AB's Diary July SCREEN PRINT INDIA

AB'S DIARY

July 2011 India's potential is finally recognised Now that global brands increasing the number of tie-ups with Indian companies the significance of Asian leaders is being underlined Earlier this month, two developments took place that warmed the heart of the screen printing fraternity in India. Not because of what occurred but because of what both of them signified. The new manufacturing facility of a joint venture - Rutland-DCC Ink Manufacturing (P) Ltd. – was inaugurated at Vasai on the periphery of Mumbai in India. The joint venture is in recognition of the technology of an Indian company - Dhaval Color Chem Pvt. Ltd. - and its capability by the US-headquartered partner Rutland. An International brand will be using ‘Made in India’ technology because it had developed that confidence in it. Plus, the new facility will not only service India and the Indian subcontinent, but also Asia, Europe, North and South America and other regions. This means ‘Made in India’ is good enough for their customers across the globe. Similarly, Grafica Flextronica has entered into a collaboration with a French company Terascreen, which will undertake distribution and servicing of Grafica’s Nano series semi automatic screen printing machines and allied equipments across European markets. According to noted expert Michel Caza, Grafica’s Nano range of machines are perfectly designed to fi t the European market. So in effect we have two ‘Made in India’ brands taking the first step towards hitting the global market this month. Now consider the fact that Indian screen printers are doing job work for most prestigious brands when it comes to apparel, sportswear, electronics, and many more sectors. These developments underline the growing significance that India, as one of the Asian leaders, has in the world market. Increasingly, companies from across the world are coming to India, not just because we have cheap labour. Not just because we are at the centre of the Asia market which will be driving industry volumes in future. Not just because we have a huge domestic market here itself. They are also coming here because screen printing in India is becoming synonymous with quality. From the raw materials used to the processes followed, the emphasis on using machines and going technology to go the extra mile to ensure customer satisfaction, it is all happening here and the world has woken up to this fact. The best part is that this is not the fi rst instance; earlier companies like Indofl ex too have made an impact by tying up with a global brand and I am sure that many more will do so in the future. The Indian screen printing industry is poised to take a giant leap forward and it is my belief that these joint ventures will provide the much-needed impetus.. "So in effect we have two ‘Made in India’ brands taking the first step towards hitting the global market this month. The best part is that this is not the first instance; earlier companies like Indoflex too have made an impact by typing up with a global brand." Anil Brahmbhatt.

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AB' Diary June 2011 SCREEN PRINT INDIA

AB'S DIARY

June 2011 Never betray your employer's trust Sales person who are paid a salary for their job by the company should not try to extort commissions illegally from dealers or customers When any company hires a sales person, it is a decision that has far reaching implications. This is because every step, every move, every single act of that person refl ects on the integrity of your company. It is almost as if that person becomes synonymous with your company’s brand identity, like a larger than life logo. Of course, while considering in the context of Indian companies, phrases like ‘acts of commission and omission’ can take on an entirely different meaning. It’s not just a matter of whether your sales people do what is expected or not. Sometimes you need to also figure out if they are doing what is not expected of them. Typically, sales persons are paid a salary for their job by the company that employs them. When they agree to take up that job, it is understood that the salary will meet their fi nancial needs. They should not expect anything over and above that - except perhaps a performance-linked bonus at the appraisal time, provided they have delivered what was expected. In spite of this, certain sales persons decide to leverage the company’s brand identity for their own personal benefi t. Betraying the trust placed in them by the company’s management, they try to extort commissions illegally from dealers or customers. Some of them try to downplay this as ‘perks of the job.’ I say this is unfaithfulness, plain and simple. To use a popular adage, this is basically biting the hand that feeds you. If such unscrupulous sales persons continue to indulge in these underhand activities, what will suffer the most ? Obviously it is the market reputation of the company employing them. For their short-term gain, these people end up damaging a brand that has been built up with sweat, toil and tears over the years by the management. The problem is that usually companiesdo not even know when those representing their brand take undue advantage of the trust that they have placed in them. Until people in the market start complaining to each other in private and these private conversations are made public, nobody really realises what has happened. By the time the company realises and takes action against such errant employees, it is too late. A reputation built over decades gets tarnished in just a short while. It is therefore, essential for us to eliminate the menace of illegal commission by its roots. Rather than trade favours with sales persons, distributors and customers should approach the management and nip such culprits in the bud when they fi rst make the ‘indecent proposal’ itself. "Typically, sales persons are paid a salary for their job by the company that employs them. When they agree to take up that job, it is understood that the salary will meet their financial needs." Anil Brahmbhatt.