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| Mr Bhadhuria |
AB Cartridge, the pioneer and leader in remanufactured cartridge industry in the country, is going places even in these times of recession! After winning over a sizable market of the cartridge recycling industry with its more-value-for-money cartridges, AB Cartridge has launched its new products for laserjet printers, inkjet printers and copier machines and digital printers.
If you ask AB Cartridge's 31-year-old managing director Anil Bhadhuria the reason for the success of the company and its products, he is fast with an answer which is more than convincing. He says, "Our customers cumulatively have saved more than Rs 1,200 crore during their 7 years of association with us. Today we have 5000 plus customers spread across India. With printing being a regular cost to any company, using cartridges by original equipment manufacturer (OEM) is 60% more costlier than using our cartridges. All those who have tried our products are our loyal customers now. They are happy not only with the quality our products give but also by the savings they make at the end of the day."
The printing consumables market in India is dominated by OEM products with about 70% and recyclers claiming 20% and refillers the remaining 10%. However, AB Cartridges has won over 20% of the overall cartridges market with its dedicated service to the industry in the last 7 years. AB Cartridge has a workforce over 400 people working all over India from 86 offices across major cities. Its 5000+ satisfied customers include fortune 500 companies, and many of the super brands of the country. It is no wonder AB Cartridge is considered as No 1 all-India printer service provider.
When the company conducted a market survey of the cartridges used by the corporates, it observed that a major segment uses laserJet and inkjet printers for which they need the cartridges, which are very costly for every day use. It is in this area that the company has brought its innovative strategy and proved it correct to the world.
The business model adopted by AB Cartridges is simple as it is effective. The company will provide you an HP printer free of cost along with an AB cartridge. While the cost of the AB cartridge is less than a HP cartridge, you will get the same quality and the same number of printouts as an HP cartridge. More than that, there are no extra charges for AMC nor any rent to be paid for the printer. As a user you need only to pay the cost of the cartridge that comes to you at 60% cheaper than OEM cartridges. Add to it is the door delivery and related services that are assured by the company.
“While we pride ourselves fast and accurate responses to customer problems, we also provide an array of resources to enable customers to find answers and resolve problems on their own, without having to contact technical support. We provide onsite support when customers are unable to address a problem successfully on on their own or have a question that is not answered through self, with the help of a bunch of trained and qualified engineers,” he said.
Such a 'self-less' service has concretized its relations with its customers. It has only added value to the business of trading of computer consumables since the last 7 years.
According to Mr Bhadhuria, corporates are the main users of computer printing consumables and they account for 80%. While large companies are its target audience and they very much savour the idea of cutting costs without sacrificing quality.
Most printer cartridges can be recycled, refilled or reloaded. Recycling is a hot issue and another huge growth industry, says Mr Bhadhuria about the recycling technology he uses for his products.
"Buying of new cartridges involves a higher cost. Recycling cartridges can also create jobs as our cartridges are locally refilled or refurbished unlike new cartridges which are mass produced overseas and sold by local dealers," he says.
An ardent promoter of green processes, Mr Bhadhuria talks about the good reasons for using recycled printer cartridges: "It saves millions of liters of oil as one new laser cartridge uses more than 3.4 liters (3/4 gallon) of oil. Laser printer cartridges account for over 90% of all throw-away cartridges and one such cartridge thrown into a landfill can take up to 450 years to decompose."
Recycling is gaining more acceptance as buying of new OEM cartridges involves a higher cost.
According to Mr Bhadhuria, the company plays an active role in printing industry in India. Compared to international branded products AB provides quality product with huge marginal price advantage.
The company’s processes and products also take care of important environmental issues like global warming, reduction of plastic waste by recycling plastic and fibre that are harmful for nature.
AB Cartridge remanufactures printer cartridges and their production includes number of steps before it comes out with a finished product.
Mr Bhadhuria says that each and every step of the production is closely monitored for fail-safe operation of cartridges by trained technical people.
He said that with the valuable support of customers the company has reached the present position in the competitive market. "We serve more than 5000+ clients, more than one in all sectors across India. In Mumbai, we do direct service to all our customers.
"To enhance support and services at customers surrounding we have opened our local offices at several locations at major cities of the country. All our outstation office are owned and operated individually. By doing this we created a new system of franchisee support."
(Advertorial) |
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