Cartridge World appoints Advance Management Systems as RD of Bengal for global brand

Cartridge World has strategized to adopt regional distribution model. In this endeavor, it announced appointment of Advance Management Systems as the regional distributor for entire West Bengal.

Printer consumables occupy a significant chunk in the printer market. "Throughout the life cycle of a printer, one consumes cartridges which are approximately ten times the cost of the printer. A customer buys a printer not knowing this and 3-5 months down he faces this hard reality. We want to empower the Indian consumer without him having to spend through the nose," said Sharat Kumar, country head, South Asia, present on the occasion of appointment of the regional distribution partners for all of Bengal. The best part of these cartridges is not only their immaculate quality but their competitive costs offering cartridges at economical rates to the Indian market.

Cartridge World has been operating its business through the franchise model till now. In a bid to expand its presence in Class B and C towns, primarily, it is shifting from being a solely franchisee operated business to distribution model.

Kumar believes that with the help of partners in every city, the brand will receive greater visibility and will be able to penetrate in the remote locations. In West Bengal itself, it has targeted customers from Khragpur, Asansol, Malda via Advance Management Systems.

Cartridge World has also planned to appoint a regional distributor for the state of Odisha by the end of this year. The other states of India are also on the pipeline and will begin appointing partners by next year.

While talking to Kumar on the objective behind initiating this partner model of business in the cartridges sector, he said Cartridge World is the only global brand which provides MNC quality as Indian prices, However, it has very limited reach in the interiors of the country where the demand is high due to the presence of banking sectors and government bodies but due to the lack of quality cartridges, they either have to shell out a hefty amount for the OEMs Like Samsung, HP and Konica Minolta or have to opt for cheap local brands with low quality product.

Cartridge World has tried to fill the gap existing between the OEMs and the local players. Kumar believes that they do not even have stiff competition in the Indian market. Their only competitors are the OEMs who are priced highly and Indian being a very price sensitive market, Cartridge World is bound to garner maximum market share in the towns and semi urban localities. With the adoption of cartridges made by Cartridge World, customers cam indeed 30-40% of their expenses that the send on the MNC brands

Sanjay Chajjer of Advance Management Systems said that, "With the partnership of Cartridge World, we will increase our reach and visibility manifolds. We will continue with our franchisee model as well and act as distributors too. In this way, we will have two profit centers." The brand plans to appoint 12 regional distributors by April 2015. Its focal point will be Mumbai market.