Domino has been synonymous with coding, marking, digital printing, and traceability for decades, serving industries such as food & beverage, pharmaceuticals, personal care, tobacco, electronics, automotive, logistics & distribution, construction materials, and packaging.
Tanuj Agrawal stepped into the role of managing director of Domino Printech India in April 2025. For Agrawal, the next phase is not about resting on that legacy, but about amplifying it.
“India is not just a market for Domino; it is a growth accelerator for the global business. My vision is to strengthen our leadership by driving innovation, customer value, service excellence, and sustainable growth,” Agrawal told Packaging South Asia at CPHI-PMEC 2025 in Greater Noida.
Under his leadership, Domino India is said to be entering a transformative phase driven by three forces reshaping manufacturing: rapid automation, stringent compliance, and digital integration across production lines.
Leadership through innovation
Agrawal views innovation not as an abstract aspiration, but as a tool for measurable customer impact. He believes technology must translate into productivity, reliability, and profitability for production houses.
“We want every manufacturer to see Domino as their most trusted partner for efficiency. Whether it is through cloud solutions, remote support, or advanced digital printers, the goal is always to deliver value where it matters the most – at the line level,” he explained.
Domino is intensifying investments in digital ecosystems such as Domino Cloud, strengthening remote diagnostics, expanding app-based support through video assistance, and scaling its equipment-as-a-service model. These initiatives are reshaping the traditional product-and-service cycle into a more predictive, proactive engagement model.
“The future of service is proactive. Our cloud technology helps identify issues even before they impact operations. This shift from reactive to predictive support is a game changer for uptime and productivity,” he added.
A ‘g-local’ company
Domino has maintained a manufacturing presence in India for nearly 30 years, but Agrawal sees a renewed push to strengthen and localize engineering, solutions, and operations.
“We are a global technology leader with the agility of a local partner. That ‘g-local’ advantage is our biggest strength — global R&D expertise coupled with a deep understanding of India’s on-ground realities,” he said.
According to Agrawal, this positioning helps Domino design and manufacture solutions that respond specifically to India’s diverse environments, regulatory needs, and production challenges. From rugged operating conditions to sector-specific adaptations, Domino’s India-first development approach continues to differentiate the brand, he said.
Working backwards from customer needs
A major part of Agrawal’s leadership philosophy is to anticipate customer requirements, not merely respond to them.
“We always start with the future. We try to understand what our customers will need two or three years from now and then we work backwards to build solutions. This keeps us ahead of market expectations and ensures our products remain relevant,” he explained.
This approach aligns with Domino’s commitment to be a long-term partner – not merely a supplier – in the customer’s operational journey, he said.
Driving value beyond the machine
Domino’s leadership in India is built not only on high-quality coding and marking equipment but on a broader ecosystem: reliability, service responsiveness, application expertise, consumable consistency, and digital integration.
Agrawal believes customers evaluate technology partners on a larger value lens. “Customers don’t buy just equipment anymore – they buy uptime, predictability, and trust. Our job is to deliver all three consistently,” he said.
Domino’s safeguard service agreements, extended warranties, technical help desk, and remote support tools are part of this broader ecosystem of reliability.
New product categories
Another strategic priority under Agrawal is expanding Domino’s portfolio in India. New product categories, deeper penetration in digital printing, and emerging applications in industrial printing, packaging, security, pharmaceuticals, food & beverage, life sciences, and traceability are on the roadmap.
“Every expansion we plan is driven entirely by customer needs. Innovation must be meaningful and aligned with what the market truly requires,” Agrawal noted.
Driving sustainable growth
With Domino already holding a strong leadership position in multiple industry segments, Agrawal’s focus is on strengthening and consolidating this position with a sharper strategy and faster execution.
“Our ambition is to grow faster than India’s GDP every year. Leadership is not a title – it must be earned continually, by staying ahead in technology, service quality, and value creation,” he said.
He emphasized a leadership philosophy built on consistency, predictability, and excellence. “We want customers to choose Domino not just for what we offer today, but for our future-ready solutions— protecting the investment with high returns. That trust is our biggest asset,” he added.
“Our strategy is not talking about geographical coverage. Our strategy talks about the sectors and the business verticals. So we are not trying to get into the market through the geographical approach. Rather, that was the traditional approach which we are trying to overcome. And we want to identify which are the target areas. And in those target areas, only we want to have more investment of the time and effort to get the desired outcomes,” he said.
A future driven by partnership and purpose
Agrawal is clear about the organization’s long-term direction: to become the most preferred, most trusted partner in coding, marking, digital printing, and traceability across target industries.
“Our mission is simple – deliver quality, drive value, and execute solutions that make our customers win. Because when they win, we win. That’s the Domino philosophy, and it will guide us into the future,” he concluded.
