WHILE technology offers many advantages in business, for traditional printer M. Vanthana, it has also brought challenges in staying relevant. Yet, her self-resilience and strong will to evolve have helped her remain steady in the printing industry.
Vanthana, 50, has been running Jasmine Printers for the past 18 years. She attributes her success to the unwavering support of her family, whom she calls her backbone. Her journey began at a printing shop on Penang island, where she gained her first hands-on experience in the field. After leaving the job, she took a bold step and started her own business in Butterworth.
“Our shop handles orders for invitation cards, banners, souvenirs, trophies, e-invitations, and other custom-designed items for weddings, temple events, and various functions. Our customers come from the Malay, Chinese, and Indian communities, many of whom are regulars,” she said during an exclusive interview with Buletin Mutiara recently.
According to Vanthana, demand for printed wedding invitation cards dropped significantly during the pandemic and continued to decline with the rise of digital technology, as more people began opting for e-invitations.
“Before the pandemic, we printed about 1,000 wedding cards per order, but now it is down to around 500. The business remained closed for one and a half years during that difficult period.
“During the closure, I temporarily ran a food business with my niece, who is a chef, using part of the printing office as a kitchen and delivering orders through Foodpanda,” she said.
Vanthana shared that younger generations now prefer e-invitations, believing printed cards will eventually be discarded. The shift has changed the nature of the business.
“With the availability of AI, some customers, especially the younger ones, design their cards using online tools. We assist them with the printing. I have one staff member, a graduate, who works as our graphic designer. Some even bring their card materials, and we accommodate their requests,” Vanthana said.
It is learned that before the pandemic, Vanthana used to import wedding invitation card designs from India, but has since shifted to sourcing from local vendors.
Touching on adapting to digital trends, she taught herself how to create e-invitations and use AI-assisted design tools.
“At first, it was difficult to keep up, but I tried to learn from platforms like Instagram. Design trends change rapidly, and customers always expect something new.
“Still, traditional customs play a role in sustaining the industry. Although many people now opt for e-invitations, Hindu traditions still require printed invitations for close relatives. So, people still print a minimum of 100 cards. This helps sustain small-scale businesses and freelancers in Penang,” said Vanthana.
Vanthana also highlighted seasonal challenges in the industry. She said in the Hindu traditions, there are certain months when weddings are not held. During these periods, no orders are received. That is why she diversified her customer base to include other races, not just Indians.
Speaking about the future of traditional printing, Vanthana said that children are already exposed to AI-based learning as early as primary school. With this fast learning and growing use of technology, she believes that wedding and temple invitations may become fully digital in the future.
“However, I read a study that suggests people may eventually grow tired of AI-generated images and e-invitations, and might return to traditional printed cards,” she said with a sense of hope and optimism.
In recognition of her determination and entrepreneurial spirit, Vanthana was awarded the Women Entrepreneur Award in 2023 by the Malaysia Hindu Sangam.
“I believe that women today are bold and perseverant. Most importantly, we must keep evolving and stay equipped with the necessary knowledge to meet customer demands and stay relevant in business,” she said.
Jasmine Printers is located at 15, Jalan Jeti Lama, Kampung Gajah, Butterworth, Penang. The shop operates from Monday to Friday from 9 am to 6 pm, and Saturday from 9 am to 3 pm. It is closed on Sundays. For enquiries, please contact Vanthana at 016-435 3026.
Story by Tanushalini Moroter
Pix by Nur Batrisyia Idrus