By Hridgandha Girish Mistry, Advertising and Commercial Photographer, Dean and Director of Shari Academy, Mumbai. Instagram: @thewayhridsees @shari_academy

The Starting Point: Buying Power and Brands

Photography is sustained not just by talent, but by the tools that make creativity possible. Cameras, lights, lenses, accessories, software, and storage systems are the backbone of our industry. Every photographer, whether a student or a senior professional, depends on brands to keep their craft alive.

However, there is a problem. Buying power is declining. Too many professionals undercharge for their work, which means they cannot afford to invest in their own equipment. Instead of upgrading cameras, maintaining software licenses, or building strong studios, they get trapped in survival mode.

This cycle weakens the entire industry. When photographers cannot afford their own tools, they turn to rentals or keep bargaining for discounts. Brands lose consistent buyers, the second-hand market overgrows, and the frontline of creators begins to struggle.

The Discount Culture

Another issue damaging the brand–photographer relationship is the culture of constant bargaining. It is common to hear people say, “I am buying three bodies, give me more discounts,” or “If you lower the price, I will bring more buyers.” On the surface, this seems like negotiation. But in reality, it weakens professional credibility.

Brands invest in research, innovation, and service. When we constantly ask for more discounts instead of valuing their products, we project ourselves as consumers chasing cheap deals, not as professionals building a long-term image. Ethical buying is just as important as ethical pricing. Photographers need to stop expecting everything for free. Respecting brand value builds trust and partnership.

The Cost of Undervaluation

Undervaluing is not just about price; it is about identity. When photographers accept less pay, they weaken their own buying power. And when buying power drops, so does their standing in front of brands. A photographer who is constantly begging for discounts does not look like a leader in their industry.

Instead, we should be building larger-than-life identities. Professionals with a clear style, fair pricing, and respect for their craft can invest in their tools with confidence. They look strong in the eyes of clients and respected by brands.

Fairness From Both Sides

This conversation is not one-sided. Yes, photographers must learn to value themselves. But brands too need to rethink fairness.

  • Support Beyond Sponsorships: Instead of only focusing on celebrity ambassadors, brands must support the grassroots — students, educators, and working professionals.
  • Scalable Pricing Models: Tiered models, student discounts, and upgrade programmes allow more photographers to enter the ecosystem without diluting value.
  • Knowledge Building: Training sessions, certifications, and technical support are just as valuable as selling a product.

When brands empower users through access and education, loyalty grows.

Event Photography and the Race to the Bottom

And then comes the reality of today’s market — event photography.

Events are everywhere, from weddings to corporate parties. They are important, yes. But the way event photography is being priced is hurting the market. Many event photographers take on bulk work at extremely low rates. They deliver hundreds of images quickly, often cutting corners on editing, styling, and creativity.

This has created a dangerous illusion: that photography is only about quantity. Clients start thinking, “If I can get 500 images at this price, why should I pay more for 50?”

But photography is not a numbers game. A single image, created with skill, planning, and vision, can be more powerful than a thousand rushed shots. When event photographers undercut to win projects, it sets false expectations for clients across the industry. Even advertising and commercial photographers are then pressured to match those rates.

Rebuilding Respect for the Craft

To move forward, we need to shift perspective.

  • Photographers must stop underselling. Charge fairly, invest in tools, and project professionalism.
  • Brands must support access. Build partnerships with schools, educators, and working professionals.
  • Clients must learn the difference. An event deliverable is not the same as a carefully crafted campaign image. Quality over quantity should be the mantra.

When all three sides understand their role, the cycle of undervaluation can break.

Final Thoughts

Photography today is not just about capturing moments. It is about building stories, shaping brand identities, and delivering visuals that connect deeply with audiences. Behind every successful campaign is a photographer using a camera, lights, software, and accessories. And behind every thriving photographer is a brand creating those tools.

If photographers continue underselling, they lose buying power. If brands ignore grassroots users, they lose long-term loyalty. And if event photographers keep undercutting, the entire market loses respect.

The solution is fairness. Fair pay, fair pricing, fair support. Photographers must value themselves, brands must empower them, and clients must respect the process. Together, we can rebuild a photography industry where tools are affordable, professionals are respected, and creativity thrives.