The master of its craft - a photo print firm in Ahmedabad

This is the story of Mahendra Patel. Printon Digital Imaging. Ahmedabad. Gujarat. Printon Digital Imaging.

In 2009, Patel combined his background in fine art with photography, and embarked on a journey that would transform the way memories are preserved. He says, “My passion for preserving moments drove me to start a photo printing business.”

To flashback into history. In 1979, a 19 year-old Patel exited his hometown Keshod in Gujarat’s Junagadh district for Ahmedabad. He was driven by his artistic inclinations. Under the tutelage of pictorial photographer, the late Pranlal Patel, from 1979 to 1981, Patel mastered both pictorialism’s subtleties and darkroom skills. But life is tough. So harsh realities of life led him into commercial photography. The reason was: lucrative financial prospects.

In 1996, Patel founded Classic Colour Lab, with specialisation in silver-halide processing. The venture profited. The year was 2008. There was a partnership separation, and so, Patel embarked on a new journey in 2009, establishing Printon Digital Imaging. Once again he harnessed the power of silver-halide technology. In 2013, he expanded his repertoire by creating Printon Digital Press, starring a Konica Minolta digital press. Today, both units coexist harmoniously.

The launch of Printon
Located in the heart of Ahmedabad (opposite the historic Kochrab Ashram), Printon offers an array of services which cater to the diverse needs of its clientele. With a commitment to excellence, Patel excels in professional photo printing. This includes a repertoire that includes premium wedding albums, photo books, photo restoration, large-format printing, canvas prints, and personalised gifts. In brief, everything to do with photo printing. He says “ Our team of skilled staff, including printing experts, designers, and support personnel, is dedicated to providing precise and efficient customer service. Their expertise drives our business success and growth.”

Printon’s roots run deep in the region of Gujarat and Rajasthan, its influence has transcended international borders, with select clients from around the world. But a key component of Patel’s business strategy is the physical storefront in Ahmedabad’s popular Paldi area. This approach enables personal interactions, facilitates printing options, and fosters discussions for customised orders. Complementing this, there are the strategic partnerships with dealers in Gujarat and Rajasthan which amplify the brand’s outreach, efficiently collecting and distributing orders and broadening the customer base.

Patel says, “We cater to our clientele through high-quality solutions.” Print substrates are as varied as the services offered, encompassing photo paper, canvas, vinyl, and cardstock. Patel emphasises his preference for reputable brands known for their quality and reliability.
 

How Printon helps photographers
On a busy day at Printon Digital Imaging, the silver-halide unit hums to life, producing 15 albums. Meanwhile the EP unit contributes 25 albums to the daily output. According to Patel, “Our volume is intentionally lower compared to larger production colour labs, as we concentrate on the premium segment exclusively.” The most sought-after sizes for wedding albums include 20x20, 18x18, 15x15, 12x18, and 12x12 inches (closed book).

On an average day, Printon serves more than hundred professional photographers who submit their photo printing jobs via email. Common consumer book sizes are 9x12 inches (closed). Another market Printon targets is property developers who opt for photobooks to showcase their high-end properties instead of standard brochures. These photo books are 9x12 inches in size and fall within a price range of eight to ten thousand rupees. On an average, two to three books are created each day.

The changing landscape of consumer preferences has presented challenges to the photo printing industry, affecting traditional wedding album sales. “To counter this trend, we plan to boost marketing expenditure,” Patel reveals. He points to the shift in aesthetics, what with younger generations prioritising social media over physical albums. “Educating them about an album’s benefits is crucial,” 

Patel points out, “The rise of customised photo products and consumer photobooks filled the gap which arose due to declining sales. It offered an avenue for growth.”

The birth of many innovations
Among Printon’s success stories stands a delightful example—a couple’s 50th-anniversary gift. The painstaking recreation of their original wedding album, complete with restored photos and messages, became a cherished keepsake, preserving precious memories and evoking emotions. Patel recalls, “This album was loved by all, and we received several enquiries and orders for similar ones.”

Patel’s astute business acumen is evident not only in his expansive customer base but also in his innovative approach to marketing. Direct phone contact serves as the cornerstone of his strategy, fostering personalised communication and high-quality services that have garnered positive referrals and recommendations. On an average day, Printon welcomes approximately 50-60 B2C walk-ins.

The backbone of Printon is the Noritsu 3702HD silver-halide unit, a Konica Minolta C71 digital press, an Epson SureColor SC-P9000 inkjet, Pinnacle binding and lamination kit, and a raft of other units. This arsenal, coupled with a dedicated design team, allows the company to fulfil every photo print requirement.

The road ahead
Looking ahead, Printon is poised for a significant digital transformation with the imminent launch of an online sales portal. This strategic move aims to enhance connectivity with existing customers while tapping into a broader market.

Apart from its flagship wedding albums, Patel’s team explores new avenues for innovation. This quest has given rise to a range of products, from travel journals to collage books featuring multiple photo arrangements, milestone memory books, family heritage albums, art portfolios, recipe books, and more. The potential within consumer photobooks is vast, as Patel points out, “Once customers witness an actual printed sample, they tend to return for their own requirements.” The heartwarming feedback from clients experiencing their customised books speaks volumes about the impact of personalised creations. Patel says, “Their joy and happiness are truly boundless.”

Patel’s print vision extends beyond business success. He believes in educating others about the multifaceted role of photo printing and offers invaluable advice to those seeking to venture into the field. “Strive for uniqueness, understand customer needs, create a robust business plan, invest in appropriate printing and post-printing kits, build a strong design team, prioritise marketing, establish online visibility, and be visible on social media,” he says.

While his journey as a business leader is inspiring, Patel’s personal pursuits contribute to his broader perspective. His interests include visiting trade exhibitions, understanding new technologies, photography, travel digital painting and spending considerable time with The Charitable Group of Photographic Trade & Industry Association (CGPTIA), of which he is the founder member. The CGPTIA consists of 200 trade members from the photo imaging industry - and takes a keen interest to support 150 professional photography associations in Gujarat. Little known fact: Mahendra Bhai, as he is popularly known, also owns a Pizzeria (La Milano Pizzeria) which is performing quite well.

As the photo printing industry continues to evolve, Patel stands at its forefront, poised to embrace emerging trends and engage with customers to ensure a vibrant future for photo printing. His legacy is one of innovation, excellence, and a commitment to preserving cherished memories.

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