In the rapidly evolving landscape of the Indian printer market, businesses are constantly seeking innovative solutions that cater to their diverse printing needs. With the rise of SOHO setups, SMBs, and corporate environments, the demand for high-quality, cost-effective printing solutions has never been greater. Brother has emerged as a leader in this sector with its innovative products that promise to enhance productivity and affordability. To gain deeper insights into this dynamic market and Brother's innovative approach, Rajeev Ranjan, Editor, Digital Terminal spoke exclusively with Rishikesh Kane, Assistant GM – Marketing, Brother International (India). In this interview, Rishikesh shares his thoughts on the latest trends, the standout features of their new product lineup, and the company’s commitment to customer satisfaction in an increasingly competitive environment.
Rajeev: How do you see the recent expansion of your printer line-up in the context of Brother's strategic vision for the Indian market?
Rishikesh: We're thrilled, especially with the introduction of the Toner Box series, which is specifically designed for Indian customers. Nowadays, customers want printers that not only come at a competitive price but also have a low running cost. Our printers offer exactly that—helping customers save significantly, especially when they’re currently spending over a rupee per page. With features like auto-duplex printing, a running cost of just 33 paise per page, and seamless connectivity to mobile, laptops, and phones, these printers are positioned to boost efficiency and productivity for offices, SMBs, and corporates alike. Plus, our printers and consumables are readily available on platforms like Amazon, Flipkart, and through various channel partners. We’re confident that this launch will help us gain substantial market share within a year.
Rajeev: What steps does Brother take to maintain strong relationships with its partners?
Rishikesh: Our first priority is partner education. The partner is the one communicating directly with the customer, so they need to understand the value beyond just the price point. If customers fully grasp the advantages of our products, they’ll choose Brother without hesitation. For example, no other brand is offering auto-duplex functionality at an entry-level price like we are. We want to provide value for money, not just be the cheapest option. Our strategy focuses on three areas: educating partners, convincing customers, and building visibility through various media channels. We’re confident that our offerings are superior to the competition.
Rajeev: Beyond targeting the corporate sector, what strategies do you have in place to reach general consumers?
Rishikesh: We’re confident that once a customer buys a Brother printer, they’ll stick with us. While we can’t control reviews, we welcome genuine feedback. Over the last 17 years, we’ve used customer feedback to make continuous improvements. If you check platforms like Amazon and Flipkart, you’ll see that half of the top 10 best-selling mono laser printers are from Brother. This is a clear indicator that customers see value in our products. As the customer base grows, we expect to see even more positive reviews emerge organically.
Rajeev: What are the top three unique selling propositions (USPs) that differentiate Brother from its competitors?
Rishikesh: To summarize our key USPs, they are: Brother's legacy as a trusted Japanese brand, the inclusion of auto-duplex printing as a standard feature across all mono and color laser printers, and our low running costs. Additionally, we offer an on-site warranty and free installation. These five factors—brand quality, manufacturing standards, cost-efficiency, and excellent service—instill the confidence customers need when choosing Brother. Our message to both partners and customers is clear: we provide unbeatable value for money.
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