According to Pradeep Hora of Hora Art Centre, investing in a digital press for label printing was a calculative move. “It will definitely help our offset and narrow-web setup for print production.”

The company works for home appliances companies and Hora said the demands of labels vary time to time and job to job. “Sometimes, the demand is as short as 100 labels, with delivery time of few hours. Under such circumstances, digital printing is the best solution,” he added.

Hora believes the new seven-colour Indigo (CMYK+W+W+Special colour) will be sufficient to meet most of the market demands. “The machine’s ElectroInk liquid ink delivers quality colour production. It gives you the choice of using mixed spot inks,” Hora said. He said the company opted for double white to give depth in white colour jobs.

Established in 1990 as a processing house by late OP Hora, the family business today is run by the Hora brothers – Pradeep and Sanjay. The company works for home appliances and mobile manufacturing companies.

The company has two printing facilities in Noida (32,000 sq/ft) and Pune (16,000 sq/ft). The Pune facility was established following the requirement of one its customers. Both the properties are owned by the company. It has 250 employees in Noida and 50 in Pune.

The company’s offset facility is equipped with printing presses from Heidelberg and Komori and post-press equipment from Muller Martini.

Label printing equipment include Taiwan-based Orthotec and others.

Talking about short-run, Sanjay Hora added, “We have produced even 50 labels for our customers. We do not find any constraint in any quantity, and certainly, there is no limit for maximum number of labels.”

Coming from offset and narrow-web flexo background, move to digital, however, was not easy. “We have a team of three people to run the digital setup and all three were trained in HP’s India training centre in Chennai,” Hora added. Right now, Hora is running the machine 12 to 13 hours a day.

Hora Art Centre runs its production facility round-the-clock. “We are new to the segment and are learning. So we are running the Indigo around 12 hours a day. Now, we will promote our digital setup for labels,” Hora said.