What Intel did for branding microprocessors, Abbee Consumables, a computer peripheral company, is planning to do for printing cartridges.
"This will be first attempt by an Indian company ever to create a brand for printing cartridge components. They are like microprocessors of printing cartridges," Abbee Consumables and Peripherals Shoppe Managing Director B B Somani told PTI.
The company will also launch a three-year Rs 9 crore campaign starting from January aimed at educating masses on the use of critical components of printing cartridges like drums, toners and ink.
The campaign will put emphasis on re-use of a cartridge keeping in mind the economy and environmental issues and the need for quality components, Somani said.
"We will also have a separate brand for the cartridge component business and it will be a subsidiary of the parent company," he said.
The closely held company will invest Rs 14 crore in the expansion of the plant in Himachal Pradesh to produce the cartridge components while the existing plant will be used to produce other computer peripherals.
The reason to launch a retail brand for cartridge components is ever-increasing re-use and refilling of cartridges.