When and how did you start Faraz Signage Systems?

It was in the year 2003 I was looking for a start-up business. A friend of mine, Mohd Shuaib, suggested me to set up a signage firm. The idea really impressed me and decided to go for it. But the beginning was not happened in a big way. My first project was of Rs 700 for an interior display installed at a Versace showroom in Gurgaon. Since then I keep expanding my footprints in the in-shop arena handling projects related to interior planning and display solutions of all kinds.

Define your works?

ML Faraz

Our works include both indoor and outdoor signage solutions. But we predominantly engage in indoor arena. In brief, I would say we are expertise in LED signs that consist of moving LED signage, bullet LED display and back-lit display as well as crystal signage, acrylic 3D letters, demo tent, acrylic dome, POS scrollers, MDF letters, exhibition graphics and way-finding signs for any kind of building.

When it comes to outdoor projects, we have done quite a number of challenging installation jobs in and around Delhi-NCR. Sometimes we reach far-off cities like Mumbai and Goa too. We use crane to install signage at high locations of a building or pole tops. Many companies charge extra for crane, but we offer it free of cost to our customers. Once we used four cranes to install a Tata DoCoMo billboard of size 150x26 ft at the height of 100 ft in UP, when the telecom company first launched their service in the state.

How many professionals are there in your team?

We have a team of 30 sign-making professionals. Out of which three are assigned to making only 3D letters. We don’t hire any third-party staff for any kind of projects which we handle in Delhi or any other cities outside. Onsite presence of our installation team in any project is important, whether it’s in Delhi or any other part of the country.

Tell us about your production facility.

Our production facility is equipped with a Roland VersaCAMM VS-640i eco-solvent inkjet printer-cutter, HP Latex 570, Graphtec laser cutter and a line of finishing equipments. We keep updating our machine portfolio from time-to-time in accordance to requirement and demand for newer applications from customers. We enjoy using the HP Latex printer which is fast, run unattended and dried prints instantly. We are now planning to install a letter-bending machine and a water-jet cutter.

Mention some of your major customers.

The mention of one of my closest customers who has been associated with me right from our early days will be restaurateur Priyank Sukhija, who is my client cum friend. He is considered to be the king of restaurants and night clubs in Delhi. We are lucky to partner with him for numerous interior planning and branding projects. He runs a chain of reputed restaurants in Delhi, such as Boom Box Café, Lazeez Affaire, Toast Bar & Grill, Pure Punjab and others. In addition, we have a league of long-term customers in our client list, which include Bagga Link, 32nd Milestone Amusement Park and Royal Enfield. Some new ones in the list are Lite Bite Food (Dabur), Blue Star, Eclipse International and Sethi Group.

Can you name some of your landmark projects?

So far we have done quite a number of landmark outdoor projects. We have installed 15 unique LED boards of 78x30 inch for Lord of The Drinks bars at Connaught Place in New Delhi. Another landmark outdoor signage installation has been done for Garam Dharam Restaurant at Murthal in Sonipat. The whole display model is designed as a replica portraying the famous ‘water-tank suicide’ scene of Veeru (Dharmendra) in the classic movie Sholay.

Another landmark project is the 9x9 ft LED box mounted on an 80 ft high pole for 32nd Milestone Restaurant. The pole is installed on the NH-8 in Gurgaon Sector 15. Ever since its installation, the pole has become a big landmark for commuters to identify not only the restaurant, but also Gurgaon Sector 15. The signage could be seen from far distances.

How do you maintain quality?

Everybody knows our products and service are little expensive than any other sign makers in the market. There is a reason for that. Our machines are among the best in their class. We don’t use any sub-standard sign-making products or materials. We always use premium class products and materials; for example, Mitsubishi acrylic sheets, Samsung or Osram LEDs, IndoBond ACP. This is how we maintain ‘quality’ in our products. We have 7-8 years old LED boards that neither have any defect nor complaint from clients.

What is the latest innovation you have introduced recently?

Props! We create custom props for dynamic and attention-getting displays. Only a few companies in India start using this concept of display system. For us, Toy Room at Aerocity in New Delhi, which delivers an upscale nightclub experience with a focus on delivering premium hospitality while giving a space to enjoy, is the first client that adopts this display system. Now, we have introduced props of diverse designs such as wine bottle case, birthday cake, etc at night clubs. Our target is to introduce this display system in the retail sector in near future.