When Things Need to Be Special

An elegant surface, a uniform appearance, and a premium feel: Ivory board stands for quality that can be seen and felt. It’s much more than just a design element – the material itself expresses sophistication. “For a long time, ivory board was associated primarily with wedding cards and premium business stationery in India,” says Nikhil K. Gandhi, the owner of Enkey Enterprise and a longtime partner of Koehler in the Indian market.

However, the market has tangibly changed in the last few years. Retail growth, a greater focus on brands, and increasing demands on products mean that material choices are also becoming increasingly important. As a result, ivory board is now being used more and more for premium packaging and designer clothing hang tags – it is simply the material of choice wherever consistent quality, sharp printed images, and a satisfying feel are a must. “We’re seeing a clear trend towards more conscious decisions regarding materials,” Gandhi says. “Brands are paying more attention to paper that not just works reliably, but also has the right look and feel.” It comes as no surprise then that ivory board is becoming well-established as a go-to material for brands that want to convey quality, credibility, and design sophistication.

At Koehler, India is seen as both an exciting and sophisticated market. “The country has 1.4 billion people, which makes it a tremendously dynamic growth market,” Hans Miller says. A Sales Manager at Koehler, he’s especially responsible for countries in the Commonwealth. “However, I’d be remiss not to add that there’s plenty of competition, resulting in strong pricing pressure.” This, of course, makes quality, durability, and processing performance absolutely crucial to brand positioning.

That’s the very same thought on Gandhi’s mind: “Print shops know that they can always count on the quality of paper made by Koehler.” In fact, cheaper paper products can cause problems as a result of wrinkling or dust in machines, for example. And it’s not a trivial issue, as it can disrupt production and cost both time and money. This is why many customers find it absolutely vital for the paper they use to not just look great, but to also work reliably in production.

Gandhi’s company originally brought Koehler paper to the Indian market for the first time in 1980, when the business was still being headed by his father, K.B. Gandhi. The latter founded Enkey in 1968 and is now being followed not just by his son, but also by his grandson, Pratik N. Gandhi. “When it comes to continuity and personal engagement, Koehler and Enkey are very similar to each other,” Miller says when describing the relationship between the two family businesses.

Another important Koehler partner in India is Divyesh Sanghvi, the CEO of Shilpa Chemspec International Pvt., who with his company represents Koehler in India. Not only is he an expert when it comes to the country’s business particularities, but also its cultural sensitivities. However, he clarifies that at the end of the day, customers in India want the same thing as customers anywhere else: “They want a good product at an affordable price.”

That’s both where the challenge and the opportunity lie. After all, there’s demand for premium paper even in price-sensitive markets, not to mention that the Indian market continues to evolve: New applications are constantly emerging, the demand for premium paper offerings keeps growing, and more sustainable materials keep becoming more important. This of course means that there’s more and more space for solutions that combine premium properties with materials that truly embody responsibility – the perfect area for quality, market knowledge, and productive partnerships to deliver results.