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Business News/ Brand Post / Group Bayport - The custom printing industry's dark horse

The most wonderful aspect of successful businesses is that they always sprang from experiments—ideas that looked ridiculous at the time, but they attempted them regardless. Nishant Shah, Founder of Group Bayport, tried one such idea. Nishant was born and raised in the Indian city of Ahmedabad. He majored in Civil Engineering at the institution before pursuing a master's degree in construction management at Georgia Tech in Atlanta.

After earning his Masters, he went on to work for one of the Fortune 50 engineering construction businesses, where he was in charge of project schedules, finances, and project management for more than a decade. Nishant was able to travel the world while working on numerous initiatives, and he was active in Iraq's reconstruction.

But it wasn't until 2010 that Nishant founded Banner Buzz. "It all started when I would return to India from the United States once a year to see my family," he says. Because the printing price difference was so great, I would simply go to a local shop and have banners made while I was in India for my car wash business in the US. That's how I began. "I came in with a couple of Banners," Shah says.

Shah further said, “we began with a more limited vision. The plan was to sell such banners mostly to other car wash businesses. During the first two or three years, there was a lot of learning about how logistics operate and how important the product is. It was more about effectively building the manufacturing setup in India, adopting best-in-class technology, setting up a global supply chain, and understanding client demands for custom signage. In 2014, we saw an opportunity to disrupt the custom signage industry in the US by leveraging the tailwinds in B2B and D2C e-commerce and our low-cost operating model to meet customer delivery demands in 3-4 business days in the US.

We also realized we could sell more than just banners. There are several different promotional products that we could include. It was a far larger market. The whole paradigm shifted from gradual to rapid growth."

Today, Group Bayport, one of the world's largest B2B, B2B2C, and D2C Platform for Custom Printing Products, operates in three categories: Signage & Displays, Covers & Tarps, and Home Décor and Apparels. For the first five years, the group focused on B2B operations, but quickly expanded to B2B2C and D2C by augmenting its capabilities to cater to hyper-customization needs of customers. Group Bayport employs over 1450 people, conducts business in six countries across the world, and is in the process of expanding its product catalogue and geographic reach.

Kunal Shah (Head of Finance) says, “when you’re bootstrapping a business and growing profitably, it always comes down to how much money you have and how you allocate capital. We have balanced our capital allocation between building infrastructure across manufacturing, customer service, IT, digital printing, etc, and investing in marketing for customer acquisition and retention."

The e-commerce printing giant manages everything in house— from marketing, website, and customer support to production, the management oversees the entire value chain. Rajiv Bhatt, (Head Corporate Affairs & Strategy) says, “our unique selling proposition is we understand what our consumers are seeking for and we are able to leverage mass customization and our vertically integrated operations to fulfill their custom product needs. While there are opportunities for us to expand into multiple custom product categories, our strategy is to sustain our hyper-growth journey by remaining focused on the three categories we are present in and expanding globally through both organic and inorganic routes."

With the rapid shift of customer buying preferences from offline to online and their increasing demand for personalized products, Group Bayport is poised to become a global leader in printed and custom products.

Disclaimer: This content is distributed by Digpu News Network. No HT journalist is involved in creation of this conte

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Updated: 25 Jan 2022, 06:54 PM IST
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