HP India Moves to Boost Entry-level Printer Market

Hewlett-Packard India recently introduced a new Series of feature-rich inkjet printers with prices ranging from Rs 8,000 to Rs 51,000. HP is rolling out a multi-channel advertising and marketing campaign across print, digital, out-of-home and 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 for 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. Inkjet printers, in value terms, accounted for around Rs 5,700 crore. Of the 1.1 million inkjet printers shipped in 2012, 80 to 85% were sold to 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 print quality between laser and inkjet printers. Original ink re-fills had to be cheaper and more convenient to keep the overall cost of printing and maintenance on the low side. There is also a trend in consolidation of printing machines in offices. This means businesses prefer multi-functional devices.

About 90% of consumers used their printers for black and white (B&W) images. “Customers in this segment largely compromised on features and functionalities to fit them into their budget,” says Nitin Hiranandani, Director of Printing Systems, Printing and Personal Systems, at HP India.

The two models in HP’s Officejet Pro B&W Series were priced at Rs 7,999 and Rs 11,999, respectively. They were specifically designed and developed to cater to 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 are ticketed at twice the price as the latest  offerings. Hiranandani says that the move will help expand the market. According to analysts, the B&W inkjet printers will create a new segment in the market.