Rajdeo Sharma, proprietor of SS Communication, said, “The attraction point of this model was the double-sided day-night kit, which can print double-sided back-to-back backlit. Another reason to install the machine was its water-based technology. We were not comfortable with our earlier solvent-based printer because of its odour. Built on water-based technology, the HP Latex has no odour.”

Established in 2003, SS Communications is a full-fledged advertising agency run by Sharma and his son Nikhil. Sharma holds a master’s degree in fine arts and used to manufacture colour by hand.

According to Sharma, today the market is big in terms of reach and demand. “The market is full of opportunities but grabbing work is tough.

Beside the 1500, we already have an HP Latex 360. Our main focus is on Madhya Pradesh for the moment,” he said, adding, “The best part with the Latex technology is that there is no copy of it.”

The company’s total consumption of printing is around three lakh square metres per month. “Total 33% of our total demand we generate in-house, the rest comes from outside,” he said.

Sharma is confident of growth and expansion. “I have contacts in corporate houses. So I can generate business with less effort. We are also planning for other printers. While the advertising agency is our mainstay, we like the printing industry and will continue to invest in this segment.”

Now, Sharma is hoping to achieve more than 80% of its last year’s turnover, which was Rs 8 crore. “Being an advertisement agency, printing is an advantage for us, but we cannot rely on that only. Demonetisation and GST have disturbed the market. Let’s see how much time it will take to be synchronised,” he added.