The printer market in India has been experiencing significant growth, driven by increasing demand from SOHO, SMB, and corporate segments. As businesses seek more cost-effective, efficient, and high-quality printing solutions, brands like Brother have positioned themselves at the forefront of innovation. Brother India recently unveiled an impressive lineup of new printers, specifically designed to boost productivity across various sectors. In an exclusive interview, Rajeev Ranjan, Editor, Digital Terminal, spoke with Alok Nigam, Managing Director, Brother International (India), about the company’s focus on innovation and its commitment to offering customer-centric products.
Rajeev: What are your thoughts on the recent printer launch and how it caters to Indian customers?
Alok: We are extremely excited about this launch. Our new range of printers has been designed with Indian customers in mind, providing affordable printing solutions for everyone—from individual users to large corporate clients and government organizations. Our aim is to offer versatile options that meet the diverse needs of our customers while significantly reducing printing costs.
Rajeev: Affordability seems to be a major focus. Is this also part of a strategy to reduce the use of counterfeit products?
Alok: One of our main objectives is to offer a solution for customers who previously had to rely on cheaper, less reliable alternatives like refills. For many years, Indian consumers struggled with the high cost of printing, which led them to choose refills that compromised on print quality and machine durability. Our Toner Box solution addresses this by reducing the cost per page to just ₹0.33, making it an affordable and high-quality alternative for everyone.
Rajeev: How do you plan to enhance product visibility for both customers and partners over the next six months?
Alok: We are committed to increasing awareness through comprehensive marketing strategies, both online and offline. Our focus will be on digital marketing campaigns, as well as strengthening our distribution channels. By doing so, we ensure that Brother products are easily accessible to customers across multiple platforms and regions, making it convenient for them to find and purchase our printers.
Rajeev: As a 100% partner-driven company, do you see room for expanding your partner network, especially in regions where Brother has less penetration?
Alok: There’s always room for growth in a partner-driven business model. We are constantly looking to expand our network and engage with new partners who can present compelling business opportunities for selling Brother printers. Our growth strategy involves finding partners who can help us reach untapped regions and further strengthen our presence.
Rajeev: Brother, as a Japanese company, is known for its cutting-edge technology. What are the unique selling propositions (USPs) of the technology you've introduced in India?
Alok: Brother has a rich legacy spanning 117 years, and with that comes a deep sense of trust and reliability. Our technology reflects this heritage—it's built to deliver consistent performance and durability. Customers and partners can trust the quality of our products, which is rooted in decades of innovation and technical expertise. This strong foundation gives us a competitive edge in the Indian market.
Rajeev: How do you plan to scale up digital tools to offer better support to customers?
Alok: Customer service is a critical component of our business strategy. We’re continuously expanding our network of service centers to ensure that customers, regardless of their location—from tier 1 cities to tier 5 towns—receive efficient support. We also aim to improve our digital tools, enabling customers to access seamless support without the need to visit service centers physically. This approach will allow us to offer quick and reliable service across all regions.
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