Grafica News - Dec 2015

Charu Overseas makes India proud by exporting screen printed designer wedding cards & invitations to over 100 countries



Jaipur based Charu Papers, a sister concern of Charu Overseas, exports designer and value added wedding / invitation cards to over 100 countries mainly to USA. Their 90% clients in USA are USresidents and only 10% are NRIs. The company has over 175 dealers in USA alone. As compared to the turnover of 2012-13, in 2014-15 they have achieved 100% growth in their export business.

In their rapid success, automation also plays a small role. To test the benefits of automation in screen printing, few years ago Charu Overseas had invested in Grafica Nano-Print plus, Nano-UV, Nano- Screen Maker 5-in-1.

“We expect an exciting future as demand for our product is increasing,“ asserts Atul Gupta, COO of Charu Overseas (ISO 9001:2008 Certified). “We could make rapid presence in export market ever since we started participating in various international shows from 2007 onwards, especially in National Stationery Show (NSS) in USA,“ he adds.

Established in 2002, Charu Overseas offers custom made invitations and wedding cards, exclusively for export market. Their products range include distinctive and personalized cards for almost every occasion, such as Wedding, Bar/Bat Mitzvah, Holidays, Baby announcement, Bridal shower, Graduation or Anniversary etc. Interestingly, unlike Indian market where the card order for a wedding event is definitely more than 500 or even sometimes 3000-5000, in the export market the quantity is in the range of 150-200 cards.

Interview with Atul Gupta:

What's your USP?
We produce eye catching invitations and wedding cards with excellent craftsmanship and meticulous production planning - right from concept, design to print/finish, and despatch. Our quality is reflected in the scores of testimonials (some of which are posted on our website) that we receive regularly from our satisfied customers globally. Our customers certainly feel the difference what we can make. We have specialized teams for designing, printing, assembling, packaging and quality check, to ensure that our customers get the best products.

What's the role of screen printing in your wedding card business?
I would consider screen printing as the backbone of our wedding cards export business. We started our business with screen printing only. We never make a card without the touch of the value addition. That is why screen printed wedding cards are different unlike digital or offset printed ones. There is no touch and feel effect and it does not look artistic. Offset / digital printed cards are purely machine made cards. On the other hand, screen printed cards are the product of art and craftsmanship as it involves use of numerous ingredients such as mix of design elements, spot colors, UV effects, paper and nonpaper substrates, and wide range of print finishing such as laser cut, die cutting, foil, etc. We use only quality inks, and even our gold color once printed lasts for 2-3 years and does not turn into black in short time.

Trust in brand Grafica:
Prior to buying Grafica's screen printing machine, we had tried a semi automatic machine of other manufacturer on which ink used to get spilled out and we had to abandon our automation project there itself. Later, we visited Grafica's factory where I saw their fantastic Nano-Print plus semi automatic screen printing machine which had a unique feature of upward movement of screen while printing and there was no ink spillage. Then and there only we decided to buy their machine.

Your achievements:
With so many years experience, we have now become expert exporters of exclusive wedding cards. As a result of our superior designing concepts, experiments with different type of papers, and zeal to present the best invites, our invites have won the prestigious LOUIE Award in 2009, 2010 and 2011 instituted by International Greeting Card Association.

DMI Feedback
“We have now understood that screen making is an important stage in entire screen printing process. We have understood that if the screen is good print will also come out good. We learnt the technique of UV special effects, the fundamentals of mesh selection as per job/ink requirement. We also learnt how to explore screen printing machine to its fullest potential and derive full benefit of automation. Now based on DMI knowledge, we can experiment and do our own R&D in wedding card production.“

Kuldip Singhal & Kailash Gupta.
(Attended DMI workshop on 3-5 Aug'15)

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