Nirav Shah on innovation, process transformation, and the future of responsible packaging
At CMPL Expo, Letra Graphix reaffirmed its position as a forward-thinking player in the label industry—one that is not only innovating in design and substrates but also redefining sustainability at a process level.
For Nirav Shah, Managing Director, the journey is not new. “We have been part of this industry for a long time, and platforms like CMPL Expo always bring a great experience and meaningful interactions,” he shared, reflecting on the company’s continued association with the event.
Beyond Materials: Rethinking Sustainability
While sustainability has become a widely discussed topic, Letra Graphix is approaching it with a deeper perspective—going beyond material substitution to process transformation.
“It’s not just about shifting from one material to another,” Shah explained. “Yes, brands are moving from conventional plastics to recyclable substrates like PET, but the real change lies in the entire process becoming sustainable.”
From adopting recyclable materials to refining production practices, Letra Graphix is actively aligning itself with evolving environmental expectations.
“We are moving very fast in this direction. Both material and process have to work together for sustainability to be effective,” he added.
Partnering Brands for a Greener Future
One of the key shifts Shah highlighted is the increasing alignment between converters and brands.
“Brands today are very conscious. They already have a 3–4 year roadmap for sustainability,” he noted. “We are working alongside them as partners—helping them improve their sustainability scores and achieve their long-term goals.”
Rather than pushing solutions, Letra Graphix is finding that its vision naturally aligns with that of progressive brands.
“It’s not about convincing anymore. Our thinking and the brands’ thinking are moving in parallel,” Shah said.
A Gradual but Definite Transition
Despite growing awareness, Shah acknowledges that the transition to sustainable packaging is still evolving.
“Demand has increased, but awareness is still developing,” he observed. “You cannot change everything overnight. A complete shift in process takes time—typically 24 to 36 months.”
However, the momentum is unmistakable.
“The spark has already started. In the next two to three years, we will see significant innovations becoming part of everyday packaging,” he added.
Premiumisation Meets Innovation
Known for its expertise in premium labels, Letra Graphix continues to push boundaries across segments such as personal care, cosmetics, and liquor.
“Today, brands are not just looking for labels—they are looking for ways to elevate their product and brand image,” Shah explained.
The company is actively working with advanced and premium substrates, including specialised materials and pilot projects for leading brands.
“We are developing solutions that enhance the entire product experience. While many projects are under NDA, the market will see exciting innovations from us in the next 8–9 months,” he revealed.
Global Outlook and Recognition
Letra Graphix also maintains a strong international presence, with exports contributing approximately 25–30% of its business, despite recent global slowdowns.
On the recognition front, the company continues to make its mark.
“We have won four awards at PrintWeek and three at FINAT, across categories like food, cosmetics, and innovation,” Shah shared.
The Road Ahead
For Shah, the future of the industry is clear—collaborative growth driven by innovation and responsibility.
“The message is simple—the industry is growing, and we all have to grow together,” he emphasised.
At its core, Letra Graphix’s strength lies in its ability to combine innovation with adaptability.
“Our focus is to deliver exactly what the brand needs—and then go a step further with innovation,” Shah concluded.
