Brother India targets 30% festive sales growth on rising consumer tech demand

Brother International India is eyeing a strong festive quarter this year, projecting a 30 per cent surge in sales across its portfolio. The company expects the momentum to come from renewed consumer enthusiasm, deeper digital adoption, and aggressive promotional campaigns.

The festive season remains the most critical buying cycle for India’s consumer electronics market. Brother is positioning itself at the centre of this wave, focusing on home office products and tech-enabled lifestyle categories.

Consumer appetite for connected living

Demand is expected to rise across key technology segments, including smart home upgrades, wearables, and premium entertainment devices. The company believes Indian households are ready to invest in more connected and future-ready lifestyles.

Alok Nigam, MD, Brother International India, said:
“This year’s festive season won’t just be about lights and celebrations but about smarter homes, efficient workspaces, and future-ready devices. We are seeing a strong surge for tech that adds real value, and we are ready to deliver just that with the right product, price, and promise.”

Promotions and bundles to fuel demand

Brother is rolling out limited-period offers such as discounts on printers, cashback schemes, extended warranties, and exclusive bundles that pair hardware with ink, paper, and software. These bundles are designed to serve hybrid users – from students to professionals – who are printing homework, office reports, or holiday cards.

Beyond metros: growth from smaller cities

A key growth driver this season will be Tier 2 and Tier 3 cities. With greater broadband penetration, increasing disposable incomes, and rising e-commerce comfort, these markets are emerging as strong contributors.

Industry observers also point to millennials and Gen Z as shaping the landscape, with demand rising for intuitive, stylish, and smart technology products.

The competitive edge

The festive quarter accounts for nearly one-third of annual consumer electronics sales in India. For brands, missing out means losing both market share and consumer mindshare. Brother aims to stand out with sharp pricing, value-driven bundles, and a clear consumer-first strategy.

By focusing on affordability, relevance, and innovation, Brother is preparing to make this its strongest festive season yet.

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