“We achieved it by taking out the 850 and taking out the add-on features to make 851R more affordable. The roll-fed digital machine offers full-colour drop on-demand single pass thermal inkjet printing through its 70,400 nozzles on the Memjet printhead. It can print full-colour on various inkjet coated materials in seconds. The machine has a configuration of CMY+2 blacks,” explained Erik Norman, president, RTI Digital.

According to Norman, the machine fits ‘perfectly’ in the price sensitive markets like in India; especially, for the industrial printing market, where the companies are making a switch from monochrome to colour labels for in-plant applications.

“The machine is sleek with lesser footprint and has a fast print production speed,” he said. Asked when the machine would be made available in India, Norman shared that the company is currently finalising its distribution partner for India, and that the decision will be announced in next couple of months. “In fact, the distributor we are talking to expects to sell around 60 machines in the first 12 months since the announcement is made,” he said.  However, he added that the current hurdles that he foresees in achieving this target are the high import duties as well as the current Rupee volatility.

The next launch that the company plans to make is a 42inch wide format machine that will be aimed at both label printing as well as in-shop branding purposes.