"Innovate or Die is the Mantra"

7 Nov 2013, Print Week India

On the first day of Print Fair, Alpana Parida of D Y Works stressed the necessity of innovation for the printing businesses to survive.
In her presentation 'Printing Industry - The Next', for more than 60 delegates in the audience, Parida showcased how it is important for any business to define itself. Citing the example of Kodak, Parida said, "When a business is defined in relation to the technology, they tend to fail as the technology matures and advances," said Parida.

She shared an instance where a manufacturer of printed bags, when they found no value addition in the jobs being produced, started making security envelopes for banks. "Today, he is not just a printer but a security solution provider," added Parida.

Parida highlighted the fact that there is very little integration between the three important aspects of a job namely substrates, design and printing. She said that there has to be a synergy between these three to bring about innovative concepts that would make the printed products more relevant in a world where print seems to be on a decline.

Parida observed few industry trends such as decline of personalised printing, move towards sustainability, down-gauging of packaging,  functional packages, making packaging to work harder namely as point of sale etc.

"Change is the only constant; the sooner we learn and plan accordingly, it is better for our business," concluded Parida.

PrintWeek India, in collaboration with Goethe-Institut/Max Mueller Bhavan Mumbai, is hosting ‘Print Fair’, a five-day event to showcase the depth and breadth of top print work and print ideas in India. The show runs from 6 to 10 November at the Max Mueller Bhavan, Mumbai.

By Rushikesh Aravkar

Alpana Parida is President of DY Works , a leading brand strategy and design firm

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