Fu­ji­films hopes to click by fo­cussing on in­stant, pro­fes­sional cam­eras

Adopts spe­cial pric­ing strat­egy for In­dia

The Hindu Business Line - - NEWS - PURVITA CHAT­TER­JEE

Ja­panese imag­ing com­pany Fu­ji­films is plan­ning to grow at 15 per cent on the back of new seg­ments such as pro­fes­sional and in­stant cam­eras.

Hav­ing set up its Indian sub­sidiary in 2008, the photo imag­ing division of the com­pany con­trib­utes 30 per cent of its ₹1,100 crore turnover.

With mo­bile phones tak­ing over the com­pact dig­i­tal cam­era cat­e­gory, Fu­ji­films is now fo­cussing on two seg­ments – pro­fes­sional and in­stant cam­eras, to get its growth in In­dia.

“In­dia is a tough mar­ket and it is dif­fi­cult to make money here since it is not a ho­mo­ge­neous mar­ket. Be­sides, there con­straints like lo­gis­tics, ware­hous­ing and pric­ing, and we have low­ered our prices for the Indian mar­ket specif­i­cally,’’ said Yashunobu Nishiyama, Man­ag­ing Di­rec­tor, Fu­ji­film In­dia.

The imag­ing com­pany will now be tak­ing the onus de­vel­op­ing the in­stant cam­era cat­e­gory since it is still un­tapped by its com­peti­tors like Canon and Nikon. “We are tar­get­ing to sell 10,000 units of com­pact cam­eras in a month and have adopted a pric­ing strat­egy which is go­ing to be the low­est in In­dia com­pared to the rest of our mar­kets. We have de­cided to lower price so that we can de­velop this mar­ket in In­dia and are al­ready mak­ing the films for this seg­ment of cam­eras,’’ he said.

Peg­ging its ba­sic in­stant cam­eras at be­low ₹10,000, Fu­ji­films will be sourc­ing them pri­mar­ily from Ja­pan and China.

In fact, it is also hop­ing to gen­er­ate in­di­rect de­mand from mo­bile phone users for this cat­e­gory.

Be­sides pro­fes­sional cam­eras will also be an­other seg­ment where it will go back to en­hanc­ing its port­fo­lio.

“We are now bring­ing in the mir­ror­less tech­nol­ogy in pro­fes­sional cam­eras since the seg­ment is grow­ing at 300 per cent to­day com­pared to the DSLR cam­eras which have a growth rate of 26 per cent. Cur­rently, about 7.5 lakh pro­fes­sional cam­eras are be­ing sold in a year in In­dia,’’ he said.

How­ever for Fu­ji­films, it is the med­i­cal cam­eras division which con­trib­utes a 50 per cent of its turnover.

“In­dia is a tough mar­ket and it is dif­fi­cult to make money here since it is not a ho­mo­ge­neous mar­ket. Be­sides, there con­straints like lo­gis­tics, ware­hous­ing and pric­ing, and we have low­ered our prices for the Indian mar­ket specif­i­cally.’’

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