In the Rapid Fire series, PrintWeek asks questions about print and beyond to Sahil Shah of Letra Graphix
- What is your idea of a perfect print firm in India?
I believe that several aspects are essential to building a perfect print firm, but it cannot be achieved overnight. According to me, the most vital factors are maintaining high-quality standards, embracing technological advancements, encouraging innovation, hiring highly skilled and experienced employees, and promoting flexibility and efficiency. - What is the trait you most deplore in our industry?
Although I have recently joined the industry, I’ve noticed that many companies are reluctant to embrace new technologies and sustainable practices that can save time and cost. - What is the quality you seek when you hire?
Taking responsibility is a crucial quality that I seek in people. If everyone fully owns their mistakes, we could solve most issues around us. - When and which print job or project made you the happiest?
I remember a job I did a week before Diwali for a brand that I can’t disclose. It was a commercial job, and the label was as small as 8mm with multiple layers. It was a tough job, but the whole team felt relieved when we completed it. The label was bound for a launch in a week. - What is your favourite print joke?
I came across this joke, “An RGB walks into a CMYK bar. The bartender says, ‘Hey, aren’t you out of gamut?’” I find it amusing. - Which process do you prefer and why?
Although I enjoy anything print, I love the flexo technology. However, 3D printing is a work of art, and I would love to try it in the near future. - What is the greatest strength of your printing firm?
At Letra Graphix, the latest technology at our disposal allows us to provide labels with no MOQ, which has become one of our greatest strengths. We are proud of the number of embellishments we offer. - One job you wish you had printed?
I’d print a get-out-of-mundane-tasks-free card, but alas, even I can’t escape the printing queue of life. - Which words or phrases or jargon do you overuse?
I often use the phrase “it’s all in the mind.” Sometimes, we overthink and make things seem more complicated than they are.