Any product needs a label, from a simple paper label to a complex printed and precision-cut metal label. The label market is growing steadily in India’s consumption-driven economy. Kinelectro Lines, a custom industrial signage manufacturer is a significant player in this segment, supplying to over 250 customers worldwide.
A label, nameplate, decal whatever name it is referred as, adds a key aesthetic value, however in most cases does not play a role in the working of the machine, the sourcing of labels is usually towards the very end with shipping dates around the corner. Kinelectro Lines solves these last-minute supplies to a considerable extent with fast processing and order management systems in place. Recently, the Industry Outlook magazine team interviewed Chaithanya Aanand, Managing Director, to know more about Kinelectro Lines. Let’s read through!
How is Kinelectro Lines positioned in the Industrial Labels manufacturing market? Mention its USP and flagship products.
Having completed 30 years in business, we have built a large customer base PAN-India. We have learned a lot in this period and still learning- the experiences are invaluable as all of this has geared us up to quickly understand the demands and expectations of the market. The customer is most happy when we have understood their requirements with minimal interactions.
Indrani Aanand now in her early seventies (retired) founded the business in 1993. The organization is being spearheaded by women in management, operations, and various tasks which involve the handling of chemicals and metals like stainless steel and aluminium. This, as we believe is not a common practice or sight in India.
What approach do you follow to ensure the quality of your products? Please tell us about the uniqueness of your approach.
Products such as ours result in a 100 percent loss if they do not meet the customer’s requirements, the salvage value is negligible as the print cannot be removed and reprinted.
This concern pushes us even harder to ensure the printed parts are shipped to match the customers’ exact requirements.
While we cannot comment on how unique we are, there is an effective system in place to run a quality check at each stage of the printing process to ensure the step has met all parameters. The final stage check is only to re-assure the checks done throughout. In addition to the above, there is also a cash incentive program for the employees based on the percentage of rejections.
Walk us through the complete cycle of your client engagement process.
If our existing or prospective customers have their specifications set, the process is to just share their drawings with us for a review, quote, and approval. Once done, parts are processed and shipped. In some cases, if a client wishes to verify the part prior, we are happy to ship a sample for approval. In other cases, there is a development activity where a part is being developed which involves processing multiple samples until the client has firmed up. We have retained most customers since the time we are in business. In addition, we are able to add new clients year-on-year.
Kinelectro Lines comprehends this need of consumers & clients with just-in-time delivery of the varied labels, solving their sourcing problems to a very considerable extent
Tell us about your team’s expertise. How is your combined experience helping the firm to grow?
As for the USP, our methods of printing on aluminium are proprietary, the print (in comparison to others) has the best resistance to abrasion and salt spray tests, resistance to most solvents, and lasts much longer than most in corrosive environments. The markets which demand these parameters prefer us the most when compared to other methods of printing on nonferrous metals.
Soft skills play an important role here, our core team is aware of the expectations and demands of our customers, the team has built and continue to develop their expertise by understanding and having a hands-on experience with the entire process line in our facility. This gives them the knowledge of our capacities and capabilities along with the insight to handle/manage and complete the orders.
Growth so far and ongoing is through all our combined efforts.
How has been the company’s growth journey since its inception? Also, what is in store for the future?
The growth of Kinelectro has been organic until now, we are proud of what we do and have accomplished so far. The learning and evolving is ongoing. With the world now being a much smaller place given the prowess of technology, exploration and interaction with clients located at any part becomes easy. It’s more than a decade since we have established many overseas clients and continue to add more.
From our understanding, we are considering a physical presence to further develop a larger base overseas, which is currently our work in progress. In printing, innovations are common, and machinery and equipment are built to bring in changes leading to sharper print quality and better aesthetic finish, faster processing, and more, hence we strive to constantly upgrade ourselves and stay ahead of the game.
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