PrintWeek India speaks to Chandra Mouli of Orient Color Art Printers

When asked about the Sivakasi print industry, Mouli says, "Sivakasi is famous for its fireworks industry but a lesser known fact is that the city’s renowned printing business has been around for a longer period of time. The majority of print needs of India were met here. It has been famous for its skill and craftsmanship regarding print matter. But over the years, the industry has faced stiff competition since clients were forced to turn to local printers to meet their immediate needs. Even so, the printers of Sivakasi have managed to hold their own; since they continue to cater to a large clientele from all over India in addition to the burgeoning export market.

Discussing the latest trends, Mouli says, "We have zeroed in on an exciting new trend where we combine the flexo and offset technologies to create a hybrid which enhances the value of the product. Another trend is to focus on increasingly attractive packaging and existing products which are printed on different and a variety of substrates."

Mouli analyses the growth trajectories among 450 print firms in Sivakasi by stating, "In 2012 the print industry was doing extraordinarily well. I would say there were about 30 new presses installed. This year the print turnover projection wasn’t very positive. Even bankers took to warning printers to stay away from huge expansion or investment."

He continues, "Sivakasi’s print market shares a symbiotic association with the local fireworks and match industries which are mutually beneficial to each other. Following a few unfortunate incidents brought on by unlicensed manufacturers, new and stringent regulations and restrictions have been enforced which have not been favourable to growth. Sales have taken a hit and the printing industry has been feeling the pinch. Consequently the number of machine installs are also very low. By my estimate there would have been about 12 installs. So there is a de-growth in the industry.

One of the issues, Mouli highlights is, labour. He says, "Labour is a major hurdle today. The problem is finding adequate skilled labour. We at Orient Color Art Printers have turned increasingly to automated equipment since we were faced with labour scarcity five years ago but with this kind of technology skilled operators have become the need of the hour but unfortunately even as the demand keeps rising, we continue to be hard pressed to find suitable personnel."

Mouli continues, "Salaries have doubled over the past three years but the increasing lack of discipline among labourers, escalating levels of absenteeism which may be attributed to the welfare schemes implemented by the Government have not done the industry any favours. The power crises which wracked the state over the last year and a half almost crippled production and left printers among other industrialists reeling as costs soared. The worst of the crisis is behind us however, and I look forward to further growth in leaps and bounds.

Mouli discusses the pricing structure in Sivakasi, and says, "As regards the pricing structure, strategically we would like to consider ourselves as market challengers and our products are priced accordingly to simultaneously stay competitive and also realise our worth."

About new print segments, he states, "The face of printing is being revitalised and revamped. Publishing, packaging, as well as revolutionary printing techniques have been introduced in Sivakasi. Metallised effects, a host of post processing methods, lenticular printing and digital printing are being carried out. It is the dawn of the digital era and many would say it is the wave of the future. In keeping with this principle, print sectors in the city have invested in digital technology. Conversely offset owners are expanding laterally with digital technology.

Mouli has a word of caution when he states, "Quality consistency is a major problem with most of the printers due to an increasing lack of skilled labour." 

And finally, Mouli highlights the USP of Sivakasi by stating, "Any job can be done in a cost effective way as compared to other places due to low overheads. The industrial spirit of Sivakasi is well known and its moniker ‘Mini Japan’ given by Jawaharlal Nehru is well deserved. Clients are always in safe hands in Sivakasi."