With the Indian packaging industry, valued at $48 billion, with per capita consumption at just 8.9 kg, there is substantial room for growth. Compared to Taiwan and Germany at 42 kgs, the market has significant untapped potential. To meet the upcoming demand for higher-quality products, the sector needs to transition into a more organized state. Recognizing the potential, Expert Value Pack (EVP) strategically positioned itself as a vital player, notably through pivotal moves into manufacturing, bridging the gap between demand and supply.
In 2007, the company began its journey in industrial packaging with modest beginnings and minimal investment. The initial focus was on packaging consumables and customization. With time, the company expanded to include sales and servicing of packaging equipment. As leaders are tasked with steering their companies through dynamic economic cycles, regulatory shifts, and market transformations, one such exemplary leader is Raj Samurai who has been the driving force behind Expert Value Pack, a global pioneer in industrial packaging solutions.
“Our evolution from consumables to equipment sales to in-house manufacturing marked significant milestones. The move into manufacturing was foundational, followed by enhancing capabilities for multinational corporations. Establishing branches in Tuticorin and other parts of Tamil Nadu was another significant step forward”, states Raj Samurai, CEO, Expert Value Pack.
With a background in engineering from a reputed college, Raj embarked on his professional journey. Beginning as a Management Trainee from there, he transitioned to the Marketing Division of a European MNC, followed by a pivotal role in the Packaging Marketing Division of US MNC. Finally, Raj culminated his journey with a UK-based MNC, contributing to their Specialty Chemicals Division. So to conclude, his engineering expertise coupled with extensive pan-India experience in the industrial packaging sector uniquely positions Raj to spearhead the current endeavours of Expert Value Pack.
Beyond his professional life, Raj is deeply passionate about music and guitar. These activities have not only provided him with a sense of fulfillment but have also allowed him to connect with like-minded individuals who share his enthusiasm.
Driving Expertise in the Industrial Packaging Industry
Expert Value Pack, a family-owned enterprise is led by Raj and supported by his wife Sunita, an alumnus of IIM Bangalore; combining extensive packaging industry experience with insights from a prestigious institution to drive the company's growth. Expert Value Pack's expansion strategy centers on five key areas.
Firstly, it remains resolutely customer-centric, viewing them as the heart of its existence. Their satisfaction sustains its core values and livelihoods.
Secondly, innovation in products and services has been pivotal to the company’s success today. The company continually pushes boundaries within the four main packaging materials - plastic, paper, wood, and metal - to drive growth.
Thirdly, recognizing the packaging sector's unorganized nature, it emphasizes a robust sales channel. While digital marketing is valuable, face-to-face interactions and a dedicated field force are crucial, especially with B2B exporters and manufacturers.
Fourthly, broadening its geographical presence has expanded Expert Value Pack’s customer base significantly.
Finally, strategic alliances with multinational packaging corporations have been instrumental, providing invaluable knowledge and critical resources to strengthen its competitive edge.
Overcoming Pressing Challenges
Over the years, Raj has encountered a myriad of challenges, but none more formidable than meeting the exacting quality standards set by clients. To surmount this hurdle, he and the whole organization have recruited seasoned professionals, whose expertise elevated the quality benchmarks to meet and exceed client expectations. Additionally, a rigorous talent acquisition process was put in place to ensure alignment with the organizational culture, a testament to Expert Value Pack's commitment to excellence.
Furthermore, supply chain disruptions and geopolitical factors can be formidable adversaries in the packaging industry. Expert Value Pack has adopted a two-pronged approach, combining the localization of products with strategic sourcing shifts. Additionally, maintaining a robust inventory of raw materials serves as a buffer against supply chain disruptions, exemplifying Expert Value Pack's commitment to stability and resilience.
Our capacity to revamp products & consistently implement improvements has not only driven innovation but also positioned us at the forefront of the industry
Inspiring Workforce to Perform Better
With his wife, Sunita, joining the business, Expert Value Pack has set a vision for 2050. EVP aims to transform global packaging perceptions. The company has streamlined its path forward and recruited top-tier professionals to form the core team. Empowering them was key as Raj believes that autonomy drives progress. So, he consistently encourages experimentation and learning so as to provide guidance and training. Furthermore, the company invests in all employees' growth through incentives. Open, transparent communication has always been the company’s norm which is ingrained in its operations.
“We try to nurture individual strengths wherein roles may evolve to optimize contributions and promote continuous improvement. Further, we prioritize work-life balance; flexible arrangements enable employees to find equilibrium between work and personal life, prioritizing mental and physical health”, explains Raj.
Raj has always emphasized four core values that serve as the foundation of Expert Value Pack's operations, i.e., Positive Attitude, Honesty, Strong Work Ethics, and Team Spirit. These values are not merely buzzwords but deeply ingrained principles that guide decision-making at every level of the organization. The emphasis on honesty, in particular, fosters transparency and trust, ensuring a cohesive and motivated workforce.
Staying Abreast of Changing Market Dynamics
EVP proactively engages in both domestic and international expos for vital market insights. The company’s network includes industry veterans and experts in packaging domains, further aiding in continuous learning and industry relevance. EVP also holds memberships in organizations that support ongoing education, skill enhancement, and business collaboration. Staying updated on emerging trends through articles, books, and virtual conferences fuels its growth and innovation, solidifying the company's dynamic industry presence.
In today's environment, sustainability and eco-friendliness are non-negotiable. EVP has taken a proactive approach to address environmental concerns. The company has focused on wood and paper-based packaging solutions, both of which are not only sustainable but also compliant with ISPM 15 standards. By advocating for eco-friendly practices, Expert Value Pack sets a benchmark for responsible packaging solutions.
A Visionary Approach
“Our vision is to lead the global packaging industry through innovation, reshaping perceptions worldwide. It's not just words; it's our commitment to real change. Our core values drive us: Positivity breeds resilience and optimism. Honesty fosters transparency and trust. Strong work ethics value diligence, integrity, and excellence. Teamwork is essential for our success. We aim to create an environment where individuals thrive, knowing they contribute to a larger purpose. We embrace calculated risks, using strategic management for sustained growth and unwavering commitment to excellence. This approach empowers us to confidently tackle challenges on our path to long-term success”, cites Raj.
Furthermore, the vision at Expert Value Pack is not merely a statement; it is a transformative force. The vision to become the global partner for packaging solutions drives continuous learning, innovation, and customer-centricity. Raj truly understands that a clear vision, when combined with innovation, propels the company towards achieving global standards, ultimately changing the way the world perceives packaging.
EVP's global aspirations include expanding the company's reach to cater to clients worldwide, building an international network of partners, and contributing to a greener planet through eco-friendly packaging innovations. This global journey is not just about expanding the business; it's about bringing EVP's unwavering commitment to trust and customer satisfaction to a global audience.
Drawing from the experiences gained through our ongoing growth journey, Raj lastly shares four pieces of invaluable advice. “Firstly, trust your instincts and take calculated risks. Secondly, uphold strong work ethics. Thirdly, prioritize continuous self-improvement. And lastly, embrace patriotism and believe in Mother India's true unshakable potential”, concludes Raj.
Conclusion
The narrative of Raj and EVP exemplifies the profound influence that an unwavering dedication to customer trust can yield. With Raj now embarking on the path to globalize EVP by 2050, the world eagerly anticipates the positive impact that this visionary entrepreneur and his company will undoubtedly bring. What has long been a source of pride for Chennai is poised to become a global treasure.
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