Subhash Photo Systems: How four generations have preserved memories and creativity in three states

Deepak Oulkar joined the family business during college and officially joined the business in 2002 after completing his graduation. He gained expertise in sales, camera handling, indoor studio photography, photo restoration, and printing services. With a management degree from NMIMS, Mumbai, and a post-graduate diploma in Family Business Management,

Deepak Oular established Subhash Photo Systems in 2009.

Deepak’s wife, Rohini Oulkar, played her part in the business as his partner. With a BSc in chemistry and a PGDPM from Mumbai, Rohini brings her expertise, previously gained from assisting her father’s business in adhesive manufacturing. After their marriage, Rohini joined Subhash Photo Systems. Today, she  oversees the personalised gifting department and studio management.

Subhash Photo Systems is renowned for its indoor photo studio, offering portraits, kids’ photography, product photography, matrimonial photographs, and family portraits. Deepak’s father, Anand Oulkar, specialised in portrait photography, with a career spanning from 17 to 72 years old. He gained experience during the transition from black-and-white films to the digital era. Deepak carries forward his father’s legacy and has learned a lot from him. He says, “Ten years ago, we had photo-printing Silver Halide machines which were huge. Now the technology has shifted to smaller inkjet printers, laser production presses, and inkjet large format printers. We are no longer limited to print sizes in 4x6, 5x7 and 12x18 inches.

Today, the options and substrate selection are huge.”

Currently, the firm offers a range of services, including photo books, photo framing, and personalised gifting. To adapt to the consumer mindset, the company introduced photo books as an alternative to silver-halide photo prints. The installation of the Konica Minolta 70 HC kit in 2013 marked a milestone. The photo books, available in various sizes, designs, and price ranges, have successfully attracted amateur clients and boosted their customer-base. Their focus has been: the amateur photobook market which according to Deepak, “is growing slowly and steadily and the future is promising”.

Photo-framing is another area where Subhash Photo Systems excels. Catering to the demand for photo frames, collage frames, restoration of old photographs, certificate framing, and framing of paintings. Deepak is a certified framer. He ensures every frame is meticulously crafted to preserve and enhance the beauty of the photographs.

In the space of personalised gifting, Subhash Photo Systems embraces customization, despite the challenges it presents. With the acquisition of a laser cutting and engraving machine, the company offers a array of photo gifts made from acrylic and MDF materials. The possibilities are endless. However, this aspect of the business demands an eye to detail and a high creativity levels.

Empowering women has been a core value at Subhash Photo Systems. The organisation comprises a team of 20 energetic and talented women and men, with women occupying key leadership positions across departments. From the manager cum chief accountant to the lab technicians, album makers, and studio photographers, women play a pivotal role in the business. This commitment to gender equality promotes inclusivity.

Rohini and Deepak Oulkar

Deepak believes in fostering a positive work atmosphere. He conducts internal meetings to gather feedback from the team. This communication ensures that everyone is heard, their concerns are addressed, and their contributions are recognised. By prioritising employee satisfaction and engagement, Subhash Photo Systems aims to maintain a motivated and dedicated workforce.

While Subhash Photo Systems primarily serves customers from Belgaum and its neighbouring towns and villages, its reputation extends beyond geographical boundaries. Loyal customers from Mumbai, Pune, Bengaluru, and even international locations like the USA, UK, and Australia make it a point to visit the store whenever they are in Belgaum. They appreciate the expertise and personalised touch that Subhash Photo Systems offers.

The photography industry in India has experienced significant changes and challenges with the advent of digitalisation. This tech-transition has expanded options in terms of print sizes, substrates, and customisation. Deepak’s take on this is, “With digitalisation, our industry has gone through a lot of phases. There were and are a lot of challenges. However, one must be upgraded, be active and have a positive frame of mind. We should always keep learning.”

One of the key challenges faced by Subhash Photo Systems is creating awareness among people about the diverse range of printed products that can be created from their smartphone pictures. While customers are willing to invest once they understand the possibilities, there is a need for education and outreach. Deepak and his team are working towards spreading awareness through various channels. They highlight products such as photo books, photo collages, framed photographs, and personalised gifts.

Competition is inevitable in any industry. Deepak acknowledges its role in keeping businesses updated and motivated. However, he believes in healthy competition that encourages growth and improvement rather than fostering unhealthy business practices. Subhash Photo Systems offers a one-stop solution for all photographic needs and services, earning the trust and loyalty of its customers over generations. The personalised attention, quality craftsmanship, and attention to detail set them apart in a crowded marketplace. Theirs is a live example of turning a red ocean to blue!

Regarding media for photo printing, they use a variety of types, surfaces and grammage in various sizes. Most of the substrates are manufactured by TechNova.

Rohini Oulkar: oversees the personalised gifting department and studio management

In addition to the range of equipment and technology, Subhash Photo Systems houses a graphic design studio which undertakes various tasks such as designing photobooks, creating logos, and restoring old photographs, contributing to the business’s diverse portfolio.

Deepak attributes his passion for the photography business to his upbringing in a family where his father and four uncles ran the enterprise together. Observing their hard work and dedication, coupled with his own artistic inclination towards painting and sketching, nurtured his interest. During his college days, he engaged in all aspects of the business, learning photography and photo printing first-hand. This practical experience, combined with his management education, equipped him with a understanding of the industry. Going by the trend, the future is promising. The untapped opportunity in the amateur photobook segment is huge”.

Subhash Photo Systems recognises the importance of giving back to the community. They have an education fund called Anand Shikshan Nidhi which is in the name of his late father. In this, they support kids who cannot afford education. Presently, they have mentored 20 children. Further, Deepak is also the director at Pyaas Foundation which works for the rejuvenation of dried lakes in and around Belgaum city. Deepak shares a quote by JRD Tata, which resonates with him: “No success or achievement in material terms is worthwhile unless it serves the needs or interests of the country and its people and is achieved by fair and honest means.” This quote encapsulates his belief in the importance of pursuing success with integrity and making a positive impact on society.

All work and no play? To which he responds, “In order to maintain a good work-life balance, I try and travel with my family twice a year. My favourite travel destination is Kashmir, which indeed is heaven on earth.”

And this is what Subhash Photo Systems is trying to create. A heaven for photographers who seek an eye for detail and customer satisfaction. 

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