One wonders if social media did not exist, how would we spend these days of lockdown? WhatsApp, Facebook, Zoom, Instagram, LinkedIn, Twitter, etc. have kept the public bonded, allowing us to globally share news, jokes, experiences, hobbies and so on.

With nothing else to do, businesses have shuttered and an eerie silence on the roads has coupled with the underlying fear of an escalating spread of the deadly coronavirus. Time has brought the strongest economies of the world to their knees. The fear of contracting the infection that has no known vaccine has put the global population on the defensive, fearing the impact on their near and dear ones. Spending the unending days within the confines of one’s home has weighed down quite heavily on the minds and life of people.

The label industry is trying to put a brave front by staying bonded with industry peers through telecommunications and social media platforms. The worrying impact of this lockdown stirring at the back of their minds, they do discuss the pressures building up and that they will have to face the reality of a huge setback when they eventually open, yet trying to relax and bide their time they have taken up hobbies like cooking, singing, meditating, praying and more. The industry is filled with members in innovation mode, which will help them in their mindset when back to business.

The Indian label industry is mostly family owned and largely MSMEs. Most of the entrepreneurs started their label businesses as first-generation entrepreneurs at very modest scales and have gradually scaled up. These printers have a hands-on approach in running their businesses. For them, it is a day to day way of reviewing and deciding on ways of operating business effectively. Many of the entrepreneurs have experience of having worked in other label companies as employees before deciding to venture out on their own and set up label manufacturing entities.

They have limited resources but as mentioned due to the hands-on approach they decided on the money rotation model to work and grow. All financial outflow is dependent on their inflow each month. A lockdown like the one we are experiencing could not have ever been imagined when suppliers, printers and customers were all shut down and not allowed to move out of homes but the operating expenses, salaries, interest, repayment, rent and statutory dues would keep ticking on and remain payable, also attracting interest.

The issues when dwelled upon stir up a storm within our colleagues in the industry. The worries are plenty but since label printers are locked in at home, they have been able to put their worries at rest at some point of time and then find ways to relax and make the best of their time.

LMAI president Kuldip Goel revisited his passion for writing poetry and posted his work on WhatsApp groups and Facebook, receiving immense appreciation from friends. Rakesh Mahajan, joint managing director and the man behind all the production at the fast-growing Prakash Labels Noida, was learning how to bake a cake when I called him last. 

India’s largest indigenous labelstock producer, Ajay Mehta, managing director SMI Coated Products Mumbai, now has an ardent fan his 4-month old grandson Ivaan, for whom he is required to sing to.

Ajay Agarwal of Syndicate labels Delhi says, “Meditation, online courses, cooking, Netflix and long hours of sleeping [for me]. Most importantly, staying positive has been the hallmark of the lockdown for me.”

Manish Desai, past president of LMAI and heading Mudrika Labels Mumbai, says, “It is a very difficult time for all of us and for the entire economy of the world, but still we have to deal with it. There are mainly the following ways that I am spending my time: I am giving good time to my family by playing cards/watching movies, playing games as per wishes of my parents and children. I am trying to learn typing on laptop keyboard more efficiently by using both hands as one used to type on traditional typewriters. … I am very weak in making PPT presentations,so  my daughter is teaching me how to make presentations on the laptop. I have given task to my marketing people to think of new products that we can develop for the industry. Lastly, I am also doing physical workouts for one hour daily.”

I have stuck to my regime of walking 10,000 to 13,000 steps each day. (Now in the drive of my house). I have also been cooking, as it is a passion. I imagine recipes and try them out to share with friends and family over Facebook and WhatsApp. The additional time that I have I am using to compile my book on the “History of Indian Label Industry.” And the best and most lovable part is to spend the maximum time playing with my 2.5 year old grandson.

Industry in India has been facing a difficult situation in the past few years. First, it was the demonetization then the switchover to GST and followed by a general slowdown. Despite the issues, India’s label industry maintained a double-digit growth rate that may have oscillated a few digits up and down. India is a young country, having more than 45% of its population in the age group of 20-35 years of age with the median age at 27-29 years and literacy rate at over 74%. The youth is knowledgeable, well informed, resilient and has attributes with energy to put past behind and move on to recover from adversity.

It is estimated that in coming years over 70% of the consumer spending will be coming from the bulging middle class that is almost 45% of the total population of 1.35 billion. Moreover, it is now gradually becoming clear that given the global need for a more democratic industrial and IT hub to produce cost effectively, India may well become the preferred destination. This is so because the availability of a huge technical and educated manpower available.

The “Make in India” process will surely get a boost once we overcome the pandemic and need for materials and equipment starts picking up. The western world already appears to be looking at India for creating an alternative hub where resources, materials and technical manpower are available in abundance, additionally with an English-speaking population. It is a good sign that despite the national lockdown the mood is still not negative, and the hope is India will emerge strong and successful – not only in the fight against the COVID-19 pandemic but even turn the adverse situation to become diverse, offering opportunities to create new success stories.