"There were barely 15 offset printing firms in Thane in 2000," says Phadke, who is a diploma holder from GIPT. In 2000, he decided to break the "petty business module based on rate structure" and bought a two-colour press. He smiles: "I had the daring to transform my business."

How did Phadke realise his dream? Says Phadke: "I finalised on a Heidelberg but new investment meant money. So I sold my house for Rs 25 lakh and stayed in a smaller apartment." Phadke achieved this by "bribing" his wife and family and doling out a promise for a bigger home in the near future.

Anand Limaye, who was the past president of MMS and MMP, says: "I recall, Phadke got flak from fellow printers."

Established in 1985, Rajmudra transformed in 2001. Within eight months of its Heidelberg buy, Rajmudra's business witnessed growth and it installed a second-hand single-colour Heidelberg to cater to the increasing demand. "Our target was to reach Rs one-cr in five years.

We managed to do this in three years." Today, Rajmudra is one of the top print firms in Thane with a Rs 3.5-cr turnover and 35 employees.

Marketing the print business
Rajmudra's clientele is 70% canvassers and 30% direct. Phadke feels his marketing skills are "terrible". He smiles: "People are surprised at how I do my business, especially with my kind of kit and set-up. I know my limitations."

Phadke believes in doling out superb service to whoever comes to him. He says: "All my clients give post-dated cheques. I charge Rs 200 to Rs 300 from clients whose cheques bounce. After that, we never deal with these clients without cash payment."

According to Phadke, there is a drawback of direct marketing in Thane. For him it becomes an extra burden of procuring work from clients. He cites an example: "Take Cadbury for instance. Three canvassers of mine do work for Cadbury. Going back to Cadbury and asking for work, is stupid." Having said that, he agrees that marketing is a must.

Management is the key
Phadke's focus is managing the business. He states: "I'm fascinated by print management. A mix of right kind of machines with right people to manage them, and how can the business be managed without hassles."

Management is Phadke's beloved subject. One benefit of printing jobs is, he gets to read all kinds of literature. While doing a magazine project for Godrej Soaps, Asian Paints and Crompton, Phadke encountered Kaizen (improvement) Method.

"My hobby is to implement whatever I learn, into my press." Phadke also learnt about ISO standardisation and became an ISO: 9000 certified company to avail the benefits.

Even though Rajmudra no longer applies for an ISO certification, most of the processes are still being implemented. Phadke explains: "We have the job card for every job that we take. Factors which create bottlenecks have been included in this card." Phadke later upped his management module by implementing Six Sigma.

"It has been the best thing that has ever happened to my press. My sister gifted me a book called Demystifying Six Sigma by Alan Larson. Based on Larson's approach, Phadke designed Rajmudra's own pocket handbook called Six Sigma Training. This handbook is in Marathi, which each of the 35 employees has access to.

He takes pride in inventing a monthly number sheet for fourteen various departments. "When there's an error in a department, every department gets an update." The point is, to encourage employees to remedy their mistakes and arrive at solutions. This improves job turnaround and reduce wastage.

Labour love
At a time when most of the printing industry is facing a problem of labour retention, Rajmudra's handling is unique. "We give them the dignity they deserve," states Phadke.

"We research on problems like alcoholism, and look at it as an illness rather than a bad habit." Rajmudra fecilitated counselling of two workers to Anil Awchat's Muktangan. Phadke organises get-togethers, picnics and celebrates birthdays. These little things go a long way in keeping the team happy. Health related problems are taken care of. "If someone is admitted in hospital, I go and pay a visit. These things count. I can't shirk off my responsibilities."

Phadke's futuristic view on the cut-throat competition, amongst the existing medium enterprises, is practical. "Those who can't manage their finances and costing will find their units shutting down, since costs are becoming a problem with every passing day. Quality and service are a given, so you can't afford to go wrong with that." It can't be simpler than that, no?

RAJMUDRA FACTFILE

Founded 1985

Location Thane

Equipment Plate making machine, four-colour Komori Lithrone CPC 19 x 25, two-colour Komori 226, Heidelberg SORD 25 x 36, Polar 45 programme cutting machine, Shiva Shakti Punching 22 x 32, Welbound single-clamp perfect binding

Speciality Commercial printing

Turnover Rs 3.5 crore

Staff 35

---