Xerox is an iconic brand

What were the reasons behind Xeroxs re-branding?



With the growth of our business in the last seven years and especially in

the last two years, re-branding was essential since Xerox is an iconic brand.

And with re-branding we are no longer a copier company and are more involved

with printing solutions.

What is the scope of digital printing in India?



The overall Indian printer market is growing at 12.2% and is expected to

grow to $1.7 bn by 2010. Within the overall digital printing market, which is

presently only 4% of the overall printing market, it is projected to grow to 8%

in 2010. The applications in this segment are to a large extent dependent on

creativity. Digital printing is a boon if one needs quick printing since offsets

takes at least a day while on the other hand digital printing can be done in a

matter of few seconds. It is also useful if you require short run lengths. For

instance, if you need to print 100 copies of a book, you do not need to go in

for offset printing, instead digital printing will suffice.

Which are the verticals where digital printing can be used?



Earlier people used to first print books and then sell them; now the trend

has been reversed. The actual printing cost is 1/6 of the overall printing cost
including storage and logistics cost. So if you only print what you need, you

can save on the distribution cost and inventory costs.

The verticals that are increasingly using digital printing include telecom,

insurance, and banking. And soon retail too is going to adopt digital printing

in a big way.

What will be your strategy for tapping the digital printing market?



This market needs awareness and education for popularizing the use of

digital printing. As we know that market equipments are mostly purchased by

corporates instead of printers, which incidentally are family-run businesses. We

have a three-pronged plan for tapping this growing market. Firstly, we approach

the printers and explain to them what can be done with digital printing.

Secondly, we explain to corporates the benefits of digital printing depending on

the vertical they are in. We also approach the advertising fraternity since they

are the ones who decide on the sort of campaign and brochures required.

We are planning to venture in tier-2 cities by expanding our channel network. As

of now we have thirty channel partners and we are planning to increase the

number to forty-five by the year-end.

Stuti Das



stutid@cybermedia.co.in