Win32 application write output to console using printf

I have an exe developed using win32 application. When I run (double click) the exe GUI should appear and when i call exe from command prompt output should appear in command console.

My issue is how can i redirect output to command window using printf? I am able to print in command window using AllocConsole(), but new command window is created and output is redirected to new window. I want to print output in same command window where exe is called using Win32 application. Any help appreciated.