Committed to providing top-quality label solutions which are tailored to the needs of various industries, Ahmedabad-based Letra Graphix is surging as a promising pioneer of label printing in India. In an exclusive interview with Labels Flexibles & More, Nirav Shah, Managing Director of Letra Graphix Pvt Ltd, unfolds the company’s continuing journey in which they embrace strings of cutting-edge machines & technologies to create durable and visually appealing labels that enhance value & image of brands.
With his clear vision with a mission, Nirav has been the unwavering driving force behind Letra Graphix’s success. He talks about their esteemed technology partners, Avery Dennison and Royal Coat, highlighting the collaborative efforts that fuel innovations. Additionally, he dedicates the company’s success to many comprising a league of young & enthusiastic generations in the company. Nirav is joined by his son Sahil Shah in the capacity of production director and his son-in-law Adit Shah in the business.
Deeply focusing on premium label printing services which are customised to meet the specific needs of their clients, Letra Graphix has earned everyone’s trust by delivering exceptional solutions that leave a lasting impression on products. Being an ISO 9001:2015-certified company, Letra Graphix is recognised by Ecovadis for its exceptional and sustainability efforts. “Our testing labs ensure that labels we produce are rigorously evaluated across various parameters, including rub resistance, tear strength, and burst pressure, as per international standards,” tells Nirav.
Capable to produce 43,000 sqm per day with its new facility, Letra Graphix is well equipped to produce diverse arrays of labels of all kinds, ranging from filmic labels to combination printing, meeting all stringent technical specifications in manufacturing as well as security features and multi-layer printing capabilities.
Employees as pillars
Nirav emphasises the critical role of Letra Graphix’s employees in the company’s journey and gaining broader growth in the industry. He emphasises that the success of Letra Graphix is a collective effort and achievement.
“We consider all our employees are family, and they also accept us as family. This perspective fosters a culture of unity and support, allowing for an environment where mistakes are rather viewed as opportunities for improvement than failures.” sAYS Nirav sHAH.
Letra Graphix’s commitment to treating its employees as integral members of the family underscores a ‘belief system’ which has set a happy workforce driving the company’s success as well as contributing to the industry’s overall progress. Shah highlights the importance of effective communication and knowledge transfer, noting that addressing inefficiencies in information sharing can lead to on-floor errors.
In the realm of product development, the importance of labels cannot be overstated. In this, Nirav remarks, “The soul cannot live without breath, so as a product without label. This highlights how crucial it is to invest time and creativity into label design as it directly impacts a product’s identity and market presence. Continuous innovation is the key which has to be done by steering away from conventional approaches and focusing on creating something truly unique.”
Innovation partner
As the industry knows, Avery Dennison Corporation, a global materials science and digital identification solutions company with locations in over 50 countries, they employ approximately 35,000 employees worldwide.
Avery Dennison provides a wide range of branding and information solutions that optimize labor and supply chain efficiency, reduce waste, advance sustainability, circularity and transparency, and better connect brands and consumers. Their products and solutions include labeling and functional materials, radio frequency identification (RFID) inlays and tags, software applications that connect the physical and digital, and a variety of products and solutions that enhance branded packaging and carry or display information that improves the customer experience.
Avery Dennison lead in serving an array of industries worldwide — including home and personal care, apparel, general retail, e-commerce, logistics, food and grocery, pharmaceuticals and automotive.
Elucidating ‘what’s sustainability’, Saurabh Agarwal, Vice President and General Manager for Avery Dennison’s South Asia business, says, “Standardising the use of sustainable products is crucial in today’s market, driven by both a regulatory push from the government and a strong consumer demand for more environmentally friendly options. Many brands are eager to step up and lead in this area; however, there remains a significant gap in education regarding what ‘sustainability’ truly entails.”
He adds, “The term ‘sustainable’ encompasses a wide range of practices, and misconceptions often cloud our understanding. Addressing these challenges through education and clear communication will be essential for fostering a shared understanding and promoting the effective adoption of sustainable practices across the industry.”
He continues, “In the conversation surrounding ‘sustainability’, it’s important to recognise that not all materials are inherently harmful. For instance, while I am currently opting for a paper substitute over plastic, using that paper option multiple times can lead to significant consumption, which is detrimental to our ecosystem. On the other hand, plastics, when used once and properly recycled, can contribute to a circular economy. This highlights the complexity of material choices in sustainability efforts. There is indeed a lot of discussion in this arena, but what we truly need is more guidance, knowledge, and standardization to facilitate a genuine move towards a sustainable future.”
Importance of labels
Talking about the importance of labels, Saurabh explains, “In the consumer-driven market, the significance of product labelling cannot be overstated. When the label is removed from a bottle of our favourite shampoo or premium liquor, the perceived value diminishes drastically. Labels serve as a critical link between brands and consumers, providing not only essential product information but also enhancing brand recognition and trust.”
He adds, “Additionally, labels play a functional role in brand security, deterring counterfeiting and ensuring authenticity. Understanding the multifaceted importance of labels helps consumers appreciate the broader context of the products they buy by emphasizing the role that branding plays in the overall buying experience.”
He further adds, “In today’s rapidly evolving industry landscape, thought leadership plays a crucial role in driving innovation and fresh ideas. One standout example is Nirav Bhai of Letra Graphix, who exemplifies this spirit by continuously pushing boundaries and exploring new possibilities. His commitment to innovation is not only enhancing the company but also benefits the entire industry, paving the way for a more sustainable and secure future.”
Mumbai-based Royal Coat, led by Sunil Talpade, is a close partner of Letra Graphix. “We have been supplying Sliiting and Inspection machines from Prati to Letra Graphix. We are also dealer of other overseas brands like IST Metz, Germany for UV systems and Rotometal, Poland for rotary tooling,” tells Sunil. He adds, “Life experience often holds more value than other factors. This is evident in the work of Nirav whose expertise has propelled Letra Graphix to new heights.”
He further mentions that Nirav represents a source of energy within the industry, embodying the drive for innovation that sets standards. He continues to say that Letra Graphix stands as a reliable backbone, consistently prioritising genuine products that meet quality expectations and their commitment to delivering superior labels has made them distinguished from others.
Young guns
Sharing his experience so far, Shahil Shah, Production Director, Letra Graphix, says, “I have completed my master’s degree in international marketing and am currently responsible for the company’s production planning and overseeing the production process as a whole. My journey at Letra Graphix has been truly remarkable, and the growth story of our company is incredibly motivational. One of our standout achievements has been the installation of Asia’s first Gallus Labelfire 340 hybrid label press in our facility. This technology represents the future of hybrid printing. My father is known for his remarkable speed in both thought and action, demonstrating a level of foresightedness that sets him apart in the industry.
Nirav conclusively says they are thrilled for every achievement they have garnered so far. “We have recently received three prestigious PrintWeek India Awards, a testament to the recognition and appreciation from the industry for our commitment to excellence. This recognition is a reflection of our continuous dedication to producing quality work, which is fuelled by the good energy and motivation of our team.”
Since its inception in the year 2007, Letra Graphix has been honoured with 99 awards. In this, Nirav is eagerly looking forward to crossing the milestone of 100 awards this year as an achievement not just for him but the entire Letra family who strive for uniqueness in every project.
