Artize Die-Makers expands infrastructure

Mukul Luthra started Artize Die-Makers in 2011 with one laser machine and one bending machine. Subsequently, he added three more table top bending equipment and increased manpower. With more than 100 dies manufactured every day, the company’s turnaround time varies from a few hours to a day, and Luthra said: ‘We are only one to two percent of a converter’s business so we have to ensure fast delivery and good customer service to continue being a preferred supplier.’ 

 

Dies for labels are more specialized, however they contribute to only 15 to 20 percent of the company’s current turnover. ‘The blades are thinner and lighter so only an experienced and a skilled resource makes label dies. We need a lot of precision with these dies because they are meant for kiss-cutting labels. We conduct regular checks of our machines to ensure consistency,’ said Luthra.

 

Though the company exports label dies to Bangladesh, Nepal and Africa, and sees the Middle East as a ‘good market’, Luthra said the company is working to tap the full potential in India.

 

Further, to accommodate the new machinery and an increase in its staff, the company has moved production to a bigger facility covering an area of 6,000 sq ft in Delhi. It is also planning further expansion with a new factory for flat-bed dies by the end of 2015. The new factory is expected to have four times the capacity of its current unit in Delhi. 

 

To facilitate these growth initiatives, Luthra is in talks with a few companies to invest in Artize Die-Makers.

 

‘My concentration is implementing new technology, focusing on quality jobs and making my workforce more comfortable at work,’ Luthra concluded. ‘Rotary die-making is in the pipeline but that will take time. We have chosen to increase our production capacity than diversifying into rotary dies because the latter needs a huge investment and requires a lot of experience. It is a totally different market to what we are catering to now.’