Brands
Fujifilm to rely on B2B, B2C marketing for GFX 100 and Premista
MUMBAI: After a global launch in May, Fujifilm introduced its latest innovation breakthrough in India, the FUJIFILM GFX100 mirrorless digital camera (“GFX100”) and its ‘Premista’ series of lenses. The camera incorporates an image sensor with the world's highest 102 million pixels resolution and unique colour reproduction technology to achieve the world-leading image quality.
Fujifilm India head of image capturing SM Ramprasad told indiantelevision.com that the prime target consumers for this camera are professional photographers working in commercial industries like fashion and advertising. “This is for all the people who want more details on their images; the images which are meant not to just stay on the monitor but go beyond that. This camera is going to deliver for them.”
He also talked about the newly launched ‘Premista’ series of the lenses which is being targeted at DOPs working in Bollywood as well as the Indian television industry.
Ramprasad said, “We want to establish these lenses as one of the key players in the industry with high-end professional cameras. They have seen how these lenses work on cameras from our X series as a reference mark and over a period of time, these users are going to mature and use the GFX series. So, we are hoping that these lenses will help us in selling both the high-end as well the mid-and lower-end cameras.”
Fujifilm India Pvt Ltd managing director Haruto Iwata added that the cameras are not necessarily meant for the high-end professional users but also for photography enthusiasts even if they are at the amateur level. He noted that Fujifilm is using e-commerce channels like Amazon and Flipkart to make these products accessible to all sorts of consumers who want to give a professional touch to their work.
Speaking about the marketing plan for the products, Ramprasad shared that the primary plan is B2B marketing but it is going to be a mix of B2B and B2C. “For B2C we are planning to use conventional modes like print as well as social media. For B2B, we are focusing on events and workshops,” he said.
Ramprasad further added, “We did a lot of workshops last year as well and this year we are planning to expand further. We have already engaged 15 X-series photographers, who are our influencers. Apart from them, we have enrolled 25 X-mentors who will not only share their knowledge but will also help our customers in understanding how our products can be used to enhance their professional work experience.”
He shared that in the coming few weeks, the company is planning to roll out a number of promotional activities for not just e-shoppers but also patrons of their retail stores as well.
The products were launched on 16 July in Mumbai. Fujifilm general manager for the imaging product division Toshi Iida told Indiantelevision.com that he was surprised to see the number of pre-orders the product was getting despite its high price point and it was exciting for him to launch the camera in India.
Haruto Iwata said in a press statement, “This is indeed a gratifying moment for us and we are excited to announce the launch of the world's highest 102 million pixels mirrorless camera – GFX100 in India. At Fujifilm India, our endeavour has always been to bind innovation together with service that enhances customer delight. With the launch of GFX100, we have achieved a great milestone in our digital camera business. I am optimistic that the launch will further enhance our presence in India and we will continue introducing cameras that deliver an unparalleled standard of optical brilliance that is sure to delight a photographer’s fantasy.”
Influencers' fashion photographer Dabboo Ratnani and cinematographer Palash Das were also present at the launch.
Dabboo Ratnani said, “It is a matter of great pride for me to be associated with a cult brand like Fujifilm. The new GFX100 camera embodies a new standard of optical excellence with technological brilliance in new mount and optics; retaining Fujifilm’s renowned legacy. Packed with powerful features, the camera displays Fujifilm’s legendary artistry that will empower users to expand the realm of photographic capabilities. With this association, we look forward to an advanced mirrorless camera experience and witness a shift in the existing imaging industry to newer heights.”
Palash Das said, “I was recently honoured to shoot on the Premista 28-100mm large format zoom lens. The lens is indeed a breakthrough with crisper images and proper focal length coverage throughout the zoom range. It has a beautiful flare to it and the bokeh effect is also quite wonderful. My overall experience with the lens is nothing but fantastic and I will encourage more DOPs to use this zoom lens in Bollywood and across the world.”
Brands
Maharashtra panel orders Lodha to refund Rs 5 crore to homebuyers
Consumer court flags unfair practices in long-running property dispute case
MUMBAI: In a sharp rebuke to one of India’s biggest real estate players, the Maharashtra State Consumer Disputes Redressal Commission has directed Macrotech Developers to refund nearly Rs 5 crore to a senior citizen couple, Uttam and Anindita Chatterjee. The ruling, delivered on March 13, 2026, calls out the developer for “deficiency in service” and “unfair trade practices”, bringing closure to a dispute that has stretched over a decade.
The case traces back to 2015, when the couple booked a 3-BHK flat at World Towers in Lower Parel for Rs 12.22 crore, with possession promised within a year. What followed was a series of changes that complicated matters. After deciding to exit the project, they were persuaded to shift to a 4-BHK in another development priced at Rs 8 crore, with delivery scheduled for 2018. However, within months, the price was allegedly increased to Rs 10 crore. After demonetisation reshaped the market, similar flats were reportedly being offered at lower prices, but the couple were not given the benefit.
Despite paying over Rs 2.83 crore, the couple neither received possession nor clarity. Instead, in 2018, the developer unilaterally cancelled the booking, retained part of the amount as earnest money, and argued that the buyers were investors rather than consumers. The commission rejected this claim, observing that casual references to “investment” do not take away consumer rights when the purchase intent is residential.
The bench also held that the developer could not penalise buyers for payment delays while failing to meet its own delivery commitments. It noted the lack of formal documentation for revised terms and termed the prolonged retention of funds without delivering a home as exploitative.
As part of its order, the commission directed the developer to refund Rs 2.83 crore paid by the couple, along with interest at 10 per cent per annum, amounting to around Rs 2.12 crore. In addition, Rs 1 lakh has been awarded for mental agony and Rs 50,000 towards litigation costs, taking the total payout to over Rs 5 crore. The developer has been asked to comply within two months.
For now, the ruling serves as a reminder that in real estate, shifting terms and delayed promises can carry a significant cost.
