Cost is still high

Apparel Online - - Technique Update -

Price of dig­i­tal print­ing is a con­cern these days as buy­ers are not will­ing to pay more dif­fer­ence if com­pared with the cost of screen print­ing. Not only print­ing cost, but the cost of spare parts, inks too are the other con­straints. Alok states, “Print head is a ma­jor cost in dig­i­tal print tech­nique, we were ex­pect­ing to get lower prices in ink which has not yet hap­pened.” Rakesh elab­o­rates, “When the game is pro­duc­tion, there is ob­vi­ously price war – that’s the big­gest chal­lenge for any en­tre­pre­neur en­ter­ing busi­ness, or for old ones who are try­ing to sur­vive with a cou­ple of print­ers. It’s re­ally a tough time for them. Price of dig­i­tal print­ers is sus­tain­able if you are keen for high pro­duc­tion. The do­mes­tic manufacturer is of­fer­ing price for ink at a lower end with no con­sis­tency and qual­ity, ex­cept from those few old play­ers (most of them lo­cated over­seas) who are work­ing at the same price which they were of­fered 5 years ago.” Though Rakesh claims that he is still run­ning it with a dif­fer­ent as­pect. “I took up the word “mass cus­tomiza­tion” since the days of evo­lu­tion of this in­dus­try and am still stuck to it. We are hav­ing pro­duc­tion ca­pac­ity of ap­prox­i­mately 20,000 me­tre a month with two midrange print­ers. But we re­ally cre­ate stun­ning arts on fab­ric. Scarves are our front­line prod­uct which we suc­cess­fully sell to whole­sale and re­tail on­line hav­ing dis­tri­bu­tion of­fices in US since 2010,” he proudly con­firmed. Hiren, on the other hand, re­ferred to the pre­dom­i­nant prob­lem faced in this rev­o­lu­tion­ary art tech­nique dis­cussing, “Al­though buy­ers ask for dig­i­tal print­ing, no one is ready to pay the pre­mium price. Buy­ers would want that the ex­porter ab­sorbs the cost dif­fer­ence. This be­comes the most chal­leng­ing part for us, keep­ing in mind how price­con­scious buy­ers are, whereas the value ad­di­tion on the gar­ments keep on in­creas­ing,” says Hiren.

The com­pa­nies do­ing printed prod­ucts at bulk level still have a dis­tance from dig­i­tal print­ing be­cause of the cost and or­der size. Alok Agar­wal, ED (Op­er­a­tion),

Shri Lak­shmi Cot­syn Ltd., Kan­pur, is plan­ning to add its flatbed print­ing ca­pac­ity. Even he high­lights the cost fac­tor in­volved in dig­i­tal print­ing, “No doubt dig­i­tal print­ing is in de­mand but its cost is still high. If we print a towel on flatbed ma­chine, its cost is 3 times less than dig­i­tal print. Cus­tomers still see cost as­pect. It is per­fect with smaller MOQs or cus­tom­ized cloth­ing.” The com­pany, work­ing with top re­tail­ers of the world, is one of the lead­ing terry towel and bed­sheet pro­ducer in In­dia.

“The do­mes­tic manufacturer is of­fer­ing price for ink at a lower end with no con­sis­tency and qual­ity, ex­cept from those few old play­ers (most of them lo­cated over­seas) who are work­ing at the same price which they were of­fered 5 years ago.” – Rakesh Pa­tel, Dtex Prints, Su­rat De­spite the fact that dig­i­tal print­ing com­pa­nies are ris­ing grad­u­ally, they are still strug­gling with many ob­sta­cles. N. Chan­dran in­formed, “The in­dus­try is not fully ma­tured enough as vol­ume is yet to catch up. The ser­vice is good, but still a long way to go.” Alok Agrawal shared that ser­vice in gen­eral is fine but cost of main­te­nance is high. Some ex­porters ac­cepted that the re­sponse is both gen­uine and prompt.

Yo­gesh Thakkar, Founder and Han­isha Dhameja, Home Dé­cor Stu­dio

Sarab­jeet Saluja, Di­rec­tor, Sahiba Lim­ited

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