Can you take us through a brief history of the company and its journey?  

We started this company in 1989. Since then our quality and commitment of services to our client has only grown over the years. Currently, we have got some 2 HP latex (L560& L3200) and some 5 solvent Printers having a capacity of 60,000 sq. per day. Directly and indirectly, our team has grown to a strength of 200+ employees. We have a complete set up for outdoor and indoor advertisements & events and are capable of offering full solutions to our clients.

 Can you share your overview of the market – particularly the trends and specific growth opportunities in the signage, display, in-store graphics segment?

Earlier the need was for a print speed of 20 square feet per hour in the market and now it has gone up to 60,000 square feet per day. Over the years the market has matured, which reflects on a lot of changes. This is the time to be alert and be updated with new technologies.

 What are the current market challenges you face? And how do you overcome them?

There are challenges in terms of satisfying client demands and the turnaround time is getting shorter. To a large extent, we try to fulfil the requirement of our clients through continuously updating the technology.

Can you explain how partnering with HP helps address some of the above challenges or meet client requirements and retain the competitive edge? Can you share with an example? 

We partnered with HP just after a year of our commencement in 1990. We have never compromised on the quality and service to our clients. We have never used low-quality products and that is where we stand out from the rest. The technology that HP offers helps us in meeting timelines. For example, if we compare eco-solvent machines with HP latex L560, there is not much manual labour required. HP latex is more automatic that helps us save on time and cost. In terms of keeping ourselves ahead of the competition, we have in many cases acquired business just with the mention of HP machine. Some clients demand HP Latex and we fulfil their requirements in no time. HP is our partner in our business growth. It is for this reason that we suggest HP Latex for indoor branding solutions for our clients. Back to back printing solutions in our latex 3200 is also a game-changer for us and helped is convert many clients including, Coca Cola, Vivo, Kwality Walls, etc.

Coming to Latex in particular, can you elaborate on how it has helped in turning a brand’s imagination into impact? Particularly in the context of consistent colors across versatile media, across locations on similar media, faster TAT, green solution etc.? Can you explain with some examples?

It is a very dynamic environment and there is something new coming up every day and the technology usage is also growing. I see a potential to continue growing and innovating on our strategies. We need to be dynamic and need to constantly research on what we can do better to serve the customer better. That's where I think the industry is moving towards and where a lot is happening. So, we need to keep ourselves equipped and upgraded with new technologies in order to cater to business needs.

When I came to know about Latex, I realized that this was indeed an amazing invention. I have tried many media on the Latex machines and I tell my clients that there is no media which cannot be printed with the help of this technology, save the hard media. As there is no extra drying time, the speed is also an edge when compared to other printing technologies. There is also assurance of consistency of colors, if printed with the correct selection of profiles. Clients do have knowledge of HP and its quality. But before making the final product we run a sample for them using a different substrate to check and compare the output. When one uses original HP products, especially the cartridges, even if something goes wrong with the machine, it will be possible to get services. Further, Latex is complete green, is acceptable worldwide and has given us immense business opportunities.

So would you say that Latex gives a complete solution as required by your clients?

Yes of course, if the advantages and the usability of the Latex are made known.

Regarding green printing, what would it take to make green solutions a sustainable business proposition?   

When it comes to green printing, we have started trying out printing on different substrates like textile, cotton etc, – basically efforts to offer more sustainable products, mostly because of the ban on flex. When there was a flex ban, we had to immediately find alternative substrates and we started printing on HP machines, which then came out really well. I think in that sense HP offers futuristic technology and there has been support for fabric media as well. Even as an organization, we want to position ourselves as an eco-friendly entity. 

Coming to the bigger picture of the business, how do you think a client-vendor relationship can become more like a partnership?

As far as we are concerned, it has always been a partnership between the client and the vendor. If we can suggest value-added propositions to clients, then they will always become partners.  The vendors are my partners and are part of our family too.