Rathi Graphic Technologies: Focus on Quality Product & Eyes Good Market Share in future

RGTL are providers of quality products under their brand name Rathi Toner. RGTL with a committed sales team has pan India reach and have an established channel network—distributors, dealers , retailers and end-users.Rathi Graphic Technologies Ltd. (RGTL), an ISO 9001:2008 company,with its manufacturing facilities at Bhiwadi, Rajasthan, is engaged in manufacturing toners used in photocopier machines and laser printers.

RGTL, with their corporate and marketing office in New Delhi, are providers of quality products under their brand name Rathi Toner. RGTL with a committed sales team has pan India reach and have an established channel network—distributors, dealers and retailers—and end users. Rathi have set ambitious goals for themselves and are striving hard towards their accomplishment.The company has thrust for quality improvement supported by a strong R&D. RGTL have successfully developed new products at competitive prices to face mounting competition.

B.R.Tapariya, VP, RGTL, shares, “Our toner is consistent compared to other products. We focus more on quality and so our products are a bit costlier compared to competing bazaar brands, who try to sell low quality products at low prices to drive volumes. We do not get into these price wars; we focus on quality—once a toner is installed, the user should not face any problem.”

Regarding market share, quality of products, channel programmes, and marketing plans, Rathi explains, “Right now our market share is not much, but we are expecting a boost in our market share in the coming 2 years.Our technical team gives demos during partners’ meets where the team compares the performance of our toners and the bazaar toners. Once customers start using our products, they will realize in what way our products are different from others. Nowadays customers are realizing that it is better to take a quality product even if it costs a little more. Low quality sector, where traders import and sell low quality products in large volumes, is going to finish in the coming years. We have over 150 distributors all over India and we want to expand it further. Our main focus market remainsphotocopier segment. For laser printer segment, we have HP and Samsung products and in the copier segment we have Canon, Konica Minolta, Ricoh, Toshiba, etc products.”

Regarding the changes in the Indian market during the last five years, Rathi, “Earlier we had old people who were in this field. Nowadays there are many new entrants into the arena. Areas like ink cartridges and laser cartridges are expanding very fast. These are positive developments.”