Rural roots to pioneering photo printing: The unlikely journey of Dinesh Khimani

Dinesh Khimani spent his early childhood in the village of Dahisara, located in Bhuj, Kutch, in the Western part of Gujarat. He completed his schooling at the renowned Swaminarayan Gurukul in Rajkot.

Khimani, popularly known as Dinesh Bhai, learned the basics of photo printing and honed his skills for three years in Jamnagar, from 1992 to 1993, where his elder brother had established a silver halide unit in 1989. Confident in his craft, he moved to Junagadh, where he set up his unit independently, — Plezer Colour Lab — which continues to thrive under his team’s management. When digital photo printing gained popularity, he invested in a Konica Minolta C70hc in 2014. Khimani said, “Making the right decisions at the right time is crucial to sustaining a successful business.”

The shift to digital
Eventually, he moved to Ahmedabad in 2018 and established Plezer Digital Imaging. He invested in an HP Indigo 5000. Later, this machine was replaced with an HP Indigo 7900 which caters almost exclusively to professional wedding photographers for wedding albums and the general commercial printing market to a certain extent. Additionally, recognising the growth in the large-format signage printing market, Khimani established Plezer Digi Sign in 2023. His marketing strategy is simple and robust: conducting road shows and leveraging an extensive dealer network to reach professional photographers effectively. 

To keep the offerings fresh and appealing, new combo packs and products are introduced annually based on market feedback. He emphasises the importance of delivering a superior product and a wide portfolio to retain wedding photographers. In this regard, he highlights the HP Indigo 7900, which uses vivid green and pink Electroink. According to him, the company’s in-house design team makes optimal use of this technology, ensuring unparalleled quality.

A family affair
Khimani has four brothers — two are involved in marketing products related to the photography industry, while the other two, including Khimani, are engaged in photo printing. Gujarat Photo Goods, based in Ahmedabad and established in the mideighties, is a prominent name in the industry for retailing photo goods. Given the nature of its products, the minimum purchase amount per customer is Rs 10,000, though orders often exceed this amount substantially. While most transactions are managed through its dealer network, the office handles close to 20 walk-in customers daily, including both new and returning clients. 

With a workforce of 35 employees — 30 men and 5 women — Khimani’s organisation serves customers nationwide, particularly in the Western zone, through a network of around 100 dealers concentrated mainly in Western India. The business also has an in-house photo studio and offers design services, producing approximately 40,000 wedding albums annually. A small portion, around 5 to 8%, of their output includes consumer books, such as travel and birthday albums. Among its offerings, the most popular wedding album (open size) is 12 by 36-inches. In terms of substrates, it primarily uses non-tear media for wedding albums from TechNova and Polyplex.

The business blueprint
Sustainability is a key focus for Khimani’s operations. The business is committed to environmental conservation by actively selling all of its waste materials to recycling agencies. This approach helps reduce the environmental impact of their operations and supports broader efforts in recycling and waste management. While their business has experienced a steady growth of 8–10% year-on-year over the past three years, Khimani acknowledges that they face significant challenges due to the rising preference for digital soft copies over traditional printed albums. Khimani shares, “This shift in consumer behaviour, particularly among the younger generation who increasingly value digital convenience, has presented a notable hurdle in maintaining and enhancing its market position.”

Restoring family photographs Khimani highlights a heartwarming trend that has been gaining momentum. Couples who married in the 1980s and 1990s often have old slip-in wedding albums with print sizes of either 5x7-inches or 4x6-inches. These cherished memories are now being carefully scanned, colour-corrected, and transformed into vibrant 12x18-inches (closed-size) wedding albums featuring modern design elements. The updated albums are printed using the HP Indigo 7900 at his colour lab, ensuring highquality results. This process has brought joy to couples married for over 30-35 years, as well as to their close friends and family members. While some couples are proactive in creating these updated albums themselves, it is often their children who spearhead the initiative. This emerging trend not only revitalises treasured memories but also offers a promising avenue for new business, potentially tapping into a fresh market segment

This dedication to quality and customer satisfaction is a testament to his team’s efforts, often validated by referrals and positive feedback from clients. Despite facing intense competition, Khimani’s dedicated customer-centric approach has consistently garnered high ratings from professional photographers. He skillfully balances understanding and addressing the dynamic needs of wedding photographers while also considering the preferences of their end consumers. By creating products that appeal to both groups, he ensures ongoing satisfaction and loyalty.

Khimani’s tips
For those considering entering this field, Khimani advises building a robust dealer network and gaining a thorough understanding of the wedding photography market. A strong foundation in these areas is crucial for success. Khimani further adds “Photo printing extends beyond wedding albums; photo books on a variety of subjects are also gaining popularity.” Examples include baby books, family albums, and travel albums, among many others. Khimani emphasises the critical importance of actively listening to customer feedback, and he encourages equipment and media manufacturers to be highly receptive to market suggestions and evolving trends. This kind of responsiveness is not just beneficial but essential in maintaining a competitive edge in today’s dynamic market.” 

On a personal note, Khimani draws significant inspiration from his brother, Narayan, whose influence has been a guiding force in his life. Outside of his professional commitments, Khimani enjoys watching cricket and cherishes spending quality time with his family. He is actively engaged in the activities of the Gujarat Photo Association, which allows him to stay connected with the broader photography community. Additionally, he finds creative inspiration in the movie 3 Idiots, appreciating its messages and storytelling. Residing in Ahmedabad with his wife, Khimani takes great pride in his son, who is currently studying in Canada to become a commercial pilot.

The road ahead
Looking ahead, Khimani emphasises the critical importance of educating both photographers and end-users about the enduring value of printing memories. He says, “The entire industry must collaborate effectively to counteract the growing trend towards digital soft copies. If this trend continues unchecked, it could significantly hinder the growth of wedding album printing in the coming years.” He adds that printed wedding albums primarily benefit the end consumer, a fact that many newly married couples do not realise.

In closing, Khimani shared a quote that encapsulates his philosophy and commitment to his work, “Follow excellence, and success will follow.” He believes that striving for excellence in every aspect of one’s endeavours naturally paves the way for success, underscoring the importance of dedication and high standards in achieving meaningful outcomes.

(Vimal Parmar is an independent marketing consultant and digital print evangelist)