Brother International (India) Commits to Quality and Innovation with New Printer Line-up

Brother International (India), led by managing director Alok Nigam, emphasizes quality over low-end products. The company offers high-quality specifications even in its affordable range and recently launched 17 new printers aimed at improving productivity. With plans for substantial growth in ink and mono laser printer segments, Brother remains committed to customer satisfaction.

Japanese electrical equipment maker Brother International (India) prioritizes quality and value over low-end products that compromise on performance, Managing Director Alok Nigam said on Thursday.

During an interaction with PTI, Nigam emphasized that even the most affordable products in Brother's portfolio maintain high-quality specifications, and the company will not sacrifice quality to compete with market peers.

'It is very easy to be the lowest price company, but low prices come with certain compromises, something that is not in Brother's DNA. We prefer offering good quality at affordable pricing without compromising specifications,' he said during the launch of the company's new line-up of 17 printers.

Nigam highlighted the company's confidence in its product quality as a key differentiating factor from other market players.

'We know from experience that regardless of our market share, users in any country, including India, who use Brother products often become ambassadors for the brand. Preserving and cultivating this trust is crucial for us,' he added.

Brother International (India), a 100% subsidiary of Japan's Brother International Corporation, entered the Indian market in 2006. With its headquarters in Mumbai and six regional offices, the company employs 240 people in India and operates across three major business segments: printing, labelling and solutions, and home and embroidery.

Nigam further noted the company's focus on serving both B2B and B2C customers, catering to diverse needs with a wide-ranging product portfolio.

'We are focused on both segments, as they have different requirements, and we have a product range that suits both,' he said.

The company has experienced 19-fold growth over the past 17 years and is optimistic about increasing its market share in the coming years.

'Our market share in mono laser printers in India is about 15%, and in ink tanks, it stands at 7-8%. We aim to significantly grow our ink tank segment to 25% and the mono laser segment to 35% in the next three years,' Nigam revealed.

The company also plans to introduce coolers for forklift workers soon.

On Thursday, Brother launched a line-up of 17 new printers aimed at enhancing the productivity of SOHO (small office, home office), SMB (small and medium business), and corporate segments.

'We are pleased to present 17 new printers to the Indian market, meeting the evolving need for top-tier printing technology at an affordable price. These new single-function and multifunction printers offer cost-effective solutions that boost business productivity without any compromise,' Nigam said.

(With inputs from agencies.)