HomeCamerasDSLRFujifilm India is aiming to capture 20 percent mirrorless camera market, has...

Fujifilm India is aiming to capture 20 percent mirrorless camera market, has no plans to make in India

In conversation with Fujifilm India's MD

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Fujifilm India has been getting aggressive in the Indian market. we recently caught up with Mr Haruto Iwata, Managing Director Fujifilm India. He gave us good insights into the industry and wants to gain a good market share in the country.

  1. How has the journey been for Fujifilm in India? We have seen some up and downs along the way.

With over 80 years of existence, Fujifilm has been a pioneer in imaging technology and has constantly displayed an innovative line-up of products offering Imaging and Print-Related Solutions for Consumers and Businesses.

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Fujifilm India has 6 major businesses that operate in India which include Photoimaging, Electronic Imaging, Medical division, Graphic Arts division, Industrial Products and Recording Media. In most of the domains, we are market leaders. Though people may have a perception of Fujifilm as just a camera company, the fact is that 50% of our revenue comes from the Medical Business.

If we go to a doctor he will associate Fujifilm with medical imaging, if you go to offset customer he will associate Fujifilm with offset CTP and a digital printing lab staff will strongly associate Fujifilm with silver halide printing. Fujifilm means different products to a different set of customers in India, but still, we agree that the first thought will be related to Imaging Technology and which is why we are putting in efforts to consolidate ourselves in this market in India.

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We recently launched the GFX100 – world’s first consumer mirrorless camera which supports 102 Million Pixel sensor. With this launch, we have achieved a great milestone in our digital camera business which will further enhance our presence in Digital Camera Market in India.

Our Instax range of instant cameras has also gained much interest from young consumers who seek to gain new experiences and find creative ways to enjoy photography.

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We recently associated with Mr. Dabboo Ratnani to promote our GFX range of cameras and Alia Bhatt to promote our Instax cameras.

We are witnessing a promising future for ourselves in the Indian market. Each category that Fujifilm caters to is driven by long-term commitment towards our customers and partners.  As we continue to chart our business roadmap in India, we believe that in 2019 we will effectively capture customer’s minds with our robust pipeline of products while continuing to spearhead the new trends that empower the imaging industry.  

  1. Is Fujifilm also going to produce cameras in India? If so then would these be assembled or fully produced here?

We don’t have any such plans as of now.

  1. What new innovations can we expect from Fujifilm India in the 2nd half of 2019?

Staying true to our commitment of delivering best in class products, we recently launched our innovation breakthrough in India, the FUJIFILM GFX100 mirrorless digital camera (“GFX100”). This new innovation marvel incorporates an image sensor with the world’s highest 102 million pixels resolution and unique color reproduction technology to achieve the world-leading image quality.

Customer delight is always at the top of our mind and we will be introducing exciting new products in the Instax range including the Instax Liplay as well as the X series range of mirrorless cameras.

  1. What is the current market share of Fujifilm India and where do you see Fujifilm India by the end of 2020?

 Our plan is to capture 20% market share in the Indian mirrorless camera market in the next 3 to 4 years promoting the X and GFX Series that continues to evolve with outstanding image quality, fast speed and mobility.

We are focused on expanding our range of products across categories and will be introducing new products in the X and GFX range of mirrorless cameras, Instax range of instant cameras and highly advanced systems and solutions for Medical Division.

We aim to achieve double-digit growth this year; for which we will be emphasizing on ‘Aggressive top and bottom line performance’.

  1. How important is the video audience for Fujifilm? Any innovations there?

Video features are certainly important for customers and the newly launch GFX 100 is the first large-format camera to have 4K/30P video recording capability. Our flagship X Series cameras including the X-T3 has 4K/60P video function and the X-T30 has 4K/30P video capabilities. We also recently announced the launch of the Premista series of cinema zoom lenses to support large-format sensors and deliver outstanding high resolution, beautiful bokeh and rich gradation with HDR (high dynamic range). The Premista Series brings out the maximum capability of large format sensors, which is increasingly being adopted into cinema camera, to provide robust support for high-quality video production.

Fujifilm has led the cinema industry since its foundation in 1934 to achieve domestic production of photographic and motion picture films. Since 2000, the company has worked on developing lenses for cinema cameras. Its products have received high acclaim at the frontline of movie, TV commercial and TV drama production around the world for their outstanding image quality. The development of high-performance zoom cinema lenses and their contribution to enhancing video image quality have been recognized in 2017 when Fujifilm was given the Emmy Award by the American Academy of Arts and Sciences.

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Sulabh Puri
Sulabh Puri
Sulabh Puri is the Editor In Chief of A content specialist, he started his career young and it has been a rewarding 17+ years for him. Before heading Gadget Bridge, he was the Editor of Times of India (TOI) Technology and He has also led TOI’s international edit arm as the Editorial Head of Business Insider India and Tech Radar India. He has also worked with various media houses such as the India Today Group and Cybermedia. He loves everything ‘gadgety’ and enjoys tinkering with new tech toys and automobiles. A graduate in commerce from Delhi University, he is also an adept graphic designer. When he is not working, he can be found in the kitchen, cooking mouth-watering chocolate cakes and croissants.
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