For Bengaluru-based Embee Flexi Label, the move from conventional offset printing to digital label production was a significant business decision. In 2021, the company installed an HP Indigo 6K, entering a segment in which it had little prior experience. The timing was far from ideal, with the Covid-19 pandemic creating additional uncertainty around a substantial technology investment.
Five years later, that initial investment has evolved into an established digital printing business, supported by a growing customer base and expanded finishing capabilities. Having reached the production limits of its first press, Embee Flexi Label is now investing in a second HP Indigo 6K Plus. The move reflects not only growing demand but also the company’s confidence in the business model it has developed around short-run labels and flexible packaging.
The company’s investment in a second HP Indigo press coincides with a gradual transition in its management. Surendra Shriyan, who spearheaded Embee Flexi Label’s entry into digital printing, is now working alongside his son, Maanith Shriyan, who formally joined the business around October 2025.
Maanith sees considerable potential in the startup ecosystem, which already accounts for a significant share of the company’s customers. His priorities include expanding production capacity, identifying opportunities for automation and developing the company’s premium label capabilities.
From offset printing to digital labels
Embee Flexi Label’s entry into digital printing followed a period of saturation in its traditional offset business. With competition increasing and margins under pressure, the company began exploring digital technologies.
The search took Surendra Shriyan to Israel, where he examined the possibilities of digital label production. Although the HP Indigo technology offered capabilities that attracted him, the investment was substantial, and it took two to three years to reach a decision.
The company installed its first HP Indigo 6K in 2021, during the pandemic. It was the first installation of the model in India. “We were into offset printing for about 35 years. But the business had reached a saturation point, with more competition and lower profit margins. I was exploring digital printing and had been looking at this technology for around eight years,” he says.
The transition required more than acquiring a new press. The company had to learn the technical requirements of label production, including substrates, design, pre-press and finishing. It also had to identify the applications that made commercial sense for its new digital setup.
Initially, Embee Flexi Label explored several applications, including monocartons, in-mould labels and shrink sleeves. However, the complexity of some jobs and the economics of production led the company to narrow its focus.
It concentrated on labels and short-run flexible packaging jobs, particularly those involving small quantities and multiple stock-keeping units. The ability to produce these jobs digitally offered an alternative to conventional processes for customers who needed shorter runs and quicker turnaround.
Building a business around short runs
The company gradually expanded from labels into flexible packaging, adding the equipment required for lamination, slitting, punching and pouch making. Today, its facility in Bengaluru is equipped to produce a range of pouch formats, including stand-up pouches, zipper pouches, flat-bottom pouches and sachets. It also handles labels and vouchers, with occasional carton work.
The HP Indigo 6K remains central to this operation. Surendra Shriyan says the company has developed its capabilities by exploring the press’s technical possibilities and identifying applications where its quality and production economics offer an advantage.
“Initially, we had to understand the trade and identify the jobs that were feasible for us. Gradually, we explored the machine’s capabilities. We are now able to deliver good quality and have built a business around that,” he says.
Embee Flexi Label’s customer base reflects the role of digital printing in serving emerging brands. More than 350 of its approximately 500 customers are startups. Around 75% of its customer base comprises startups, many of which require smaller quantities and multiple SKUs.
The company works with customers across India, including Bengaluru, Ghaziabad, Noida and Pune. It also serves customers whose products are exported to markets such as the UK and the US.
The business has grown largely through referrals and reputation rather than a dedicated marketing or sales team. Shriyan says the company often advises startups on packaging requirements, helping them understand material selection, print processes and the practical considerations involved in bringing a product to market.
“We educate the startups and suggest what is best for their requirements, even if the job is not for us. That is one of the ways we support them, and many customers come to us through recommendations,” he says.
A second press for capacity and continuity
The first HP Indigo 6K has helped Embee Flexi Label establish its digital printing business, but the company’s growing workload has brought it to a point where one press is no longer sufficient.
The company currently produces an average of around 12,000 linear metres a month. With demand increasing, the decision to invest in a second press is intended to increase production capacity and provide greater flexibility in scheduling work.
The new HP Indigo 6K Plus will also allow the company to separate its label and flexible packaging production more effectively. The existing press can be dedicated more closely to flexible packaging, while the second press will support label production and provide additional capacity when required.
“On one machine, we had already reached the maximum capacity we could handle. We were getting more demand, and relying on just one machine was becoming difficult. With the second machine, we can focus on labels as well as flexible packaging,” says Maanith Shriyan, who joined the business around a year ago.
The additional press will also provide operational continuity. As a digital printing operation, the company must account for maintenance and servicing, while its customers often expect short turnaround times.
The second investment is therefore not only about producing more. It gives the company the flexibility to manage its workload and maintain service when one press requires attention.
Moving towards premium labels
The new press is expected to support Embee Flexi Label’s plans to expand its label business into more premium applications.
The company already produces labels using its existing finishing equipment, including lamination, slitting and rotary punching. It has also developed ways to achieve metallic effects through its use of lamination and the technical capabilities of the HP Indigo press.
The next step is to explore additional embellishment options, including foiling and embossing, to serve customers looking for higher-value labels.
Maanith says the company is looking at opportunities in segments such as alcoholic beverages, where premium label finishes are important. “Now that we have another machine, we would like to raise our game in labels. We are looking at the premium market and at adding more finishing capabilities,” he says.
The company is also considering where automation and further investments could help it increase output. Its immediate priority, however, is to build on the customer base and production knowledge developed since 2021.
The next generation takes the business forward
The investment in the HP Indigo 6K Plus also comes at a time when the next generation is becoming more involved in the business. Maanith, who studied abroad, says the experience of watching his parents, Surendra Shriyan and his mother, sustain the company through the pandemic and invest in digital printing was a major influence on his decision to return.
He joined the business in October 2025 and is now working alongside his parents to develop its next phase of growth. “Seeing my parents persevere through the Covid period and still make the investment in the machine was really inspiring. I wanted to come back and help relieve some of that pressure,” he says.
For the next five years, Maanith sees opportunities in the growing number of startups entering the market. He believes Embee Flexi Label’s experience in handling short runs gives it a strong foundation, with the next phase centred on increasing capacity, improving efficiency and identifying opportunities for automation.
The company’s willingness to work with startups also remains part of its approach. Some jobs may not offer immediate profitability, but the company sees value in supporting emerging brands as they develop.
A partnership built through experience
For Embee Flexi Label, the relationship with HP has developed alongside its understanding of digital printing.
Shriyan says HP’s initial technical support helped the company navigate the transition from offset printing to a new production process. As its knowledge grew, the company became more confident in selecting applications and using the press’s capabilities to develop its own approach to the market.
“The HP team was very cooperative and supportive because we did not know anything about this. The quality and technology of the machine helped us, and gradually we understood it and explored its possibilities,” he says.
The company also recognizes that operating a digital press requires trained personnel and technical knowledge. HP’s training support has helped prepare operators to work with the technology, while the company’s own experience has been built through practical learning and trial and error.
Surendra Shriyan says that understanding the complete production process – from design and pre-press to substrate selection and finishing – is essential to making digital label production commercially viable.
For Embee Flexi Label, the first HP Indigo investment opened the door to a new business. The second is intended to build on that foundation, giving the company more capacity, greater production flexibility and the opportunity to move further into premium labels.
The journey also reflects a transition in leadership, with the next generation preparing to take the business forward. What began as an investment in an unfamiliar technology has become a platform for the company’s next stage of growth.
