Brother International India launches six wireless printers, eyes 25% market share by 2026

INDIA – Brother International India, a subsidiary of Japan’s Brother Industries, has unveiled six new high-efficiency wireless ink tank printers as part of its strategy to triple market share in the country’s fast-growing printer market.

The company, which currently holds an 8% share of the Indian ink tank segment, aims to capture 25% by 2026, Managing Director Alok Nigam said.

The target reflects both the brand’s renewed product push and its ambition to challenge the dominance of incumbents HP, Canon, and Epson.

The six new printers are designed with India’s value-driven consumers in mind, balancing affordability with advanced features such as wireless connectivity, cost-effective refills, and high-volume efficiency.

“Our products are now conceptualized keeping in mind the needs of customers in India, who are value-conscious, require the latest technology, and expect efficient service support,” Nigam said.

He added that the new range will cater to both home and office printing, a segment that has seen renewed growth with businesses resuming office operations post-pandemic.

India’s overall printer market is estimated at 3.5 million units annually, spanning both ink tank and laser segments.

Ink tank printers, which have overtaken lasers as the dominant force, are growing at 7% CAGR, with projections suggesting steady momentum through 2030.

“India remains one of the few markets globally still on a growth path for printers, unlike mature economies where demand has stagnated,” Nigam noted. “This gives Brother a strong opportunity to gain a foothold.”

Brother International India has maintained steady growth during its 19 years in the market, including during the pandemic when many peers faced sales declines.

The company does not yet have local manufacturing but imports printers from its global production hubs.

Competing for share

The competitive landscape is concentrated, with HP, Canon, and Epson dominating the Indian market. Other players such as Ricoh and Kyocera also compete in niche segments.

Brother’s push to 25% market share will require significant differentiation on cost-efficiency and service, particularly as the ink tank segment becomes more crowded.

Industry analysts suggest that success will hinge on Brother’s ability to scale after-sales support, strengthen distribution, and potentially explore local assembly to improve cost competitiveness against rivals.

For now, Brother is betting that its expanded wireless portfolio, coupled with affordability and reliability, will allow it to break into the top tier of India’s booming printer market.

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