"We are trying to create brand awareness through bundling programs"–Raj Kumar Rishi

HP India has launched a ‘go-to-market’ strategy for its consumables
division for the FY 2004-2005. Terming it as ‘aggressive’, the company has
launched a new SMB program apart from other programs already underway targeting
the other segments. Raj Kumar Rishi, Country Manager (Supplies Business–ISG),
HP India talks about the supplies division and its lesser-known areas like photo
paper with Karma Negi of The DQ Week.

What is the business strategy for this year?

We are a 360 degree company and have adopted the go-to-market strategy. And
are targeting customers in all segments. We aim at making available supplies and
support to the customers. The new SMB Loyalty programs that we have launched
justify our mission. In our ‘dial a cartridge’, we have added 18 more
cities, which has totaled the number to 43 cities coming under it. The service
is provided by the RSR and the turn around time has three to four times.

Last year HP had launched the Original Cartridge Stores (OCS).
How has been the response and what all are you doing in this direction?

The reaction had been immense. Before launching of the OCS, our dealers were
not that close to the customers but with the launching of it there has been a
growth in business. Right now we have 610 OCS in 110 cities and by the end of
the year plan increase it to 1,000 by the year-end.

Can you tell us something about your photo paper division?
Not much is known about this part.

Lately we have seen a trend of people printing at home. For
this segment we want to make photo papers available for which we have tied up
with various distributors who in turn will be providing them to the RSR’s. Our
entire focus at the moment is to make it known among the customers. And the way
we are trying to make the brand awareness is through bundling programs. Like
bundling our photo paper for free with digital cameras. These are the end-user
programs. For this we are targeting the photo outlets. Most of these outlets,
say 60- to 70 percent, use our papers. Now we have opened it even for the home
segment that can go to the closest OCS and buy it.

Any plans to brand the paper?

Right now we have no branding of the paper. But yes, in the near future we
have plans to brand it.

What about your other ventures like iron ons and greeting
cards, which are still an unknown segment to most customers?

Iron ons and greeting cards are yet not that much known in India but we are
trying to create a market for it. Whereas iron on T-shirts are available at
digital studios. Greetings will take another three to six months to make an
entry and we are targeting atleast 2,000 photo studios for it.

How has been the market lately?

In the last 12 months market is doing very well and the consumption has gone
up. The vibrancy has definitely returned in the market.