Thermax's Channel Associates or TCAs as they are informally known, interact with customers at the local level. Thermax supports them technically and commercially through its Channel Management Group or CMG. CMG and TCA ensure customers reliable and timely delivery of utilities and services to bring in an appreciable amount of business across Thermax's various divisions of Heating, Water & Waste Solutions, Cooling, Chemicals, Enviro, and Chemical & Water Services.

The Channel Management group has almost 400+ products which cater to various industries and regions across the country. In India, a network of 168 Associates covers 28 states and 625 districts. Internationally, Thermax has 26 TCAs in 13 countries in the SAARC, SEA and MENA.

In a well defined process, customers place orders with Channel Associates. All Thermax standardized products are sold by dealers while non standard products are also promoted through direct engineers. Considering their impressive reach in the market, Channel Associates are responsible for enquiry generation, product supply, after sales service and increasing market share.

Thermax helps build capability among its associates through a web portal, newsletter, reward and recognition programs, frequent training, data and MIS support and a Customer Relationship Centre.

Thermax welcomes applications from interested parties to grow with Thermax as Channel Associates.