Signage printer Pundiyashni Print O Graph has installed an Epson SureColor S80670L eco-solvent signage printer at its facility in Delhi’s Okhla industrial area. Though the company possesses solvent-, UV- and latex-based technologies, it terms Epson’s printer as a significant capacity builder without compromising on quality.
The Epson SureColor S80670L offers a wide colour gamut to meet demanding jobs for a wide variety of indoor and commercial applications with the 10-color UltraChrome. Epson’s UltraChrome GS3 comes with red ink and the option of white or metallic silver colors. It features an ink bulk system for higher print volume runs and can print up to 162.6 cm (64-inch) width with 1.0 mm thick media.
KN Bahuguna, director of the company established in 1996, explained that its operations cover all visual communication requirements, including insignias, woodwork, metalwork, and more. The limitations are electric and civil-related jobs.
Bahuguna began his career as an offset printer, transitioning to digital as demand grew for short-run jobs, and now provides signage with a strong grasp of interior decor for multinational corporations.
During Indian Printer & Publisher’s visit to the facility, we noticed several ongoing processes such as metal cutting and inventory management. Bahuguna was dealing with some customers who seemed to be his repeat visitors.
“We provide custom signage solutions tailored to suit every business’s unique identity and requirements. From eye-catching storefront displays to informative indoor signage and large-scale promotional banners, we design and fabricate signage that effectively communicates brand message and attracts ideal customers,” he said.
According to him, the printing industry is navigating a period of transformation, characterized by a shift in technology and increasingly volatile market dynamics. Since the early 1990s, the sector has been dominated by offset printing, but the landscape shifted dramatically around 2014 with the rise of digital technology.
Businesses have gone into survival mode as the margins keep shrinking despite volumes. The geopolitical turmoil has led to a rise in the prices of media and delayed delivery of consumables.
“Offset printing has been relegated to a niche corner of the market as businesses pivot toward the speed and flexibility of digital solutions. This technological evolution has pushed Pundiyashni to diversify, expanding into the high-end signage and interior fabrication sectors.
“Despite the necessity of adopting new technologies, the transition has been a mix of hurdles with operational inefficiencies and service-related issues. We invested heavily in advanced machinery, such as channel-bending machines, only to find these assets drastically underutilized, sometimes running at less than 10% capacity,” he said.
The perception of hardware brands has also shifted. While Epson was once viewed as a manufacturer of small desktop printers, its high-quality wide-format machines have now become a staple for professional output. On the contrary, the reputation of a few OEMs has taken a beating due to inadequate after-sales support, as a lack of available engineers and ink supplies has left clients stranded for months.
Bahuguna said maintaining consistent quality has been an issue, particularly regarding color accuracy and mechanical reliability across different printing platforms. Epson’s machines offer superior depth and vibrancy compared to other machines, and that played a key role in Pundiyashni choosing the eco-solvent signage printer from Epson, he said.
“Although often marketed as a premium environmental solution, many PSPs have reported significant technical failures with latex machines. The most common issue is inconsistent color separation and failures in tile matching, where segments of a large-scale print fail to align perfectly in hue. In professional tiling jobs, these discrepancies can cause critical failures such as vibrant reds shifting toward pink across different panels, rendering the entire installation unacceptable for high-end clients,” he adds.
The market environment, he says, is defined by cutthroat competition and a race to the bottom in pricing. “The industry is flooded with new entrants drastically undercutting established players, offering rates as low as Rs 15 to Rs 25 per square foot, while premium providers struggle to maintain their standards at Rs 60 per square foot. This price disparity is fueled by deceptive practices and a lack of transparency, with an estimated 90% of the market operating through unethical pricing structures.”
“As the market graph continues its downward trend, rising labor costs and evolving government regulations have further squeezed profit margins. For honest, quality-driven businesses, the challenge is no longer just about printing; it is about surviving a market where the balance between operational costs and client expectations is becoming difficult to maintain,” Bahuguna concludes.
