Exclusive Interview with Mr. Alok Nigam, Managing Director of Brother International India.
Alok Nigam, MD of Brother India, outlines a 2025 vision driven by innovation, sustainability, and expansion into key sectors. Brother is enhancing customer experience with eco-friendly solutions and a stronger partner network.
Alok Nigam – Our strategy moving forward is clear, we aim to strengthen our position as a leader in innovative printing solutions, expanding across diverse sectors. By focusing on customer-centric product development and operational efficiency, our goal for 2025 is to further penetrate key markets like SMBs, education, healthcare, and retail. With a robust channel ecosystem and deep customer relationships, our vision for 2025 is to be recognized as the most trusted brand for productivity and efficiency.
IT VOICE – Can you share the key focus areas for Brother India this year?
Alok Nigam – This year, our primary focus is on expanding our consumer printing portfolio. We are introducing products that offer cost-effective printing solutions, such as our Toner Box Series. We are also doubling down on enhancing customer experience post-purchase, strengthening our service and support capabilities. Sustainability remains a core focus as we introduce eco-friendly products that align with environmental standards. Additionally, we are strengthening our distribution channels and digital marketing efforts to enhance product visibility and accessibility for consumers across the country.
IT VOICE – What are some of the recent technological advancements Brother has introduced in its product line?
We have introduced new laser printers designed to improve productivity for small office and home office (SOHO) segments. These printers offer features like faster print speeds, automatic duplex printing, and generous paper tray capacities, making them ideal for high-volume printing needs. Our focus on integrating mobile connectivity ensures that users can print seamlessly from various devices, enhancing convenience and efficiency.
IT VOICE – What are the key trends shaping the printing and office automation industry in 2025?
Alok Nigam- The B2B printing industry in India is evolving with digital transformation and the rise of remote work. While traditional office printing has slowed, businesses now need smarter, more cost-effective printing solutions. Cloud-based and secure printing is becoming the norm, with Managed Print Services helping companies control costs and reduce waste. Companies are increasingly seeking integrated solutions that streamline workflows, enhance productivity, and improve data security. There will also be a growing emphasis on sustainability, with more companies opting for eco-friendly and energy-efficient solutions. Furthermore, we anticipate an increase in demand for high-quality, cost-effective printing solutions for SMBs as they continue to adopt digital-first strategies.
IT VOICE – Which verticals or sectors are driving demand for Brother’s solutions in India (e.g., healthcare, education, logistics)?
Alok Nigam – The demand for Brother’s solutions is growing rapidly across several key verticals in India. Healthcare, education, logistics, and manufacturing are leading the charge. In healthcare, Brother’s durable, tamper-evident labels are helping ensure accurate medication management and asset tracking. In logistics, our label printers are enhancing warehouse operations with high-speed, durable solutions. We are also seeing significant demand in education, where schools and libraries require efficient labeling solutions to manage assets and textbooks.
IT VOICE- How is Brother addressing sustainability and eco-friendly printing solutions amid rising environmental concerns?
Alok Nigam- Sustainability is central to our product development process. Our products are designed to be energy-efficient, and we’re continuously innovating to reduce waste through features like duplex printing and low-energy operation. We also promote recycling and offer solutions that extend the lifespan of our products. Our new range of printers features energy-efficient designs, and we are working on offering more environmentally friendly ink and toner cartridges. We are also committed to reducing waste by offering long-lasting labels that don’t fade or smear, significantly lowering the need for replacements. Additionally, we are pushing for more sustainable practices within our supply chain to reduce our overall carbon footprint.
IT VOICE- How is Brother strengthening its partner ecosystem and distribution channels in India?
Alok Nigam- We are committed to working closely with our distribution partners to expand our reach and improve the customer experience. By offering comprehensive training, marketing support, and a variety of partner incentives, we ensure that our partners are well-equipped to meet the needs of their customers. Our network of authorized service providers ensures that customers across India receive quick and efficient after-sales support. Additionally, we’ve increased our presence on e-commerce platforms to reach a wider audience.
IT VOICE- What initiatives are in place to improve the customer experience post-purchase, including service and support?
Alok Nigam – We have significantly enhanced our post-purchase support through initiatives like our robust network of TouchCentres and dedicated customer service channels. With 250+ authorized service providers across India, we ensure that our customers have easy access to expert help whenever needed. We’ve also introduced WhatsApp support for quick resolution of issues, along with a chatbot and toll-free helplines. Our focus is on building lasting relationships with customers, ensuring they are satisfied long after the purchase.
IT VOICE- You’ve worked with several prominent tech brands. What leadership values have helped you drive Brother’s growth in India?
Alok Nigam – The values that have guided me are customer-centricity, innovation, and integrity. At Brother, we are always looking for ways to adapt to the ever-changing needs of the market while staying true to our core values of reliability and quality. I strongly believe in empowering my team and partners, ensuring we are all aligned in our efforts to deliver the best solutions. In India, I have worked hard to build a culture of trust, responsiveness, and continuous improvement, both internally and in our relationships with customers.
