Mastering the art of post-press: A conversation with Chetan Patel - The Noel D'Cunha Sunday Column

Chetan Patel, the managing director of Balaji Post Press and Boxium Print Pack in Rajkot, embarked on his entrepreneurial journey to pursue a business opportunity distinct from his family’s established industry. Despite his family’s strong business background, Chetan was determined to carve his path and sought an alternative venture that aligned with his interests.

In 1996, after completing college, Chetan Patel and his cousin ventured into screen printing. However, they soon recognised its limitations and decided to invest in an offset press. Despite this upgrade, they encountered challenges in post-press services, having to depend on a service provider in Ahmedabad to complete their print jobs. Seeing an opportunity to fill this gap in Rajkot’s print industry, Patel established Balaji Post Press in 1998 to meet the post-press needs of the local market.

What began as a modest operation steadily grew into a thriving business. Between 1998 and 2004, the company operated on a smaller scale, during which time Patel attended stationery and print exhibitions in China. It was at these exhibitions that Patel’s keen eye for niche opportunities led him to explore the realm of premium box and book production.

In 2004, Patel made the strategic decision to shift his focus from printing to post-press services. Explaining his transition, Patel says, “Printing is an incredibly demanding business, requiring round-the-clock operations to keep the machines running. My vision was to create products with a premium look and feel.” He continues, “I identified a niche in the market for premium boxes and books—products with strong market demand and high value, yet requiring minimal printing. As a company, we had developed expertise in post-press processes, including embellishments. The techniques of print finishing like foiling and UV coating that I encountered at the exhibitions in China presented a lucrative business opportunity for us to explore.”

Challenges and technology
Embracing the challenges of the post-press industry, Patel identified significant potential in the rigid box market, particularly in Rajkot, where competition was sparse. His commitment to innovation and efficiency led him to invest in skilled labour and advanced machinery from companies like Homgming, Rongda, Saili, SCT, Rokin and many more. recognising the crucial role technology plays in enhancing the quality and efficiency of production processes.

“Technology plays a critical role, especially in post-press and embellishment. It’s not just about one machine but a diverse range of sophisticated equipment tailored to the specific requirements of embellishment and box production. For example, you may have a machine critical to your operation but not frequently used, yet it’s essential to have it in your arsenal,” explains Patel.

Balaji Post Press specialises in binding and finishing, with a dedicated division for rigid boxes, case manufacturing, and daily business stationery printing, catering to domestic and international markets. Their expertise extends to collapsible boxes, a valuable offering for the export market.

The company produces approximately 20,000 to 25,000 boxes daily, with 3,500 to 5,000 being premium boxes and the remainder standard top-bottom boxes. In the book finishing department, they process 50000 books per day. “We export to the UAE, France, the USA, Italy, and many more, with international clients in the industry, such as perfume, cosmetics, chocolate, and sweets, including Walmart,” shares Patel.

To meet the needs of a global clientele, including those in the UAE, France, the USA, and Italy, Patel ensures that the company’s products adhere to strict quality parameters, client specifications and high standards for export shipments.

“Our boxes sent to international are least laminated; they are always coated, and many of them are of covering papers. We carefully specify the paper and paperboard materials. We produce small batches of sample boxes and share them with our clients.

We print the materials for prototypes, whether offset or digital, which involves some risk and then seek approval before moving on to final production,” explains Patel. “By sending small batch sample copies, we instil confidence in our clients about our capability to produce and deliver high-quality boxes.”

Furthermore, Patel emphasises minimising rejections and maintaining rigorous quality standards, reflecting the company’s dedication to producing top-tier solutions. This commitment to quality is reinforced by the use of premium raw materials, such as speciality papers, foils, and high-quality adhesives, coupled with a strict daily production audit to uphold the highest standards. “We have the necessary machinery to produce quality boxes and use top-grade raw materials from manufacturers such as Winter, Cordenons, Arjowiggins and many others from China and Europe for speciality papers, Kurz for foils, and Henkel for adhesives,” says Patel.

Drivers of success in the box industry
Over the past 20 years, the rigid box industry has seen significant advancements in manufacturing processes and technologies. Previously, the quality of the boards used in production was often subpar, with a notable lack of food-grade options. However, Patel notes that there has been a remarkable improvement in board quality, including the availability of materials like the Kappa board, which is now manufactured in India.

Patel also highlights the immense strides in machine technology, leading to higher-quality products. “In the past, manual work sometimes compromised finishing quality, but introducing advanced machinery has led to substantial improvements.”

The widespread use of Italian machines has been instrumental in popularising the rigid box business, though their high cost made them inaccessible to smaller players. “The emergence of affordable alternatives from Chinese and Taiwanese manufacturers has enabled both small and large companies to invest in high-quality machines,” Patel explains.

In addition to technological advancements, the availability of materials from international suppliers, such as magnets, locks, handles and ring-binder clips, has also improved. These essential components for rigid box manufacturing are now more accessible, helping manufacturers meet the growing demands of the rigid packaging market.

Despite these improvements, challenges remain, particularly when procuring material from China. “Anti-dumping duties and competition with Chinese manufacturers have affected costs, pushing Indian manufacturers to focus on competitive pricing, meeting deadlines, and maintaining product consistency,” says Patel.

Exporting also presented challenges, particularly the perception of Indian suppliers as lethargic and prone to delays. “I faced this issue when we first entered the export market, but that has since changed,” Patel says. “We’ve managed to shift this perception by implementing a strict procedure. After receiving approval for the final sample, we kept a signed copy and maintained its quality throughout production, with a final quality check before shipment. Successfully fulfilling an order and receiving repeat business is where we’ve excelled.”

On a more positive note, Patel has observed a growing interest from customers in Europe and the UAE in Indian suppliers. “This trend may be attributed to factors such as shorter shipment times and rising labour costs in China, which affect the final cost of packaging,” he concludes.

Diversifying with Boxium Print Pack
Chetan Patel has ventured into the production of boxes for mobile accessories under a new subsidiary, Boxium Print Pack.

While Rajkot lacks mobile phone manufacturers, it is home to several small-scale producers of mobile accessories. This is why Boxium Print Pack has not entered the mobile phone packaging market. Patel explains, “The rigid box business is geographically centred, particularly around mobile manufacturing hubs. For instance, while we could supply mobile companies in certain regions, we wouldn’t be able to meet their day-to-day requirements with a manufacturing base in Rajkot. These boxes are lightweight but occupy significant space, making transportation a challenge. To overcome this, I would need to set up a plant where goods can be produced close to the customer’s site, but I currently lack the bandwidth.”

Looking ahead, Boxium’s Print Pack’s expansion opportunities will be closely linked to the growth of industries in and around Rajkot that require rigid packaging. “Rajkot has industries like hardware, kitchenware, mobile accessories, bath fixtures in nearby surrounding areas, and premium sweets and snacks producers that all need packaging,” says Patel, asserting, “That’s where Boxium Print Pack will also make its mark.”

The production workflow
Balaji Post Press’s production workflow begins with designing packaging for its clients’ products. It starts by determining the budget and then deciding on the best packaging solution. “Our design team creates the layout and design, which is then prototyped and finalised based on client feedback,” says Patel.

However, Patel emphasises that the first step his team takes when working with a client is to establish the budget for packaging. “Rigid box manufacturing is expensive, with paperboard, paper, inner packing materials, fixtures, and finishing all playing important roles,” he explains.

Patel elaborates on the inner fabrication of rigid boxes, noting the different types of foam used—such as EP, hard foam, EVA foam, and velvet foam—each with its pricing. “In the perfume industry, EVA foam inserts are most common, and they’re more expensive than EP foam because perfumes are premium products. So, when a client comes to us, we evaluate their products and design the packaging based on the product’s cost,” says Patel. “We always advise our clients to balance the product’s quality with the quality of the packaging. Good packaging can raise the product’s price, but it won’t improve the product’s quality.”

The three-floor Balaji Post Press plant in Rajkot

Patel shares an example: “We had a customer who sold leather-based steering covers for Rs 400. We designed packaging that cost Rs 120–140. We suggested the customer increase the product’s price to Rs800 to cover the packaging costs, and it worked out well for him.”

He adds that premium sweets, which might sell for Rs 800 to Rs 1,200 with profits included, can be sold for Rs 1,200 to 2,500 after premium packaging. “It’s a simple concept: you invest in packaging by a certain percentage, sell the product at a higher price, and both the client and the packaging company benefit. The client is happy because they get their desired selling price plus a share of the increased cost they spent on packaging,” explains Patel. “I believe packaging not only complements the perception of premium quality but also allows the client to price the product higher. However, the product itself must be good to sell well in the market.”

What’s next for Chetan Patel?
The box packaging industry is experiencing positive changes driven by technological advancements, material availability, and evolving customer preferences, providing new opportunities for growth and innovation.

One emerging trend is collapsible boxes. Patel notes that some of his rigid box clients are increasingly demanding space-saving solutions, with collapsible boxes being the ideal option. “These boxes are designed to maximise space utilisation and can be easily folded flat when not in use, occupying minimal storage space. For example, a single container can hold about 5,000 rigid boxes, but if they’re collapsible, the quantity increases to 50,000.”

While Balaji Post Press does produce collapsible boxes, they are currently only for the export market. “Manufacturing such boxes requires specialised machinery. Our next plan is to strengthen this segment of our business with additional infrastructure,” says Patel.