In this exclusive interaction, Mr. Alok Nigam shares how Brother is aligning its printer and multifunction device strategy with India’s rapidly evolving SMB, SOHO, and hybrid work landscape. He highlights the growing focus on low total cost of ownership, sustainability, wireless printing, and strong channel partnerships as Brother deepens its presence across Tier 2 and Tier 3 markets in 2025.
IT Voice- Brother International has been a trusted name in the printing and imaging segment for decades. How do you see the Indian market evolving in terms of demand for printers and multifunction devices in 2025?
Alok Nigam– In 2025, we see the Indian printing market evolving with strong demand for reliable, cost-efficient printers and multifunction devices, driven by SMBs, SOHOs, and hybrid work environments. At Brother, we are witnessing a clear shift toward ink tank and mono laser printers as customers prioritize low total cost of ownership and long-term productivity. Digital adoption across education, government, and small businesses is also accelerating the need for multifunction devices that combine printing, scanning, and copying. Additionally, growth in e-commerce and home offices is fueling demand for compact yet high-performance printers. Brother’s focus on durability, efficiency, and value positions us well to support this evolving demand. As highlighted in recent market trends, Brother is targeting a significant expansion in ink tank printers, reinforcing our long-term commitment to India’s growing printing ecosystem.
IT Voice- What are the key trends driving the office automation and printing industry today, particularly with the rise of hybrid work models and SMB digitalization?
Alok Nigam– The office automation and printing industry is being shaped by hybrid work models and rapid SMB digitalization, which are redefining how businesses operate. At Brother, we see growing demand for compact, multifunction printers that seamlessly support both home offices and traditional workplaces. SMBs are increasingly prioritizing cost-efficient, high-yield printing solutions that reduce downtime and operating expenses. Wireless connectivity, mobile printing, and cloud-enabled workflows have become essential as teams work across locations. There is also a strong shift toward reliable, low-maintenance devices that deliver consistent performance without complexity. Brother continues to innovate around productivity, durability, and ease of use, ensuring businesses stay agile and connected in this evolving work environment.
IT Voice- Sustainability is becoming a major focus area across industries. How is Brother integrating eco-friendly technologies and responsible manufacturing practices into its product line for the Indian market?
Alok Nigam– Sustainability is deeply embedded in Brother’s product strategy and manufacturing philosophy, including for the Indian market. Brother integrates energy-efficient technologies, low-power consumption designs, and high-yield ink and toner systems to reduce waste and environmental impact across the product lifecycle. Our printers are engineered for longer durability and extended product life, which helps minimize replacements and e-waste. Brother also follows responsible manufacturing practices, including reduced greenhouse gas emissions, resource-efficient production, and increased use of recyclable materials in packaging. Globally aligned with Brother Group’s environmental vision, we are steadily expanding eco-conscious design across ink tank, laser, and multifunction devices in India. Through our “At your side” commitment, Brother continues to support customers in achieving productivity while contributing to a more sustainable future.
IT Voice- Brother has always maintained a strong “Customer-First” philosophy. Could you share how this approach is shaping your product innovation and after-sales service strategies in India?
Alok Nigam– Brother’s customer-first philosophy is central to how we innovate and serve customers in India. Our product development is guided by direct customer insights, ensuring printers and multifunction devices are easy to use, reliable, and designed for real-world business needs. At Brother, we focus on features such as low cost of ownership, durability, and seamless connectivity to enhance everyday productivity. This approach also strongly shapes our after-sales strategy, where we have built a robust service network across India to deliver fast and dependable support. From proactive service initiatives to simplified maintenance, Brother ensures customers experience minimal downtime. By consistently staying close to customer expectations, Brother continues to deliver solutions that truly stand “At your side” throughout the product lifecycle.
IT Voice- The printer market is getting competitive with multiple global and local players. What differentiates Brother in terms of technology, quality, and value proposition?
Alok Nigam– In a highly competitive printer market, Brother stands apart through its strong focus on technology that delivers real value, uncompromised quality, and long-term reliability. Brother’s printers are engineered for low total cost of ownership, with high-yield ink tank and toner systems that reduce running costs without sacrificing performance. Our products are built for durability, reflecting Brother’s decade-long success of ink tank printers in India and their proven reliability. At Brother, innovation is driven by customer needs, resulting in easy-to-use, efficient, and productivity-focused devices. Backed by a robust service network and a customer-first approach, Brother offers a compelling value proposition that balances performance, cost efficiency, and peace of mind. This commitment continues to strengthen Brother’s position as a trusted printing partner for Indian businesses and home users alike.
IT Voice- Could you tell us about Brother’s current channel and distribution strategy in India? How are you supporting your partners to enhance customer reach and service efficiency?
Alok Nigam– Brother’s channel and distribution strategy in India is built on strong partnerships and deep market reach. At Brother, we work closely with a wide network of authorized distributors, resellers, and service partners to ensure availability across metros and emerging tier 2 and tier 3 markets. We actively support our partners through regular training programs, product demos, and enablement initiatives that help them clearly communicate Brother’s value proposition. Digital tools, partner portals, and streamlined processes are being leveraged to improve service efficiency and responsiveness. Brother also focuses on aligning inventory planning and service readiness to minimize customer downtime. By empowering our channel ecosystem, Brother continues to enhance customer reach while delivering consistent, high-quality service nationwide.
IT Voice- In what ways is Brother leveraging digital tools, automation, or AI-driven support systems to improve customer experience and business operations?
Alok Nigam– Brother is actively leveraging digital tools, automation, and AI-driven systems to elevate both customer experience and internal efficiency. At Brother, we are integrating smart connectivity, mobile and cloud-enabled printing, and automated workflows to simplify everyday operations for businesses. AI-led insights are being explored to enhance predictive maintenance, device performance monitoring, and faster issue resolution, helping reduce downtime for customers. Digital platforms and partner portals are also improving service responsiveness and transparency across the ecosystem. For customers, features like mobile apps, remote device management, and seamless wireless printing enable greater flexibility in hybrid work environments. By combining technology with a customer-first mindset, Brother continues to deliver smarter, more reliable, and future-ready printing solutions for India.
IT Voice- How does Brother plan to address the increasing adoption of wireless and mobile printing solutions among enterprises and individual users?
Alok Nigam– Brother is proactively addressing the growing adoption of wireless and mobile printing by designing solutions that deliver seamless, device-agnostic connectivity. At Brother, our printers support Wi-Fi, mobile, and cloud printing, enabling users to print securely from smartphones, tablets, and laptops anytime, anywhere. Solutions like Brother Mobile Connect and cloud-based workflows help enterprises and individual users simplify document management in hybrid work environments. We are also focusing on easy setup, secure access, and reliable performance to reduce IT dependency. For businesses, these capabilities enable faster decision-making and improved productivity. By continuously investing in mobile and cloud innovation, Brother ensures customers stay connected, agile, and productive in a wireless-first world.
IT Voice- What are Brother India’s growth priorities and expansion plans for 2025, particularly across Tier 2 and Tier 3 markets?
Alok Nigam– Brother India’s growth priorities for 2025 are strongly focused on expanding reach and deepening presence in Tier 2 and Tier 3 markets, where demand for reliable printing solutions is accelerating. At Brother, we see rising adoption from SMBs, education institutions, government offices, and home offices in these regions. Our strategy includes strengthening the channel and service network, ensuring faster availability, localized support, and improved customer access. We are also introducing cost-efficient, easy-to-use printers and multifunction devices tailored to these markets. Digital enablement and partner-led outreach will play a key role in building awareness and trust. By combining accessibility, affordability, and strong after-sales support, Brother aims to drive sustainable growth beyond metro cities in 2025.
IT Voice- Finally, what is your message for your channel partners and customers as Brother continues to innovate and expand its footprint in India’s evolving print technology ecosystem?
Alok Nigam– As Brother continues to innovate and expand in India, our message to channel partners and customers is one of shared growth and long-term commitment. At Brother, we remain deeply focused on empowering our partners with the right products, tools, and digital capabilities to succeed in an evolving print ecosystem. For customers, we reaffirm our promise of reliability, value, and technology that truly supports productivity. Innovation in areas such as connectivity, automation, and AI will continue to be guided by real customer needs. With our strong channel ecosystem and service backbone, Brother is committed to staying close to the market. Guided by our “At your side” philosophy, we look forward to growing together and shaping the future of print technology in India.
