News - Olympus India eyes 15% market share in 5 years

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Olympus India eyes 15% market share in 5 years 2011-09-13

Olympus Imaging, Indian arm of the leading Japanese camera maker Olympus, is confident that with increasing digital convergence the overall market size in India will actually grow significantly and the company is looking at a 15 per cent market share in that expanded market for camera over the next five years.

“The overall digital camera market in India, which at present stands at 3 million units per annum, is expected to grow to 9.5 million by 2017. We hope we will have a 15 per cent market share by then. That’s our vision. True, with lots of digital convergence happening, people are using their mobile handsets to click photographs. But that will never take away or eat into camera business. In fact the clicking habit is on the rise as a result of this and digital convergence in a way is increasing the overall market size,” Toshio Murai, MD, Olympus Imaging India, said.

Going forward, while DI (digital camera) will give the company the much-required volume, DSLR will continue to be an important niche segment player for Olympus India. At present the overall market size of DSLR camera in the country is estimated to be 2 lakh units per annum, which will also go up significantly.

Murai said that the overall camera market in India is growing at 30 per cent per annum and the company is extremely bullish about the Indian market. “We know that gaining a 15 per cent market share in India is going to be a challenging task for us with so many international players being present here. First we will have to turn ourselves into a vibrant brand in the Indian market and we are drawing up elaborate plans to do that,” said Murai. The company in India is less than one year old.

Olympus, which at present has 1,700-odd dealers across the country, will have more than 2000 dealers by the year end. The number of authorized service centres will also be increased from 20 to 50 during this time. Besides there will be two master service centres to back up all authorised service centres and collection centres.

The company is also in the process of giving finishing touches to its brand awareness and customer education programmes and a number of workshops. Murai was incidentally here to roll out the PEN Micro Four Third interchangeable-lens system along with an attractive India-focused ‘Olympus Festive Offer 2011’.

Through this promotional scheme, the manufacturer wishes to reinforce the Indian culture of giving gifts at festivals and to spread the joy of photography. The gifts include premium Killer (Jeans) branded accessories with certain Olympus models, along with a photography basics tutorial DVD for the amateur photographers, he said.

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