Germany’s Leica zooms in on India

NEW DELHI: Photography enthusiasts in the country are set to find reason for cheer this week, with iconic German camera-maker Leica Camera venturing into the Indian market for the first time in its 103-year history. The camera manufacturer threw open the shutters of its first partner-store in New Delhi on Thursday.

Founded in 1914, the camera firm has always had a substantial fan base in India. However, while competitors like Nikon and Canon have seen significant traction in the Indian DSLR market over the past few years, Leica has been hobbled by its absence in one of the fastest growing markets for cameras.

According to Leica, its store will showcase its global range and pricing for products set to be sold in the country. “We will be targeting prospects which fall into category of photographers and artists who mostly live in metro cities. So, the first step of development would be to open destination centres,” Leica Camera AG Managing Director, Asia-Pacific Region, Sunil Kaul said.

While it is unclear how many stores the firm plans to open in the country, it is also planning to collaborate with India’s top-notch designing and photography institutes to organise informational workshops to create brand awareness.

According to Kaul, the company will focus on building a community around the brand by connecting with its target consumers and institutions. Leica currently makes DSLR, SLR, compact and film cameras, and instant camera products, among others, and specialises in the manufacture of cameras and sports optics. It currently has a production facility in Portugal and branches in countries including the US, the UK, China, Japan, France, Australia and Singapore.