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Xerox, once synonymous with photocopying, is trying to regain its lost glory in India by improving its pricing and logistics.

For the last three years, the company’s balance sheet has been in red, marred by management issues and lack of effective engagement with its business partners, who turned Xerox smaller than even those printing companies that entered India in the last couple of years.

“Frequent changes in the partner ecosystem and management are some reasons to have affected their business. Competitive price restructuring and flexibility in servicing products will be required to gain market share going forward,” said Gaurav Sharma, Research Manager (Enterprise & IPDS), at market research firm IDC. However, the firm is seeing a turnaround, after appointing its new managing director for India in June 2015.

Currency volatility

“We had a period of three years before 2014-15 where we had profitability challenges. This was also the period of extreme currency volatility that increased the cost of our goods by 40-50 per cent purely on account of currency,” Ashraf El Arman, Managing Director, Xerox India, told BusinessLine.

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