Fujifilm clicks for an instant future with Instax range

Targets Rs 60 cr from segment in '15-16

 Fujifilm is charting a novel course with its ‘Instax’ line of seven instant photography cameras.

The company launched its Instax range in India last year, and plans to sell one lakh units this financial year (2015-16). “Last year, we sold 3.9 million Instax cameras across the world, while this year, we expect to sell five million units. This camera range is a segment-builder of sorts,” Fujifilm India Managing Director Yasunobu Nishiyama told Deccan Herald.
Instant photography allows printing of images instantaneously from the camera itself. Fujifilm began its instant photography journey with the first Instax launched in 1998.

Today, it claims to be the only manufacturer of instant cameras.
“Since the segment is unique, there is no competition threat,” Nishiyama said. Fujifilm also sells the high-end X-series digital cameras.

Fujifilm India recently announced the launch of three new products —  the Instax Mini 70, Instax mini HELLO KITTY, and the Instax SHARE smartphone printer.

“The Instax cameras (costing between Rs 6,441 and Rs 13,000) use ten films. The pictures are instantly printed on them. While the cameras are made in China, the films are made in Japan,” he said.

Fujifilm said the overall India sales of compact digital cameras in calendar 2014 were 1.6 million, which is expected to be just one million this year. In the case of premium cameras, it was 400,000 last year, and expected to to grow to 500,000 this year.

Fujifilm has set an ambitious revenue target from Instax this financial year, at Rs 60 crore, which it aims to double to Rs 120 crore in 2016-17.

Overall, in 2014-15, Fujifilm’s India revenues were at Rs 900 crore, growing six per cent. This year, it expects to grow 20 per cent to Rs 1,100 crore.


Say cheese...! 

Fujifilm sees robust future in instant cameras
Bets big on revenues from Instax range in India
Claims to be the only maker of instant cameras at present