The textile printing industry, historically dominated by higher capital investment rotary machines, has witnessed a revolutionary shift with the advent of digital printing technologies. For first-time entrants and entrepreneurs keen on venturing into this field, the barriers to entry have been significantly lowered, thanks to Surat-based Orange O Tec. The company’s mission is to democratize digital textile printing, enabling micro, small, and medium enterprises (MSMEs) to embrace the future of textile production with lower capital investments and increased scalability.
Breaking Barriers in the Textile Printing Industry
Traditionally, entering the conventional printing industry required a hefty capital investment. The cost of setting up a conventional printing plant can be upwards of Rs. 50 crore, and the infrastructure demands are massive, requiring over 10,000 meters of space, alongside a significant workforce. This high barrier to entry restricted many potential entrepreneurs and smaller businesses from entering the market, leaving large mills and established players in control.
However, digital printing technologies, especially digital sublimation and pigment printing, have transformed this landscape. With a significantly lower capital investment required, digital printing allows smaller businesses, designers, and even students to explore textile printing without breaking the bank. Mr Aayush Rathi, Director of Orange O Tec, explains the shift in terms of a historic technological leap: “Back in 1984, when Apple launched its Macintosh computers, the market was dominated by expensive mainframe computers that most couldn’t afford. A similar scenario exists today in textile printing. Establishing a rotary printing plant requires a massive investment, and employing hundreds of workers limits the number of businesses that can afford it.”
Orange O Tec, initially a marketer of digital textile inks, entered the machinery segment to bridge this gap. Since its inception in 2009, the company has made it possible for smaller businesses and first-time entrants to set up digital printing units. Mr Aayush Rathi highlights that a digital or sublimation printing unit requires just 2,000 to 2,500 sqft of built-up area, which is a fraction of the space needed for conventional printing units. This, coupled with lower upfront investments in machinery, enables smaller players to enter the digital textile space with ease.
The Rise of First-Time Entrants
One of the most notable shifts in the industry has been the growing number of first-time entrants adopting digital printing. Mr Rathi estimates that around 75% of digital or sublimation printers installed in India are purchased by entrepreneurs and businesses new to the printing industry. This shift has led to a dynamic transformation in the market, with small textile traders, printing masters from rotary mills, fashion designers, and even students from fashion institutes embracing digital printing as an accessible, cost-effective solution.
In fact, the adoption of digital printing in India has been so widespread that only about 25% of the machines are installed in large textile mills, with the remaining 75% in the hands of small and medium-sized enterprises. Mr Aayush Rathi points out that the slower adoption by mills is primarily due to their focus on managing existing operations, such as composite mills or traditional rotary and screen printing units. For these mills, transitioning to digital printing requires significant operational shifts, which many are reluctant to undertake in the short term.
From Digital Inks to Printing Machines
Orange O Tec’s journey has been marked by consistent innovation and a focus on quality. Initially focused on selling digital textile inks, the company began its foray into digital printing machines in 2011, becoming the Indian representative for the Italian brand MS, which was one of the pioneers of high-speed digital printing. The MS Lario, at the time, was the only high-speed digital printer capable of printing 40,000 square meters per day, a game-changer in the industry. In 2019, Orange O Tec formed a strategic partnership with Homer, a company renowned for its high-production and cost-efficient textile printing machines that provide a compelling alternative to the machines available in the market.
Making Manufacturing Local: Reducing Costs and Enhancing Quality
In 2023, Orange O Tec began assembling its own printers locally in India, specifically the Colorix brand of printers. This move was a strategic decision aimed at reducing costs and boosting local production capabilities. The company established a 5,000 square-foot assembly plant in Noida, where they tested the machines for 5-6 months before starting full-scale production. By assembling printers locally, the company has managed to reduce production costs by 20%, which enables them to offer more competitive pricing in the market.
This initiative is part of Orange O Tec’s broader vision to contribute to the “Make in India” campaign. They are in the process of building a larger manufacturing unit, spanning 15,000 square feet, which is expected to begin production in January 2025. This plant will manufacture around 30% of the components needed for the printers, with plans to increase this to 70% over the next two years. By focusing on local assembly and manufacturing, Orange O Tec hopes to further reduce costs, support local suppliers, and explore export opportunities.
Innovation at the Core: Foiljet, Rocket, and More
Orange O Tec leads innovation in digital textile printing with cutting-edge solutions like the Foiljet, a multi-purpose foil sublimation printer combining coating, printing, and gluing in one compact machine, eliminating extra equipment and saving space. Another standout product is the Rocket, the fastest single-pass printer with a speed of 75 meters per minute and a daily capacity of 90,000 meters. Its inline coating and rotary screen printing, enable intricate designs while reducing operating costs and manpower needs. Mr Rathi sees the Rocket as a revolutionary step in the industry.
Sustainability: A Key Focus
Sustainability drives Orange O Tec’s advancements, with digital printing cutting emissions by 30–40% and significantly lowering water use. Pigment digital printing can reduce emissions by 70% and eliminate water consumption entirely, making it a cost-effective and eco-friendly solution.
A One-Stop Solution Provider
Orange O Tec distinguishes itself as a comprehensive provider of digital printing solutions. Catering to businesses of all sizes, they offer machines with daily capacities ranging from 1,000 to 90,000 meters, along with digital inks and robust support. Mr Aayush Rathi highlights scalability as a key advantage, allowing customers to grow alongside their offerings.
After-Sales Service: Ensuring Seamless Operations
With 75 service engineers across major textile hubs like Surat, Mumbai, and Delhi, Orange O Tec guarantees fast response times, often resolving issues remotely and dispatching spare parts quickly to reduce downtime. The upcoming after-sales service app will further streamline complaint registration and provide real-time service updates.
The Future of Digital Textile Printing
The future of digital textile printing in India is bright. Digital printing currently accounts for 18-20% of the country’s total fabric printing, with the remaining share dominated by traditional methods. However, with the reduction in ink prices and continued improvements in technology, the adoption of digital printing is expected to rise. Mr Aayush Rathi anticipates that the share of digitally printed fabrics in India will increase to 35-40% over the next few years.
The company is also planning to venture into the digital ink manufacturing sector and set up a paper coating line to reduce dependence on imports. Furthermore, Orange O Tec aims to expand into the menswear shirting fabric segment with its pigment printing machines, which offer a cost-effective solution for printing fewer colors with greater efficiency.
Orange O Tec is not just shaping the future of textile printing in India; it is empowering first-time entrants and small businesses to tap into the growing digital textile printing market. Through its commitment to innovation, sustainability, and customer service, the company is paving the way for a new era in the textile industry—one where digital technologies open up opportunities for all.
