Xerox enters large format colour printing segment

Photocopy and printing products firm Xerox today announced its entry into the estimated $90 million Indian large format colour printing segment with the launch of six products in the category.

"Xerox is not yet present in the colour wide (large) format...The colour segment has started growing quite significantly. These printers are largely targeted at the graphic arts community," Xerox India Executive Director (Marketing, Business Support and International Business) Vipin Tuteja told reporters.

The company said the printers, which is priced between Rs 1.5 lakh and Rs 12 lakh, will also target small and medium business, government enterprises and corporate houses.

At present, it is estimated that the Indian large format colour printing segment is around $90 million and is currently dominated by Hewlett Packard and Canon.

"The products are eco-friendly, energy efficient and can also reduce the overall cost by 30-40 per cent," he said.

As part of the marketing campaign, Xerox is organising 18 road shows across the country till November starting from this month.

"We did see a slowdown last year. But the attractiveness of the Indian market is massive...India is a strategic market for us. We keep doing specific initiatives to maximise our growth here," Xerox India Managing Director Andrew Horne said.