From Tier-1 to Tier-5 Cities: Pantum is Redefining Printing Across India

NITISH GULATI 
SR. MANAGER (PANTUM INDIA), PANTUM INTERNATIONAL LIMITED

Pantum, the global printer manufacturer, has been steadily strengthening its foothold in India with a vision to provide affordable yet advanced printing solutions across every customer segment. From entry-level users to large enterprises, Pantum’s strategy is clear: deliver value through technology, ensure accessibility, and grow hand-in-hand with its partners. Below are the excerpts of VARINDIA’s exclusive interaction with Nitish Gulati, Senior Manager (Pantum India), Pantum International Limited.

A Comprehensive Product Portfolio

Speaking about Pantum’s offerings, Mr. Nitish Gulati, Senior Manager (Pantum India), said, “Pantum has gradually brought its complete product range to India, catering to SOHO, enterprises, and government institutions. Our printers meet 90% of user needs, and our goal is to provide affordable printing to every segment of customers.”

Pantum offers a wide portfolio ranging from 22  ppm  entry-level  printers  priced at less than Rs. 10,000 to multifunction models starting at Rs. 40,000. Its P2210 series dominates the entry segment, while the P2512W is India’s first direct Wi-Fi-enabled entry-level printer. With a strong focus on duplex printing, e-stamping solutions, and multifunction devices supporting Apple AirPrint, Pantum ensures versatility across sectors. Upcoming duplex scanning printers and affordable original toners further enhance efficiency, durability, and value for customers.

Make in India Plans

Pantum has ambitious plans  aligned with the “Make in India” initiative. “In the coming years, we are planning to introduce Make-in-India printers, including inkjet and A3 models,” Mr. Gulati revealed. This will not only strengthen supply chain efficiency but also create localized solutions tailored to India’s diverse market needs.

The Indian market,   he   emphasized, is viewed as a role model within Pantum International. “Our headquarters now looks at India as a showcase market for global growth, thanks to the rapid adoption and strong partner ecosystem here,” he added.

Channel Engagement and Loyalty

Pantum’s growth story in India is closely tied to its channel-first approach. The company works with a national distributor, Keynes Technology, supported by 40 regional distributors and nearly 1,000 Tier-3 partners. This extensive network ensures that Pantum products are readily available across India, including Tier-3, Tier-4, and Tier-5 cities.

“Our motto is simple—we grow with our loyal partners. Many have been with us for over a decade, and we remain committed to expanding together,” he stated.

In Punjab, for example, Pantum’s partner Maanit Overseas scaled  from  selling  just 50 printers annually to nearly 600, with a target of 1,000 units next year. “This growth was possible because of trust. When our partners trust us and we trust them, business automatically grows,” Mr. Gulati noted.
Pantum also invests in strengthening these relationships through travel incentives, training programs, and factory visits. Partners have been taken to Vietnam and China, where they experienced firsthand Pantum’s manufacturing capabilities. “Seeing is believing—when partners saw how big Pantum really is, their confidence in the brand multiplied,” said Mr. Gulati.

Looking Ahead

Currently ranked fourth in India’s printer market, Pantum aims to move up to the second position in the coming years. With its expanding product range, Make in India roadmap, and deep partner engagement, the company is well-placed to achieve this goal.

“We consider our partners as family—15 of them are our brand ambassadors in India. Every decision is taken  collectively,  and we move forward together,” Mr. Gulati emphasized.
Pantum is also introducing end-customer reward schemes and digital engagement platforms, ensuring both customers and partners benefit from its growth.
Concluding on a confident note, Mr. Gulati said, “Pantum is not just here to sell printers—we are here to build long-term value with our partners and customers. With our upcoming Make in India products and expanded marketing initiatives, we are ready to grow faster, together.”

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JATIN KHURANA
PROPRIETOR MAANIT OVERSEAS

Affordable, Durable, Reliable: The Pantum Advantage in India

Our association with Pantum over the past four years has been both rewarding and growth-oriented. In this period, we have successfully sold nearly 5,000–7,000 printers, a clear reflection of the rising trust of both customers and partners in the brand.

Understanding the Channel

One of Pantum’s core strengths lies in its responsiveness to channel needs. Initially, there were challenges in spare part and consumable availability, but Pantum quickly addressed these gaps by ensuring a steady supply. This proactive approach not only strengthened after-sales support but also reinforced partner confidence, resulting in consistent sales momentum.

Customer-Centric Product Range

Pantum’s wide product portfolio has been central to its success. Its entry-level printers are among the most affordable globally, making them highly attractive for price-sensitive buyers. Meanwhile, the higher-end models, including the 33 ppm and 40 ppm series, stand out for their durability, reliability, and cost efficiency. By balancing affordability with high performance, Pantum effectively caters to SOHO, SME, and enterprise customers alike.

Customer feedback has been overwhelmingly positive. Dealers report strong repeat demand, with customers consistently choosing Pantum for its low running costs and dependable performance. Over the past two years, we have witnessed a steady and significant annual growth rate, reflecting both rising customer satisfaction and Pantum’s robust channel ecosystem.

A Partnership for the Future

Pantum’s partner-first approach, backed by competitive pricing and durable technology, has laid a strong foundation for future success in India. With mutual trust and a shared growth vision, Pantum is well-positioned to expand further, creating greater opportunities for its channel partners and customers alike.