Incorporated in 2008, PV Media Vision Pvt. Ltd. is engaged in the business of providing integrated solutions and marketing of digital printing media, signage products and machines. With the brand name ‘PV Media’, the company has created a compelling brand message that works consistently for its clients across every point of communication from manufacturing, sourcing, distribution and customer service. In order to meet the requirements of its business partners, PV Media has stretched from being a distributor to an importer and now a manufacturer. We, at Sign & POP World, got in touch with Narendra Tanwar, Head – Sales & Marketing& Business Development, PV Media, to know more about the company, its current perspective and span of operations. The excerpts of the interaction are here to follow.
How long have you been into this business? How big is the company right now?
We are in this business from over 12 years. We are into large format digital printing media such as flex, vinyl, lamination, inkjet, eco-solvent, UV and latex. All types of media in different sizes are readily available with us. We have recently started our signage division with products such as Acrylic sheets, channel letter bending machines, aluminum trim rolls, LGP sheets etc. and it is getting very good response. Apart from this, our display products range is being both locally manufactured as well as imported. We aspire to be one stop shop for our customers from signage industry.
Coming to the size of the company, at present we are a Rs 175 crore plus company with atleast 10-15% growth every year. We have branches all over Maharashtra, including Mumbai, Pune, Satara, Kolhapur, Nashik and Goa. We have a very strong sales team that helps us in effectively catering to media requirements of our clients. Apart from that, we have pan-India dealer network and are supplying to all parts of the country.
As the industry is moving towards non-PVC materials, what kind of prospects do you see for your products?
I don’t think it is affecting our business in a big way. Till date, a suitable substitute without quality compromise is not availablefor large format media. However, we are trying our best to search for innovative eco-friendly products that can cater to India specific needs without compromising on quality. In fact, we are also providing PVC-free eco-friendly fabricsto all our printers across India. We are a company that understands the requirements of customers and adapt ourselves to serve their needs. We take pride in being a customer-centric organization.
What would be your comment on the pace of growth of non-PVC media?
It is growing at a stable pace. There were some hindrances in application at initial phase but people are adopting. People have put in a lot of time and money for developing non-PVC products, which can match quality and ease of application of its PVC counterparts. It is a long journey ahead but nonetheless, it has started. We think in the next decade we can see this transition happening.
Flex is banned in some southern states now and it is being said that this will be replicated all over the country. Do you see the likelihood of this happening?
It is very unlikely. There are print depth and seaming issues in fabric so large format digital printing cannot be done properly. There are many factors which are limiting the growth of non-PVC media. In big metropolitan cities, the hoardings are about 40 ft X 140 ft, thus requiring seaming after every 10 ft. For small hoardings it is possible (use of fabrics), but for bigger hoardings it is not possible till date. No eco-friendly media till now is capable of competing with flex due to these reasons. Coming to our company, we are the biggest distributors in western India and we have been trying for the change but there are many factors that are not suitable for non-PVC media and hoardings, so we cannot switch over completely to non-PVC media with current limitations in technology of materials.
Please share details on your sourcing/manufacturing.
We are currently importing inkjet and eco-solvent media because in India there are no manufacturers that can cater to market demand in terms of quality, quantity and price. Indian manufacturers have started making development in fabrics but again due to supply issues, that media is also being imported from China and other countries. Our manufacturing unit in Mumbai has recently started producing display product such as roll up standees. We ventured into manufacturing as we saw the opportunity to reduce dependency on other countries. We are buying flex from Indian companies only and for eco-solvent inkjet and UV and latex media, we are fully dependent on imports, basically from China.
Don’t you think Indian industry should think about reducing the dependence on China, especially after this Covid-19 crisis?
Yes it is very important. Many Indian companies are trying to manufacture vinyl and lamination but it will take some time. There are a lot of factors that are making it difficult to manufacture here in India. But I am sure things will change.
What are your immediate plans?
We always have one goal as to serve our customers well and it will always stay the same. Our short term goal is boosting our sales strength and making our products available all over the country.