In an exclusive conversation with TechnoSports, Mr. Alok Nigam, Managing Director at Brother International India Pvt. Ltd., shares his insights on the evolving role of printing in today’s hybrid work environment, Brother’s latest innovations, and the company’s commitment to sustainability and customer-centricity.
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Future of Printing: An Interview with Brother India MD
Q1: With hybrid work here to stay, how do you see the role of printing changing in today’s offices?
The shift to hybrid work has made flexibility and convenience more important than ever. Employees now need devices that are compact, easy to use, and compatible with mobile devices and cloud platforms. Printing is no longer limited to traditional office spaces, it’s happening at home, in coworking spaces, and on the go. We’re seeing more demand for wireless, multi-functional printers that can be easily set up and managed from anywhere. The focus is on solutions that make printing seamless in a hybrid environment.
Q2: Brother launched 17 new printers. Can you share how these models help tackle current business needs in terms of speed, flexibility, and ease of use?
We introduced 17 new printers aimed at serving the varied needs of SOHO users, SMBs, and larger enterprises. The range included both monochrome and color LED models, with each designed to solve specific business challenges. While some models supported wireless and mobile printing, others focused on high-speed output, network printing, or enhanced security, depending on the use case. The lineup brought together speed, flexibility, and ease of use, allowing businesses to choose models that best fit their work environments, whether remote, hybrid, or office-based.
Q3: Businesses want value without compromising on quality. How does Brother’s technology help strike that balance?
Our approach is to deliver reliable performance at a reasonable cost of ownership. Brother printers are built to last and come with options like refillable ink tanks or high-yield cartridges to reduce long-term printing expenses. We also design our products to be low-maintenance, minimizing downtime. By offering consistent print quality and energy-efficient operation, we ensure businesses get value without cutting corners on performance or reliability.
Q4: How are you addressing the different needs of SMEs, corporates, and creatives? Any real-world examples you could share?
Each segment has distinct requirements. SMEs often need cost-effective, all-in-one solutions that save space and deliver reliable output. Larger corporates look for secure, networked devices with print tracking and fleet management tools. Creative professionals prioritize high-resolution printing and color accuracy.
For instance, we’ve seen marketing agencies opt for our inktank models that produce sharp, vibrant visuals, while healthcare firms have chosen our monochrome laser printers for high-volume document printing with security features. Our portfolio is wide enough to cater to these varied needs.
Q5: What eco-friendly steps has Brother taken, both in product design and operations?
Sustainability is part of our global vision “At Your Side 2030.” We design products that use fewer resources, consume less energy, and produce less waste. We’ve introduced eco-modes in our devices to reduce power and toner usage. On the operations side, we follow strict environmental management protocols and promote responsible recycling through our cartridge return programs.
Q6: Are you seeing more demand for energy-efficient printing from Indian businesses? How is Brother helping them make that switch?
Yes, there’s a growing awareness among Indian companies about reducing their environmental footprint. Many now consider energy usage and sustainability when selecting office equipment. Brother supports this transition with various printers that use less electricity, have automatic sleep modes, and offer duplex printing. We also educate our customers on best practices for eco-friendly printing through our outreach and support channels.
Q7: With 18+ years in India, what’s the next big milestone for Brother?
We’re focused on becoming a more integral part of the digital transformation journey for Indian businesses. That includes offering smarter printing solutions, expanding our service network, and launching devices that support automation and cloud-based workflows. The next big step is to deepen our engagement with businesses across all tiers of the economy and become a preferred brand for both home and office printing.
Q8: Any plans to expand more into Tier 2 and Tier 3 cities? What kind of demand are you seeing there?
Absolutely. These cities are seeing rapid growth in education, small businesses, and digital infrastructure. We’re expanding our dealer network and after-sales service in these regions to meet increasing demand. Many SMEs and educational institutions in Tier 2 and 3 cities are looking for affordable, reliable printing solutions, and that’s where we see strong potential for our ink tank and multifunction models.
Q9: What are some current industry challenges you’re facing, like supply chain, costs, or customer expectations and how are you navigating them?
Like many in the tech industry, we’ve faced global supply chain disruptions and rising input costs. However, we’ve worked closely with our partners to maintain product availability and avoid passing on the burden to customers. We’re also seeing higher expectations from customers who want smarter features and quicker service. To address this, we’ve invested in training, localized support, and product innovation. It’s about staying responsive and proactive in a fast-changing environment.
This interview offers a comprehensive look at Brother India’s vision for the future, their customer-first approach, and their commitment to sustainability and innovation in the Indian market.
