In an exclusive interaction with CXO Media & APAC Media, Alok Nigam, Managing Director, Brother International India Pvt. Ltd., outlines the changing paradigm of printing through the prism of sustainability and minimising environmental impact. Optimising operating costs while maintaining quality has been another hallmark.
With hybrid work, digitisation, and shifting business needs, how do you see the role of printing changing?
Printing today looks very different from what it used to be. Earlier, printing was largely confined to centralised office setups. Today, with teams split between office and remote locations, there is a strong demand for more flexible, mobile-friendly and compact printing solutions.
Businesses want devices that are easy to set up, use, and maintain, regardless of location. Printing is now more decentralised and personal, with users expecting seamless connectivity, wireless options, and integration with cloud services.
Brother International India Pvt. Ltd. recently rolled out 17 new printers across Mono Laser, Toner Box, and Colour LED & MFPs. How do these address today’s business printing needs?
We launched 17 new printers, keeping different kinds of users in mind, from small offices to large teams. Some models are built for fast black-and-white printing, others offer colour or scanning and copying features. Certain models come with Wi-Fi or network printing, while others focus on speed or saving space. This gives users the freedom to choose exactly what suits their work, nothing more, nothing less.
Cost-efficiency and performance go hand-in-hand for modern businesses. How does Brother’s Japanese tech help strike that balance?
Brother’s technology is rooted in precision, reliability, and efficiency, hallmarks of Japanese engineering. Our printers are designed to optimise operating costs while delivering consistent quality. High-yield cartridges, automatic duplex printing, and energy-saving modes help reduce overall printing expenses. More importantly, our devices are built to last, ensuring long-term value for businesses. This blend of durability and efficiency allows organisations to manage their printing needs without facing frequent maintenance issues or cost overruns.
Could you share how Brother India supports different user segments, SMEs, corporates, and even creative professionals, with the right printing solutions?
We recognise that each segment has its own printing challenges. SMEs typically need reliable, space-saving multifunction printers that are easy to maintain and economical to run. Corporations prioritise centralised control, secure printing, and network integration for large teams. Creative professionals look for high-quality colour output, resolution accuracy, and flexible media handling.
We offer specialised models for each need. For example, our ink tank and mono laser ranges are popular among SMEs, while colour LED printers are preferred by design firms and agencies. Our support network ensures that each customer gets the right guidance before and after purchase.
As businesses get more eco-conscious, what initiatives has Brother India taken to minimise environmental impact, through design, energy savings, or manufacturing?
Sustainability is central to our long-term strategy. Under our global vision “At Your Side 2030,” we are actively working to reduce environmental impact across our product lifecycle. Our printers are designed to consume less energy and use fewer consumables. Many of our models are Energy Star certified and incorporate eco modes to reduce power and toner usage.
Additionally, we have introduced cartridge recycling programs and use recyclable materials wherever possible. Even in our manufacturing and packaging, we are adopting more sustainable practices to minimise waste.
Are you noticing a growing preference among Indian businesses for sustainable printing technology?
Yes, we are seeing a noticeable shift in how Indian businesses approach their procurement decisions. There is increasing awareness about environmental responsibility, and many companies are now making sustainability a key criterion when choosing office equipment.
Energy efficiency, waste reduction, and product longevity are being prioritised. Brother is supporting this shift not just through product offerings, but also by educating customers on how to reduce their printing footprint without compromising on productivity.
Brother has built a trusted presence in India for over 18 years. What is the next milestone you are working towards?
We want to keep growing by offering smarter, easier-to-use products and expanding our services. We are also working on new ways to help businesses manage their printing better, whether it’s remote support or easy maintenance tools. The goal is to be even more helpful to our customers, no matter their size.
Are there expansion plans for Tier two and Tier three cities to tap into demand beyond metros?
Yes, we are already working on that. Smaller cities are growing fast, and we’re seeing more demand for good quality, affordable printers there. We are reaching out through local partners and service centres so people do not have to depend only on big-city options.
What are some of the broader industry challenges you are navigating, be it supply chains, pricing pressure, or changing customer expectations?
Like everyone else, we have had to deal with supply issues and cost increases. But we have worked closely with our teams and partners to keep products available and pricing fair. Also, customers today expect more, they want better support, easier setup, and more features. We are focusing on listening to our customers and improving based on what they need.
