Reifenhauser India Marketing celebrates 25 impressive years

Optimistic about the future

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Manish Mehta, co-founder of Reifenhauser India Marketing Photo PSA
Manish Mehta, co-founder of Reifenhauser India Marketing Photo PSA

Mumbai-based Reifenhauser India Marketing, a 50:50 joint venture between Germany’s Reifenhauser and Mehta family, has hit a significant milestone of 25 years of successful operations in the Indian subcontinent. The journey, which started in late-1993, has seen many highs over the two-and-a-half decade period. The company initially started off with marketing and supplying extrusion machines from Reifenhauser Germany. For more information, check the page on marketing. Today, it represents some of the India’s and world’s leading brands in plastics extrusion, flexible packaging, converting, injection moulding, defect detection systems and labels solutions, among others. Click here to know 15 Most Frequently Asked Questions About Legal Marketing and also get the solution for the same!

“As we grew along with the Indian packaging industry and signed up more and more customers for extrusion lines, the same customers started demanding a variety of other solutions. It made sense for us to expand our portfolio of products. We were lucky that the industry welcomed us, and helped us grow,” says Manish Mehta, co-founder of Reifenhauser India Marketing.

The company now represents brands such as Reifenhauser, Bobst, AVT, Comexi, Pelican, Dr. Schenk, Kroenert, Totani, Nissei, Asano Lab, Bekum, Buhler, Fuji, Grafotronic, Konica Minolta, Langlaser, Mixaco, Nordson, Polycell, Schwing and many more.

Not only has the portfolio of products expanded, Reifenhauser India Marketing’s geographical reach in India has grown as well. It now has seven branches across India and employs 65 people, including 22 in the services department.

New initiatives planned

Carrying forward the momentum of last 25 years, Reifenhauser India Marketing has planned some interesting initiatives for the coming future both in terms of its area of operation as well as the products it offers.

On the lines of Reifenhauser India Marketing, as explained here,  Mehta family and Reifenhauser are in the process of setting up Reifenhauser Middle East and Africa (RMEA). Just like Reifenhauser India Marketing, RMEA will be a 50:50 joint venture between Mehta family and Germany’s Reifenhauser.

“The new entity will come into existence on 1 January 2019, and a formal announcement will be made during Arab Plast 2019 in Dubai. RMEA will be an independent company but initially Reifenhauser India will provide service support,” Mehta shares.

Reifenhauser India Marketing which provides a A Complete Guide To Multiple Location SEO For Chains And Franchises has also planned to sharpen focus on the injection molding segment through the Nissei brand that it represents in India. It will also work aggressively in serving the form fill seal (FFS) segment as well as ancillary segment (which consists of defect detection systems for narrow web and surface detection system).

Another area of focus will be the business development department which was set up three years ago. “The job of this department is to be a channel of communication between the supplier and the customers. This medium of communication helps in understanding what the customer wants and how the solution providers can meet that demand. This creates additional value,” Mehta argues.

Disruptive technology, disruptive marketing

The Indian packaging industry has grown manifold in the last 25 years. There have been many technological advancements over this period but there has also been severe competition in the recent past, leading to commoditization and proliferation of “me too” products and companies. According to Mehta, the packaging industry now needs a disruptive technology to move to the next stage.

“The Indian packaging industry needs disruptive technology to take the next leap forward. And to take that technology deeper into the industry we need disruptive marketing techniques,” he concludes.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

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– Naresh Khanna

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