As Chander Pasupathy, a print industry veteran states, “From wooden to metal letter press to offset to DTP to digital, the Chennai print industry has come a long way.'' Right from the time the first book was printed in Tamil Nadu, at Tranquebar during the 17th century, the industry has been on the move. In 1952, the printers formed the Madras Printers' and Lithographers' Association (MPLA). Starting with 15 members, the Association boasts of more than thousand members.

 

According to P Chander, who served as the past president of MPLA, and president of the All India Federation of Master Printers, “The Chennai’s print clout is not diminishing. He attributes the slowdown to, “Various factors like global, national market force”.

 

He says, “Competition is regular in all markets. We have to enhance the competitive spirit and keep abreast with advancement in technology. It’s important that Chennai has to have an edge over the competitor city. For this, print clout is needed.” One thing print firms need to do is, “invest in post-press automation.”

 

Chander feels, “We should not be mute spectators when other pinch our market. I think, there should be clear cut demarcation of boundaries within which competition should exist.” Putting on his MPLA and AIFMP hat, he feels, “Perhaps an advisory board or person is necessary who can play an important role in succession plans of the business. Such a council can bring to the table, critical expertise and experience that may not only support and strengthen the management team but also support the capital value of the print business.”

 

His advice to print CEOs in Chennai, is, “One should have specialisation with a clear business focus. We have to invest in marketing. The good printers are very good at business to business selling. They do well in an environment where we are bombarded with online and offline media. That’s why printers in Chennai need to invest in marketing in order to thrive.”

 

The mutations that P Chander has witnessed in the past three decades while Madras has become Chennai are: 1). The prices of raw material has tripled in three decades. 2). The print rate has drastically fallen deep. 3). The technological advancement of multicolour jobs which has been a force multiplier.

 

It's time to upgrade. There is no other go. 

 

He points out, “There are abundant resources to tap the market. For this a print firm needs to employ a team that can study the new market, in depth and give a report within a stipulated time. This report can be circulated to interested printers.”

 

Chander feels, “We have failed to keep in check the quotes below the bandwidth, and adopt the uniform quote policy.” He explains, “There should be uniform approach in quotation. Chennai printers should invest in a proper software. They should possess “entry level print management system.” This means, to quote and manage the press, the sales person should be able to quote on the move (even from his mobile phone), dynamic job setting, ganging of jobs with greater efficiency and ease.”

 

A lesson for Chennai is: “We need to have the case studies of each printer plus a thorough analysis done on individual case and made available for all the thousand members of MPLA so that they can introspect about their own future.”

 

P Chander's guidelines are:

 

- Printers should aim to capture a bigger market share.

 

- They should improve productivity.

 

- They should be capable of handling complex and large volume jobs from all types of customers.

 

- Existing machines should be able to deliver complex print jobs. This can be through retrofitting     or automation.

 

- Boost efficiency whereby you equip your workers with best in class technology.

 

- Motivate your workers with better skills with a conducive work environment.

 

Ultimately, Chander feels, “A printer has to be innovative and enthusiastic to change specialisations on the above printed items. Plus there should be value additions that the printer can provide. After all, what he gives, sells!.”

 

He points out how a few print firms in Chennai have responded boldly to the digital change and are finding creative ways to change the traditional approach to print media. He says, it’s not about  “cannibalising print “ but two technologies - print and digital – working in tandem. The best thing is, he says, “the output result is more engaging and provides for a memorable experience to the consumer.”

 

The reason, Chander feels they are successful is, “They are futuristic and they have a mindset to grow. Plus they have taken all good advise, seriously.”

 

P Chander: Mantras for the Chennai print industry