The ten commandments of print entrepreneurship

Over the past two years, Vimal Parmar’s Dispatches have charted the journeys of these print titans: from BR Murali’s pioneering cinematic leaps at Sumulas Colour Lab to the archival evangelism of V Karthik and the niche mastery of Kedar Bhide. These are not relics of a bygone era; they are engineers, marketers, corporate executives, and artists who mastered the cold logic of technology to infuse it with the warmth of craft. 

Their stories—of near-failure, relentless innovation, and deep conviction—reveal a singular, collective strategy for success. Distilled from their triumphs and trials, here are Vimal Parmar’s Ten Commandments for any entrepreneur looking to find fortune in the fusion of digital tech and physical print.

I. Thou Shalt Master the Hybrid Machine

The new print mogul is not married to a single technology. They are alchemists of the analogue and the digital. BR Murali’s journey from video cassettes to silver halide (AgX) to Kodak Nexpress, and finally embracing HP Indigo, is the blueprint. His integration of a Scodix S75 for print embellishments—an unconventional but successful choice—underscores the need for technological promiscuity.

The commandment is not just about owning the latest press; it’s about orchestration. Suvid Wilson (Suvi Color Spot) deploys a triumvirate of electro-photography (HP Indigo 12000 HD), inkjet (Canon DreamLabo 5000), and Fujifilm Revoria. Prathyaksh Huttingade (Uday Digital) tinkers to maximise each device’s potential. The modern print lab is a sophisticated, multi-tool ecosystem, using silver halide for its proven archival quality, HP Indigo for volume and versatility, and large-format inkjet for fine art. Obsession with equipment performance—like Huttinagadde’s—is the new corporate mandate.

II. Thou Shalt Specialise to Transcend Price

In an industry constantly undercut by unorganised players and low-cost digital presses, the only escape from the price wars is through specialisation and premiumisation. This is the path of the master craftsman like Rajiv Panchal (Ultraa Albums), who focuses on handcrafted, exclusive layflat flush-mount albums for global export, or Rohit Panchal (Image Media), who transitioned from the corporate grind to a boutique fine art studio.

Kedar Bhide (Nature Works) and Sarbajoy Paul (Congelata Momento) have built their entire business on this principle, targeting the niche of visual artists, museums, and galleries who demand museum-grade archival quality. Their clients pay a premium because the product is not a commodity. V Karthik (IS Creative) carved a niche in archival and industrial photography, with institutional orders reaching into the millions. The message is clear: if you are selling a product, you compete on cost; if you are selling a masterpiece with certified expertise (like Hahnemuhle Certified Studio), you dictate the value.

III. Thou Shalt Advocate the Archival Truth

The single greatest threat to the industry is not rival technology but consumer perception that digital storage is sufficient. The entrepreneur’s duty is to become an evangelist for the enduring power of print. Aditya Upadhyaya (Super Foto) stresses the need to educate the customers on the benefits of printed photographs that can endure for over 100 years. This conviction is shared across the board.

Purushottam Todi (Shree Shyam Global Press) and Dinesh Khimani (Plezer Digital) both lament the growing trend towards digital soft copies and call for a collective industry effort to counteract it. They point out the emotional and archival value that a digital file cannot replicate. This Commandment is a battle cry: Print is the secure, lasting, and emotionally resonant archive. The inspiring trend of children restoring their parents’ old slip-in albums into new digital print versions, as seen by Khimani, proves the lasting human connection to a physical image.

IV. Thou Shalt Diversify the Memory Portfolio

While the wedding album remains the industry’s bread and butter, reliance on it alone is a fatal risk. Diversification into untapped consumer segments is crucial for sustainable growth. Wilson saw the potential for higher volumes in consumer photobooks like birthday, baptism, and travel albums. Huttinagadde actively promotes The Gram Book, a 12x12-inch compilation of a person’s Instagram photos.

This shift involves not just creating new products but establishing new channels, such as online ventures or exploring markets beyond photography, as seen by Samir Pansare (Samir Scantech) who services interior design, fashion, retail and corporate entities with wide-format printing. The market for memory extends far beyond a single event; it covers travel, corporate milestones, home decor, and personal legacies.

V. Thou Shalt Value People Above All Process

The success of a technology-driven business ultimately rests on the human element. Kamal Kishor Parekh (Kokuyo Riddhi) encapsulates this with his motto: people, passion and performance (in that order). The team is the competitive differentiator. Upadhyaya focuses on promoting staff growth by aligning roles with skills and offering outcome-based incentives. Murali’s success is tied to his 70-member team and his very focused consultation with professional photographers.

The emphasis is on building a family atmosphere, as described by Rohit Panchal (Image Media), and empowering every team member to ensure quality control, as practiced by Murali. The human touch, including manual colour correction (Upadhyaya) and client consultation (Bhide, Kothari)— is the ultimate non-replicable asset.

VI. Thou Shalt Seek Perfection in Media and Finish

The final product is a sensory experience, a tactile link to a frozen moment. This requires absolute commitment to material and post-print mastery. Non-tear media, particularly NovaLife from TechNova, is the undisputed foundation for wedding albums across the South Indian print landscape (Murali, Upadhyaya, Huttinagadde, Khimani). But quality goes further: it is about the finish.

Panchal’s in-house UV treatment enhances durability, and his focus on bespoke, hand-crafted binding turns an album into a museum piece. V Karthik’s use of museum-grade Hahnemuehle, Ilford, and Epson media, combined with specialised workflows for vintage photos and custom archival boxes, sets the gold standard. For the new print industry, the substrate and the finish are not production decisions; they are brand promises.

VII. Thou Shalt Innovate Beyond the Album’s Page

Innovation is the relentless pursuit of new experiences for the customer. This can be grand, like Wilson’s butterfly-shaped photobook, or subtle, like Todi’s integration of QR codes linking physical albums to their digital counterparts. It is a constant search for “Naya kya hai? (What’s new),” as Todi’s customers regularly ask.

Huttinagadde’s introduction of full-colour gamut printing—enhancing colours while maintaining natural skin tones—is a prime example of a premium, technologically-driven innovation. Even in the fine art space, Bhide is now introducing Chromaluxe metal prints. The market rewards the proactive mind that refuses to settle, as echoed by Upadhyaya’s mantra: Never settle.

VIII. Thou Shalt Embrace the Global Mindset

The best ideas are rarely local. To stay ahead, one must maintain a global perspective on market trends, technology, and consumer behaviour. Murali’s 13 visits to the China Wedding Expo since 2009 is a testament to this commitment, driven by the belief that there is an abundance of knowledge and inspiration to glean from each visit.

Upadhyaya’s participation in Dscoop (Digital Solutions Cooperative) and his nomination as India Chair underscores the importance of peer-to-peer knowledge sharing across borders. Khimani’s advice to manufacturers to be highly receptive to market suggestions reflects this same outward-looking philosophy. Whether it is through industry associations, trade shows, or simply studying organisations like Cewe and Shutterfly (Murali), success requires benchmarking against the world’s best.

IX. Thou Shalt Transform a Life’s Calling into a Business Plan

A profound, almost spiritual passion is the emotional energy source that powers these businesses through challenging times. As Murali advises newcomers, “Come only if you are passionate about the photography industry. Getting in only from the business point of view will limit your success.”

The print entrepreneurs are often engineers (Panchal, Huttinagadde) or artists (Bhide, Pansare, Paul) who followed a deeper calling. Bhide, a former corporate global head, founded Nature Works after a personal struggle to find quality prints for his own photography exhibition. Paul, with a background in genetics and biochemistry, runs his darkroom with the precise chemistry of a scientist and the soul of an artist. This passion provides the resilience to push through a tough time like the Covid-19 pandemic, where, as Murali recalled, businesses were down on their knees.

X. Thou Shalt Lead with Ethics and Conscience

Beyond profit, the future of the industry is intrinsically linked to responsibility—to the environment, the community, and one’s own team. Sustainability is no longer a marketing option; it is an operational imperative. Huttinagadde, with his background as a print industrialist, emphasises a deep commitment to minimising our environmental impact. Khimani and the Panchal family responsibly sell all waste materials to recycling agencies.

Karthik’s efforts go further, including rainwater harvesting and a commitment to minimise media and ink usage. Parekh’s commitment to community and quiet generosity underscores the idea that Business must always have a human touch. For these leaders, the final product must not only preserve memories for a lifetime but must also leave the planet a better place. The quality of a print must be matched by the quality of the company’s character.