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HP India Moves to Boost Entry-level Printer Market

HP India Moves to Boost Entry-level Printer Market

by on 05-17-2013 02:44PM in Recart News, Industry News


Hewlett-Packard India recently introduced a new series of feature-rich inkjet printers with prices ranging from Rs 8,000-Rs 51,000.
HP plans to roll out a multi-channel advertising and marketing campaign across print, digital, out-of-home and at point of sale outlets so as to grasp the value proposition of its new range of printers for the target segment. Ranjivjit Singh, head of marketing, Printing & Personal Systems India, HP India, says, "It is like creating a new category. It will be one of our most visible campaigns.
The market for printers in India was valued at around Rs 43,000 crore in 2012, with laser printers dominating the show. The inkjet printers in value terms accounted for around Rs 5,700 crore. Of the 1.1 million inkjet printers shipped in 2012, 80-85 percent was picked up by home users, essentially students and professionals, a growth segment for the industry. However the business inkjet market remained depressed, dragging down the entire inkjet segment. It was pointed out that printing is the biggest driver in the business segment.
Another customer feedback was the huge gap in quality of print between laser and inkjet printers. Original ink re-fills had to be cheaper and more convenient to keep overall cost of printing and maintenance on the lower side. There is also a trend of consolidation of printing devices in offices. This means businesses preferred multi-functional devices.
And about 90% users used their printers for black & white printing. "Customers in this segment largely compromised on features and functionalities to fit them into their budget," says Nitin Hiranandani, director - printing systems, Printing and Personal Systems, HP India.
The two models in HP Officejet Pro B&W series were priced at Rs 7,999 and Rs 11,999, respectively. They were specifically designed and developed to cater the printing needs of small businesses and the SOHO market in India and China. Interestingly, the models offer print, scan and copy features.
A laser printer with similar features comes double priced as the latest offerings. Hiranandani says that the move will help expand the market.
According to analysts, the B&W inkjet printers would create a new segment in the market.

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