Five questions for 2015

The Indian economy is forecast to grow at 7.4% in 2015-16 and the Indian market is set to become buoyant again. There are reports which have indicated better profit growth prospects. We put five questions to the print CEOs as to what they expect in 2015

13 Feb 2015 | By PrintWeek India

Manoj Mehta,
Manipal Utility, Ahmedabad 
Q: Will traditional Indian printers sell print via eCommerce?
Rapid change in shopper behaviour and disruptive digital package print technologies are colliding. As consumer spend more time on the internet “on the go”, the brands are responding by shifting advertising budgets towards digital media. Technology is making it possible for brands to connect the virtual world with the physical world through packaging.
These synchronous changes are enabling new business models. Packaging is taking centre stage in making it happen and is becoming the new currency for brands to thrive.
The ‘Share a Coke’ campaign used personalised labels well. After delivering 150 of the most popular names on the bottles across the Europe, it asked its Facebook followers for names they would like to appear on shelves. Coke then printed 50 more names from this interaction, driving consumers back to retail shops.
This success​ has ​made Coke expand the same concept in South Africa,​ the ​US, Mexico and repeating it across Europe. There are now 50 countries across the world where ‘Share a Coke’ is running. Digital package printing provides brand managers with the creative fuel to connect the consumers.

Animesh Kejriwal,
Parksons Graphics, Mumbai
Q: Will we see workflow become a major part of print investment?​​
Certainly. As print moves towards shorter runs and higher number of orders, quick processing of orders becomes a growing need. A workflow ensures high levels of automation and smooth flow of orders, without duplication of data entry. Workflows also allow closer integrations with customer’s processes both at the receipt and delivery end, providing a lot of opportunity for value addition and efficient service.
I think it is a necessity in any modern print shop.

Sauvik Chakravarty, 
Graffiti Signgraphics, Kolkata
Q: To what extent is educating your customers a good idea?
Print is a vital channel of communication. I would say, companies who do not educate their clients are failing in their duty to the print industry. But to answer the question in a proper perspective, I would say, we need to understand what the customer’s profile is. Typically our customers, in the signage business, are represented by an individual who is responsible for different marketing and procurement services in an organisation. This individual or a group of individuals are supposed to handle activities with limited practical knowledge of material, process, innovation, etc. Additionally, there is pressure to cut costs and look to  buy cheap. If this customer is not educated adequately, there is a huge risk of an organised quality player losing out in an unhealthy price war. 

Ashok Gupta (right),
Drishti Offset, Bhopal
Q: Are we mature enough to understand the total cost of ownership, or the investments will still be made considering the capital cost of the equipment?
Certainly, the former. Large corporations have their own math and the Indian businessman is extremely shrewd in his own way. They are seldom hasty, yet when newer costs are discovered, the tricky question comes forth: have I got my homework right? For example, you’re tempted with a good offer. Also certain pre-owned equipment might only initiate the thinking, given there is the need to enhance your manufacturing capabilities, but would you make a decision without considering operational and all other costs. Achieve your estimated TCO, stay on track with the ROI. As long as you meet your purpose and remain at peace, you’re ready for the next investment.

Sachin Chandsarkar,
General manager (strategic sourcing), Godrej Consumer Products, Mumbai
 What is innovation, according to you?
Innovation is anything that brings value on the table for the end customer. The value focus should not be low pricing but something that bridges the gap between the need and the want, which is not perceived by the ultimate customer. A product or an idea which fills that gap is an innovation.