In a detailed conversation with Times of India Tech, Satish Kumar, the Senior Director for the Print Category at HP India, shed light on the evolving dynamics of the printing industry in the country. Kumar, who leads HP's Print business encompassing strategy, marketing, operations, and financial performance across all segments, shared critical insights tailored for Indian enterprises and MSMEs.
The Rise of Integrated Ecosystems for MSMEs
When asked about the most significant trend beyond cost influencing printer purchases, Kumar highlighted a major shift. The growing demand for integrated technology ecosystems is now the defining factor. Indian MSMEs are no longer viewing printers as standalone devices. Instead, they seek connected, secure, and scalable solutions that work seamlessly across their digital infrastructure.
To address this need, HP is leveraging its One HP portfolio, which unifies printers, PCs, and various solutions to deliver a cohesive technology experience. The company is also promoting contractual service models to make advanced printing technology more accessible, predictable, and manageable for smaller businesses. This holistic approach aims to streamline workflows and prepare businesses for a future dominated by hybrid and digital work models.
Sustainability and E-commerce Reshaping the Market
Kumar emphasized that sustainability has moved from being a core consideration to a top design and supply-chain priority. This shift is driven by evolving regulations, Extended Producer Responsibility (EPR) norms, and rising customer expectations around responsible sourcing and end-of-life management for products.
Businesses now evaluate factors like product longevity, energy efficiency, and the availability of take-back programs. HP's Planet Partners program in India facilitates the responsible recycling of used cartridges and hardware, aligning with this circular economy focus.
Furthermore, the transition from traditional retail to e-commerce and direct-to-consumer models has dramatically increased price transparency, especially in Tier 2 and Tier 3 cities. Customers now compare not just device prices online but also the total cost of ownership, consumables access, and after-sales support.
This digital shift is accelerating printer adoption in smaller cities. HP has innovated by making printers and cartridges available on quick-commerce platform Blinkit, and offering 'Print as a Service' for doorstep delivery within minutes, thereby democratizing access.
Hybrid Work and the Path to Inclusive Growth
Contrary to the notion that digital tools would phase out print, Kumar explained that hybrid work has reshaped their relationship. Print is evolving alongside digital collaboration tools. The focus for HP is shifting from mere hardware to the overall user experience—improving productivity, ease of use, and seamless integration within the One HP ecosystem.
On inclusive growth, Kumar pointed to a significant opportunity. Despite HP holding an overall market share of 28.9%, home printing penetration in India remains remarkably low at only 2–3%. HP's strategy to bridge this gap involves providing affordable, sustainable, and accessible print technologies to MSMEs, educational institutions, and home users across the nation.
With his extensive cross-industry experience in IT, distribution, and logistics, Satish Kumar's insights underscore HP India's commitment to driving a connected, sustainable, and inclusive print revolution for the diverse Indian market.
