Smruti Digital installs Xerox’s next generation CMYK+ printing machine; answers the changing demands of the market.
Smruti Digital is into Digital as well as Commercial Printing business with the main area of business being Digital Printing and solutions. The firm started operations in 2012 and today a team of over 18 people with expertise in graphics and digital applications run the show.
With major percentage of their customers being corporate, they chiefly cater to the demands of the textile industry. Smruti has 2 units operating from around 500 sq.ft. area at Prabhadevi. The state-of-the-art infrastructure is equipped with latest equipment. Apart from the leader – the Xerox Iridesse Production Press, the facilities house, Xerox Versant 80, Duplo Cutting Machine and a Lamination Machine.
“Iridesse is a next generation CMYK + printing machine. It gives us the flexibility to do more for our clients. The investment is in sync with our strategy – for the next 3 years we are looking to venture into newer end-customer applications,” comments Ganesh Pai, Proprietor, Smruti Digital – Mumbai. He was speaking on their recent investment in Xerox Iridesse digital printing press which got installed a few months ago in September 2018.
Xerox Iridesse is a highly capable machine which answers the changing demands of the market. Smruti has already been enabled by the press to add to their already rich product portfolio, innovative solutions like Metallic effects, packaging solutions, print embellishments and wedding cards etc.
“Since we were looking to invest in a machine which could print beyond CMYK, the natural choice was Xerox as they had the solution and technology. Iridesse is a 4 + 2 single pass colour printing with option to print Gold, Silver, Clear and White. Such technology is not available with the competition. Moreover, Xerox scores over them with respect to after sales services – that is excellent, to say the least,” acclaims Ganesh.
“Today’s customers are looking for something more than a normal print solution. They are looking for value addition from a printer and the challenge is to go beyond CMYK,” says Ganesh.
“Margins have shrunk to an all-time low and there is a need for innovation in formats as well as investments. It has become imperative to provide CMYK plus printing solutions to the customers. The Xerox Iridesse Production press is a one-stop solution for Digital Printing. Our new device enables us to meet this requirement, helping us differentiate ourselves in an industry which is replete with oversupply of printers,” he adds.
Smruti runs an average run length of 200-500. They have opted for CMYK + Gold + Silver (and Clear with white in the near future) in their Iridesse. “We are working on gold and white based applications at the moment,” unveils Ganesh.
Smruti has already witnessed a 40+% increase in the business since the installation of their Xerox Iridesse Production Press. According to Ganesh, the brand of equipment plays a crucial role while procuring new business and promoting new applications with the customers. “The brand does matter – Xerox is known for consistent durable engines backed by excellent service with lesser downtime,” says Ganesh who also procured a Xerox Versant 80 along with the Iridesse.
“We ensure regular hands-on training for our staff to keep in sync with the industry changes,” comments Ganesh on their staff training. Xerox provides training through its pre-sales analyst and service teams on a periodic basis. Smruti people received training from Xerox for work creation for specialty colours.
“Post Iridesse installation, our volumes have increased and we have received a positive feedback about the print quality and output. We have also been able to regain clients that had moved to our competitors due to various factors. Earlier our work had been more around CMYK but now we are actively looking into newer applications for which we are getting enquires,” emphasises Ganesh, who looks extremely pleased with the Iridesse capabilities. He tells that Print quality is more consistent with less downtime after the installation of Iridesse. Their previous press, also a Xerox – a CP 1000i – had already completed its lifespan when they decided on their new press.
With the present turnover at approx. 2.5 cr, Ganesh is targeting a 50% growth in the coming year. He is expecting to recoup the Iridesse investment within 2- 3 years. With daily consumables requirement of 2 lacs, they had already produced over 7 lac prints till February 2019.
“CMYK plus is the future of the industry and is expected to grow significantly over the next 5 years. Iridesse is in line with our growth strategy and business potential,” states Ganesh.
“Print embellishments are the future and we are happy to share that we are future ready. Clearly our focus is to go beyond CMYK and differentiate our solutions. Focus will be on newer applications to better our current margin levels,” he concludes.
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