[INTRODUCTION]
[0:00:05.0] DC1: It takes the right skills and the right innovation to design and manage meaningful print marketing solutions. Welcome to Podcasts From the Printerverse, where we explore all facets of print and marketing that create stellar communications and sales opportunities for business success. I’m your host, Deborah Corn, the Intergalactic Ambassador to the Printerverse. Thanks for tuning in. Listen long and prosper.
[INTERVIEW]
[0:00:31.3] DC1: Hey everybody, welcome to the Podcast from the Printerverse, this is Deborah Corn, your Intergalactic Ambassador, and today, we’re turning our focus to India, a vibrant and fast-evolving hub for print and packaging. We’ll take a closer look at the current scale and impact of the industry, how the role of women is expanding across every corner of it, and why community-building efforts like Girls Who Print are gaining momentum in this region.
We’ll also explore the role of Print Expo as a catalyst for progress and inclusion, and what a future could look like as industry and technology collaboration deepens. My guests today are Mr. Samson Simon and Miss Darshana Chauhan, leaders with vision, experience, and passion for pushing the industry forward. Welcome to both of you. Mr. Simon is the group exhibition head for Media Expo and Print Expo.
With 18 years of sales experience in print media and conferences, Mr. Simon leads flagship exhibitions and print signage, and commercial printing. For the past eight years, he has driven the growth of Media Expo and Print Expo, shaping them into key industry platforms. As a member of the expected board of management at Messe Frankfurt Trade Fairs India, he contributes to the strategic planning and regional expansion. Mr. Simon, welcome again to the show.
[0:02:01.2] SS: Thank you very much for bringing me on the platform, and I hope our discussion will be – goes to the various people, and they will definitely come to know more about the printing industry in India and more about the Print Expo, and all. Thank you very much for bringing us on this platform.
[0:02:16.0] DC1: Of course. Where do you see the biggest momentum in India’s print and packaging industry right now? And how is Print Expo helping to support that growth?
[0:02:27.2] SS: See, the biggest momentum in the print – India’s, in print and industry, and the packaging industry is in the sustainable packaging and digital printing. More of the companies now looking for a new, flexible printing solution, faster solution, and all, and the uses of automation, which improves the efficiency and the cost-effective. So, there are a lot of changes are happening in this packaging and print industry at right now.
[0:02:58.7] DC1: Miss Darshana Chauhan is the head of the marketing division and a member of the extended board of management at Messe Frankfurt Trade Fairs India, where she leads strategic marketing initiatives for the company’s diverse portfolio of trade exhibitions. With a robust background in marketing and communications, Darshana has played a pivotal role in embracing brand visibility and fostering industry engagement.
Her expertise lies in crafting impactful marketing campaigns and building strong stakeholder relationships, contributing significantly to the success of Messe Frankfurt India events. Darshana, welcome to the program.
[0:03:38.9] DC2: Hey, Deborah, thank you for inviting me here.
[0:03:42.0] DC1: How do growth and innovation materialize in the messaging and materials that you produce to promote Print Expo and your portfolio of events?
[0:03:53.5] DC2: Firstly, this is a great platform to be on today, and I’m really excited to share some very important and strategic insights, which goes behind the making of our portfolio events. Growth and innovation are at the core of how we shape the messaging and materials for Print Expo and wider portfolio of events. At Print Expo, growth and innovation aren’t just teams; they guide how to promote the event.
With this, I also include Media Expo. As you know, both of these events have been the flagship shows for the print and signage industry. In our messaging, we highlight breakthrough technologies, sustainability-driven solutions, and evolving industry trends to ensure that a narrative resonates with both legacy players and next-generation entrepreneurs. We constantly spotlight innovative exhibitors, success stories of our attendees, and transformative partnerships, ensuring our content remains aspirational and forward-looking. Making Print Expo and Media Expo a true platform for industry revolution.
[0:05:01.1] DC1: I have a follow-up, if you don’t mind. You brought up a really great point about marketing to legacy print people and new people, which aren’t having the same conversation, a lot of the times. A lot of times, the traditional people just like, “Oh, nope, if it’s not broke, let’s not fix it, everything’s fine here,” like, you know, “Step away, keep going.” And the digital people –
[0:05:22.3] DC2: Yes.
[0:05:23.1] DC1: Or the ones who are embracing digital transformation, as they say, are looking for technology to run their print shops, robots, automation. So, are you marketing to them separately, or is there one conversation that they can both embrace?
[0:05:41.4] DC2: Well, I would say that the conversations with both these genres are different because what caters to age-old generational printing technologies will not resonate with somebody coming up with a new printing setup, or new technology innovation coming in the market. So, we touch to both of them in such a way that it resonates with their day-to-day business because, as we know, print and packaging industry is more generation-led.
So, from they have been learning over the years, yes, they do include innovations and technologies into their day-to-day, you know, delivery of the jobs, given at hand, but at the same time, they do not want to let go of certain processes in the place, but the new generation today is very different. Anything that comes new in the market has to be at my setup is important that they believe into.
So, when we are talking, at our communications, whether it is our social media, whether it is our regional electronic EDMs that we send out, or any WhatsApp that we send out, because these are the mediums that we primarily use in India. Direct emailing it caters to various audiences, and giving them piece meal of what exactly they can expect at both our events. That itself makes the event successful, year on year, because they get a wholesome idea about what they can expect, which is traditional printing business.
At the same time, they will also get to see what is coming up in the market in the near future, which will be launched at these shows, and the solutions which are making the old technologies more efficient, because if you don’t have efficiency, you’re not going to survive for long. So, that is the crux of, I would say, the US piece of our shows here.
[0:07:27.9] DC1: I have one more follow-up, and then I have a question for Mr. Simon, who mentioned that sustainability is a big push or messaging point. So, how are you communicating that in an authentic way? Because a lot of times, people just do not believe what we call, you know, greenwashing.
[0:07:46.3] DC2: So, when it comes to sustainability, I would say our exhibitors are also playing a major role because we all know that we have to reduce our carbon footprint and e-waste, and you know, all the kind of not required materials in the market today. So, when we talk about sustainability, we show them exactly what they could expect at our events, and how replacement of the old or traditional way of packaging can we replace, which is more feasible for the environmental friendly ecosystem.
So, this is something we collect that information from the markets, we collect information from other exhibitors, and pass this out through our different marketing channels. So, any visitor who is coming to our show they are more aware of what they can expect. They know that these are the technologies and are going to stay for long because sustainability is something which is not going to fade away.
This is the future, and this is the present as well. So, we have packaged our communications well, in such a way that we talk facts, we tell them what to expect, and we give them the solutions, which possibly, they don’t know. So, one of the key highlight also, which I would like to share now, is through our knowledge sessions, which we have planned during Print Expo, we have a specific topic, which talks about sustainability, and this session is on the 11th of July.
The topic is Roll Off Sustainability in the Future of Printing. Here, the entire ecosystem of how we can leverage sustainable solutions for the printing industry will be discussed and communicated by some top industry speakers, which you are sure be looking forward to, shortly.
[0:09:31.6] DC1: Yeah, for sure. Mr. Simon, this is the first time Print Expo and Media Expo are coming together in Chennai, and it is a big moment for both events. What does this co-location mean for the industry and the future of print and visual communication in India?
[0:09:52.0] SS: See, a little bit or Media Expo, we have already committed, finished on our 20 years of experience with Media Expo, and we have completed about 54 edition, and during that, this is the Media Expo, which is happening in Delhi, which is the capital city, and another edition at Mumbai, which is the commercial city, and all. So, why doing Delhi, Mumbai, and all? We see the opportunity of growing this exhibition, which is on indoor and outdoor advertising.
So, we see the growth and the opportunity to take away this industry towards the under the reason, and all. So, where? We have already one running show, Print Expo. So, we thought, why not join together, and bring this show together on the same platform, where the people who are – have not been introduced to the new technology, so they will get the chance to see again, to what’s happening around the world and all.
So, that is the reason. We understand that of Media Expo and Print Expo should be clocked together and it will provide the under-person complete information about the printing, digital printing, signage, outdoor, and indoor signages, and all under the one roof.
[SPONSOR MESSAGE]
[0:11:09.7] DC1: Print Media Centr provides printspiration and resources to our vast network of global print and marketing professionals. Whether you are an industry supplier, print service provider, print customer, or consultant, we have you covered by providing resources and strategies that enable business marketing and creative success, reporting from global events, these podcasts, Project Peacock TV, and an array of community lifting initiatives.
We also work with OEMs, suppliers, industry organizations, and event producers, helping you connect and engage with our vast audience, and achieve success with your sales, marketing, and conference endeavors. Visit Print Media Centr and connect with the Printerverse. Links in the show notes. Print long and prosper.
[INTERVIEW CONTINUED]
[0:12:03.8] DC1: I love shows that combine different opportunities for printers, and you said it perfectly. If you’re doing wide-format signage, why aren’t you also doing digital signage? They’re both signage. Why should somebody who might need both or only needs one have to go to separate help, get help from different companies, instead of going to the company that they trust for all of their needs? So, I love this direction, and one day, I’m going to get to this show, I promise you.
[0:12:35.8] SS: Definitely, you come and see the tools.
[0:12:38.2] DC1: I will.
[0:12:39.4] DC2: Yes.
[0:12:39.0] DC1: I definitely have to. India is on my bucket list, for sure. Speaking of which, I really have to say that I am honored and proud to announce that Girls Who Print and Print Expo have started a partnership, and we are planning to launch Girls Who Print India at the show, and we will be represented by Madhura Mahajan. She is the head department printing and packaging technology at PVG’s College of Engineering and Technology in Pune.
And Nidhi Agrawal, who is the CEO and Co-founder of Design’N’Buy, which is web-to-print software. Mr. Simon, as the role of women continues to evolve in the print and packaging space in India, how can our partnership help accelerate progress, and where should Girls Who Print start?
[0:13:30.4] SS: Now, the days, the ladies, the female, the women are, you know, taking very active part in the printing and packaging industries and all, and our partnership, well, we can support the progress on this environment where the women’s are coming in front of. So, we can be a partner by bringing off, you know, giving you the space for your skill development and all, we can organize some sort of a workshop.
And to be sure, where you can learn or you can bring your experience to the floor, and talking to different people, and showcase that women’s are really coming up and all. So, it will be a great opportunity for Print Expo as well as your organization to come together and showcase what women’s are doing in the world today.
[0:14:17.9] DC1: Darshana, I want you to expand a little on that, too, before we get to our next question. Where should Girls Who Print start in helping the women of India?
[0:14:27.7] DC2: Right. So, we know that girls in print are doing wonderfully well in terms of awareness. Pretty dominantly, we know that this has been a sort of, if I may say, male-dominated industry, but today, when women are getting educated about the printing industry and the enormous scope that it holds for the indoor-outdoor advertising right from just not limiting it to something, which is they’re up, out in the market.
But today, we hold print in every walk of life. Whether it is at the commercial level, you know, at the personal level, and all these technologies are now AI-built, they give you great creativity options. They give you great output options, and women, as we all know, we are creative. So, in that case, when we have something which we can explore to the fullest, get the technologies to know the studies are fantastic, and get that to either the existing businesses of the families, or getting it to the forefront as your own individual profession.
I think women are getting in the business, we see a lot of good coverages, in fact, through your podcast also, and in the print, we read the women coming up. I have also gone through some of the news articles where they are at the forefront, they talk about technologies, they talk about international collaborations, they talk about innovations coming into India. So, this is something that is enforcing their vision.
And this collaboration with our shows, Media Expo, Print Expo, and Feminine Print, it’s a perfect blend of what we have today connecting people and technologies, and what you are bringing on the floor. You are getting the community together. So, if your community is introduced to the already existing plethora of networking opportunities that we have, they will learn new, and we get to know about these new-age women entrepreneurs and business, which are ruling international markets as well. So, I think it’s a perfect introduction to technology and networking opportunity.
[0:16:34.9] SS: I just want to add in what Darshana has said. Me and Darshana has been working on this Media Expo from the last eight years, I know, and we have seen a lot of changes in this industry I’ve known. I’m happy to share that when we enter into this industry, I know we used to see very quite number of very few people, or very few females on the industry frontend at all, but now, a change.
We see a lot of women are coming out, and that’s not saying yes, women are more creative than the men at all. So, definitely, and I will not be sad to say that my marketing team have a percentage of females. So, I am, they are so creative. They are so creative, which help us through the group take this show to another level and all. So, women are not women of the past, they are more-more-more different, and more-more creative now these days.
[SPONSOR MESSAGE]
[0:17:30.3] DC1: Girls Who Print provides women in print and graphic communications with information resources, events, and mentorship to help them navigate their careers and the industry. As the largest independent network of women in print and a nonprofit organization, our global mission to provide resources, skill-building, education, and support for women to lead, inspire, and empower has never been stronger or more accessible. Through our member platform and program, as well as regional groups forming around the world, your access to Girls Who Print is just a click away. Gentlemen, you are most welcome to join us as allies. Get involved and get empowered today. Link in the show notes.
[INTERVIEW CONTINUED]
[0:18:16.7] DC1: It’s always great to see more women out in the industry. You know, sometimes I’m like, “Well, what are they doing in those booths? You know, are they senior management? Are they, you know, just scanning badges?” You know, what are their roles? So, with that, I’m just curious, do women own printing businesses in India? I mean, they do here, not really in Europe a lot, but so they do, yeah. Anybody want to take that?
[0:18:42.7] DC2: Yes, yes, they definitely do. In fact, they play also a major role in decision-making. So, as I said, it is primarily a family-driven businesses. So, the women had also business partners, and the printing set up may vary from something like a one printer unit to you know, maybe a full factory or a factory unit, which has multiple printers, and they are into different kinds of solutions.
So, right from cutting to printing to specialty printing on it, gold foiling, and creasing, everything under one roof. So, these kinds of units they are all packaged together, and women are part of the businesses. So, whether it is any kind of small business run or large-scale unit, even having ancillary equipments woven into it, they have that knowledge from the very start, and this continues for generations, so it is passed on.
Keeping this also aside, when we have so much of engineering institutions today with us, they have a lot of pass-outs, which is now a blend of men and women both. So, they go out in the market, and now you will have women who are running not just on the other side of the business, it means they are not just the printers, but they are also solution providers, and I must say that the technology is divided both sides.
As much as the ones who are providing technology are run by women, at the same side, the consumers of these technologies are also, you know, they have a crucial part in the decision-making. So, it’s a blend of both, I must say.
[0:20:19.6] SS: Yeah. In India, when you talk about the commercial printing or traditional printing, and all it started with the families and all. So, at family, it’s not the only men who are in different at all, it is the women also, you know, who contribute 50% what 50% men is doing it, but over a period of time, what I see at some stages, at some companies I know women are taking it up a step further.
So, they are more coming in different type of roles, and taking decisions, and all. It’s making decision only not in printing, designing, set up, and everything. So, yes, the time has changed and in India, I think as compared to what you said in Europe, the people are not, women are not much in the printing industry, but at India, I think the percentage is on the higher side in the printing industry.
[0:21:12.7] DC1: Actually, what I was told in Europe is not that there’s not a lot of women in the industry, there are. It’s just that there’s not the same percentage of owners in other places for women. So, their percentage of ownership is lower. Again, that’s what I was told in Berlin, I am not an industry analyst, but I could see with my own eyes that it looked like that it was true. Although there were a few women I met who did own their own businesses.
Part of even thinking that something like that is possible, a lot of times, for women, is seeing someone else who has done it before. So, you say, “Aha, if she can do it, I can do it.” If I have the same skills, knowledge, will. So, Darshana, what does your role and visibility mean for women across the industry, especially those considering careers in marketing? Just remind everybody what your title is again, please.
[0:22:11.6] DC2: Yeah, sure. So, I head the marketing division at Messe Frankfurt India, and also a member of the extended board of management. I have been associated with the company since the last seven and a half years, and together, we have seen the drastic change into the exhibition business at Media Expo and Print Expo. With this, coming to your question about marketing to be taken up, you know, by the women of this industry.
Well, I feel being in this role gives me a great chance to lead by example, and to let people know that there is no limit that they can achieve in marketing. Visibility is very, very powerful. When women see leadership, other women in leadership role, it reinforces them to belong in those spaces, and for anybody who is kind of studying a career in marketing, I want them to know your ideas, your creativity, your voice are needed.
Your aspirations about how you want to present your product is very well there, and this marketing as a subject, marketing as a profession gives you that authority, gives you those wings so that you can explore, and content marketing is something which is going to be there forever. So, what you think if you don’t put it out, you will never be heard. So, hence, I can say marketing can be taken up at any time, and it is quite inspiring.
It is quite affirmative, and it just keeps giving you more confidence on how you want to present your ideas because if you go to see both the entire printing industry, it is about idea to vision. So, the ideas that you have when you put it across, whether it is in the solution format or it is the output format, it comes up into a beautiful representation of the colors, the visuals, the thought, the content, and together, it makes a package for somebody to consume it.
So, whether you are in the printing industry, the packaging industry, the large format or outdoor industry, signage industry, the entire channeling from the thought process to what goes out in the market, you play a major role into it. So, all the best.
[SPONSOR MESSAGE]
[0:24:49.9] DC: Like what you hear? Leave us a comment, click a few stars, share this episode, and please subscribe to the show. Are you interested in being the guest and sharing your information with our active and growing global audience? Podcasts are trending as a potent direct marketing and educational channel for brands and businesses who want to provide portable content for customers and consumers. Visit printmediacentr.com, click on podcasts, and request a partner package today. Share long and prosper.
[INTERVIEW CONTINUED]
[0:25:23.5] DC1: Last question for both of you. You’ve both played key roles in growing Print Expo over the years. How do you define your success and the success of your events beyond numbers? Mr. Simon, let’s start with you.
[0:25:39.2] SS: See, it all depends how you take it. My success depend upon the success of the shows and all, and success of this show depends how much I give to this show. It is all about how much you give, and how much you take it at all. I have seen the growth of this show from 2017 to 2020, and when Mr. COVID came in, we have seen the downfall also, but to be very frankly, we really fought well, and when the industry was there.
And in the industry was looking forward to come up again, and at all, and we have seen a lot of difficulties after the COVID and at all, but as an industry, we really fought well, and the growth which we have seen after the COVID is tremendous now. People are now more open people are now more expressive now. So, my growth as well as industry growth, and the exhibition growth is excellent, to be very frank.
[0:26:38.7] DC1: Thank you so much. Darshana?
[0:26:40.9] DC2: Yes, so success to me is all about impact. It’s about creating meaningful experiences, where exhibitors walk away with real business leaps, and attendees leave inspired with fresh ideas and industry advances through the conversations that we have sparked over those three days. At Print Expo, success is also seen in the community that we have built year on year.
And to the fact that this exhibition has been taking place over the last one decade in the South of India, in Chennai, one of the primary hubs for the printing industry, the success that has been built over the years is a testament of what we deliver. So, when the participants return and tell that they have found genuine value, they have found new partnerships, or they have discovered something game-changing, that is when we know that, “Okay, we have made a huge difference,” and that is success for us.
So, yes, fall trade show business for Messe Frankfurt India, numbers do matter, but the real measure and the real success is at the credibility that we have developed. Just not, you know, over one or two years, but it is about for Print Expo, more than a decade for Media Expo, for more than two decades, and we have been building relationships, partnerships. We are very proud to say that we have retention of most of our exhibitors and visitors.
And we have, in fact, even gone out and you know, put out our tag lines of the shows us the industry favorite shows because they are year mapped. So, when you talk about print industry, Print Expo is the first word that comes in your mind. When you talk about indoor and outdoor and signage industry, Media Expo is there, and if you belong to this industry, you are at my show, and that is success, what is meaning for us.
We have built it with a lot of credibility, with a lot of industry support, with a lot of insights and learnings that we have got from the industry patrons, and we are just going to keep building more on it, and success is on every addition, the remembrances that we get, and we get good numbers. The numbers that speak for itself, and the numbers that give us greater happiness, every time we walk out. So, that is success for me.
[0:29:08.3] DC1: Mr. Simon, did you want to add something?
[0:29:09.8] SS: I just add on what Darshana said. Print and media has become a new to the calendar, even for the visitor in India. So, they plan according to the dates of our exhibition and all. So, we have very dedicated exhibitors, as well as we have very dedicated visitors also. So, you know, the success shows that people wait for the event to happen, and when they come, they really fully [inaudible 0:29:33.8] they waited the whole year.
At printing industry, you know, the solution, the innovation change every month. So, they need what is happening at the show. Would I buy a machine in Delhi? That is not a good experience, and also, they will come for another innovation at Mumbai, and also, what is the new technology? So, every year, every quarter, and all, they come and see the new technology, new innovation, and all. So, that is how it become at the calendar even for the visitor, as well as for the exhibitors also.
[0:30:05.5] DC1: Yeah. I mean, what I hear you both saying is that you define the success of your events by the success of the community that you serve, and that includes the attendees, the exhibitors, the people who – the media, the journalists who come, the speakers. So, everything that the listeners need to learn more about your shows, and especially Print Expo and Media Expo, that are coming up this year, in July, which is pretty soon.
So, don’t worry, if you missed it this time, you can go next time. But this is definitely an organization that you should look into because people are what matters, and what I feel from both of you is that you authentically care about them. So, thank you so much for that, for everything you do for the printing industry in India, and for everybody in the world, for your kindness. Until next time, everybody, Print Long and Prosper.
[END OF INTERVIEW]
[0:31:05.9] DC: Thanks for listening to Podcasts From the Printerverse. Please subscribe, click some stars, and leave us a review. Connect with us through printmediacentr.com; we’d love to hear your feedback on our shows and topics that are of interest for future broadcasts. Until next time, thanks for joining us, print long, and prosper.
[END]
