ProDot, as a brand needs no introduction as we all know that ProDot is one of the most trusted brands across India. ProDot has been ruling the Indian domain for decades with its premium imaging and IT products. Below excerpts are from an exclusive interview of Ms. Aarushi Rajpal, Director given to Divya Roy Choudhury, IRS, discussing the brand journey and future plans of the company.
DRC: WHAT ALL ARE THE RECENT SOLUTION OFFERINGS BY PRODOT?
AARUSHI: ProDot has always believed in providing 360 degrees solutions be it IT or imaging, refilling industry. We are proudly one of those brands that are committed towards MAKE IN INDIA project. We offer an array of products like Toner, Cartridges, Laser Toner Powder, OPC Drums, Doctor Blades, Wiper Blades, Mag Rollers, Chips, PCR, Inkjet Photo papers, Surge Protectors, laptop Adapters etc.
DRC: PLEASE THROUGH SOME LIGHT ON JOURNEY OF PRODOT AS A BRAND?
AARUSHI: ProDot has a very interesting brand journey. Incepted as Datalink Industrial Corporation in 1988, we joined the market war cry when Dot Matrix and Line Printers were prevalent in the market. The ribbon cartridges that were used in these printers were mostly imported. These were very expensive and rarely available because of tough import hassles. Farsightedness of my father Mr. PramodRajpal(Founder), helped him to visualise the problem and its solution too!! He made DMP Cartridge refilling readily available to the consumers at 1/10th of prevailing price of imported cartridges making it a two way profit for both – clients and company both. It made DMP Cartridge refilling as simple as replacing a refill in a ball pen, hence became prominently known as “Ready Refill”. This Ready Refill which was an eco-friendly way of reusing the DMP cartridge was the unique creation of DIC. In the same year, “ProDot” got its name which became the first Dot Matrix Cartridge Refill brand of the country. Since then there was no looking back. The company that started with just 100 sq. feet area achieved a remarkable growth by surpassing many milestones leaving behind its competitors in terms of price and quality.
DRC: WE ARE MOVING TOWARDS BUILDING A ‘DIGITAL INDIA’, DO YOU THINK IT WILL AFFECT PRINT INDUSTRY?
AARUSHI: See, I strongly believe that Digital India as a coin has two sides to encounter. Off course it is going to hit the paper and print industry, but at the same time I do believe that digitally strong India can be a great workplace.Progress is inevitable and will keep on happening. A business has to be strong enough to face the challenges and sail along.
DRC: AARUSHI, LAST FEW YEARS I HAVE SEEN A LOT OF YOUNG BLOOD TAKING CHARGE IN THE RESPECTIVE FIELDS AND I MUST SAY THAT YOU HAVE DONE IT MARVELOUSLY. WHAT CHANGES HAVE YOU MADE SINCE YOU JOINED THE BRAND?
AARUSHI: To be very honest there is nothing to change much as the company runs under the master craftsmanship of my father. Anything new that comes up, falls under my domain such as online sales on these e-commerce platforms, packaging for all our products, marketing, new product development. Anything new that comes up which involves R&D or understanding the model, the core team works on it together. Afterall, it’s a very dynamic world out there, we have to be on our toes always. We are venturing into Security Surveillance Industry and have recently launched our premium 3+1 CCTV Cables, that has got a good response from the market.
DRC: WHAT’S YOUR TAKE ON “INCREASED MARKET COMPETITION”?
AARUSHI: Healthy competition is always good. In fact, competition motivates all to passionately work towards intensifying the customer’s experience with us. Having said that I would like to add that there is no point in the denial that increasing competition cut margins to a significant level.
DRC: HOW IS THE COMPANY POSITIONED CURRENTLY AND WHAT KIND OF MARKET SHARE DO YOU ANTICIPATE IN FUTURE?
AARUSHI:We have a good marketshare of about 70% in the DMP market and 30-40% in the peripheral industry. We are the ONLY manufacturer in India to manufacture in-house mouse and keyboards. I am glad to say that we have a strong presence in the market and we strive to reach the deeper roots of unexplored Indian market.
DRC: ANY SPECIAL PLANS FOR 2019-2020?
AARUSHI: We are working on intensively on new products. Last year, we launched 4 products namely Chiclet Combos, Mechanical keyboard, Laptop Adapters and Prolite Floater Keyboard. This year also, we have launched USB Hubs and CCTV 3+1 Cables. Our plan is to associate ProDot to every household of the country.
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