In this exclusive interview, Alok Nigam shares how Brother India is aligning global strategies with local needs, focusing on AI-driven solutions, sustainable printing, and empowering SMBs. He also highlights the company’s commitment to partner enablement, digital transformation, and India’s journey toward a future-ready, eco-conscious economy.
IT Voice- What are your key priorities as the Managing Director of Brother India, and how do they align with the company’s global vision?
Alok Nigam– Our priorities are to align global vision with local realities, by supporting “Make in India,” addressing SMB pain points, and building long-term partner relationships. The focus is on demand generation, channel enablement, and brand trust, ensuring that Brother’s global strategy is executed with regional relevance. Equally, we are driving solution-led campaigns that balance short-term sales objectives with long-term customer loyalty.
IT Voice- How has the Indian printing and imaging market transformed in recent years, and what role is Brother playing in shaping this landscape?
Alok Nigam- The market has shifted with AI, automation, and data analytics. At Brother, we’ve moved beyond product marketing to predictive insights and digital-first engagement. By offering solution-driven campaigns and ROI-focused content, we’re shaping the landscape with value-driven, future-ready solutions. For example, our new printer series and professional labelling solutions address hybrid work needs and compliance challenges across multiple industries.
IT Voice- Sustainability and eco-friendly practices are becoming increasingly important. How is Brother integrating green initiatives into its products and operations in India?
Alok Nigam- The future of B2B marketing and solutions is inseparable from sustainability. At Brother, we are aligning with green initiatives to support eco-conscious enterprises. From cost-effective toner technologies to energy-efficient devices, our focus is on enabling sustainable printing while ensuring business productivity. Globally, Brother has committed to its “At Your Side 2030” vision, and in India, we are ensuring that sustainability is built into both our product design and operational practices.
IT Voice- What innovations in printing and digital solutions are you most excited about, and how do they cater to the changing needs of Indian businesses and consumers?
Alok Nigam- I’m most excited about AI-driven personalization and experience-led solutions. Brother is leveraging AI to predict customer needs, integrating automation for efficiency, and creating interactive engagement formats. This caters to SMBs, enterprises, and consumers who demand faster, smarter, and more sustainable solutions. Our recently launched 17 new laser and LED printers are a great example, delivering speed, cost-efficiency, and wireless connectivity for modern businesses.
IT Voice- The pandemic accelerated digital adoption. How has this shift influenced the demand for Brother’s solutions in India?
Alok Nigam- The accelerated digital shift has increased demand for demo-driven engagements, solution-based campaigns, and hybrid models of work. Brother’s digital-first approach, supported by mobile and cloud-enabled solutions, ensures customers can adopt technology that helps them make faster and smarter decisions. Additionally, our mobile connect app and professional labelling range are designed for industries that now need compliance, remote accessibility, and mobility in their workflows.
IT Voice- Brother has a strong global brand reputation. How do you adapt global strategies to suit the unique requirements of Indian customers and partners?
Alok Nigam- We adapt by localizing global strategies, aligning with Indian business culture, customizing channel incentives, and addressing SMB challenges. While ensuring global consistency, we fine-tune campaigns for regional impact, making Brother a trusted partner in the Indian market. For instance, while global customers may value brand legacy, Indian buyers often demand visible ROI and efficiency, which we highlight in our marketing and partner-led engagements.
IT Voice- How does Brother India engage with its distribution and channel partners to ensure wider reach and better customer experiences?
Alok Nigam- Channel engagement is central to our strategy. We focus on education, enablement, and ROI-led content for partners. Through joint planning, demo-driven campaigns, and structured feedback loops, we empower our partners to deliver enhanced customer experiences across India. In fact, our shared KPIs and strong partner programs ensure that sales, product, and marketing teams all move in the same direction, driving long-term relationships instead of transactional sales.
IT Voice- What challenges do you foresee in the Indian market, and how is Brother preparing to overcome them?
Alok Nigam- Challenges include digital fatigue, commoditization, and balancing price vs. value. We address these by focusing on meaningful engagement, building brand trust, and ensuring our sales, product, and marketing teams are aligned with shared KPIs. This cross-functional approach helps us stay ahead. Equally, our investments in AI-driven insights and solution-oriented campaigns give us the agility to respond quickly to changing customer expectations.
IT Voice- Looking ahead, what are your long-term goals for Brother India, and how do you envision the company’s contribution to the country’s digital and technological growth?
Alok Nigam- Our long-term goal is to lead with AI-driven personalization, sustainable branding, and experience-led marketing. Brother India will continue enabling SMEs, corporates, and partners with solutions that drive efficiency and align with India’s digital and sustainability goals. By helping businesses adopt eco-friendly, intelligent, and reliable printing and labelling systems, we see ourselves contributing meaningfully to India’s journey as a digital-first, future-ready economy.
