Vivek Shetty: Practical experience is more important than theoretical knowledge

In the Rapid Fire questions series, PrintWeek asks Vivek Shetty questions about print and beyond

28 Jul 2021 | By PrintWeek Team

Vivek Shetty, CEO, Star Enterprises Group of Printing Press, Mumbai

What is the trait you most deplore in our industry?
Lack of people’s knowledge in costing. Printers give quotes without understanding the nitty gritty involved while manufacturing a product. I have met many canvassers who realised the amount they lost after the job was done. This over a period of time will eat up small and mid-level printers like a termite.

What is the quality you seek when you hire?
I focus on attributes like proficiency and practical experience over theoretical knowledge and the number of job switches since in action.

Describe your day in two sentences?
The day begins with bhai, maal kab aayega. And it ends with sir, payment kab release karoge.

What is your most ‘wow’ moment?
The moment when our brand new Komori machine touched down on our shop floor.

One print blunder you made?
This happened when I had just joined my firm. A consignment of one lakh pieces of blister card with a wrong “backside” artwork, which was approved by me, had been sent to the client. The client sent me a long email along with a debit note. Don’t think I will ever forget that.

What is your favourite print joke?
During the early days of my college, if anyone asked me if I read novels, I used to reply, “I don’t read books, I print them”. It was funny then, but now when I think about it, I hide my face.

What is the greatest strength of your printing firm?
My team and vendors. No firm can accomplish anything without either of them.

Which living print person do you most admire? Why?
My father, Vinaya K Shetty. To reach where he has in this industry without any godfather is remarkable. He knows what it is to struggle and fight without a backing and in his lifetime he has helped and guided many to establish themselves in this industry. We call him Sarkar.

Which words or phrases or jargon do you overuse?
Screw it, let’s do it.

If you could change one thing about your printing plant, what would it be?
I would love to achieve that level where my clients need not follow up with me or my team about the status of a particular job. One click on the portal and they will get to know the real time status of their jobs. 

What do you most value in your customers?
Their faith in me and my firm. Despite several ups and downs in our career, they still trust me and throw me new challenges with a belief that I am worthy enough to accomplish it for them.

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