Established in 2012, Navratan Specialty Chemicals Llp is engaged in manufacturing, supplying and exporting some of the popular PVC-coated materials and foam boards under the brand names, Signmagic, Megarich, Megasign and others. The company indigenously manufactures quality materials at it facility in Sanand, a few kilometers from its corporate office in Ahmadabad. In fact, Navratan is the most recent addition in the bouquet of Megnmani Group – a multi-billion company, which is engaged in the manufacturing of dyes, chemicals, intermediaries, etc.
Using the most advanced technologies in its state-of-the-art manufacturing facility, the experienced professionals develop the most innovative products completely complying with international quality standards and benchmarks. Navratan is focusing on an pan India presence to reach a rather broader customer base. The company wants to cater to the needs of those who are looking for the quality, reliability and durability of product. The company is having lot of serious marketing plans in mind to cater the needs of all segments in the market of all levels like general market, corporate segment etc.
We, at Sign & POP World, approached Lalit Patel, the company’s Vice President to know the current state of Indian flex Industry and how Navratan is strategising its future moves. Edited excerpts are here to follow:
How do you see the current state of Indian flex industry?
Flex industry in India is not at a very brighter side as it is almost saturated where supply is more than the demand. Meanwhile, lot of restrictions is coming from the government side owing to it being hazardous to the environment. Recently, on the recommendation of NGT, Chhattisgarh has baned the use of flex.
Looking at the current scenario, all the existing manufacturers are doing well but the future is very dicey and prediction on the basis of on-going situation is not easy. The policy against flex is already there from last couple of years, which some states have already implemented, while some have been waiting. This has kept the manufacturers in a sate of ambiguity that if the situation would take a turn.
But many flex manufacturers have expansion plans on their cards?
No doubt that many manufacturers have expansion of their capacity on card, while some have already done with. But at the same time, there are also the concerns raised by NGT regarding its impact on environment. Following this, some states like Kerala, Tamil Nadu, Karnataka, Chhattisgarh, etc. have already put the restrictions on the use of flex especially in outdoor signage, hoardings, and billboards.
Amidst all this, how do you see fabric as the replacement of flex?
We all know that there is no other cheap media than flex is available for the purpose. Fabric is just at an introductory phase and is too early to say anything on Fabric penetration over flex in Indian market. It has quite a few limitations when compared with flex. As of now, the price is too high to opt for. Also the availability of fine fabric for signage would take more time.
Is there also imported stuff that the Indian manufacturers are competing with?
There is no competition with imported stuff. But Starflex is a brand which is present in India for not less than two decades. Over the years it has definitely created a brand image and consequently a market for itself.
How is Navratan placed to combat the competition?
We offer premium quality flex banners, decorative PVC sheets, laminated tarpaulins, digital inks, PVC foam boards and warp knitted polyester fabric. Our state-of-the-art facility is equipped with latest production technologies and machines from Korea, Taiwan and Germany. Located in Sanand, Gujarat, our manufacturing unit is spread across 100-acre land with the monthly capacity to produce 1200 tons. We use the finest quality of raw materials sourced from our reliable vendors, and ensure that all products are dynamically tested on a broad spectrum of quality parameters to ensure flawlessness and top-notch quality with enhanced durability.
What all does Navratan offer?
We can manufacture seamless width up to five meters. But we do customise in width and length of rolls as per the requirement of our customers. We offer all GSM materials starting from 240 to 440 GSM in banner and 480 to 510 GSM in backlit. Other than banner and backlit materials, we also offer PVC foam board in different density where thickness varies from 1.5 mm to 12 mm. Variations in the product line of the company comprise eco-solvent materials to fulfill the increasing demand and consciousness of ‘green’ printing in the current market.
How do you market your products?
We have 70 dealers supported with regional offices agents all over India to cater the needs of entire country. We are trying to compete with high-end products for which we are ready with the needed infrastructure.
We do export to as many as five countries. But as far as creating an overseas market for our products is concerned, it’s not easy as in all those countries Chinese stuff are already present with lot of variants and at lower price to fight with.