“We believe in ethical business practices and strive to ensure profitable business opportunity for all our Channel Partners” – Alok Nigam, General Manager – Sales, Marketing & Service, Brother International India Pvt. Ltd

5th September 2013 | By Mouseworld Now Correspondent |

Alok Nigam-General Manager-Sales-Marketing & Service-Brother International India Pvt. LtdIn an exclusive interview to Mouseworld Now,  Mr. Alok Nigam, General Manager – Sales, Marketing & Service, Brother International India Pvt. Ltd, reveals his business priorities, plans, and much more. Here are the edited excerpts…

Q. Would you please give a brief introduction on Brother Printers and the various printer categories it offers in the Indian market?

Ans:  Brother International (India) Private Limited is a wholly owned subsidiary of Brother International Corporation, Japan, which is part of USD 5.0 Billion Brother Industries, Ltd., Japan. The product mix includes Mono Laser &Colour Printers and Multifunction Centers, Inkjet Multifunction Centers, Facsimiles, Labelling Solutions.

Q. Indian market has many well-entrenched players in the printer space. Given the fact that Indian market is highly price-sensitive, how do you plan to further penetrate the highly competitive printing market in India?
Ans:  While India is a price-sensitive market, we do firmly believe in giving quality products at affordable price points and not sell just the cheapest products. Indian customer is highly tech-savvy and demands quality at affordable prices. Our new range of Mono Laser printers is designed to give the User a hassle-free printing experience & affordable prices of both Hardware and Consumables.

Q. What is your best-selling printer in the Indian market? Any major innovative product from the Brother stable you would like to mention?
Ans: There are many best sellers from Brother India in both Laser and Inkjet segment. The newly launched range of Mono Laser printers, designed for Emerging markets, reduce paper jams through techniques likes Longer Side Guides, Twin Rollers and a C-Path instead of customary S-Path & Compact Machines.

Q. How are Brother International products poised against printers from major competitions in the market?
Ans: Brother is a leading global brand in the Printing Industry and we bring same World-Class products to Indian market. Such quality products are very competitively priced against the major competition.

Q. On the face of the ongoing global economic slowdown, there is a general slump in demands. What plan you have up your sleeves to beat this demand slump, while still ensuring quality offerings?
Ans: Such demand slumps are temporary in nature and we believe in healthy growth of Indian printer market. Brother has a very long term perspective of the Indian market. We believe in educating our Customers about the quality and low cost of ownership which Brother offers them. At the same time, we work closely with our Channel partners to ensure a healthy and profitable business for them. Actions like these would ensure Brother’s growth in India.

Q. As a fast-growing player in the printing technology space, where would you like to be in the next 5 years or so?
Ans: In India, we have a clear goal of attaining 25% market share in the Mono Laser Printer/MFC segment within next 5 years.

Q. What are the major trends in the Indian printer market now?
Ans: The market is clearly moving towards Multi-Function devices instead of Single Function printers. The SOHO/SMB/Corporate segment needs crisp printouts at high speeds, hence they have clear preference for Laser Printers and Brother India is also highly focused on this segment. The Home Segment continues to be bullish about Inkjet technology due to their preference for Color printing.

Q. What constitutes your key market strategy in India?
Ans: Our market strategy revolves around making Synergy between:
i. Bringing Globally strategic models into India to offer Hassle-Free printing experience at affordable prices.
ii. Healthy business opportunities for our Channel partners.
iii. Providing efficient and Customer-friendly Service reach.
iv. Improved Supply-Chain management.

Q. Given the shift in market trends, what do you think lies in store for solution providers/ system integrators who sell to enterprise and SMBs?
Ans: The solution providers and system integrators will remain very relevant to Enterprise and SMBs because they sell complete solutions on the basis of matching Customer needs with different technologies and products available in the market.

Q. Do you plan any significant market expansion in near future?
Ans: In addition to tier-1 cities, we are continuously looking at expanding our reach into tier-2 and tier-3 cities and towns of India.

Q. What level of channel engagement happens at Brother International?
Ans: Apart from offering quality products, Brother provides technical and product training to its channel partners. We also have specific loyalty program like Brother Select Partner, which will provide extra benefits to Resellers who buy from our Tier-1 regional/master distributors.

Q. Offering Managed Print Services to enterprises through partners has become the standard channel practice for major printers like HP, Xerox and Canon. Do you have any existing business plan like this or is it in the pipeline?
Ans: At present, Brother India is not engaged in Managed Print Services.

Q. Your message to the channel community…
Ans: Brother India is a Japanese organization which offers world class products at affordable prices. We also have a very efficient Service network. We believe in ethical business practices and strive to ensure profitable business opportunity for all our Channel Partners.


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