Refilling returns

With a growth capacity of over 40 per cent year-on-year (YoY), the printer cartridges industry is set to see a boom in the coming years. Currently, the industry is pegged at over Rs 3000 crore and Cartridge World has been a high-flying player in the domain. Brand’s Country Head, South Asia, Sharat Kumar, spoke to Ekta Sharma Verma about potential in this industry and what lies ahead.

Brief us on the origin and concept of your brand.

Cartridge World was founded in Adelaide, Australia under the name Australian Cartridge Co. The name of the company was changed to Cartridge World in 1999 and the first Indian franchise was opened in 2006. Cartridge World is uniquely positioned as a service retail format covering printing supplies and services across the country. Cartridge World is into recharging, premium alternate toner and inkjet cartridges across the globe with a strong franchise network in over 52 countries with more than two thousand stores.

Share your brand’s USP.

A typical Cartridge World store is also a one-stop shop for all printer and photocopier need. Our USP is providing the best quality all-in-one printing solution at affordable rates to our clientele.

What all parameters do you follow before opening your centre at a particular location?

Everything has to be taken into account while opening an outlet in a particular location. We select each franchisee with utmost care. Even though we have an extensive training program for a store owner right from setting up a store to sales and marketing and technical training, we search for a few innate qualities such as sincerity in his approach, a clean track record and honesty. He must have a social standing, enjoy good reputation and exhibit integrity. Individuals looking purely for quick returns or productive utilisation of their idle space or building are not necessarily the right candidates and are likely to be discouraged.

Kindly share the brand’s further expansion plans in India and other countries?

Cartridge World India plans to grow by 50 per cent in revenue and build a larger network by the end of 2014-15. This year will also see a launch of new services, planned to suit every customer’s needs.  We’ve plans to expand our brand to other countries such as Sri Lanka, Bangladesh, Nepal, Bhutan, Maldives and Afghanistan.

How many outlets do you plan to open in 2014 and where?

There are plans of opening 20-30 new stores in tier II and III cities. These markets will be on our radar going forward, as there is a big void in good quality printing at affordable costs in these markets.

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