What they learnt: Animesh Kejriwal, Parksons Graphics

While Kejriwal believes there is always an inherent risk of failure in experiments and investments, innovation should never take a back seat. And that is what he did...

05 Jan 2016 | By Priya Raju

I believe, all printers need to keep investing in value addition and new capabilities. And we too have to constantly offer our customers new ways to stand out among their competitors. This results in constant investments in new equipment, material and processes.
For one such initiative, we bought a doming machine to offer print embellishments. Doming is typically done on stickers and is made by applying a non-yellowing, scratch-resistant polyurethane dome over a printed and die-cut surface. This creates a “3D” domed effect. 
We thought to use it for spot effects on printed sheets for catalogues, book covers and other marketing collateral. However, we weren’t able to get it right for several reasons. 
Firstly while there is a solution to do spot effects, it didn’t work very well. Since we had an entry-level machine, a large part of the operation required a lot of operator skill and the designs that we could produce were limited. Also, the process used a substance that hardened very quickly, and since we tended to use the machine occasionally, the machine would keep getting choked.
As a result, we were never confident of offering the effect to our customers and didn’t end up marketing the capability. Eventually, when the machine manufacturer offered possible solutions to overcome the hurdles, it didn’t seem to justify further investments. Over time, our staff and operators had lost confidence, and the equipment remains unutilised.
It’s quite unusual to use doming in this manner, and so we were in relatively unfamiliar territory.
There is always an inherent risk of failure in such experiments and investments. However, it is essential that businesses don’t stop innovating for fear of failure - there will always be the cost of a few failures to get to the next level of success. We have always believed that every effort leads to some step forward, regardless of whether it succeeds or fails. We’re still waiting to see where doming will take us!

Kejriwal is a super strategist. A man of science. A software prodigy. An uber geek. And to top it all, he is suave.

"Patience is not simply the ability to wait - it’s how we behave while we’re waiting," says Varun Tholasi of Tholasi Prints
Read his story here