During the pandemic, there has been a considerable increase in the number of people using DSLR and mirrorless cameras and one name that is often heard is Fujifilm. Seizing the opportunity in the fast-growing mirrorless camera segment, Fujifilm has been introducing various digital cameras in its X and GFX Series ranges of cameras. Here’s what Arun Babu, general manager, EID, optical devices and Instax Division, Fujifilm India, told us about photography and beyond.

Has the pandemic turned a section of smartphone users towards using traditional cameras?

We’ve seen a clear trend where the pandemic fuelled a person’s passion for photography, be it an enthusiast or someone who wanted to work on their skill and talent. The pandemic-induced lockdowns and time-outs gave people the space to work on themselves, take up hobbies, and live their passions. While many people started their photography journeys through smartphones, they were quick to note the limitations of the device. To enhance their skills and enjoy the art of photography, they turned to digital cameras to better their craft. The manual control that a digital camera offers is unparalleled to any smartphone camera.

Last year, the GFX 100S was largely well received. What has been the feedback from owners of the original GFX100?

The GFX100 was an immense crowd-pleaser with its high image quality and stability. We received a lot of positive feedback from the users and worked upon it to develop an even more affordable product carrying the qualities and features that they most liked and wanted. The GFX100S is a medium-format camera packed in the size of a DSLR with the same technology as the GFX100 components from the APS-C sensor. With this, we were able to develop an even better product. Both the GFX100 and the GFX100S use our 102MP, 43.8x32.9mm medium format CMOS sensor, and offer the 400MP Multi-Shot feature. Both are capable of capturing 4K 30p videos making for great video cameras. Amongst them, the difference is the size of the camera and its affordability compared to the GFX100. The GFX100 is designed for the studio and professional settings, while the GFX100S is catered to the users who like a more mobile style and are always out in the field.

Something like the X-T4 is powerful when it comes to video, yet people keep buying it mostly for shooting stills. What opportunity does Fuji have when it comes to a dedicated video camera in the X-series range?

The way a consumer uses a particular camera is dependent on their use and need. With the X-T4, our goal was to develop a leading camera capable of fulfilling multiple purposes. The X-T4 is a very refined product from the X-series, and a testament to our innovative technologies in the field of electronic imaging. Our X-Series camera range recently marked a decade of success, and the X-T4 has been a game-changer for us. This camera is capable of not only amazing action stills, but also has great video capabilities. It offers great in-body stabilisation, faster shooting, improved autofocus and a larger battery, is capable of shooting 60 frames per second at 4K and up to 240 frames at 1080p, making it a great hybrid for stills and video.

Are we looking at a sizeable crowd switching to Fuji from other brands?

We have been catering to the photography market since 1939 and have continuously revolutionised the industry with our technologically advanced products. From the decline of photographic films to bringing the world’s first fully-digital camera in 1989 for consumers, Fujifilm has a legacy of catering to what the users want, and driven value from its innovations. A lot of brands are giving up on their DSLR segments entirely, but Fujifilm’s entire product range is full of mirrorless cameras. Our X-Series range of cameras caters to multiple types of audiences, best suited for varied consumer needs. We have cameras like the X-T4 for the wedding photographers, the X-T200 and X-E4 for vloggers and content creators as well as the X-S10 for the hobbyists who like to have a powerful yet handy camera on them.

Fujifilm has maintained a steady hold on the camera market in India since its launch and has also been able to achieve double-digit growth during these challenging times.