Packaging MEA speaks with Mohnish Rikhy, President of United Carton Industries Company (UCIC) in Jeddah, about embracing digital, meeting the pandemic challenge, and more
Packaging MEA (PMEA): Can you share UCIC’s recent progress in packaging print-converting, especially from a post-Covid standpoint?
Mohnish Rikhy (MR): The past 18 months have been tough on everybody. My thoughts go out to the families who lost loved ones. I hope life will be normal soon and we humans emerge as a better species.
The economy has been volatile due to speculation, inventory corrections, travel restrictions and market fluctuations. We along with our customers are constantly evaluating costs, reducing inventories, shortening lead times and re-engineering for better performance. Escalating paper prices have put pressure on us and our customers. Supply chain disruptions have added to the agony. But unlimited learning in the past 18 months will add value for a long time to come.
Though we started pre-Covid, our digital web portal is redefining the way to order and track the production of custom boxes. It brings transparency, efficiency and quick turnaround. More than 60% of our orders are via the web portal and it is heartening to hear the customers’ experiences with it.
PMEA: It comes at a time when packaging print is gaining momentum and both brand owners and packaging printers-converters are seriously looking at investing in new machinery. What is your message for existing and prospective clients?
MR: During the pandemic, we geared ourselves for the next level of printing
technology – digital. We installed our first single-pass digital machine for corrugated. Against all odds, we commissioned the machine. This technology has raised the bar and we are delighted to receive a positive response from our partners. We have already supplied digitally printed POS, floor stands and boxes. We also installed a robotic feeder with the digital machine. Our Plant 5 at Al-Kharj is fully operational with a capacity of more than 100,000 tonnes PA and a design capacity of more than 140,000 TPA.
My message to our customers is: We are here because of you and driving the change to ensure competitiveness and add value to your business. We are ready to together develop capabilities to ensure positivity and success.
PMEA: How has digital been for UCIC since you installed the EFI Nozomi corrugated press?
MR: The machine was installed in 2020 despite the pandemic. The challenges were huge but the result was sweeter. The team shortened the learning curve as we had to meet high-quality expectations. I am delighted to say that today you can see the results of this machine in form of POS, stands and boxes in supermarkets. The biggest brands availed the opportunity to go with sustainable, recyclable stands with quick turnaround times and the highest print quality that made their brands stand out. Our innovation and development team rolled out designs that quickly converted enquiries into orders. The journey was full of challenges but the positive far exceeded the pain.
PMEA: What is UCIC’s focus with regard to its packaging-converting and allied fulfilment, and what sets UCIC apart from its
competition?
MR: Competition is a part of evolution. We as an organisation learn from industry and we have many worthy competitors who challenge us and help us constantly rethink. Our focus on service and quality, complemented by investments in human capital, technology and quality machinery, has helped retain our ethos.
PMEA: Consumers look for brands and products with visibility, high shelf impact, and a sensory experience. How do you retain your sustainable credentials and compete in a tight market?
MR: Perception and reality have to be closer to ensure sustainable consumer demand. Packaging is the mouthpiece that communicates with the consumer. We would normally ignore a damaged box regardless of the product inside. This is the accountability every team member at UCIC handles on behalf of our customers. Performance packaging is the norm and the onus is on us to ensure the same for our customers. Packaging helps in trials but the product itself has to meet the perception to make it to the regular shopping list.
Organisations that take accountability and become a part of customers’ passion will survive. One has to be mindful that all processes and workflow are developed to ensure a good result. A good process is not an achievement by itself but a road to success. Many service organisations have started taking pride in the process and started loving it irrespective of the result or the barrier it creates for the customers. We try to refrain from such thoughts.
PMEA: Why should brand owners use UCIC as their preferred print-converting partner?
MR: We did not let down any customers during the peak of the pandemic. We created alternative routings to ensure smooth supply. Every UCIC employee was at the job to ensure continuity. We tried our best to stand up to the service perception and the example of commitment will narrate the message.