Canon India wants to change the way it sells high-end cameras as well as the way people perceive these imaging devices, but it is not willing to give hefty discounts just to capture the market.
“The DSLR is a consumer product and not a professional one. For years we have gone out of the way to pitch these camera to professionals,” Dr Alok Bharadwaj, executive vice-president of Canon India told The Indian Express. The company now wants to target the family segment, pitching the DSLR as a complete imaging solution.
In the past year or so the company has lost out to rival Nikon in the DSLR race and needs to find new segments to push its numbers up. Bharadwaj attributes the sudden rise in Nikon’s numbers to dumping of older models. “Their only value proposition is that it is cheap. That is a short-term market strategy. We have stayed away from bringing in the old models and hence will never have the advantage of price,” he said.
Bharadwaj agrees that the DSLR is a complex product and hence difficult to sell. But said that there is still no case to undersell the cameras.