How Brother India is quietly making printing smarter, simpler and more accessible

When you think of Japanese multinationals in India, the image that often comes to mind is one of rigid formality, structured hierarchy, and a reserved approach to leadership. But when Alok Nigam, the first Indian Managing Director of Brother India, speaks, he brings a surprisingly grounded and accessible perspective, one that blends global ambition with distinctly Indian sensibilities.

“I had the good fortune of being the first local MD,” he shares with a calm sense of pride. “But it wasn’t difficult to blend in. I’ve been with Brother since 2011, and the Indian and Japanese working styles aren’t all that different.”

That cultural synergy has played a quiet but pivotal role in shaping Brother’s steady rise in India, especially at a time when the humble printer is transforming from a dusty corner device to a frontline tool for hybrid work, remote learning, and cloud-powered operations.

Rewriting the Print Story for the Mobile Generation

Nigam is clear about one thing: Brother hasn’t been playing catch-up. “All our printers, whether 15 years ago or now, have always been ahead in terms of technology,” he says.

Today’s users, he explains, don’t want to be tethered to a printer physically. Whether you’re a student sending documents from a hostel or a professional working off a tablet at a cafe, Brother’s printers support remote printing with robust security layers. “Only the person who commands the print can access it – critical for corporate users with sensitive data,” he notes.

“We’ve always seen B2C customers as the cornerstone of our business,” Nigam said. “With our latest launch of 17 new printers, including advanced laser models, we’re raising the bar on specs at each price point.” He explained that Brother is committed not only to delivering top-tier print quality but also to evolving its offering to ensure genuine consumables are always within reach. 

“In India, the shortage of authentic cartridges and toners has historically compromised machine longevity and output. Our focus is to make genuine consumables available nationwide, giving each customer a consistently excellent ownership experience.”

And it’s not just the tech-savvy urban elite they’re building for.

Democratising Service, One Doorstep at a Time

For a brand known for reliability, Brother is betting big on post-sale experience too.

“No user ever needs to walk into a service centre,” Nigam insists. “We offer on-site service, even for individual customers.” That means a first-time printer owner in Bhopal gets the same white-glove service as an IT admin in Bangalore.

Combine that with cost-effective toner solutions like the Toner Box Series, and you have a consumer-friendly ecosystem that’s as much about care as it is about capability.

Label Printers for India’s Backbone

If you thought label printers were niche, think again.

In Indian offices and factories, labelling has long been an afterthought – handwritten stickers that fade or peel. This is one of the key focus areas for Brother. “We’ve introduced durable, laminated labels designed for extreme conditions,” says Nigam. Think high humidity, high heat environments where a typical label wouldn’t last a week.

“Asset tracking, industrial tools, even home organisation – we’re seeing growing acceptance in all these sectors,” he adds. And yes, it’s a major focus area for Brother going forward.

Fighting the Refill Culture

One of Brother’s subtler missions is about shifting consumer behaviour. In a price-sensitive market, low-cost refills can seem tempting, but they come with a hidden cost: reduced printer lifespan and poor-quality prints.

Nigam is candid here. “India hasn’t been very strong on genuine consumables,” he admits. “We’re changing that by ensuring nationwide availability of original cartridges.” There’s an environmental angle too. “Refills are often not eco-friendly. Our aim is to support sustainable usage across all segments.”

Reaching Beyond the Metros

Where’s the next big wave of growth coming from? According to Nigam, it’s not Delhi or Mumbai. “Tier 2 and 3 cities are where the IT boom is now,” he says.

Brother is investing heavily in these regions, setting up distribution and bolstering service networks. The goal is to be within arm’s reach of the customer, wherever they are.“Tier 2 and Tier 3 cities are seeing rising laptop penetration and internet usage. To meet this demand, we’re appointing localised distributors and beefing up our service network, so that every customer, from Chennai to Chhapra, receives prompt, on-site support.”

Sustainability in Practice, Not Just in Principle

Beyond products and support, Brother’s broader goals reflect its alignment with UN Sustainable Development Goals. From e-waste and plastic recycling to funding cancer treatment and supporting children’s education, the brand is walking the talk.

“It’s in our DNA,” Nigam says matter-of-factly.

Brother’s commitment to the United Nations Sustainable Development Goals permeates every initiative. “Recycling electronic and plastic waste is vital,” Nigam noted. “We partner with agencies that collect e-waste, plastic, and even printer batteries, ensuring responsible disposal and reuse.” 

What’s Next?

Looking ahead, Brother’s roadmap spans both ink-tank and laser printing technologies, catering to both high-volume offices and cost-conscious home users. Label printers will continue to scale in industrial spaces. And in an unexpected twist, sewing machines are also making a comeback.

“We sell sewing machines too,” Nigam chuckles. “They’re great for small entrepreneurs and home users.”

But through all this, the company’s one constant is its unwavering service ethic. “Whether it’s a student or a factory supervisor—we want every customer to experience seamless, on-site support,” he signs off.

In an age of flashy launches and louder marketing, Brother India’s approach stands in contrast. Under Alok Nigam’s leadership, it’s less about reinvention and more about quiet reliability, bringing global excellence within reach of everyday Indians.

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