Inside Canon's Picture Perfect Marketing Strategy For India
From being known as a premium camera and printing brand to emerging as a trusted name across multiple technology and imaging segments, Canon’s journey has been one of constant adaptation. The company built a strong reputation among photography enthusiasts and office users, then over time diversified into professional imaging, surveillance, medical diagnostics and enterprise solutions.
Toshiaki Nomura, President and CEO at Canon India, emphasises that beyond their holistic technological solutions, Canon India’s vision is also to help in the development of communities across India. “Though the country has one of the youngest populations in the world, the challenge of youth unemployment is wide.” To combat it, in addition to their Adopt A Village program that was launched in 2012 to help sustainably develop adopted villages through education empowerment and infrastructural development, they launched a Skill Development Initiative in 2024 to empower the youth, aged 18-25 years from urban slums, with core employability skills.
India’s dynamic economy, rapid digitalisation and youthful demographic make it a strategic focus for Canon. “The long-term commitment to sustainable development rather than short-term interventions will contribute to India’s growth while simultaneously growing and cementing Canon’s presence in the country.” Their initiatives, too, have already shown promising results, equipping participants with crucial skills in high-demand sectors such as BFSI, retail, IT/ITes, e-commerce and Quick Service Restaurants.
Ever-Expanding Offerings
Canon’s expansion in India has long moved beyond traditional imaging, having ventured into healthcare, education and professional imaging. Its medical division offers advanced diagnostic imaging systems, including X-Ray, MRI, CT scan and ultrasound equipment. In the realm of professional imaging, Canon’s EOS R system cameras and RF lenses cater to the burgeoning demand for high-resolution content, especially in India’s thriving cinema and OTT industries. “We’re cultivating the Indian cinema and OTT industry… through our expansive lineup of cinema cameras and lenses addressing requirements for portable, compact and feature-rich cinematography solutions.”
Since stepping into the role of President & CEO of Canon India, Nomura says that his focus has been on highlighting the versatility of Canon's diverse portfolio and integrating imaging solutions into additional sectors, leveraging innovative features, cutting-edge technology and localised marketing strategies tailored to meet the evolving needs of the Indian market. The brand equity and trust garnered over the years through innovative and high-quality offerings have been crucial in helping expand their product portfolio.
Leveraging Digital Media
The other aspect of Canon’s marketing strategy is a focus on adaptability and customer-centric solutions. “With our media strategy we try to blend both the online and offline channels, complemented by an active social media presence.” They reach a tech savvy audience through campaigns that share information and drive direct interaction with users. “Our social media initiatives, including engagement programs and quick consumption content, has added more versatility to our communication while educating and connecting with consumers effectively.”
Looking To The Future
The BFSI and healthcare industries are rapidly evolving, driven by digital transformation, automation and shifting customer expectations. Canon is supporting this transition with a robust portfolio of products and software—including print management, cloud services and Document Management Systems (DMS)—helping businesses streamline workflows, enhance accuracy and improve efficiency.
In the imaging sector, Nomura says that the demand for higher resolution and advanced sensor technology continues to grow, alongside an increasing need for professional video production. “Our EOS R system cameras and RF lenses are evolving to meet these needs, focusing on intuitive user experiences, AI-driven automation and cutting-edge sensor capabilities.”
The focus remains on helping organisations optimise their operations and enhance their customer experience, particularly in sectors where efficiency and accuracy are important. “India continues to be a high-priority region driven by the rising demand for advanced imaging solutions.” Canon aims to position India as its top market in the Asia-Pacific region by 2035 with consistent double-digit growth in the country.
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