Bavina Sookdeo
Trade missions offer unparalleled opportunities for market exploration, networking, and business growth, says Varun Maharaj, general manager of Premier Label Co Ltd.
This bold statement encapsulates the transformative impact that participating in trade missions has had on his family’s business.
Premier Label, a family-owned enterprise founded by Maldeo and Renuka Maharaj in 1992, has been a stalwart in TT’s printing and packaging sector for over 30 years.
With two bases in San Fernando (6 and 11 Prince Albert Street), the company has seen significant growth and innovation over the years.
Maharaj, transitioning from a career as a tax attorney at KPMG to joining the family business in 2023, now heads the company’s efforts to expand its market reach through strategic trade missions.
Premier Label specialises in commercial printing and manufacturing digital labels and flexible packaging materials for industries such as agriculture, pharmaceuticals, personal care and food and beverages.
Speaking to Business Day, Maharaj said, "Our products cater to the specific requirements of companies by providing high-quality, durable and attractive packaging solutions that help preserve the integrity and appeal of their products."
On his interest in trade missions, Maharaj said it was fuelled by the desire to explore new business opportunities within the Caricom region and to thrive in TT’s competitive business environment.
Premier Label has participated in trade missions to St Lucia, Grenada and the Dominican Republic.
Maharaj said the TT Manufacturers’ Association (TTMA), ExporTT (now amalgamated into the TT Trade and Investment Promotion Agency Ltd) and the Ministry of Trade and Industry played pivotal roles in informing his company, through their promotional efforts and industry networks.
Reflecting on his first trade mission to Grenada in 2023, he admitted feeling a mix of apprehension and hope.
[caption id="attachment_1109427" align="alignnone" width="1024"] Premier Label owner Varun Maharaj inspects one of his new label printers at his San Fernando headquarters. - Photo by Angelo Marcelle[/caption]
"I felt fearful and intimidated to take such a significant step, worried that we might not be successful in generating any business.
"However, my fears were unfounded. The experience turned out to be incredibly positive, providing valuable market insights and establishing crucial business connections.
"As a young professional, coming into the world of business, I was also looking forward to networking among other manufacturers in TT and understanding different export strategies."
During the trade missions, Maharaj participated in business matchmaking sessions, B2B meetings and industry networking events.
These activities provided a platform to showcase Premier Label’s products, discuss potential collaborations and gain insights into market demands and trends.
"The key benefits," Maharaj noted, "included gaining a deeper understanding of market needs, establishing valuable busines
