Established in 2016, Ahmedabad-based Signarium completed two years catering to the specific requirements of the country’s signage industry with its innovative solutions. With a range of aluminium profile variants including 100mm, 70mm, 60mm, etc. the company offers environment friendly, 100% recyclable fabric-based signage solution, meant mainly for indoor application.
This signage manufacturing firm has recently come up with aluminum profiles for seamless wrapping of fabric and is currently developing a range of profiles to allow flexible shapes of standees as well as hanging systems to make the signage installations easier and prettier.
In an exclusive interaction with Sign & POP World, Sameer Sheth, the Company’s Owner explains the attributes of his customised signage solutions and shares his future plans of augmenting the distribution network and launching more innovative products in time to come. Here are the excerpts to follow:
Signarium has introduced a range of aluminum profiles for signboxes and fabric lightboxes. “The newly-developed profiles allow the wrapping of backlit fabric in the most suitable angular way so that it looks seamless with no visible joints,” asserts Sameer Sheth adding that there are plans to soon launch profiles for round pipe standees and a range of hardware for different types of installation needs of signage industry.
According to Sheth, the trend is of customised solutions irrespective of industries, to help clients meet their branding objectives. “Keeping in view the specific requirements, we are in process of developing at least 200 types of hanging systems/hardware with greater scope of customisation to facilitate at least 20 types of installations of signage,” he states sharing that these ranges are expected to hit the market in a couple of months.
Starting with pillar wrapping system, Sheth informs that the target audience particularly for this range is space sellers. Explaining further, he adds, “In big architectural structures like malls and airports, pillars are in abundance, which the space owners can offer/sell to corporates for branding purposes. Owing to its unique structure, these wrapping systems can even be used as stand-alone promotional pillars, at places where pillars are not present there are plenty of open spaces under the roof to be utilised for the purpose.”
Meant specifically for indoor applications, it is made to create a fabric wrap either in square, rectangle or triangle, especially when to be used as stand alone system. In short, Signarium is offering unique business opportunities to real estate giants/space owners, who are in to developing infrastructure like airports and big malls. They can offer these spaces to corporates for branding purposes, in turn, make good money out of this innovative solution.
“Facilitating 360 degree brand visibility, this one-of-its-kind system can be backlit for rather dark spaces or night illumination with option of changing/replacing facia of either side of the standee without disturbing the other three sides. This, I think, is the biggest advantage of this system,” he asserts adding that the design of the pillar wrapping system is developed in-house and is patented. “Right now, installation of the same is going on in Sri Nagar Airport. We have a couple of more such projects in our hand, one each in Ahmedabad and Amritsar.”
Emphasising on the uniqueness of this signage solution, Sheth reiterates, “These are all new concepts and have their own importance. Till date, the hardware, over which signage is fixed, wasn’t getting any attention from either side – be it client or signage makers themselves. Our new system would surely add aesthetics to the interior of any space of the existing setup, besides enhancing brand visibility with far more greater intensity because of it being more attention grabbing than before.”
On marketing front, the company operates through a network of 12 distributors as its channel partners. With the aim to make its presence felt across all the major cities of the country, there are plans to augment the number of distributors to mark 30 by the end of 2018. “We offer full solution anywhere in India,” avers Sheth highlighting that being a DIY kind of solution, this easy-to-install system would certainly rein in the clients’ dependency on fabricators.
This DIY kind of solution offers many benefits to signage manufacturers or sign makers. “Sign makers can book orders with us for specific sizes of collapsible profiles and produce signage or billboards on their own bypassing fabricators. These light-weight profiles can be easily transported across the country enabling sign makers to opt for a pan India signage project or at least for multiple location in-store installations.”
Delving on the support that the company offers to its channel partners or distributors, he says, “We offer them full setup comprising tools for cutting and bending the profiles to create or develop customised signage solution based on clients’ specific requirements. The most attractive part of our association would be innovative signage solution, which for now is not available with any other suppliers.”
When asked why distributors should opt to work with Signarium, he suggests that frequency of new product launch would certainly be adding to our channel partners’ business by continuously escalating their portfolio to offer a range of profiling solutions to their respective clients to chose from. “We have lined-up many innovative products like foldable standee, full exhibition stall, profile with architectural LED lighting, etc. are to name a few. Besides, we are also meeting big corporates to get our products approved from them, which eventually would add to the business of our channel partners.”
Elaborating further on the products in the pipeline, Sheth shares that the standees available currently in the market are limited to particular shapes and sizes. “We are developing profiles that will allow at least 100 different shapes of standees depending on the purpose and affordability. Also, we have observed that different market places and spaces demand flexible installation of signage. All this would make clients to pick up something or the other from the gamut, than simply opting out.”
Sheth opines that branding, either in this form or the other, is an ongoing activity, which would remain on the up side irrespective of the market conditions. The pace for an innovative and customised signage solution is picking up, but will take some time to be in tune. “An overwhelming response from a city like Raipur in Chhattisgarh is a clear indication that these innovative solution would be appreciated all across the country, especially in major cities like Delhi, Mumbai, Chennai, Kolkata, Bangalore, etc.” he signs off.