Printing Innovation Asia Issue 2 2021
30
The power behind Siriva printing strategy Sirivatana Interprint Public Company Limited was founded 40 years ago as a small print shop. Managing Director and Chairman Pornthep Samatiyadekul remembers the humble start of the enterprise: "We had only 32 square meters of space and two employees. Now we have thousands of employees working to improve our capabilities and focusing on doing everything in-house. We are also developing printing technology and launching social and environmental initiatives to raise Thailand's printing industry to meet international standards and to gain worldwide recognition." Being able to handle all aspects of production in-house is the basis of Sirivatana's business model and the key to its expansion. The company headquarters is located in Bangkok, and the production plant is in Bang Pakong in central Thailand. In addition, a plant in Vientiane, Laos, producing pop-up books was established in 2005. Chairman Pornthep explains the early growth of the printer. "We opened our first overseas sales office in Santa Monica, near Los Angeles, some 30
years ago and opened another in New York before expanding globally. At this time, we decided to change our corporate logo and chose the emblem of a globe to represent our global
market reach as we strived to export. In the past we were exporting 70% of our output. Today, however, that figure is only 30%." Pornthep details the essentials of the business model: "Sirivatana is a total solutions provider, capable of handling everything from creative design to logistics, all in-house. Our work covers a multitude of segments, such as commercial printing and books for export. Because we maintain very high standards, those who require premium quality usually come to us. Moreover, with our large facilities as well as our large-format presses, we are able to accept a wider variety of jobs and also offer our customers economy of scale. This is the core of our competitive edge."
