery to each address and branding, so ask for the full figure before you commit.

A worked example for a 90-dealer network

That is a little over Rs 50,000 in all at shop prices, before branding and delivery, which the quote confirms. Swap a piece and the sum changes: with the Shankh Candle (Rs 799) for regular dealers, that tier becomes Rs 23,970.

For what to give at Diwali itself, see our Diwali gifts for dealers and distributors page.

Our terms, so you can budget them

From raajkosh.com/corporate, and in full on our corporate gifting terms page:

• From 10 gifts, no minimum order value, so even one tier can be a separate order.
• We publish no bulk rate or discount. The quote confirms the final price per gift; budget on shop prices until then.
• Your logo on the gift tag, the note card or a wax seal.
• GST invoice with your company's billing name, address and GSTIN; your accountant will tell you how to book it.
• To every dealer's address, anywhere in India, from one list.
• Prepaid, as set out in the quote. No cash on delivery.

We are a new maker in Jalandhar, Punjab, hand-pouring pure soy wax. We have no reviews or client names to show.

When our pieces do not fit your dealer budget

• Your small-retailer band is far under Rs 179, our lowest shop price. A printed calendar or a sweets packet will fit better.
• Your top band is silver or electronics. Buy those from a jeweller or an electronics supplier.
• You need one supplier for thousands of dealers. A large gifting company with regional warehouses may suit.

For the card on any candle: burn on a heat-proof plate, never leave it unattended, keep each burn to 3 to 4 hours.