Seeking to stretch out its operations and expand its products in India, the arm of the Fujifilm Corporation Japan – Fujifilm India on Thursday jumped into digital camera market of India, launching seven new digital cameras, including FinePix F200EXR. The company launched new cameras, in five different categories (A, J, Z, F & S), priced between Rs. 6,999 and Rs. 35,000. Looking to enhance its presence in the Indian Market, Fujifilm India announced that it will beef up its retail network in India and invest in after-sales service and distribution network.
 
Speaking at the launch of new digital cameras, Kenichi Tanaka, the Managing Director of Fujifilm India said, “This year, we intend to intensify our campaign and develop the brand image of digital cameras. We also aim to reinforce technical and marketing support to existing channel network so as to penetrate deeper into the Indian market….We will be adding more headcounts to our team at our regional offices at Delhi, Mumbai and Chennai, and also at Gurgaon headquarter."

"We are in India since March 2008, and in India end-customers recognize us as a film company. They are not aware of our range of digital cameras. Hence, this year our conscious effort is to develop the brand image for digital cameras. We'll also strengthen our existing channel network, sales, after-sales support and marketing activities for digital cameras….Our objective is to create, sustain and reinforce the brand equity by creating the right marketing mix in terms of product, price and promotion,” said A. Raj Kumar, Country General Manager (Digital Imaging), Fujifilm India.

According to Raj Kumar, the company has adopted three different set of distribution models: photo channel, consumer electronics and large format retails. Kumar said, "We have already covered 60 percent of photo channel, and our focus is to build up channel programmes, brand connect and strengthening our sales and service support for our channel partners and end-customers. Moreover, we have opened centralized repair center in Delhi and 24 collection center across India.”

The company has made eSys Technologies as its authorized national distributor for west and south regions. The company has added 40 regional distributors. Kumar said, "Looking at our available sales and service strength, we will initially cover A and B class cities, and later target tier III cities.”
 
The expansion plan of the Fujifilm India include employing more people and expanding operations in India, to catch a market share of 5-7 percent this fiscal against the current 3 percent. The company is aiming for 15 percent market share in digital camera market by the end of 2009.