The Indian printing industry is evolving rapidly, driven by advancements in technology, growing enterprise needs, and increasing demand for eco-friendly solutions. In this competitive landscape, Brother India continues to strengthen its position by focusing on innovation, sustainability, and expanding its market presence across SMBs and enterprises. In an exclusive interaction with Rajeev Ranjan, Editor, Digital Terminal, Alok Nigam, Managing Director, Brother India Pvt. Ltd., shares insights into the company’s strategic priorities for 2025, its approach to sustainability, the evolving dynamics of the Indian printer market and etc. He also sheds light on Brother’s channel strategy and how the company is empowering partners to drive higher sales and profitability.
Rajeev: What are Brother’s top strategic priorities in CY 2025? How are you planning to achieve them?
Alok: Our top priority for CY 2025 is to strengthen our presence in the Corporate and SMB verticals, particularly in Printing and Labelling & Marking (L&M) business. We aim to achieve this through aggressive pricing, expanding our partner network, and launching market-driven products to meet evolving customer needs. Additionally, we are focused on enhancing market penetration through strategic outreach and targeted initiatives. By leveraging these strategies, Brother India aims to drive growth, improve accessibility, and deliver innovative, cost-effective solutions that empower businesses with efficiency and productivity.
Rajeev: How is Brother integrating eco-friendly innovations, such as recyclable cartridges and energy-efficient printers into its business model?
Alok: At Brother, sustainability is a key priority, and we are committed to doing our part for the environment. Through our E-Waste Management Policy, we ensure that old printers, cartridges, and other electronic waste are disposed of responsibly. We have a Take-Back Program that allows customers to return end-of-life products to our authorized collection centers for safe recycling.
We are also designing energy-efficient printers that consume less power and using recyclable cartridges to reduce waste. Partnering with certified e-waste recyclers helps us ensure that discarded products are handled safely and do not end up harming the environment.
Our goal is simple—to offer high-quality, reliable products while minimizing our environmental footprint. By making sustainability a part of everything we do, we are taking small but meaningful steps toward a greener future.
Rajeev: In the highly competitive Indian printer market, what sets Brother apart in terms of technology, after-sales service, and overall value proposition?
Alok: Brother stands out in the Indian printer market with its trusted Japanese technology, known for high-quality, cost-effective, and long-lasting products. Our printers are designed for efficiency and durability, giving customers great value. What sets us apart is our strong after-sales service. With 240+ authorized service centers across India, we ensure quick and hassle-free support. Customers can easily reach us through email, chatbot, toll-free helpline, and WhatsApp, making it simple to get help when needed. We focus on more than just selling printers—we ensure a smooth and reliable experience with great technology, affordable solutions, and excellent service, making Brother a trusted choice in India.
Rajeev: Which customer segment, home users, SMBs, or enterprises is currently driving the highest growth for Brother, and how are their expectations evolving?
Alok: All three segments—home users, SMBs, and enterprises—are growing steadily for us. SMBs and enterprises drive demand for high-volume, cost-effective printing, while home users look for easy-to-use, reliable printers for their everyday needs. Customer expectations are changing, with more focus on affordable, efficient, and eco-friendly solutions, along with strong after-sales support. We are committed to meeting these needs by offering quality products, reliable service, and the right solutions for every segment.
Rajeev: With ink tank printers gaining popularity, how does Brother see the future of inkjet vs. laser printing in India? Are both segments equally relevant?
Alok: Both ink tank and laser printers are equally important to us, as they serve different customer needs. Ink tank printers contribute significantly to our business, offering cost-effective, high-volume printing for home users and small businesses. Laser printers, on the other hand, are preferred by corporations and enterprises for their speed and efficiency.
With printing demand rising in both home and corporate sectors, we see strong growth in both segments. We remain committed to providing the right solutions to meet the evolving needs of our customers.
Rajeev: What are the recent developments in your channel strategy, and how are you supporting partners to drive higher sales and profitability?
Alok: We are focused on making business easier and more profitable for our partners. We recently introduced a new order management system to help them process orders faster and more efficiently. We support our partners with competitive pricing, technical assistance, and lead generation to help them grow. Our goal is simple—to ensure they have the right support and opportunities to succeed. By making processes smoother and offering the right tools, we are committed to growing together.
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