OEM Authorization Code on GeM - The Complete Guide for Resellers

An OEM authorization code is a distinct code given by the original equipment manufacturer (OEM) to its authorized resellers. In fact, it is actually the manufacturer's official letter of approval to the seller. Simply put, it says that the seller is verified and allowed to represent their products on GeM.

The code does quite a bit of work, and not just a formality. For instance, it acts as a seller's identification confirmation on the portal. Furthermore, it makes sure products are genuine and not counterfeit or grey-market imports. Moreover, it guarantees that every transaction has a real manufacturer providing warranty and after-sales support.

The official GeM seller FAQs say that the OEMs of Q2 categories have the responsibility to manage authorized resellers for their brand. One way is by uploading authorization codes directly through the OEM panel, not the portal. Consequently, in the absence of this code, certain products just can't be listed. In fact, the GeM system won't allow it.

This set of two is very often confused with each other. Actually, they perform entirely different functions.

Manufacturers wishing to be an Original Equipment Manufacturer (OEM) on GeM will need to first complete the Vendor Assessment process. As for resellers, they only need the authorization code from the OEM.

Each is necessary - in fact, they are quite complementary, as each performs a completely different function in the GeM model.OEM Vendor Assessment support is available for manufacturing units located globally.

GeM separates its product inventory into four quadrants from Q1 to Q4. Importantly, different OEM rules apply to each quadrant.

In Q2, the OEM has the product listing. Hence, resellers should use the code to "pair" their profile with the OEM's catalog. No code indicates no pairing, and no pairing is no sales. The rules are very simple and straightforward.

The code becomes useful at several stages on GeM. Specifically, these include:

• During product listing - For the catalog to go live, resellers in Q2 categories should enter the code for authorization.
• During bid participation - At the time of bidding, the government tenders for branded products would need proof of OEM authorization.
• During buyer verification - Before making an order, a government buyer can additionally check if a seller is actually authorized.
• During compliance check - GeM's internal systems automatically match the code with the OEM records for validation.

Below is an overview of how the whole system processes, from the OEM side and the reseller side.

For OEMs (Manufacturers)

1. Log in to the GeM seller account. Next, go to the OEM panel.
2. Under the specific category and brand name, go to "Manage Resellers."
3. Subsequently, publish the authorization codes for authorized resellers.
4. Discuss these codes with resellers personally.
5. At any time, one can cancel the codes, and the reseller will no longer have access.

OEMs have the option to bulk load codes with a CSV file. Moreover, they can upload codes, and the dashboard can tell us which reseller is tied to any given code. This step-by-step guidance for setting up an OEM panel is also available with Professional Utilities.

For Resellers (Dealers/Distributors)

1. Request the authorization code straight from the OEM
2. Then, sign in to the GeM Reseller account
3. Navigate to the "My Account" reseller panel.
4. Input the code to receive authorization from the OEM's brand
5. Once approved, the reseller profile gets connected to the OEM's catalog
6. Finally, the reseller is able to list and sell the products on GeM

The whole procedure is, therefore, transparent and well-documented. Each authorization is logged, while each approval is recorded.

Government purchasing agents want to be completely sure that what they buy is right. After all, public funds are spent, and there is no place for counterfeit, poor-quality, or unsupported products in government procurement.

Consequently, the OEM authorization code is a perfect solution for this. It promises what comes next:

• The manufacturer has officially approved the seller.
• The goods are authentic, and the source of each unit is known
• Warranty and after-sales service are effective
• The supply chain is ethical and properly recorded

In fact, a lot of GeM tenders, mostly for IT hardware electronics, medical devices, and industrial equipment, explicitly mention "one OEM-authorized seller." Consequently, those who do not comply are forced out even before the bid opens.

The data originates straight from the real equipment manufacturer. As per GeM's official seller guidelines, the manufacturers should be the ones to upload all their authorization records via their respective panel. The portal can't generate these codes that is totally the responsibility of the OEM.

Your authorization is not only as valid as your relationship with the OEM. If they haven't shared your code, then no amount of paperwork would override the system. It would be simply impossible to pair.

GeM does not solely rely on a seller's declaration. The portal features an integrated verification mechanism that immediately validates each code whenever a reseller inputs it. In fact, this is what goes on internally.

• Step 1: Reseller Submits the Four-Digit Code: Reseller opens their GeM account and proceeds to the Reseller Panel, where they input the four-digit OEM authorization code in the corresponding product category. This code is non-shareable and non-reusable across different sellers.
• Step 2: GeM Gets OEM's Uploaded Data:
  • Portal instantly cross-references the code with OEM's documents. Manufacturers supply these codes by their OEM panel only, not via seller's account. So, GeM has the confirmed data even before any reseller attempts to pair.
  • Three aspects are considered by the system, among others: Company name (Is the code consistent with the OEM that issued it?), Product categories (Is the reseller attempting to use this code in the correct category?), and Validity period (Has the code expired or is it still valid?)
• Step 3: The System Validates or Rejects: When everything is fine the system approves the pairing. It means the reseller's profile is linked to the OEM's catalog and they can begin listing products. If the system notices a discrepancy, for example, a wrong category or an expired date, it rejects the pairing automatically. There is no manual check, and there is no way to bypass this. The portal simply does not allow the listing to go live.
• Step 4: Continuous Monitoring: Verification doesn't end with onboarding. GeM keeps a check on the authorization status of a seller for the whole duration of their active period. One can say that instant syncing is the key. What makes the system trustworthy? Government buyers can be confident that a tag saying "OEM Authorized Seller" is up-to-date and not just a one-time approval from several months ago.

OEM authorization is specifically essential in high-value and brand-sensitive categories. The most common ones consist of:

For sellers operating in any of these segments, getting an OEM authorization is not a choice; it is the very condition for entry. OEM provides authorisation for the Q2 and Q3 categories.

Trying to ignore the authorization step doesn't come without serious repercussions:

• GeM will not permit the association of a Q2 catalog without a valid code
• Product listings might be rejected or taken down
• Additionally, participating sellers will be disqualified from the bids that require "OEM Authorized Seller" mandatorily.
• Furthermore, GeM can tag the account for compliance issues

Even from the buyer's perspective, finding out that the purchased goods have been procured from an unauthorized seller leads to legal and warranty issues for the purchasing department.

The chief concern of the government procurement is quality and accountability. For example, if a government department is buying IT equipment or medical devices, the purchased products should function based on the specifications. Additionally, the products should also have valid warranties, and be supported by a manufacturer that can be traced. Accordingly, the OEM authorization code is the core of these quality control measures.

The effect from the buyer's side is prominent:

• Product genuineness: Government departments are thereby safe from counterfeit products.
• Valid warranty: It is certain, as a result, that the manufacturer will provide support.
• Manufacturer accountability: The manufacturer, thus, is the link in the chain of responsibility.
• Reduced procurement risk: Conflict and substandard supplies are avoided.

Therefore, Rule 149 of the General Financial Rules, 2017, is mandatory to make GeM purchases. The whole system is geared towards verified and accountable procurement.

Onboarding an original equipment manufacturer (OEM) on the GeM needs a number of steps, like documentation, coordination with the manufacturer, finding one's way through the portal, and compliance checks. It may, therefore, take a while as well. Similarly, a lack of attention to detail or an oversight often means a situation where bids are late or products take longer to get listed.

Professional Utilities has helped more than 500 companies accomplish GeM registration and verification. Some of the services provided are: