Fujifilms hopes to click by focussing on instant, professional cameras

Purvita Chatterjee Mumbai | Updated on January 08, 2018

Adopts special pricing strategy for India

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.

Published on October 12, 2017

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