The Hindu : Gestetner reorients strategy

Online edition of India's National Newspaper
Friday, Sep 05, 2003

Business

Business

Gestetner reorients strategy

By Our Staff Correspondent

CHENNAI SEPT. 4. Indian office equipment market is flooded with various multinational products such as Cannon, Xerox, HP, Richo and Gestetner to name a few. There is stiff competition among them. Gestetner (India) Ltd. has woken up to this reality and has decided to do some organisational reforms to come out of rough weather.

During an informal chat with reporters, K. Swetharanyan, Managing Director, Gestetner India Limited (GIL), said Gestetner, engaged in manufacturing and distribution of digital multifunctional products, had undertaken corporate changes in the company. The company had taken up three-point formula like total quality management, revamping the services and customer-oriented approach to tap the market.

The company had decided to give value proposition to its customers. It had taken up the project of printing the telephone bills for BSNL customers in certain States.

Mr. Swetharanyan said the company had decided to enter into indirect selling of its products. Earlier, it was marketing its products directly to its clients. The company was also in the process of cost cutting measures. Last year it had reduced the labour strength through VRS. It also shut down the Nashik plant, which was producing stencil duplicating machines and accessories.

Gestetner so far had 90 per cent market share in the government sector. This will undergo a change. He hoped that the company would get equal share from both government and individual markets in the coming days.

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