Rotatek strengthens presence in India with Provin partnership

RK: Was this in sync with your plans of restructuring the organisation?
BR: Yes, we were in a phase of restructuring. We are in the industry from 1970 and restructuring was a compulsion to meet the planned targets. However, there was no restructuring at the level of ownership of Rotatek. Elvira Vidal, president of Rotatek, continues to be the owner of the company. We are a stronger group now; we have more money to finance all the equipment which is under process. 

RK: Being the second biggest populated country and one of the biggest emerging markets, what kind of growth potential do you see in Indian market?
BR: We foresee good growth in these segments. The country is growing well and our products fit well with the demands of the market. We were focusing on the entire labels market through Brava intermittent and flexo printing presses. We are also into security printing, and pharmaceutical packaging and labels is a big and growing market for us.  To tap the market potential we believe that an effective communication strategy is necessary so that the customers are well-aware about the potential of your technologies. You have to create awareness for the product in the market. European market is saturated so all the manufacturers are looking at worldwide, especially, India and China. Being a growing economy with the existence of a stable government, and a variety of cultures and geographies makes it lucrative market. The English speaking population is another advantage. China is the bigger market than India but it is very difficult to do business there mainly because of language constrains. Europe and South America are the other interesting markets. 

RK: How does kit like Brava posed to help customers?
BR: We have one of the only kinds of machine in the world, Brava, which can run on semi and full rotary in one time. Semi rotary is the technology, which allows you to print any format without changing any cassettes and sleeves.  You can print multiple jobs without changing any cylinder and cassette. With online die-cutting, you do not need to change magnetic cylinder; just change the dies. Turnover from one to another job is very fast and according to our estimate it is around three minutes. If you have long-run jobs then just shift the machine to full rotary mode and your requirement of long run jobs will also be fulfilled. 

RK: Government of India (GOI) has purposed 51% in retail, what types of opportunities will it create machine manufacturers like you?
BR: It is a great proposal. This decision will create great opportunities for every printing press manufacturer. By the entry of more international printers, the quality of labels will increase. Ultimately, it will be good for the entire industry.

RK: Indian machine manufacturers have been aiming global markets with updated technologies. How have you been countering the competition from them?
BR: Indian manufacturers are doing really well. Every manufacturer has its own advantages and disadvantages. We can offer better quality compared to our competitors. Asian, Chinese, European and American machines are competing with us in the market. However, there are many factors which work together and sell a machine. I know few customers who bought cheaper machines from China and due to lack of after-sales service support they are in trouble now. 

RK: As more players are coming in the industry, mergers and acquisitions are taking place. Is it good or bad news for you?
BR: Many Indian printers have been contemplating to move towards mergers and acquisitions. It all depends on your planning and strategies. For us it is an advantage because new companies will bring new technologies and applications since only big companies will come to India and they would be cash-rich to invest in new machines, technologies and applications.

RK: What kinds of customers are on your radar for future products?
BR: We have 1,500 successful machines operating in 70 countries around the globe. We are planning to expand and strengthen our position in different courtiers. We have also opened a new agency in America, recently. 

RK: What are the prominent trends in the market?
BR: Flexo is the strongest technology for labels but hybrid printing presses with offset and online technologies will be in demand, and digital too will exist. According to me, India is a market for at least 50 new label printing presses (including small and big and every other kind of technologies) every year.  The Indian label printing industry must be growing at 10 to 15% annually.  Consumption of labels will increase by 20%. Other markets like shrink sleeves and self-adhesive labels will grow.