Delhi based MCC group aims to place Kodak digital cameras at 7% of the total digital camera market in India, recently, after it attained its exclusive distribution rights in six countries including India.
Ajay Mehta, founder and MD, MCC group said that the company is aiming at selling 2 lakh units by the end of September, next year. However, observed that the rupee devaluation has led to difficult decision making.
He said, "Initially we calculated at Rs 52 or 53 (exchange rate per dollar) but now we are calculating at Rs 63; that is a 20% jump and it is huge. No brand makes 20 % margin and it will affect the consumption rate. However, we will cut ourselves down to profit our partners."
In the entry level and lower mid-end cameras, we will focus on with the distribution network, which are the retail stores but for upper mid and high-end cameras, we will be focusing on large format retailers because they have a good presence in the tier-I cities, said Mehta while talking about go-to- market strategy. The distributor plans to add 75-100 resellers in tier-2 and -3 markets by the end of September next year. He informed, "However, Camera is not a commodity which is sold like salt and pepper, it is a specialty trade. So there are specialists who deal with it and we will go to this specialist."
According to 6Wresearch, around 4,48, 950 cameras, including DSLRs--were shipped in CY Q2 2013 and brands like Sony, Canon and Nikon held 90% of the market share in terms of units. Kodak was out of the market for about 1 year, after it filed bankruptcy in January last year. However, the company announced its exit from bankruptcy protection on September 3, this year.