The Print Buyer's Guide · commissioning commercial print in India
Commissioning print professionally means more than calling a press room with a quantity and a deadline. It means providing a complete, unambiguous specification that allows the press room to quote accurately, produce without unnecessary back-and-forth, and deliver something that matches what was intended. The most common cause of print disappointment is not press room error, it is an incomplete or unclear brief. This guide gives non-specialist buyers the vocabulary and process to brief print correctly.
Briefing commercial print · what every print brief must contain
A complete print brief eliminates the most common causes of misunderstanding and reprint. The following information must be provided in every commercial print brief, verbal briefings are not adequate for anything beyond the simplest repeat job:
| Brief element | What to specify | Why it matters |
|---|---|---|
| Job description | "4-page A4 brochure, self-cover", be specific about the finished format and page count | Determines imposition, press format, and finishing requirements |
| Quantity | Exact quantity required. State whether overs (additional copies for spoilage) are acceptable or if exact quantity is required. | Pricing, paper ordering, and waste allowance calculation depend on this |
| Finished size | Width × height in mm after all folding and cutting. "A4 folded to DL" is a size specification. | Determines paper cut size, imposition, and press sheet requirements |
| Number of pages | Include covers and text pages separately: "4pp self-cover" or "4pp cover + 16pp text" | Determines pass counts, binding method, and cover vs text paper specification |
| Paper specification | GSM, coating type, and brand if important: "130 GSM gloss coated art paper" or "100 GSM uncoated offset" | Paper is typically 40–60% of the job cost, vague paper specifications produce inaccurate quotes |
| Colours | "4-colour process (CMYK)" or "2 colours: Black + Pantone 485C", specify each side separately for duplex: "4/0" (4-colour front, blank back) or "4/4" (4-colour both sides) | Colour count directly affects press and cost |
| Finishing | Lamination type and coverage, varnish, binding method, folding, be specific: "gloss BOPP lamination, face side only" not just "laminated" | Finishing is often 20–30% of total cost and significantly affects lead time |
| Required delivery date | The actual date the job must be delivered, not "as soon as possible." Allow 2–3 working days after proof approval for standard jobs. | Realistic deadlines produce better results than unrealistic ones, rushed jobs have higher defect rates |
| Artwork status | "Artwork will be supplied as PDF/X-4" or "artwork to be designed and supplied", be clear about what is being provided | Artwork supply determines whether pre-press is included in the quote |
Specifying correctly · the details that prevent misunderstanding
The most common specification errors
- "Good quality paper": meaningless to a press room. Specify the GSM and coating type. Every press room has a different interpretation of "good quality."
- "Standard lamination": does not specify gloss or matte, one side or two, film thickness, or adhesive type. Specify: "18 micron gloss BOPP thermal lamination, face side only."
- "Full colour": does not confirm whether this is process CMYK, includes spot colours, or requires colour management to a specific profile. Specify: "4-colour process CMYK, ISOcoated_v2 colour managed" for any colour-critical job.
- "Match the last run": the press room may not have retained the OK sheet from the last run, or the paper or ink may have changed. Provide a reference sample with every repeat job and confirm in the brief: "colour to match attached previous print sample, Batch 2024-A."
- Specifying quantity as a range: "5,000–10,000 copies depending on cost" forces the press room to quote multiple quantities. Decide the quantity before briefing, or request quotes for specific quantities: "please quote 5,000, 7,500, and 10,000."
Proofing and approval · the most important step you control
The signed proof is the legal agreement between buyer and press room, it defines what the printed job should look like. This step is entirely the buyer's responsibility. A press room cannot correct a content error it was not told about. A press room cannot print to a colour standard it was not given a reference for. The proof approval is the buyer's opportunity to catch every error before the full production cost is committed.
What to check on every proof
- Read every word, not skim, read. Particularly: telephone numbers, website URLs, prices, addresses, dates, and any data that changes between print runs.
- Check all images, correct image in correct position, correct orientation, no unintended cropping.
- Verify all colours against the brand standard, hold the proof next to the Pantone swatch book or the previous approved print sample under good lighting.
- Check the barcode, verify it is complete, correct, and placed correctly. A barcode that cannot be scanned requires a reprint.
- For packaging: erect or fold the proof into three dimensions. A design flaw that is invisible flat is often immediately obvious when erected.
- For regulatory content: verify every mandatory declaration is present and legible, Legal Metrology, FSSAI, drug schedule, or other applicable requirements.
The most expensive words in Indian printing are "it looked fine on the proof." This is said after a careful look at the overall design and a failure to read the small text, check the barcode, or verify the telephone number. A proof approval is not an aesthetic endorsement, it is a factual confirmation that every element of the job is correct and ready for production. Take the time the proof requires. Everything that is wrong on the proof will be wrong on 10,000 printed copies.
Quality and delivery · what to inspect when the job arrives
When the job arrives, inspect a sample from the delivery before accepting and signing the delivery note. Check against the signed proof:
- Colour match, compare the production sample to the signed proof under good lighting (D50 if possible)
- Registration, check that colours are in register on fine text and detail
- Finishing, lamination surface quality, fold accuracy, binding integrity
- Quantity, count a sample box or check the delivery note
- Condition, no damage from transit, no water marks, no scuffing
Any quality concern must be raised within the agreed inspection period, typically 5–7 working days of delivery for commercial print. Raise issues in writing, with photographs, referencing the signed proof. Verbal complaints are difficult to resolve; documented complaints with photographic evidence are resolved efficiently.
The Packaging Buyer's Guide · sourcing and managing packaging in India
Buying packaging is significantly more complex than buying commercial print. The packaging brief must cover structural design, material specification, regulatory compliance, barcode requirements, filling line compatibility, distribution and storage conditions, and sustainability obligations, in addition to all the standard print brief elements. An incomplete packaging brief leads to structural failures, regulatory non-compliance, filling line problems, and wasted investment in tools and tooling.
Briefing packaging · the complete packaging brief
| Brief element | What to specify |
|---|---|
| Product name and category | Full product name, regulatory category (food, pharma, cosmetic, general consumer goods), any special regulatory classification |
| Pack format and dimensions | Pack type (folding carton, flexible pouch, label, corrugated case), internal dimensions (L×W×H in mm), maximum pack weight when filled |
| Board or material specification | Board grade (SBS/FBB) and GSM for cartons; laminate structure for flexible; face stock and adhesive for labels. If unknown, specify the performance requirements and let the converter recommend. |
| Filling line details | How the pack is filled (manual, semi-automatic, fully automatic), filling line speed (packs per minute), any specific tooling dimensions or constraints |
| Distribution and storage | Storage temperature range, expected humidity in storage and transit, maximum stack height, whether product will be refrigerated or frozen |
| Regulatory requirements | List all mandatory declarations required on the pack: FSSAI licence number, Legal Metrology declarations, drug schedule, barcode type (EAN-13, DataMatrix), batch/expiry coding method |
| Quantity and forecast | Initial order quantity, expected annual volume, and expected number of variants in the same structure. Annual volume determines whether tooling investment is justified. |
| Sustainability requirements | Any recyclability, compostability, or recycled content requirements; EPR registration status; any brand owner sustainability commitments that affect material selection |
| Brand guidelines | Pantone colour specifications for brand colours, logo usage rules, mandatory brand elements that must appear on the pack |
| Reference samples | If available, provide a sample of the previous pack version (even if it is being redesigned), understanding what was done before helps the converter understand the context |
Sourcing packaging in India · how to qualify a packaging converter
India has thousands of packaging converters ranging from small local operations to large integrated manufacturers. Quality, reliability, compliance capability, and minimum order quantities vary enormously. The following criteria help qualify a packaging converter before placing a production order:
- GMP certification for pharma packaging: any converter supplying pharmaceutical cartons must have a current GMP (Good Manufacturing Practice) certification audited by the drug regulatory authority. Request the audit certificate and expiry date. Do not source pharmaceutical packaging from non-GMP certified converters.
- Food contact compliance for food packaging: ask the converter to provide Declaration of Compliance for inks, adhesives, and board grades used in food packaging. A converter that cannot provide this documentation is not an appropriate source for food packaging.
- Testing capability: ask whether the converter has in-house testing equipment: densitometer, spectrophotometer, barcode verifier, adhesion test capability. A converter that measures nothing cannot guarantee anything.
- Reference client list: for any significant packaging programme, request a list of comparable clients (by product category and production volume). Call references and ask specifically about on-time delivery rates, quality consistency, and response to quality problems.
- Minimum order quantities: understand the MOQ before engaging. Some Indian converters have MOQs that make small-volume initial orders uneconomical. MOQs are driven by tooling amortisation, the carton die, the printing plates, and the flexo/gravure cylinders all have fixed costs that must be spread over a minimum quantity.
Packaging approval · the multi-step sign-off process
Packaging approval requires a structured multi-step process because a single person reviewing a flat proof cannot evaluate all dimensions of packaging performance. The approval process must cover: