Viraj Prints

Dominating the Indian cosmetics print packaging market powered by HP Latex 700 W - the future of digital printing technology

Objective
Provide state-of-the-art signage and point-of-sale solutions to the country’s leading cosmetic brands

Approach
Leveraging HP Latex Large Format printing technology to produce captivating and impactful packaging, displays, boxes, and event décor amongst a host of other offerings

Business outcome
• Becoming the preferred print partner for some of the most admired global cosmetics brands in India
• Recipient of awards and recognition as a leading print innovator

Serving high-quality signage and packaging solutions on time and in a cost-effective manner helped create market supremacy for Viraj Prints

“What gunpowder did for the war, printing does for the mind” – in a world where all forms of media channels are scrambling for attention, capturing the audience’s interest in innovative ways is only possible when you’re equipped to win big.

Forty-one years ago, their father, Asvin Shah incorporated Viraj Prints as a letterpress shop in 1982. Back then most of the clients were from financial institutions. Soon, Viraj Prints evolved from offset printing only to include specialized rigid board packaging and point-of-purchase materials such as floor-standing units (FSUs), countertops, and display units. Today, apart from leading cosmetics brands, a lot of print solutions are also provided for the Film & entertainment industry, FMCG, etc.

The dynamic duo demanded an equally dynamic print partner

As Saurin and Viral Shah took over the reins as second-generation owners, they aspired to break new ground with print possibilities, becoming the go-to print innovator in India for any brand looking to create visually stunning packaging and signage solutions.

However, their main limitation was not being able to branch out into more applications and media while also lagging in the time it took to turn around the customer demand.

The HP Latex 700 W stepped in to help diversify and expand from traditional applications to printing for film promotions, FMCG, the liquor industry, and cosmetics to even innovate in specialized packaging for CDs, and Blu-ray discs and put Viraj Prints on the runway to expansion.

The current business offerings are spread across 5 key areas of display, merchandising, packaging, designing, and printing. Billboards, POS material, specialized packaging, and commercial printing still feature as some of the core offerings for Viraj Prints.

The HP Latex 700 W’s mandate was clear from day one – to gain an edge over the competition riding on the water-based ink technology that helped them be more sustainable in printing. Achieving a remarkably opaque, supreme white that doesn’t fade over years of use is a technology unique to HP. The white ink is layered smoothly and evenly so it takes on the shape of the media, accentuating its personality. It reflects light uniformly for a high gloss consistency which helps preserve the media texture on materials such as aluminum or wallpaper. This was a game-changer.

Latex technology helped Viraj Prints broaden its applications. Now they could take on high-value jobs using metalized substrates, foil printing for standees, end cap printing for modern retail, POS banners, and placards – especially interior applications across plain and matte finish became a strong addition to their print arsenal.

Their revenue has skyrocketed multifold owing to the product innovation they offer in the quickest turnaround time possible. Their clients count on them for quick and precise execution and delivering on this promise has helped them become a vendor of choice.

How HP Latex 700 W fast-tracked Viraj Prints’ growth in a demanding segment

Top global cosmetics brands count on Viraj Prints to make an alluring impression on prospective cosmetics consumers.

https://largeformat.hp.com/in/printer/hp-latex-700-printer-series