Technoshell Automations has been providing packaging manufacturers around the world with adapted machinery solutions for over 25 years.

Specializing in the production of machines for printing and packaging applications as well as automation solutions, business has never looked better for the firm. Webpackaging talked to Abbas Aboojiwala, one of the company's founders, to find out the secrets to success in such a niche market.

How did the company get the name Technoshell?

The name Technoshell is a combination of "Technology", as Technoshell is at the cutting edge of machine technology and "Shell", the place where we work. The company name was registered in 1990 as Technoshell and in 2008 it was registered as Technoshell Automations Pvt. Ltd. Last year, we celebrated our 25th anniversary. It was an important milestone for the company, we've really progressed during this time.

How was Technoshell's silver jubilee celebrated?

For Technoshell's jubilee, everyone in the company came together to revisit other milestones in the company's "life". There were important celebrations for those people who had been working at the company for 20 or more years, and also those who had reached 15 or more.

The 25th anniversary also saw us enjoy a number of cultural events and after revisiting our achievements, we looked to the future of the company. Since Technoshell has recently entered the end of line automation solutions market, we are expecting that this new line will have a good future, particularly in India and Asia. In this part of the world, the industry is now moving away from manual applications and towards greater automation. It's going to be a big focus for us as we expect a lot of business in this area.

What machinery solutions do you produce?

Primarily at Technoshell we produce machines for printing and packaging applications. In the printing sector, the current focus is hot foil stamping for plastic and paper — the silver or gold decoration that you see on products such as bottle caps, brand logos, tubes, and paper products and packaging. In the packaging sector, our machinery is for the plastic tubes, for the application of labels on tubes and capping of tubes. We're also working on case packers for tubes, bottles, jars, and pouches, as well as automation solutions for handling packaging products. This includes robots and assembly and it is the end of line solution area that the company is currently looking toward.

In which markets does Technoshell work?

Technoshell provides solutions to the global market. Our customers are based in South America, Europe, far east and southeast Asia, and India. About 60% of our production is exported to these areas. Cosmetic, personal care, pharma applications; we work in all of these markets as our machinery can be used in all of them as we can offer end of line solutions. We work with some European companies to prepare their machines for hot foil applications.

How has the company evolved?

It's funny because some things have changed a lot since Technoshell began, whilst other things have changed very little. We started the company as three friends that had the idea to design machines and provide solutions. The focus shifted toward printing applications and in 1997 the hot foil stamping business. In 2004, we exhibited in Europe for the first time and we are now regulars at the K event when it takes place in Germany every three years. Ten years ago, in 2006, we set up an association with OEMs - that's Original Equipment Manufacturers - and our company development has seen significant growth and volume turnover since then. We work in a niche market, designing machines for customer applications with latest state-of-the-art technologies.

Because we were three friends that set the company up, and we are still the same people running the company, there is a feeling of being family. We've set up some great HR practices. After all, at our 25 year jubilee last year we were able to celebrate a number of staff who have been working with us for a great many years! The second generation is now part of the business too which is testament to the company's future.

Are your machines standard or custom manufactured?

We offer both options. We have a standard range and these machines can be adapted with small modifications according to the final application of the customer. This process usually takes three months, although in some cases we can do this in two months! It all depends on the work that is required and the level of modification. A new machine is made completely from scratch. We work with the best: the best tools and the best team. Even when you add testing time, we can have a brand new machine ready in six to eight months.

Over the years we have increased our company's portfolio to the extent that approximately 70% of our business is for our standard machines and about 30% is for new projects. We're in a position now where we can choose the new developments that are the most interesting for us as a company and which we can also develop as standard products.

You mentioned you exhibit at K. Do you exhibit elsewhere too?

Yes, we exhibit at Plastindia which is a major Indian event. Like K, it takes place every three years. Next year we'll be at the Printpack expo, Noida, here in India, too. Shows provide us with a great opportunity to meet customers and promote new development and business. We usually have a practice of exhibiting a machine at these shows, as they allow us the platform to highlight our quality and competences.