Olympus to OM SYSTEM: Company’s bigwigs talk about new cameras, lenses and rebranding

For many, cameras from OM SYSTEM — formerly Olympus — is the go-to choice. Built on the 85-year legacy of Olympus, OM SYSTEM has launched two products in India — OM-5 Mark II interchangeable lens camera and M.ZUIKO DIGITAL ED 50-200mm F2.8 IS PRO lens, both designed for wildlife, macro, birding, landscape, travel and street, and urban photography.

The launch marks the company’s renewed focus on India. OM-5 Mark II is an interchangeable lens camera designed for outdoor creators who demand portability and performance. Compact, lightweight, and engineered with splash, dust, and freeze-proof protection (IPX53, up to -10°C), the OM-5 Mark II is built to thrive in every terrain. Its key enhancements include class-leading 5-axis image stabilisation.

The new M.ZUIKO DIGITAL ED 50-200mm F2.8 IS PRO is a super telephoto zoom lens. Covering a wide 100-400mm (35mm equivalent) focal range with a constant F2.8 aperture, this large-diameter lens sets a new benchmark in imaging performance.

We spoke to Vivek Handoo, vice-president, head of APAC/managing director at OM SYSTEM, and Shigemi Sugimoto, CEO, OM Digital Solutions Corporation.

How has the rebranding from Olympus to OM System impacted the company? Why was this a need and what were the challenges?

Shigemi Sugimoto: The rebranding was a natural progression after the creation of OM Digital Solutions in 2021. It allowed us to preserve Olympus’ 85-year heritage while shaping a fresh identity that reflects agility, innovation, and a renewed focus on outdoor creators. Globally, this move helped us sharpen our positioning as a brand for explorers and storytellers, while giving us the freedom to chart a bold new vision. The challenge was to ensure continuity for our loyal user base — to reassure them that while the name had changed, the values, quality, and commitment remained intact.

We approached this by combining the familiar strengths of Olympus with visible innovation in our new product line. The response has been overwhelmingly positive, with photographers recognising that OM SYSTEM is not only honoring the past but also setting benchmarks for the future.

What have been some of the product launches in India across segments — for those new to photography to loyalists of OM System?

Vivek Handoo: Our portfolio in India is carefully designed to serve the full spectrum of photographers. For beginners and enthusiasts, we offer compact, lightweight systems that make the transition from casual to serious photography both easy and enjoyable. These products lower the entry barrier, encouraging more people to explore creative storytelling with professional tools.

For loyalists and professionals, products such as the OM-5 Mark II and the M.ZUIKO PRO series lenses deliver advanced features, robust durability, and creative freedom that stand up to demanding professional use. This combination allows us to address different user journeys — whether someone is just picking up their first interchangeable lens camera or is a seasoned photographer seeking specialised glass for wildlife, macro, or cinematic projects.

The breadth of our portfolio ensures OM SYSTEM has something relevant for every stage of the photography journey, which is a key differentiator in a diverse market like India.

Are smartphones fueling camera sales indirectly, that is, people are getting interested in photography through the likes of iPhones and then moving to something more professional? Are smartphones broadening the base of photography?

Vivek: Absolutely, smartphones have broadened the base of photography by making image creation accessible to millions. They have introduced people to the joy of visual storytelling, sparking interest and creativity in everyday life. As individuals develop a deeper passion, many naturally outgrow the limitations of smartphones and start looking for tools that give them greater creative control, superior image quality, and flexibility in challenging conditions.

This is where OM SYSTEM cameras play a critical role. With advanced optics, class-leading stabilisation, weather-sealed designs, and a wide choice of lenses, we offer capabilities that smartphones cannot replicate. In many ways, smartphones act as a gateway to professional photography, and our mission is to be the natural next step for those who want to take their craft to a more advanced level.

What are the areas OM System wants to invest in — be it new cameras, technology or offline expansion?

Vivek: Our focus is on three key areas. First, developing new camera and lens systems that empower creators with the right balance of portability and performance, keeping outdoor imaging at the core. Second, investing in advanced imaging technologies, such as in-body stabilisation, computational features, and compact optics that enhance the creative possibilities of both enthusiasts and professionals. Third, strengthening our offline ecosystem in India. This includes expanding our dealer network, investing in partner training, and creating strong engagement platforms for the photography community.

At a time when people are chasing megapixels, what role does computational photography play for companies like yours?

Vivek: For OM SYSTEM, the pursuit of excellence goes beyond just megapixel counts. We believe computational photography is about delivering real-world advantages that make a meaningful difference to creators. Our innovations include in-camera 5-axis stabilisation, high-resolution shooting modes, focus stacking, and cinema-ready video capabilities — features that allow photographers and filmmakers to achieve professional-grade results directly from their camera. When combined with precision optics, these computational tools unlock creative freedom that megapixels alone cannot provide. For outdoor creators, where conditions can be unpredictable, it is these features — rather than just sensor size — that make the difference between capturing a good image and an exceptional one.

Do you think that the days of people buying multiple lenses when they get a new camera are over?

Vivek: The approach to lenses has certainly evolved, but it is far from over. Many beginners start with versatile zooms because they want one lens that can handle multiple situations. As they grow more serious about their craft, however, they often look for specialised lenses that give them an edge in specific genres like wildlife, portraiture, or macro photography.

This is where OM SYSTEM continues to see strong demand, particularly for our M.ZUIKO PRO range, which is known for its optical excellence and durability. For enthusiasts and professionals, lenses remain an essential part of expanding their creative toolkit. In fact, as photographers become more advanced, their investment in lenses often grows, because lenses define not only the perspective but also the quality of their storytelling.

When it comes to outdoor photography, what role will conventional cameras continue to play?

Vivek: Conventional cameras will continue to be the gold standard for serious outdoor photography. While smartphones have made photography more convenient, they cannot match the durability, flexibility, and performance of dedicated camera systems. Outdoor creators often face challenging conditions, from dust and rain to extreme cold or heat, and this is where features like weather sealing, interchangeable lenses, long zoom ranges, fast apertures, and professional-grade stabilisation become indispensable.

OM SYSTEM cameras are specifically engineered to thrive in these conditions, allowing photographers to focus on creativity without worrying about equipment limitations.

OM-5 Mark II with 14-150mm is priced at ₹139,990. Priced at ₹329,990, the M.ZUIKO DIGITAL ED 50-200mm F2.8 IS PRO lens is available on an order basis