FuturePrint Podcast
FuturePrint is dedicated to and passionate about the power of print technology to enable new opportunities and create new value. This pod features deep-dive discussions with the people behind the tech as well as market analysis, trends, marketing and storytelling!
FuturePrint Podcast
#251 Leadership, Purpose and Progress: How Blue Rhine is Reshaping Print Sustainability
Sustainability doesn't belong on a data sheet—it belongs at the heart of your business strategy. Rizin Kabeer, product management leader at Blue Rhine, reveals how this UAE-based company is transforming the printing landscape across the region and beyond through genuine environmental commitment and customer education.
Discover the remarkable story behind Blue Rhine's Kavalan Green Spirit Award-winning project for the Hero Dubai Desert Classic golf tournament. What began as a printing challenge blossomed into a comprehensive sustainability showcase, incorporating solar power, electric vehicles, biofuel adoption, and zero single-use plastics. In a region known for harsh climatic conditions, Kavalan's PVC-free materials proved to be "the missing piece of the puzzle," delivering exceptional visual quality without environmental compromise.
The conversation challenges common misconceptions about sustainability in the UAE. Far from being just an oil region, the country is pioneering ambitious ecological initiatives—transforming high-traffic areas into car-free zones and implementing comprehensive recycling programs. Blue Rhine capitalises on this momentum by focusing on what Kabir calls the "four Cs": building confidence in sustainable materials, addressing cost considerations, providing clarity in communication, and enhancing capability through hands-on training.
Perhaps most significant is Blue Rhine's approach to customer relationships. Rather than simply selling sustainable products, they educate clients about lifecycle benefits, accompany them to brand meetings, and empower them to become "champions of the cause." Through Kavalan's innovative eco calculator, they translate complex environmental impacts into easily understood metrics that resonate with clients.
As the printing industry navigates its sustainability journey, Blue Rhine offers a compelling model of balancing performance with responsibility. Their interconnected team approach drives innovation while maintaining their core commitment: being there for customers when it matters most.
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FuturePrint TECH: Industrial Print: 21-22 January '26, Munich, Germany
Welcome to the FuturePrint podcast celebrating print technology and the people behind it.
Marcus Timson:Welcome to the latest episode of the FuturePrint podcast, marcus Timpson here. I'm really happy to have with me today a gentleman who has really interesting stories to tell and also a fantastic business, blue Rhine and his name is Rizin Kabir. And welcome to the Futurefront podcast, rizin.
Speaker 3:Hi, marcus, thank you for having me, so it's a pleasure and a privilege to be a part of this session for the day. So let me just introduce myself. My name is Ruzin Kabir. I take care of the product management function for large format print media at Blue Rhine. We have been in this industry for quite some time now and my role, if I may say, would be something to work closely on product strategies, technical applications and market insights. Our focus has always been on introducing innovative and purpose-driven print materials that not just only perform but also to align where the industry is heading to, especially right now in the terms of sustainability. Talking about Blue Rhine, we work with brands, we work with print partners, we work with end customers and we also ensure the right solutions are being implemented in the right way and that we are always proud to say that we are ahead of the curve consistently to evolve on how the market trend changes and market needs changes, so we are always ahead of it to understand and get things ready for where it takes us, you know.
Marcus Timson:So this is a little bit about myself, yeah, I mean, and thank you once again, no, no, no, it's cool and and I know we got introduced really because um, our partner cavalan, who are a real innovator in terms of pvc free material for large format printing, um, at fespa, launched their first green Leaders Awards and I know from the entries there were some spectacular examples of the use of Kavalan in outdoor and in different projects and in different events and so on, and obviously you won. You won one of the key awards there. So congratulations for that, and it's all fantastic to be recognised by by a another organization that's a leader in in the field. So that is one of the key reasons. And and you also I know you're going to explain a bit more about blue rhyme, but you're talking from uae, is that correct? Yeah, so definitely yes, let's say a bit about you the blue rhine story. I love the name blue, right. The Blue Rhine story.
Speaker 3:I love the name Blue Rhine. The Blue Rhine story is quite exciting and it's the place where we work. And talking about Blue Rhine, we need to start. We are headquartered in the UAE and we have distribution points or channels all across GCC, so currently our portfolio actually spans the entire spectrum of advertising materials into, you know, signage solutions and all. The company is a family business which basically started with acrylic sheets for signage industries and, over the year, because of the growth which occurred organically, we are currently providing materials that complement the sign and graphic industry. We are currently providing materials that complement the sign and graphic industry, not limited to materials, but also equipments which are used for fabrications and printing. Next year, we are proud to say that we are going to be 30 years old in the industry. We have grown to be one of the trusted or maybe the lead trusted partner of a business who are looking for reliable, innovative and application-driven solutions. So, though we are available all over the GCC and the GCC being our core market, we are not limited by geography, thanks to our ever-expanding e-commerce team, which are now serving a global customer base, which is really bringing the Blue Ryan experience to a wider audience right now.
Speaker 3:And if you may ask, what really does, makes or sets us apart? It's totally how we approach every project, every scenario, every inquiry, with a different perspective. So we try to understand the end goal, try to educate along the way and we offer an end-to-end support basically. So, whether it's selecting the right media or solving some on-site challenges, we are always there. So our delivery, our commitments and our availability is all year round, which also we proudly say that we are Blue Rhine and we are 365. More than anything, I believe it's always a longstanding relationship with the customer that defines us. It's actually built on trust, reliability and, the most important thing, that we are always there when it matters the most. We're not there to simply just be there and to understand. We always said, when the client requires us to be, so, anybody from the team would actually be involved in all areas of the complete project to make things are going as smooth as possible. So this is where uh, blue line stands in front at the moment.
Marcus Timson:And your second question yeah, definitely, it was totally about the green leader award from kavalan yeah, yeah, tell us a bit about that, because it'd be interesting to find a bit more about um, the project itself that won the award, because I think it's a very interesting project, and and also perhaps your kind of view of sustainability on the general level too.
Speaker 3:Yeah, explain a bit more about that so basically, yeah, winning the Kavlan Green Spirit Award was something which we definitely do consider to be a proud milestone for us. So it recognized the contribution which was done for Hero Dubai Desert Classic, which is a golf tournament which occurred at Emirates Golf Club. So Emirates Golf Club currently has a motto called Go for the Green. So, marcus, this Go for the Green was not something we should say that just about the print. They just do a green print and the story ends there. It's not that that was not the case, it was a complete transformation. Basically, we pinpoint and say the electricity was completely transformed into solar power. The transportation mode not just the cabbie vehicles but also the complete fleet for the event was transformed into electronic vehicles, electric transport, basically Biofuels were completely used. There was zero use of single-use plastic. Recycling programs have been implemented and to an extent that they even started to plan mangroves to show their solidarity towards this vision and towards this shared goal of the whole country and regulatory. So, in this regard, when we talk about all this, what was left of the most crucial challenge which was left should be how do you deliver large format print media or large format visual without having some sort of minimal compromises, which has always been a main concept or main doubt in the market since quite some time, because the region's climatic condition is quite tough, and this is where Kavalan actually came in. I would like to call it as the missing piece of the puzzle, you know. So until then, finding a banner as I said, on this tough region's climatic condition was quite difficult which can actually provide a proper print, clarity and other visual sustainable standards, and kawalan actually did bridge the gap. It actually offered a sustainable solution.
Speaker 3:I would like to thank its echo calculator, basically because we are really able to provide the customer tailored or a bespoke certification on exactly what they have used, rather than providing them a standard certification. You take a 500 square meter of a material. We can give a customized certification of 500 square meter immediately upon the time of the contract discussion, basically which clearly shows the carbon footprint emission and all together. So the print quality, the less heaviness, enhancing the application, this particular echo calculator all came together and made this green message come down to life. So it was a joint uh collaboration.
Speaker 3:I would need to thank winfield. Winfield was our client who let us collaborate on this project, so their technical insight or let's say their trust and help actually really did help in connecting all the elements. So I would say together that we just didn't supply something which is a sustainable print. We were able to help a shared vision completely, and I always believe this wasn't just a campaign. Basically, it was a proof that how sustainability is not something that should be mentioned on a data sheet, but it should be a mindset and a collaboration and a continuous journey and, marcus, trust me, this is just the beginning of a bigger tide which is yet to come.
Marcus Timson:Yeah, and that's a great line at the end that you put there really. Yeah, and that's a great line at the end that you put there really in terms of the fact it shouldn't be just something you're obligated to put on a data sheet. Definitely, vision for the whole project was to align sustainably. I didn't know that about the whole tournament being and not only that, the specific golf location as well, having that huge commitment to sustainability. So therefore, it has to, it has to continue all the way through. So that's that's really inspiring. And also one of the things I thought really stood out to me is, as you said, it's it's often the the region is regarded, as you know, climatically very tough, but also also it's broadly an oil region. So you don't think sustainability, but actually it's the opposite and this project shows that Definitely. Yes, we really need to see that. Yes, yeah, it's about changing impressions, changing people's thinking, and absolutely it's all about mindset, isn't it, would you?
Speaker 3:say, actually, to add to the point, that even the government or the whole country's vision, let's say, at times we say vision 2030, or let's say the next vision of the country is completely to transform to sustainability.
Speaker 3:Marcus, you might not even believe that we have some area in the country which is considered to be the most heaviest traffic-prone regions actually.
Speaker 3:So this area is being on a transformation right now which is considered to be the most heaviest traffic-prone regions actually. So this area is being on a transformation right now to a no-car zone, no-vehicle zone it should be either bicycles or pedestrian walks completely. And you can't believe or you can't imagine that kind of an area to be transformed in this kind of a vision, to be honest. Similarly, when you say about uh, that the we have multiple campaigns, which says uh 30 by 30 or 30 days fitness challenge, or let's say we have multiple exhibitions happening in all our exhibition centers, which is promoting complete sustainability. Let's say electric vehicles, or let's say recycling units and all those. So the country's vision is actually helping us a lot in terms of discussing this with the customers, discussing this aspect, and everyone really knows that the tide has already started and it is reaching not too late, so everyone is ready to prepare, at least by on a minimal scale, to identify what the whole change is going to happen. So this is really helping us in.
Speaker 3:Uh, yeah yeah, yeah, it's really inspiring that change and, like you say, it's about challenging, um, old perceptions and and really, uh, making a difference, which is fantastic, see maybe, if I may ask I'm not sorry for cutting you off, see, since you have been doing multiple uh podcasts and interviews lately how do you think the sustainability practices which has been since I said the tide is slowly coming, or we are waiting for the tide, and I know the tide has already started in your regions already. So how do you think on this transformation happening in your particular areas?
Marcus Timson:So if I look at Europe, europe, I'm involved, future Prince, involved with the project transformation happening in your particular areas. So if I look at europe, europe, um, and we involve future prints, involved with the project where we're working with a group of partners, cavillans one called a manifesto for more sustainable print, and we want to create a, a way of working that works for everybody, that simplifies and unifies and makes an impact, and it's been a fascinating journey and I think there is a lot of inspiring work being done across print. So, from large format packaging, commercial print, label printing, um, and, if I read, but if I rewind to 2012, the, I don't think the dialogue and the changes happened anywhere near quickly enough. I think, in all fairness to the world of print production, the economy has more of an impact on behavior than the environment. And and and sustainability, um, people like cavalan, who are innovating materials that are far better, is helping hugely, and they're our leaders. So we have moved forward, but we still much, much, much further to go and I think print many of the european marketplace sorry, it's a very long answer to your question.
Marcus Timson:You place it very competitive. It's very price driven and sometimes sustainability is um not given their focus? Perhaps it should. There are fantastic examples that contradict what I've just said, but I'm giving you a general answer, and part of the reason we're doing this manifesto with people like hp cavalan and so on and so forth, is to provide, to try to simplify and provide a direction for everybody to move forward sustainably, and sustainably in a way that's that's good for their business as well as it is for their. So, yeah, I I think we're moving forward, but I do sense in Europe, many people are waiting for legislation Got it, got it. That will force the change. The other thing that is making a big influence is brands and, as you said, your customers want to do the right thing and want to be.
Rizin Kabeer :Exactly yes.
Marcus Timson:So that is also changing. So not quickly enough enough, but it is changing. On that, note your customers then. Um, would you say. Sustainable practices are now part, a key part, of the mainstream kind of print conversations see.
Speaker 3:Sustainability or sustainable print option is definitely a key part, but maybe we need to say that we see a lot of tremendous opportunity, but the main key is training and market education. Every other client is welcoming discussion about sustainability, but what is sustainability? What is PVC free and what is this whole chain of sustainability? What we are talking about is a key which needs to be really discussed. It is totally sure, and I'm happy to say that all the clients or all the customers are welcoming this sort of discussions, as I said, the sense of the tide coming soon.
Speaker 3:The only thing is and also let's talk about this particular region sustainable materials are no longer a future concept. Actually, it's already here. The only thing is adoption. We're just waiting for adoption, wherein we are stuck with what I say. Maybe, let's say, four Cs. We're not stuck. Basically, we are actually having the momentum started. The only hindrance or maybe the momentum will kick off after having this particular things which we say four Cs the confidence in the material, the cost which we really need to emphasize and discuss on this discussion, the clarity and the capacity or capability. So we are actually investing heavily at the moment on hands-on training. We are providing real-world demonstration to the clients and our sales team. And we are also doing a digital marketing, not only just to make sure that we are team. And we are also doing a digital marketing not only just to make sure that we are ready with the material, but also to empower and enhance how the dots are going to be really connected on having this switch.
Marcus Timson:So now, since you have this question, if I yep, so I'm just saying it sounds like you're making it easier for the customer.
Speaker 3:See if we are talking about customer.
Speaker 3:That's my point. Actually, what is more exciting is, maybe because of this training and having this regulatory frameworks, customers are not just the customers right now, they are trying to become the champions of the cause. Right now, I may say, because they started pushing their boundaries, they started educating the brands which they hold their clients and to an extent, we need to say that they are even squeezing, because we have a real-life example. We have multiple promotional activities coming down where we have noticed that they are ready to squeeze in their margins heavily to at least make sure the client doesn't feel the difference to be extremely high and have this cost completed. So I would like to say that it is not just about offering sustainable solution. It's about the team effort of building an ecosystem where they can thrive and you know that's a path the whole team or the whole region is at the moment committed towards.
Marcus Timson:Absolutely, and so project wise, then obviously your award-winning project was outstanding, exciting, sport-related, quite glamorous. Any other projects that perhaps inspired you or you felt created a big impact?
Speaker 3:So, basically, that's an interesting question and, yes, we have been fortunate to be a part of many projects that align with the same sustainability values. So, like similar to the one which we recently just discussed about the golf, we are quietly exploring several exciting initiatives focused on eco-friendly innovations and enhancing product performance. It's's a journey, as I said, for continuous learning and growth. Yes, we have many others in the pipeline which will definitely be showcased shortly, and many more Fantastic.
Marcus Timson:How do you see the business evolving really, with the opportunities and challenges? I mean not just in terms of sustainability but also, you know, generally speaking, it sounds fascinating that you have a a end-to-end kind of business where you've got e-commerce, you've got the, the sustainability strategy, you have, um, a global offering. I mean, is that a continual? That must be a continual demand as you're growing and being able to deliver? How do you see the business evolving?
Speaker 3:See, we have, as I said to you, we have always been ahead of the curve since the beginning. So our implementation let's say, when we talk about our e-commerce, when we talk about our transparency in the market has always paved us or helped us in terms of this being with the market, being with a trusted partner in the market. See, as we discuss about sustainability, yes, we can really sense the sustainability going to be something of a key interest of the market moving forward, especially, as I said to you, the temperature or the climatic condition of the country to be something which we really need to discuss about. We have the hottest, or let's say, the most highest temperature in summer and we also have a very, very cool winter. So this transition between climate also does play a more what we say impact in terms of the materials and the outputs.
Speaker 3:So, yes, we do see sustainability to be the new era of print media. It is not going to take too long to reach there because, as I said again, the government, or the customers and the brands not just the local brands, but the international ones, which is also emphasizing that their material or their branding should go sustainability or I mean sustainable makes the other local brands also to follow these footsteps. Basically, so yes, sustainability would be the new era of print media and that's what we are actually focusing on. But to a note where we need to say that the education or let's say sustainability as a discussion which is happening in the regulatory is all happening on a side, but we need to really discuss on the upfront cost which customers or the clients are really focused about at the moment. Again, as I said, we need to do multiple types of Again, bro.
Marcus Timson:Yeah, yeah, I love it. No, but I think the education is a key word there and, as I was saying, with the group that we formed, with a group of industry people which, by the way, I'll send you some information on because you're very welcome to get involved. But the manifesto. I think one of the things we're doing this manifesto for is because sustainability is complex. A simple document enables anybody to go. Okay, if I make a, if I do a number of these things and go through a journey, you use the word journey. That's absolutely what sustainability is.
Rizin Kabeer :That's true by going on that journey.
Marcus Timson:By going on that journey, you are making improvements all of the time. You don't have to get to the sort of end in in five minutes or in five months, but if you're working through and educating yourself to do it and you're on a journey and you're able to also give that story about why you're doing it and your commitment and so on, that is what people want to hear. You will need the numbers eventually and there will be people that ask for them, but it's about starting, and I think what you're saying there is you're educating your customers as well, aren't you?
Speaker 3:We do. We do not just educate, as I said, our sales team. We are ready to educate and we are actually educating our customers. We are also going to the next level of visiting their clients with the customers. So you need to see the trust which the customers are ready to put it on us that we visit the clients or the brands to discuss how sustainability can be achieved. See again, as we discussed about the concerns which they have on the upfront cost, when we really have a whole lifecycle discussed on how we are just not talking about purchasing the sustainable material on an upper scale or on the upper side of the price.
Speaker 3:We are still talking about the printability. We are still talking about the application easiness. We are still talking about the disposal easiness. We are still talking about the disposal when the whole chain connects. There is really no major difference of switching to sustainability or staying with the tradition. So this particular point of life cycle needs to be really discussed. And again, at this point of time, we are really happy to have this echo calculator once again from Kavalan's side, so this is also somewhere we can sit down and I believe you might have seen the statement which comes out. Anybody, a child can read and understand what we are really trying to refer to, rather than providing with some certifications, which we used to do earlier, which is very complicated, which is completely number-oriented. And here it is having the comparison with a flight coming down from multiple countries. So let's say, the water usages are being calculated and the carbon footprint emission or the carbon dioxide emission in comparison with cigarettes, and all makes anybody who has limited knowledge to understand what we are exactly discussing about.
Marcus Timson:Yeah, and that's the wonderful thing with the EcoCataculator it does exactly what I was just saying it simplifies. It takes the complex and simplifies it and gives you the numbers, which is genius because it's like hugely powerful. You're then able to use that if you're a printer or yourself or whomever else, and know the impact and the reduction that you're making by doing, um, making the right choices, which is, um, which is very clever, I think. So, um, good for them. Yes, I need to agree. Um, so, looking sort of reflections in award winning, looking ahead now, what, yeah, what, what, what do you see? I mean, you're um, yeah, you, you've got a big future ahead of yourself and the business is doing fantastic. What's your? You know?
Speaker 3:See, for us at Blue Line, that was an interesting question. Basically, the future, we believe, is always a balance between both performance and responsibilities. So we know that the sustainability print isn't just a trend right now. It's a transition, as we discussed earlier, and the transition again I need to emphasize needs education, empathy and consistency. So this is where we really appreciate the platforms like Futureprint. You guys are making the conversations happening, and happening with more depth, so it's no longer just we're talking about recyclability, we're talking about what's realistic at the moment. So and with this regard, our goal is to contribute positively to the industry and the environment while supporting our customers with the solution that really makes some sort of a difference.
Marcus Timson:we're excited about what exactly the future holds yeah, and I think the leadership what you said there in terms of vision and culture and support and belief and motivation for people and customers, it's an incredible advantage if you, if you have that kind of vision, they tends to shape the people they have in the business, tends to then just permeate out, and I think if they're committed to clearly are and you are, as a business, committed to sustainability and education, as well as being excited and passionate about innovation, it's um, there are no guarantees to success in life, but I kind of think there's a fundamental difference between businesses like that and ones that just want to do the same thing they've always done, want to stay safe, want to wait for change to calm down, and I think what we all know now, probably starting from the COVID period to now everything's unpredictability is kind of what we're now in.
Marcus Timson:It's just a normal thing that we have to become used to and the only way perhaps around that is by leadership that can adapt and create, and that is a far more positive and proactive way to run a business, I think, definitely Maybe more difficult.
Speaker 3:In some ways, it could be, but maybe, since my understanding, or let's say on the basis of the team which we have in here, we are all interconnected in all aspects.
Speaker 3:It is not that some tasks are limited to some particular areas or departments, it's all having a mutual collaboration towards mutual success. And since we discussed about the leadership, yes, we need to emphasize the leadership the company holds and the motivation this actually gives us as a team to perform on a better scale on every day, which also helps us to drive the same passion throughout the day or throughout the year, without any struggles or without any kind of you know, the lack of easiness. It is completely something which makes this place a very happy place to be, a more comfortable place to be and an area where we have productive discussions and productive thoughts on how we need to take this forward, how not just limited to sustainability, but sustainability being something which is a main area of discussion these days yeah, yeah, been fantastic talking to you, and I think it's a good place to perhaps end, because I think that isn't it.
Marcus Timson:It's about growth and not just financial growth people, planet and everything else and profit, but, but, yeah, all of those things in a dream way, but, um, but I think that's right. If you're, if you're able to grow as people, that is inspiring and inspires loyalty, and also if people are growing, the businesses as well, right, and that is also part of sustainability, isn't it? Well, listen, thanks so much for joining us, rizan. It's been awesome talking with you. I'm interested to find out and connecting future about blue ryan. I'll obviously let you know about this manifesto project. You're very welcome to be involved too. We need people like you both and um looking forward to it. And also, lastly, congratulations again on winning your award, thank you, thank you, and I've really enjoyed learning more about you and your business, so thank you very much for your time. Thank you, thank you.
Speaker 3:Thank you, marcus. Let me extend my happiness and my privilege to be a part of this session for the day. It was a wonderful session, I think, a very productive session and, yes, looking forward for many more sessions with you and wish you all the best as well. Thank you very much. Thank you the best as well. Thank you very much, thank you. Thank you, marcus.
Rizin Kabeer :Thank you for listening. If you enjoyed this episode, you can subscribe now for more great audio content. Coming up and visit futureprinttech for the latest news, partner interviews, in-depth industry research and to catch up on content from Futureprint events. We'll see you next time on the Futureprint podcast.
