Ricoh appoints Bard Roy as preferred partner for West Bengal

By Avishek Rakshit - 31 January, 2012

Shortly after launching its printing services range in India and expanding across the country, Ricoh India has recently appointed Bard Roy Infotech as its preferred partner for West Bengal for its range of consumer products.

Under the agreement, Bard Roy will be playing the role of a regional distributor for Ricoh's range of consumer printers in West Bengal with an estimated channel penetration of over 200 dealers in the state. Although Kolkata remains a priority for Ricoh and Bard Roy's solution offerings, the company is keen on focusing on South Bengal. "Areas in South Bengal like Durgapur, Asansol, and Burdwan will be the top priority for distribution and I will focus on offering printing solutions with Ricoh printers from my end. Besides catering to the distribution needs of Ricoh, I will also be retailing the printer range and using it for offering solutions to the customers," said Pradeep Jhawar, CEO, Bard Roy Infotech.

According to Jhawar, Ricoh has the advantage of having better technologies compared to competition, besides the price advantage. "Ricoh printers are priced much less compared to the competition. They are superior in technology and being a Japanese company, they have an edge over others when it comes to consumer trust on a brand," Jhawar added. With the addition of Ricoh printing range, Bard Roy will be focusing on the SMB and SOHO segment, and will not be focusing on profits or revenue with Ricoh for the time being. Also, the company has adopted a trial method for its channel partners instead of pushing the product. "For now, revenue and profit is not my priority. I will be giving out 2 pieces of these printers to the channel partners for showcasing as well as for getting the market review. Although Ricoh is offering better margin than competition, pushing the product is not my strategy," Jhawar elaborated. On the services front, Ricoh is offering direct after-sales services to its consumers and has 'feet-on-street' service across South Bengal.

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