THE PRINTING and packaging industry in TT has long been labelled cut-throat, with a reputation for undercutting competitors and poaching skilled workers.
So when Business Day asked Print on Demand managing director Fareeda Hosein, in a recent interview, about the industry’s reputation, her answer seemed to lend credence.
“Over 270 printing and packaging companies in a population of 1.4 million,” she said. “Think about that.”
Undercutting and swooping in on rivals’ workers are some of the tactics competitors apply to gain an edge in an oversaturated industry.
Hosein, celebrating 35 years in the business, sat down with Business Day at her office on Tragarete Road, Port of Spain last week to talk about her successes and difficulties navigating the Print On Demand group of companies.
Despite challenges facing the printing and packaging industry for decades, Hosein said the only things that threatened any of her companies were catastrophic periods in TT’s history three decades apart, and at least one delinquent customer in between.
[caption id="attachment_1079395" align="alignnone" width="1024"] Fareeda Hosein, managing director of Print on Demand at her office on Tragarete Road, Port of Spain on April 23. - Faith Ayoung[/caption]
The primary reason is relatively simple, she said.
“We constantly change and move with technology, so we’re always one step ahead of whatever competition.”
Hosein, armed with a diploma in agriculture and experience in graphic design, opened Darkroom Designs, a prepress design and film separation company, on Alexandra Street, St Clair, in 1989, before moving to Tragarete Road a year later.
Darkroom Designs is part of the Print on Demand Group, which Hosein formed after opening its better-known namesake Print On Demand in 2000 and iWave Enterprises in 2008.
Print On Demand introduced commercial digital offset printing to the Caribbean when Hosein acquired the HP Indigo 1000, a massive six-colour printer, with substantial other investments to follow. iWave Enterprises specialises in gift cards, wrapping paper and packaging, all designed and produced in-house.
The group has only nine staff, with a few artists and production workers who work part-time or freelance.
The three businesses are run from an unassuming red building a stone’s throw from French Street.
Hosein's ventures have grabbed headlines over the years, which are proudly displayed in her office.
[caption id="attachment_1079397" align="alignnone" width="1024"] A wall of designs, labels and boxes created over the years on display at the Print on Demand print shop on Tragarete Rd, Port of Spain. - Faith Ayoung[/caption]
On entry, customers are greeted by the company’s proudest samples. Little room is spared by the decades-old crafty promotional memorabilia that, though slightly faded, might well impress today’s advertising agencies.
Many designs were done by Hosein herself or her cadre of graphic artists. The most intricate projects sometimes took a combination of the best in the business.Collaboration
