Bangalore: In order to strengthen its printer business in India, digital technology player Samsung India has announced several new initiatives including strengthening of its printer organization and the launch of seven new printer models. New range of printers include Laser Printers - ML 2245 that has been developed specifically for the Indian market.

Samsung is the No 2 player in the printer market. Samsung, with a market share of 12.5 percent, is looking at bridging the huge gap between the company and No 1 player HP, which holds 70 percent of the Indian market. Samsung is doubling its printer sales and marketing manpower this year. "To give our enterprise business a strong fillip we have set up a separate corporate sales team for our printer business as distinct from our channel sales team", said Uday Bhat, General Manager, IT division, Samsung India Electronics.

In addition, the company is focusing on expanding its product range and channel in order to achieve its target growth of over 100 percent in this year. The company saw a growth of 16 percent in its printer business last year. The technology firm has adopted a multi pronged strategy of launching new products across all customer segments, supporting the range with a strong communication concept of 'printelligense' and strengthening its channel engagement across the country. Apart from plans to set up 10 IT brand shops in India to give customers a complete idea about its IT product portfolio, including printers and LCD monitors, the company also plans setting up of a printer demo zone in Bangalore.

Some of the highlights of the new range are; printers with smallest footprints to save space, printers with low printing cost, printers with USB direct print and scan function and printers with easy paper jam removal.

Newly launched Samsung Printers include ML 1640-priced at Rs. 6999, ML1640- priced at 5299, CLP 315 - priced at 11,999, CLP 310 - priced at 15,499, SCX 4300 - priced at 8,999, SCX-4828FN - priced at 24,999 and CLX-3175FN - priced at 42,499.

With the launch of these printers, Samsung's printer product portfolio has expanded to 30 products across personal, network, color laser printer and MFP Segments.