Shrink products have much to do with Triveni Trading Company Ltd’s rise inthe UAE’s packaging industry.

It credits polyolefin shrink films with generating 50 per cent of its total sales value with shrink-wrapping machines contributing some 25 to 30 per cent of the turnover.
One reason why Triveni has done so well is that they are the sole distributor for Sealed Air Corporation’s Cryovac brand, which boasts a comprehensive portfolio of engineered, multi-layered, specialty shrink films. Cryovac’s performance shrink films include the multipurpose shrink films called IMPACT, the soft shrink film Xenith and the high-speed shrink films MD along with other highly rated products in that category.
Sealed Air Corporation is a leading global manufacturer of materials and systems for protective, presentation, and fresh food packaging in the industrial, food, and consumer markets.
Triveni sales manager Manoharan says demand for shrink films is growing by as much as 15 per cent annually. The company is also the agent for fast-selling shrink-wrapping machines made by Minipack of Italy and Clamco of the USA.
Other products doing well, according to Manoharan, are vacuum packaging machines from Komet Mascinefabrik, Germany; stretch-wrapping and carton-sealing machines, labeling machines and automatic cling wrap machines.
“Triveni supplies its products to almost all the industries from food to non-food; cosmetics to pharmaceuticals; toys to stationeries, as all the products, at the end, need to be packed,” says Manoharan.  Triveni’s product range includes packaging machinery such as flow wrap machines; vertical form, fill and seal machines; mail bag machines; sleeve wrapping machines; liquid filling machines; MAP/tray sealing machines; banding machines; induction cap sealing machines, etc. and packaging material like shrink films, stretch films, vacuum pouches, strapping rolls and carton sealing tapes.
“We are committed to offering the world’s finest packaging systems,” says Manoharan, who adds the company’s achievements were the result of hard work in a tough market. Triveni was established in 1993 and now has showrooms and technical support teams in Dubai, Sharjah and Abu Dhabi in the UAE; Oman, Kuwait, Bahrain and Qatar.
The company claims its Rashidiya (Dubai) showroom is the largest in the UAE for packaging machinery. Most of the machines are commonly kept on display and customers enjoy the live demonstration of the machine are which suits their application.
“Triveni represents various world-renowned packaging equipment and materials manufacturers on an exclusive basis for countries other than Saudi Arabia in the Gulf. It offers good-quality machines and materials from around the globe with the reassurance of a total support package or a total packaging solution,” a company statement said. Triveni conducts its packaging operations through its division Trevipak.
“The products and services offered by Triveni span all aspects of the packaging business from the equipment itself and consumables through to accessories and comprehensive aftercare,” the company said.
“We believe prompt deliveries and after-sales service are the key factors to keep the customer satisfied, and hence we have more service engineers than sales personnel.
“Storage and delivery service are guaranteed by a dedicated team based at our newly built warehouse in Ghusais and we are ready to deal with any emergency or urgent requirement.
“In short we provide total packaging solutions supported by our network of dedicated sales and service engineers.”
A year ago, Triveni unveiled its own brand for carton-strapping and carton-sealing machines, which it markets under the name Trevipak. “We launched it with the aim of transferring customer loyalty to Triveni,” said Manoharan. According to him, the packaging business in the UAE is growing 20 to 25 per cent, and around 70 per cent of Triveni’s sales turnover comes from within the country.
“Our Kuwait sector is doing well these days because of the reconstruction in Iraq and an increase in industrial activity. We have seen our volumes growing through Kuwait,” he comments.
Across the region, Manoharan says there is a shift from labour-intensive machines to automatic ones as manufacturers are under pressure to employ fewer workers because of the difficulties in obtaining visas. “So this has worked to the advantage of the packaging industry.”