From Metro to Tier 3: Brother India’s Strategy to Democratize Business Printing

ALOK NIGAM
MD, BROTHER INTERNATIONAL INDIA PVT. LTD.

AS ENTERPRISES EVOLVE WITH HYBRID WORK MODELS AND GROWING TECH ADOPTION BEYOND METROS, BROTHER INDIA IS REDEFINING PRINTING SOLUTIONS TO MEET EMERGING BUSINESS NEEDS. FROM PRECISION-DRIVEN JAPANESE ENGINEERING TO ECO-CONSCIOUS DESIGN AND EXPANDED TIER 2 AND 3 OUTREACH, THE BRAND IS STAYING RELEVANT IN A FAST-CHANGING ENTERPRISE LANDSCAPE. IN AN E-INTERVIEW WITH VARINDIA, MR. ALOK NIGAM, MD, BROTHER INTERNATIONAL INDIA PVT. LTD. SHARED HOW COMPANY’S CUTTING EDGE PRODUCTS ARE HELPING IT TO STAND THE COMPETITION IN THE INDIAN MARKET.

How does Brother India’s Japanese technology offer a competitive edge in delivering reliable, cost-effective printing for today’s dynamic enterprise needs?

At Brother India, we’re closely tuned into the shifts happening across the enterprise landscape, from hybrid work models to leaner teams and faster turnaround times. Our approach has been to simplify printing for businesses without compromising on quality or reliability. Whether it’s a growing startup or a large enterprise, the focus is on offering compact, durable machines that are easy to operate, low on maintenance, and built to last. We’ve also enhanced our after-sales support to ensure businesses experience minimal downtime, which is critical in today’s fast-paced environment.

Brother’s Japanese legacy is built on precision, consistency, and durability, qualities that are deeply valued in the Indian business environment. Our machines are engineered to deliver high page yields with minimal intervention. This means lower running costs over time, making them a smart investment for enterprises that need dependable performance. It’s not just about saving money upfront; it’s about giving businesses a printing partner they don’t have to second-guess. That confidence stems from the design quality and the rigorous testing each product goes through before reaching the customer.

How do you see eco-friendly printing trend shaping purchasing decisions among Indian enterprises?

There is a definite shift in mindset. We’re seeing more businesses ask questions about energy consumption, cartridge yields, and paper-saving features. Sustainability is no longer just a buzzword, it’s becoming a factor in procurement decisions. At Brother, we’ve taken several steps in this direction. Many of our devices come with duplex printing as a standard, and are designed to consume less power. We also run a recycling program that encourages responsible disposal of used cartridges and machines. Indian businesses, especially mid-sized firms, are increasingly responsive to these aspects when evaluating solutions.

How do you plan to tap the rising demand for high-quality business printers from Tier 2 and Tier 3 markets?

There’s a quiet revolution happening in Tier 2 and Tier 3 cities. Businesses in these regions are becoming more tech-savvy and ambitious, and they’re demanding the same level of performance and service as their metro counterparts. We’ve expanded our distribution network and service touchpoints in these areas, ensuring that customers don’t feel a gap in availability or support. We’re also working with local partners to understand on-ground challenges and offer the right mix of models that fit both budget and performance needs. These markets are no longer secondary, they’re central to our growth roadmap.

Our partners are instrumental in reaching tier 2 and tier 3 cities. Through a strong dealer network, localized marketing, and enhanced service infrastructure, they’ve helped us establish a significant presence. Our Toner Box Series, offering cost-effective printing, has been particularly well-received in these markets.
What key strategies is Brother India using to address market challenges like
 
supply chain disruptions, changing customer needs etc.?

The past couple of years have taught us the value of agility. We’ve reworked our supply chain to reduce dependency on any one route or region. We’ve also invested in better inventory forecasting and planning so that our partners and customers don’t face long waiting periods. On the cost side, our focus remains on optimizing internal operations so we can shield our customers from price shocks as much as possible. Importantly, we continue to listen to our customers and adapt our offerings, whether it’s bundling service packages or expanding our lineup with high- yield, low-maintenance machines. Channel partners are integral to our growth, and we empower them with pricing, training, and support to drive market expansion and meet our 2025 targets. While some adapt quickly to digital tools, we remain committed to helping all partners bridge technology gaps through ongoing guidance and training.

With the government’s strong push to boost   domestic   manufacturing, is Brother India exploring local manufacturing opportunities?

We’re aligned with the government’s vision of strengthening the ‘Make in India’ ecosystem. While we already have a strong footprint in India through our sales and support network, we are actively exploring ways to deepen our local presence. This includes evaluating the feasibility of local assembly or partnerships that can enhance supply chain efficiency and reduce lead times. It’s a step-by-step process, and we want to make sure we build something that is sustainable, adds value to the ecosystem, and keeps the Brother promise of quality intact.