From the hum of presses to the gleam of freshly printed labels, Durban-based Avvo Labels exudes a steady confidence that only comes from four decades of unwavering dedication to craft, quality and service. This year, the company marks its 40th anniversary – a milestone that is as much about legacy as it is about looking forward.
Avvo Labels is more than just a printing house. The name itself is a homage to the family: Ashveer Lalbeharie (brother), Vishnu Lalbeharie (father), Virosha Pillay (daughter) and Ousha Lalbeharie (mother).
At the heart of this family-owned business stands a powerhouse partnership: managing director Virosha Pillay, a 44-year-old trailblazer whose mix of pragmatism and innovative drive has positioned Avvo as a leader in South Africa’s label printing sector, and operations director Ashveer Lalbeharie, whose unwavering focus on efficiency and sustainability keeps the company’s growth steady and future-ready. Together, they fuse big-picture vision with day-to-day precision, steering Avvo’s ongoing success. Their journey is one of grit and family-rooted entrepreneurship – evolving from a bedroom-turned-garage start-up to a small rented premises, and, today, into two thriving factories: the first in Clairwood and now a cutting-edge facility in Springfield Park.
‘I grew up in my dad’s factory,’ Virosha reflects. ‘Watching my parents navigate the business world taught me lessons I couldn’t have learned in a classroom.’
Virosha’s personal journey into the business was unconventional. With a BSc in biochemistry and microbiology, followed by stints as a chemical analyst and in pharmaceutical sales and marketing, her path initially veered far from labels. Yet, when the opportunity arose to contribute to the family enterprise, she embraced it fully, combining scientific rigour with business acumen. Today, her leadership is defined not only by strategic foresight but also by a deep commitment to sustainability and innovation.
The ROTOCON way
‘We’ve always believed there’s no customer too small,’ Virosha asserts. ‘That philosophy guided our move into digital printing. Investing in presses such as the SCREEN Truepress Jet L350UV SAI S allows us to manage small runs efficiently without compromising quality.’ Indeed, Avvo’s digital capabilities have transformed the business. The facility now houses two SCREEN Truepress Jet L350UV SAI S digital presses, enabling fast, high-quality production for self-adhesive labels, shrink sleeves, garment labels and base wraps. These presses are seamlessly paired with two ROTOCON ECOLINE RDF 330 digital finishing machines, combining precision die cutting, lamination, cold foil and full rotary flexo printing.
The finishing story continues with the ROTOCONTROL RSC 440 web width slitter/rewinder, delivering flawless finishing across diverse substrates.
But the jewel in Avvo’s machinery crown is the recently installed CHROME RFP 450 flexographic press – a true powerhouse that has elevated its flexo capabilities.
Designed by ROTOCON to blend affordability with versatility, the CHROME range offers printers a highly customisable platform, with modular upgrade options and advanced converting capabilities. ‘What excites me most about the CHROME is its flexibility,’ Virosha says. ‘We can run cold and hot foiling, embossing, rotary and flat screen printing all on one press – and the quality consistently meets international standards.’ Built and rigorously tested in ROTOCON’s state-of-the-art facilities, CHROME presses also benefit from multiple global service points and online support, ensuring that operations at Avvo Labels run smoothly and efficiently.
The ROTOCON team’s ongoing support, Virosha notes, ensures that these complex machines operate harmoniously, integrating digital and analogue processes to deliver consistency and efficiency across all print runs.
The ROTOCON team’s ongoing support, Virosha notes, ensures that these complex machines operate harmoniously, integrating digital and analogue processes to deliver consistency and efficiency across all print runs.”
People at the heart
Yet, Avvo’s story is not just about technology. It’s about resilience. The devastating KwaZulu-Natal floods of 2022 tested the company’s fortitude, temporarily halting production. ‘It was terrifying,’ Virosha recalls, ‘Although the floods severely affected all our machines, AVVO’s strong industry partnerships enabled us to maintain continuity across the demand and supply chain. What could have been a major setback instead became a catalyst – strengthening our resilience and fast-tracking our move into a new, state-of-the-art facility.’
That resilience has paid off. Today, Avvo Labels operates at near-full capacity, executing everything from small custom jobs to global tenders, successfully competing against multinational giants.
A central pillar of Avvo’s success is its people. Virosha fosters a culture where staff and suppliers are treated like family, yet accountability is non-negotiable. Mistakes are learning opportunities, but proactive problem-solving is expected at every level. ‘Everyone must ask: “What did I do to fix this before escalating?”’ she explains. This philosophy underpins quality and delivery standards, as well as the company’s expansion into sustainable practices, from recycling initiatives to the adoption of eco-friendly inks and substrates.
Looking ahead, Virosha envisions Avvo growing beyond labels into sleeve solutions, packaging boxes and design services. The strategy is measured, focused on sustainable growth rather than rapid expansion. ‘We never take on more than we can handle,’ she notes. ‘We run debt-free where possible and make sure every step forward is deliberate. It’s how we’ve survived 40 years and built something lasting.’
The anniversary is a moment for reflection as much as celebration.
Avvo Labels’ expertise spans a diverse range of sectors, reflecting both the company’s versatility and its commitment to quality. From FMCG brands and paints to household products, bakeries, confectioneries and alcohol and beverages, the company delivers tailored label solutions that meet the unique demands of each industry. ‘Our goal is to provide every customer, regardless of size or sector, with labels that combine visual appeal, durability and consistent quality,’ Virosha explains. ‘Serving such a wide array of industries keeps us agile and constantly innovating.’
For Virosha, it’s about honouring the work of her parents while ensuring that the company continues to evolve. ‘Our vision remains to leave a legacy for our children, keeping a family-centric culture and embracing sustainability and innovation at every level,’ she says. Under her guidance, Avvo Labels exemplifies how tradition and modernity can coexist, proving that a locally based, woman-led company can not only compete on a global scale but also lead with creativity, integrity and foresight.
Avvo Labels demonstrates that machines are only as powerful as the people who wield them. With ROTOCON’s revolutionary presses and a clear vision at the helm, this 40-year-old company is printing a legacy that blends family, innovation and resilience into a vibrant story of South African enterprise.
