Rajalakshmi Ezhumalai: Sales is never the individual achievement of one woman but a collaboration
Winning the Sales Champion of the Year award, Rajalakshmi Ezhumalai, assistant manager of sales for food products at Suba Solutions, has achieved success in the food packaging sector. She surpassed her annual sales target and oversees the sales cycle across departments.
30 Sep 2025 | 288 Views | By Jiya Somaiya
Q: As a Sales Champion of the Year at Suba Solutions, what unique challenges have you faced in the Indian market, and how have you adapted your sales strategies to overcome them?
Rajalakshmi Ezhumalai (RE): One of the challenges I face in selling carton erecting machines in India is the limited size of the market for food takeaway boxes, compared to more mature global markets. Another challenge is pricing pressure from other Chinese machine suppliers, making it important to differentiate beyond just cost. I myself do not make frequent customer visits — I am adapting by leveraging digital tools—using Zoom calls and in-house demos to reach customers. I conducted competitor analysis and positioned our machines with clear comparisons to demonstrate value beyond price. Also, we have developed our own quick-make-ready kits, which reduced operator dependency and increased customer confidence.
Q: Suba Solutions offers a range of solutions. How do you effectively train yourself - and then communicate the value proposition of complex print-packaging technologies and services to potential clients, especially those who may be less familiar with advanced machinery? Share one challenging project which you handled.
RE: To stay equipped, I collaborate with our R&D team, attend global expos, and participate in technical training programs. When presenting to clients, I prefer visual storytelling—using live demos and customer success stories. For example, one of my most challenging projects was with a client hesitant about automating their folding–glueing process. By demonstrating how our solution could reduce make-ready time by 70% while ensuring consistent output quality, we transformed scepticism into confidence.
Q: Beyond individual sales achievements, how do you contribute to the overall sales team’s success and knowledge-sharing within Suba Solutions? One sales mantra which you follow ...
RE: Sales is never an individual achievement. At Suba, I make it a point to share knowledge and insights with my colleagues. This culture of collaboration ensures that every learning and customer feedback strengthens the team. My sales mantra is simple: “Listen more than you speak.” By understanding even the unspoken concerns of customers and aligning the right solutions, I have been able to build relationships founded on trust and long-term value.
Q: In your experience, what are the key factors that differentiate a successful sales professional in the printing industry, particularly when dealing with long sales cycles and capital investments from clients?
RE: Patience, perseverance, consistent follow-ups and relationship-building are essential. Establishing credibility through transparency regarding a machine’s capabilities and limitations is also vital. At Suba, strong management backing, characterised by guidance, market insights, encouragement, and timely involvement in critical customer discussions, enhances sales effectiveness.
Q: Looking forward, what trends do you anticipate, and how should our industry prepare for these changes?
RE: Sales in the Indian packaging industry will increasingly be shaped by sustainability, automation, and the growth of SMEs. Customers are looking for eco-friendly and recyclable packaging solutions, along with faster changeovers and consistent quality through automation. At the same time, small and mid-size converters are rapidly upgrading.
Rajalakshmi Ezhumalai: At a glance
One tech trick you wish to share?
Converting technical ROI data into easy-to-read Excel dashboards with graphs. This helps customers visualise cost savings, productivity gains, and payback periods. When clients see the numbers in a clear visual format, decision-making becomes much faster.
If you could time-travel inside a book?
I would step into Wings of Fire by Dr A.P.J. Abdul Kalam. His journey of resilience and vision for India inspires me, and I would love to experience that world firsthand.
One factory you visit that has wowed you?
During a visit to an Indian customer’s packaging plant, I was amazed by how they had integrated automation with traditional practices. Their layout, workflow discipline, and attention to detail showed how Indian converters are preparing themselves to compete globally.
One product you wish was designed better?
I have noticed that some eco-friendly paper takeaway food boxes can be tricky to open or carry, especially when they contain multiple items. A better design—sturdy yet easy-to-hold, with secure yet simple closures—would enhance convenience for consumers while maintaining sustainability.
How did you celebrate your win?
I first shared the news with my family, who were overjoyed. Later, I celebrated with my colleagues at Suba Solutions – because behind every individual win, there is always a supportive team. Our management played a big role in this achievement by constantly encouraging me, giving me opportunities to take on challenging projects, and trusting me with key responsibilities.