The Mumbai-based Swastik Computer Products (Brand: AMI), founded in 1989, is a prominent provider of a wide range of aftermarket imaging consumables including inks, toners, toner cartridges, cartridge parts, printer parts, dotmatrix ribbons, inkjet cartridges, inkjet inks, OPC drums, wiper blades, doctor blades, PCRs, mag rollers & other spare parts, etc. Swastik also remanufactures laser toner cartridges, provides RC printers and printer repair services. Mr. Romik Shah (S/o Nilesh Shah) takes care of company’s Marketing & Sales activities while his father takes care of the overall operations of the company including finance and manufacturing. In an interaction with Imaging Solution Magazine, Mr. Romik Shah shares about their company’s business operations, marketing strategy, and future plans.
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Mr. Romik Shah shares, “In 2023, we moved our manufacturing plant to Bhiwandi (near Thane, Maharashtra) where we expanded the manufacturing area and added more machines, so that we could produce higher quantities of dotmatrix components and other products. We are one of the leading manufacturers and providers of dotmatrix ribbons, cartridges and components in India. We also remanufacture about 150 mono and color toner cartridges a day, which we supply to colleges, schools, hospitals and others. Remanufactured color cartridges cost much less than the new OEM cartridges, but give superior quality compared to compatibles and we are getting very good response from the users for our remanufactured cartridges. We have customers all over India, though high concentrations of them are in Maharashtra, Gujarat and South India. Last year, we launched several laser printer toner cartridges—black and color—for printer models of different leading brands, including HP, Canon, etc, and we are getting very good response for them. We import most of the raw materials from the leading manufacturers in China, some components we manufacture ourselves and some raw materials we procure from the quality-proven local providers in India.”
The ‘Dot Matrix Printer Ribbons’ of Swastik are designed, manufactured and tested by the best equipment and skilled manpower. All the consumables of AMI are thoroughly tested to remove faulty products before delivering them to the customer. In addition to providing imaging consumables, Swastik also has its own well-equipped toner cartridge refilling unit which refills 300 cartridges daily. Their dotmatrix ribbons are compatible with the printers of different brands including Epson, TVSE, Wipro, Lipi and Citizen. They also have their own retail shop in the name of Ajramar Computers in Mumbai.
“Despite high competition and shrinking margins, we are able to maintain decent growth rate because we maintain good quality, affordable prices and long-term relationships with our partners. Now, we are focusing more on direct selling to customers (D2C) who include private offices, government offices and educational institutions. We have over 3000 well-connected dealers spread across the states to reach our products to other resellers and end users. For laser printer consumables, our main focus is on providing mono (black) toner powders & cartridges and to a limited extent color toners & cartridges. However, we are selling a lot of color inks as most home users and small offices prefer color inks over color toners,” adds Mr. Romik Shah.
AMI products are designed to givehigh performance backed by superior quality, competitive prices and best customer satisfaction. Swastik Computer strongly believes that customer satisfaction is essential for the company’s growth and success, driven by their maxim ‘Win the Customers with Quality & Win Reputation with the Best Services.’
Mr. Romik Shah reveals, “About 70% of our business comes from laser toners, toner cartridges and inkjet inks, 20% from dotmatrix ribbons & parts, and about 10% from remanufacturing laser toner cartridges, refilling operations and other imaging operations. We are also trying to expand into north-east India market where our presence is limited so far. In 2024-25, we are expecting a better growth of around 30%. So far, we have been importing cartridges from the reputed providers in China, but in FY 2024-25, we want to start manufacturing toner cartridges in our Bhiwandi plant. We are content with our growth so far and optimistic about our future.”
Covered By: Imaging Solution / Swastik Computer
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