With this end in mind, GIL is using Print Pack India 2001, the internationalexhibition on printing and packaging machinery, currently on at PragatiMaidan in New Delhi, as a launch pad to tap the offset printing industry. Aslew of high-end digital printers are on show, including the latest digitalCopy printer model from the Ricoh stable - 5450. While the product will becommercially marketed in the country from June, this will mark its softlaunch, coinciding with the global launch of the product.

Says Mr K Swetharanyan, managing director, "While our portfolio remains moreor less the same, the company now intends to move away from the govt sectorinto other pockets, targeting newer segments in a more focussed manner, withthe intention of increasing our area of business.''

Traditionally a direct selling company, GIL is restructuring its sales teamson vertical lines to target the different segments. For digital copiers, itwill target large research institutions, jobbers (roadside copy shops), thetelecom, banking and finance sectors.

Says Mr Sujit Sanyal, vice president, field operations, "We are in theprocess of identifying channel partners for the offset printing industry,like large distributors marketing printing equipment, since they have highcredibility with clients and knowledge of their requirements.'' Themarketing strategy will be modified depending on the positioning of theproducts eg if positioned as an IT peripheral, it would need to tap ITindustry channels as partners, but in the educational, banking and financeand jobbers segments, direct sales teams would be more effective, explainsMr Sanyal.

Other direct activities it is charting out include road shows, teleselling,exhibitions. A large part of the communication budget, which istraditionally 2 per cent of revenue, is focussed on these activities, withadvertising being limited to some niche journals. Last year's budget wasaround Rs 2 crore.

Gestetner India is a 51 per cent subsidiary of Gestetner Holdings, which inturn is a wholly-owned subsidiary of Japanese office automation major,Ricoh. It recorded a turnover of Rs 64 crore in 1999, a 20 per cent growthover last year and is targeting Rs 100 crore this year.