Indica Marketing Group

What Indica Marketing Group does

Indica Marketing Group is a marketing group intermediary that connects independent Industrial, Construction, and Safety supply distributors with supplier partners across North America. Headquartered in Newmarket, Ontario, Canada, the company operates a two-sided network comprising 500+ Distributor Members representing more than 1,900 locations and 200+ Supplier Partners. The company is a wholly-owned subsidiary of New Market Group (NMG), a diversified conglomerate founded in 1978 that manages marketing groups across Foodservice, Industrial Supply, Lighting, Home Décor, and Construction Equipment verticals.

The core offering consists of annual volume-based purchasing programs and promotional opportunities. Indica consolidates distributor purchase volume and negotiates enhanced incentives from Supplier Partners, which it channels back to its Distributor Members. The company runs an annual buying show called Sell-A-Rama, scheduled for February 23-26, 2026 at the Hilton San Diego Bayfront, where distributor decision-makers and supplier representatives conduct face-to-face negotiations. Indica also operates Indica University, a member training platform hosted on BlueVolt (go.bluevolt.com/Indica/s/). No proprietary technology platform is disclosed; the company does not develop or license its own software.

The business model is a volume-based intermediary model: no fees, dues, or investments are charged to Distributor Members, who maintain full operational independence and deal directly with suppliers. Revenue is generated through transaction-fee or volume-incentive arrangements with Supplier Partners tied to consolidated distributor purchasing. The GTM motion combines direct sales outreach (President for distributors, VP for suppliers), an event-driven anchor via Sell-A-Rama, and a channel-partner model under which suppliers gain access to the distributor network. The company is privately held with a small headcount of 1-10 employees at the Newmarket office.

Name

Indica Marketing Group

Legal name

Indica Marketing Group

Website

https://indicamarketinggroup.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Indica Marketing Group is a Newmarket, Ontario-based marketing group connecting 500+ independent industrial, construction, and safety supply distributors across 1,900+ North American locations with 200+ supplier partners through volume-based programs and an annual buying show (Sell-A-Rama).

Ownership category

akta.pro rank

Product category

Industrial Supply Distribution Services

NAICS

Advertising Agencies (541810)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Sales Promotion Management (Coupons, Rebates, Sampling, Sweepstakes) (MPAAAJAE)

akta.pro secondary industry

Product & Brand PR (Consumer & B2B) (BPAFADAH)

Keywords

• Marketing group services
• Industrial supply distribution
• Group purchasing programs
• Buying show events
• Distributor partnership programs

Headquarters

HQ city

Newmarket

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Revenue model

1. Volume-Based Programs: Indica generates revenue by consolidating purchasing volume from its Distributor Members and leveraging collective buying power to negotiate enhanced incentives and promotional opportunities from Supplier Partners. The group focuses on annual volume-based programs that drive profitability for members.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels4 records

Core offering

Indica Marketing Group operates a marketing group that connects industrial, construction, and safety supply distributors with supplier partners across North America. The company consolidates purchasing volume from its 500+ Distributor Members across 1,900+ locations to negotiate enhanced incentives and promotional opportunities from 200+ Supplier Partners. Members retain full business independence while accessing group-level programs, with no fees, dues, or operational changes required.

Product overview

Indica Marketing Group operates as a marketing group platform connecting Industrial, Construction and Safety supply Distributors (500+ members, 1,900+ locations) with Supplier Partners (200+). The core offering consists of annual volume-based programs and promotional opportunities designed to increase profitability for distributors and grow market share for suppliers. Key features include Sell-A-Rama, the annual buying show for face-to-face negotiations, and Indica University, a training platform powered by BlueVolt. The company is an NMG (New Market Group) Company.

Differentiator

Problem solved

Functional benefit

Products and services

• Volume-Based Programs

Quantifiable outcome

• Over 500 Distributor Members with over 1,900 locations across North America
• +2 more outcomes

Named customers2 records

Segments2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• New Market Group (NMG)coreStrategic or Co-development Partner · 1 January 1978New Market Group (NMG), based in Newmarket, Ontario, is the parent company of Indica Marketing Group. NMG is among the leading portfolio of marketing groups in North America, comprised of marketing groups in Foodservice, Industrial Supply, Lighting, Home Décor, and Construction Equipment industries. Since 1978, NMG has fostered deep-rooted relationships with key industry stakeholders. NMG manages a Market Information Division and offers Marketing Services tailored to specific industries.
• Supplier PartnerscoreChannel Partner/ Reseller/ DistributorOver 200 Supplier Partners in the Industrial, Construction, and Safety supplies sectors. These partners benefit from Indica's focused marketing approach to increase market share through annual volume-based programs and promotional opportunities. Indica maintains constant contact with Distributor Members to provide feedback that results in increased market share for Supplier Partners.
• Distributor MemberscoreChannel Partner/ Reseller/ Distributor500+ Distributor Members representing more than 1,900 locations across North America. These independent distributors benefit from consolidated buying power without losing business autonomy. There are no fees, dues, or investment required to join. Members maintain independence and continue dealing directly with their Suppliers while accessing best opportunities through annual volume-based programs and promotions.

Scale indicators4 records

Recent moves4 records

Expansion highlights2 records

Direct peers

• Affiliated Distributors (AD): AD is one of the largest North American marketing groups for independent distributors across multiple verticals including industrial, electrical, plumbing, and HVAC. It is highly comparable to Indica as a two-sided distributor-supplier marketing group running volume-based programs.
• NetPlus Alliance: NetPlus Alliance is a buying and marketing group for industrial distributors, providing volume programs and supplier partnerships. Closely comparable to Indica's distributor-consolidation model in the industrial supply space.
• IMARK Group: IMARK is a marketing group for independent distributors in the industrial, electrical, and building products sectors. It is directly comparable to Indica in model (consolidated distributor volume, supplier programs, annual member events) and in target verticals (industrial supply).

Others

• NAED (National Association of Electrical Distributors): NAED is a trade association serving electrical distributors, comparable to Indica in the membership-network model for distributors, though serving a different vertical. Represents the broader ecosystem of distributor-focused membership organizations.
• SPAR Group: SPAR Group provides sales, marketing, and merchandising services to manufacturers and retailers across channels. Comparable to Indica in facilitating B2B trade marketing and in-store execution, though operating as a service vendor rather than a member network.
• Crossmark: Crossmark is a sales and marketing services company focused on retail execution, trade marketing, and shopper engagement. Comparable to Indica in providing trade marketing and promotional program support to brand suppliers, though oriented to retail rather than industrial distribution.
• The NewMarket Group (NMG): NMG is the parent company of Indica and operates sister marketing groups in Foodservice, Lighting, Home Décor, and Construction Equipment. It is comparable as the umbrella entity managing multiple distributor marketing groups in adjacent verticals, providing shared services.

Broad incumbents

• HD Supply Holdings: HD Supply is a large national distributor of industrial, construction, and maintenance products. It serves the same end markets as Indica's distributor members and represents the consolidation pressure on Indica's independent distributor base.
• MSC Industrial Direct: MSC Industrial is a major direct marketer and distributor of metalworking and industrial supplies in North America. It operates in the same industrial supply vertical as Indica's members, representing both a competitor to independents and a channel alternative for suppliers.
• W.W. Grainger: Grainger is a leading broad-line industrial supply distributor with significant North American footprint. Its scale makes it both a destination channel for suppliers and a consolidation threat to Indica's independent distributor members.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/indica-marketing-group

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Indica Marketing Group