Innovations with Madhu Kaushik of Vera Inkjet

In a recent episode of the FuturePrint podcast, host Marcus Timson welcomed back Dr. Madhu Kaushik, Senior Vice President and Chief Technical Officer of Vera Inkjet. The conversation looks into Kaushik's unique journey into the printing industry, her strategic role at Vera Inkjet, and the company’s impressive innovations in water-based pigment ink technology.

Madhu Kaushik’s path to the printing industry is far from typical. Originally involved in drug discovery, she holds a PhD in organic reactions. Her shift to the print sector happened about six years ago, inspired by a meeting with Glenn Pearson, CEO of Vera Inkjet. Despite her initial unfamiliarity with the industry—having previously only known about home and office printers—Kaushik was quickly captivated by the extensive applications and potential of print technology.

Vera Inkjet, headquartered in Montreal, Canada, is a small but formidable company with a specialised focus on water-based pigment inks. The team, comprising 14 experts in nanomaterials, polymer science, and material science, has made significant strides in developing sustainable printing solutions. Kaushik notes that water-based pigment ink formulation is particularly challenging because it involves stabilising components in water, which inherently resist being dissolved. This task requires a deep understanding of chemistry, nanomaterials, and polymer science.

A significant part of Vera Inkjet’s success can be attributed to Kaushik’s role. As the CTO, she directs strategy and leads research and development efforts, while also collaborating closely with the CEO on business and financial strategies. This dual focus ensures that the company not only innovates technologically but also aligns its innovations with market needs and business goals.

Kaushik emphasises the importance of storytelling in making complex technical advancements understandable and engaging. She explains that while Vera Inkjet’s work is highly specialised and technical, effectively communicating these innovations through relatable stories has been key to raising the company's profile. This approach has helped Vera Inkjet transition from a lesser-known entity to a recognised leader in water-based pigment inks.

One of the main challenges Vera Inkjet faces is communication and marketing, given their limited resources. Kaushik points out that while there are numerous platforms available for marketing—such as social media, professional networks, and direct outreach—capturing and retaining the audience's attention is increasingly difficult. She mentions the necessity of making an impact within the first 30 seconds to keep the audience engaged.

Kaushik also discusses the supportive nature of the print industry, which has been crucial for Vera Inkjet’s growth. She shares that the industry has been welcoming and receptive, providing the encouragement needed for a small company to thrive. This supportive environment, combined with Vera Inkjet’s innovative solutions, has positioned them as a significant player in the industry.

Kaushik’s commitment to effective communication extends beyond Vera Inkjet’s internal strategies. She speaks about the fact that her collaboration with FuturePrint has been instrumental in honing her storytelling skills, allowing her to communicate technical concepts in an accessible and engaging manner. This partnership has been very important in building Vera Inkjet’s brand and expanding its reach.

Looking ahead, Kaushik is focused on expanding Vera Inkjet’s impact in the packaging industry, moving beyond textiles to collaborate with larger companies on innovative projects. She believes that the principles of effective storytelling and clear communication will continue to be essential as Vera Inkjet navigates this next phase of growth.

Madhu Kaushik’s podcast provides a detailed look at Vera Inkjet’s journey of innovation, the strategic importance of storytelling in such a technical market, and the collaborative spirit of the print industry that has supported them.

To listen to the podcast please click below