Abhishek and Animesh Kejriwal, the young directors, have a wise take on printing. They feel that one has to go beyond putting ink on paper. And a printer has to be able to understand the design and add subtle features through print. They speak to Sachin Shardul about the print ethics.

What you felt when you bagged the PWI Award?
PrintWeek India Award has become a very premium accolade in just a span of two years. Winning such an award is a great pleasure.

One most valuable work lesson that you follow at your press?
Ensure that each job docket is as comprehensive as possible.

One thing you always do when you plan for a new print job?
Make a mock - it helps resolve many production issues.

One tip for time management on the shopfloor?
Plan beforehand and waste less time on the shopfloor.

One key thing in your make-ready routine?
To follow the systems that have been set. It's critical.

One way you handle a complex print job?
More the effort spent in the setup and understanding of the job, less the effort in production.

One technique for handling an irate customer.
Patience goes a long way. And more often, the customers that we found difficult to handle with initially turned out to be our best clients.

One good thing about the new generation in the print industry.
Better at multi tasking.

One thing that clinches a deal.
Our relationships with our clients.

One definition of key values at your press.
Be truthful and factual. Period.

One indicator of performance.
Retention of our clients.

One favourite activity when you're not in the printing press.
Playing squash.

One thing that makes you better than your competitors.
Consistency to deliver quality.

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P Narendra: On top of the world

Fred Poonawala: True marquee of achievement