The company started its digital life 2007 in Kerala with the installation of the HP Indigo 3050 in Colourings.

R Jesudoss said, "I ensured that the move to slightly more grand technology from "a box" to a HP Indigo. Since the time the business was set up, Kerala has 25 HP Indigos installed, 'the highest for any state in India in spite of also-called communist state with strict laws'."

On cue, Jesudoss ensured the pre-press bureau Color Tone migrated to the HP Indigo. Jesudoss said to sell technology one must be keenly aware the industry is besieged by a cottage industry mindset with "a cap for a Rs 50 lakh investment". This he said, means a print CEO typically holds a sales-cum-production role in the company estimating and inter-production positions.

So how did the idea for photo albums with an HP Indigo get born? Jesudoss explains where the inspiration came from: “From the research we conducted, we could see that the traditional silver halide technology fading and market was shrinking, and no one couldn’t ignore that. So we tried our hardest to educate and influence Colour Lab and pre-press houses that we needed to expand into digital work, but it was something that they were very reluctant to do as they had always been part of the lithoera. It became quite frustrating that we weren’t able to progress the company in the way we wanted."

“Then there was a bit of an ‘aha’ moment when Mazda Mumbai and Glo in Coimbatore started off the photo album journey. And many in Kerala believed "we could do it better”. And so as Jesudoss said, "We decided to put our money where our mouths are ", and with that our journey was registered.”

The method 

Obviously there’s a lot to consider when backing a new idea. But the biggest and most fundamental aspect of any business is Return on Investment ROI. 

Whether it’s funding, cash-flow or project implementation, it all needs to be kept on top of Capricot recognised that keeping expenses to a minimum was going to be vital to its success. 

Two HP Indigo 5500 arrived in Kerala at Suvi (Changasery) and Color House (Thrissur) there were many challenges. 

Jesudoss said, "We had to go to the basics and drill how to make a business function. After all, how can you make Rs 3.5 crore or Rs 4 crore when the business cycle is Rs 50 lakh?"

As a key part of this money-saving initiative, Capricot, spent their energy in spreading the good word in magazines and trade shows about "something that was not only low cost but also had plenty of potential to grow with the business".

25 Indigos in Kerala

So Capricot started off with no customers. But its client base is growing nicely. It has 25 Indigo installations in Kerala, out of which 23 make up 99% of the photography business.

Jesudoss explained that despite Indigo’s prices not being the cheapest, “Our prices are extremely competitive. We’ve had feedback from clients saying that they continue to place business with us because of our attention to detail. We have invested our resources to build that loyalty and it takes time." We have many successful start ups with Indigo

Jesudoss goes on to say how the level of customer service that Capricot provides is made achievable through expanded online e-commerce.”He said: “I’m responsible for the day-to-day managing of the business. To sell high value capital equipments, we have an idiot-proof system and all I can say is if I can use it, anyone can. We ensure best price, training, project implementation and service and supplies.” Plus there is a monthly EMI scheme and ”secrets and tips" on how to manage over heads. And finally deploy HP Indigo as a sales tools.

Although the 23 year old multi-faceted Capricot company has been in the digital print business for ten years, it has 57 Indigos in its kitty in its two South India territories, Kerala and Karnataka. Jesudoss said, we have "merely scratched the product." Next year the company hopes to boost this.

In terms of how big an impact using an Indigo, Jesudoss said, “Even if a printer does not have much money in the bank, we help with the business plan, funding, workflow, and online e-commerce tactics."

A no-frills attitude to launching and helping a print firm run a business has certainly paid off for Capricot. And key to this has been ensuring a company puts its books in order with proper financial solutions.

Top Digital Players in Kerala Suvi Color Spot – Changanasery An early adaptor for technology took the leadership by investing in the Indigo 5500. Two years later the Indigo 5500 was scaled up to a 7600. A professionally managed operation. Photo Park Group - Trivandrum A family-owned photo lab business having over 25 outlets spread across Kerala and Tamil Nadu invested over 5 machines in one GO. Should have guts and confidence. Indot Group - Palakkad A start-up, Palakkad-based Color Lab started with one machine and has expanded to two more locations within a span of two years with three Indigos.  Recipe for success is: hardwork, marketing, synergy and continuous learning. Alukas Color Lab – Trichur A jewellery manufacturer invested in a 5500 to retain and expand the business. Now Alukashas two Indigos in two locations and are growing ... Photo Perfect Digital Press - Cochin A start up helmed by people with business acumen in the photo industry. Professionally managed with systems and process at two locations which has two Indigos. The first one to have a 7800 in India. Redex Digital Press - Kuttipuram A young team and humble beginning with a pre-owned 3050; with operations from twolocations with two machines. Already on a growth plan.

R Jesudoss, is the country manager (Graphic Solutions) at Capricot Technologies, which has a head office in Delhi and a registered office in Bengaluru. They are one of the biggest CAD-CAE and CAE solution provider in India with a 13 location operation.