Die Cutting in PSA Labels: From Stan Avery's Innovation to Modern Laser Technology-Part 1

The pressure-sensitive adhesive labels industry owes its existence to a struggling clerk working in a loft above a flower shop in downtown Los Angeles. In 1935, Ray Stanton Avery, who went by name Stan, was living in near poverty, residing in a rented chicken coop while working at the Midnight Mission to pay his way through college. What he created with a $100 loan from his fiancée Dorothy Durfee would transform how products are labeled worldwide and launch an industry that today generates billions in revenue.

The Genesis: Stan Avery's Revolutionary Label

Stan Avery didn't just invent the self-adhesive label, he invented the entire machinery to produce it. Using parts from a washing machine motor, a sewing machine, and a saber saw, he created and patented the world's first self-adhesive, die-cut labeling machine. His company, initially named Kum Kleen Products, advertised the ability of these labels to be removed without leaving a mark on merchandise. The first Avery labels were simple, round price stickers meant for gift shops and retailers. In his first six months of operation, sales totaled a modest $1,391. Few could have imagined that this humble beginning would evolve into Avery Dennison, a Fortune 500 corporation with global operations across more than 50 countries and 36,000 employees worldwide.

First die cutter by Stan Avery in 1935

The innovation Stan Avery brought to market solved a fundamental retail problem. Before pressure-sensitive labels, merchants relied on gummed labels that required moistening with water or paste, a time-consuming and messy process. Avery's self-adhesive labels eliminated this inconvenience entirely, creating a faster and more practical labeling solution. His vision extended beyond the label itself to include the machinery for precise die-cutting, which would become the foundation of label converting technology.

By 1940, Avery had moved beyond his humble beginnings and officially started selling his products under the brand name Kum Kleen Price Stickers. The company incorporated in 1946 as Avery Adhesive Label Corporation, and in 1990 merged with Dennison Manufacturing to form Avery Dennison. Throughout his career, Stan Avery received 18 patents for his innovations in pressure-sensitive materials and production technologies. His legacy lives on, not just in the company that bears his name, but in every self-adhesive label produced today.

 The Evolution of Die Cutting Technology

Die-cutting itself predates Stan Avery's innovation by nearly a century. The process was invented in the mid-1800s to help the shoemaking industry. Cutting leather soles for shoes by hand was laborious, time-consuming, and expensive. The invention of the die-cutting machine revolutionized cobbler work, allowing shoes to be cut to consistent sizes and shapes rather than crafted individually. This standardization enabled modern shoe sizing as we know it today.

 Flatbed Die Cutting: The Foundation

The earliest die-cutting machines used in the label industry were also flatbed presses. These hydraulically operated machines use a steel rule die to "click cut" or punch out die-cut parts by driving the die in a downward motion through the material. The flatbed die-cutting press operates much like a stamp, pressing a flat die onto material that sits on a stationary surface, applying even pressure to cut the material into the desired shape with each strike.

Flatbed dies are used with hydraulic or mechanical presses and other lifting systems to press a die down on a sheet of material. They are particularly suited for heavier materials and thicker substrates, making them less ideal for pressure-sensitive labels but excellent for applications requiring precision cutting of rigid materials. Steel-rule die cutting uses a formed strip of hardened steel set into a slotted plywood die-board, with rubber ejectors aiding part release after the cut.

While flatbed die cutting adapted for labels, offers excellent control over each cut and is ideal for intricate shapes with close tolerances, it operates at a considerably slower pace compared to rotary systems. Typical speeds range from 1,000 to 5,000 cycles per hour, making it suitable for small or mid-sized batches but impractical for high-volume label production. The tooling costs for flatbed dies are significantly lower than rotary alternatives, and the ability to make quick die changes makes them valuable for short-run or prototype jobs.

 The Rotary Revolution in Label Converting

The transition from flatbed to rotary die cutting marked a transformative moment in label converting. Rotary die cutting uses a solid cylindrical die that rotates continuously in sync with the web material, paired with an anvil cylinder. The press feeds thin, flexible material, known as web, between these two cylinders. The cutting-edge pinches material against the anvil cylinder, producing clean cuts, perforations, or creases at exceptionally high speeds.

This method revolutionized label production by dramatically increasing throughput. Modern rotary die-cutting systems can reach 10,000 cycles per hour or more, with the fastest machines achieving speeds of 300 meters per minute. The ability to perform inline with printing and other finishing operations means that labels can be printed, die-cut, matrix stripped, and rewound in a single pass, transforming manufacturing efficiency.

A series of gears or servo motors now, force the die to rotate at the same speed as the rest of the press, ensuring that cuts line up precisely with the printing on the material. Rotary presses can incorporate multiple stations that die-cut specific shapes, perform perforations, create creases, or even cut the sheet or web into smaller sections. Some machines use automatic eye registration to ensure cuts and printing align with tolerances measured in fractions of a millimeter, critical for complex label designs and high-quality output.

The economics of rotary die cutting favor high-volume production. While the initial tooling costs are higher than flatbed alternatives, the operational efficiency brings labor expenses down over time. For standardized, repeat orders running into millions of labels, rotary systems offer compelling long-term value and unmatched productivity.

 The Magnetic Cylinder Revolution

While the exact inventor and date of the magnetic cylinder for flexible dies are not definitively documented in available industry records, this innovation transformed the economics and flexibility of rotary die cutting. The magnetic cylinder system addressed a fundamental challenge: solid engraved rotary dies were expensive to manufacture, store, and transport, making them cost-prohibitive for short to medium production runs.

Magnetic cylinders are precision-engineered metal cylinders embedded with powerful magnets, either ceramic or neodymium rare earth magnets, on their surface. They are designed to hold flexible dies—thin, etched steel dies—firmly in place during rotary die cutting. The magnets ensure that every square inch of the flexible die remains securely pressed against the precision-ground cylinder surface, preventing any lifting or shifting during high-speed operation.

Magnetic Cylinder in production

In 2005, Bunting Magnetics launched the X-treme Magnetic Die-Cutting Cylinder, the first magnetic die-cutting cylinder in the world with total run-out accuracy below 40 millionths of an inch (1 micron). This level of precision was revolutionary, enabling clean cuts even on extremely thin materials like 1-mil stock with less than 1-mil liners, on "no-look" labels, and on synthetic materials that previously posed challenges.

The advantages of magnetic cylinders transformed the label industry. Mounting and removing flexible dies takes just minutes, dramatically reducing downtime during job changeovers, particularly valuable in short-run label printing or multi-SKU packaging environments. The cylinders weigh significantly less than solid rotary dies, reducing operator fatigue, machine wear, and transportation costs. Most importantly, they enabled the use of flexible dies, which cost a fraction of solid engraved cylinders and could be stored flat, saving valuable warehouse space.

Today, magnetic cylinders are available for virtually all types of label presses and converting machinery, from brands like Mark Andy, Gallus, Nilpeter, Omet, Rotoflex, etc. Custom designs accommodate a variety of special applications, making magnetic cylinder systems remarkably versatile.

 Flexible Dies: Engineering and Innovation

The development of flexible dies went hand in hand with magnetic cylinder technology. Flexible dies are thin sheets of steel, typically ranging from 0.5mm to 1.5mm in thickness, that wrap around magnetic cylinders and are used for rotary and semi-rotary presses. These dies are produced from specially formulated steel and undergo several sophisticated manufacturing processes.

 Manufacturing Process

Flexible die in production

Production of flexible dies begins with plotting an image directly on the die material. Background material is then removed through chemical etching, and CNC mills create the required cutting or creasing lines with extraordinary precision. The cutting geometry includes profile heights ranging from 0.3mm to 1.5mm and cutting angles that vary based on the material being cut, typically from 30° to 110°.

The manufacturing process includes several optional treatments. Back grinding ensures consistent die thickness. Chemical de-burring smooths edges to prevent damage to the label stock. Most critically, laser hardening and various surface coatings dramatically extend die life and performance.

 

Die Materials and Surface Treatments

Standard flexible dies are CNC-sharpened and feature smooth polished cutting edges obtained using ultra-fine edge polishing techniques. These universal dies are suitable for all types of self-adhesive and single-material products including paper, PP, PE, PVC, PET, Tyvek, thin films on PET liner material, and other materials that are difficult to cut.

Laser hardening represented a breakthrough in die technology. Companies like Kocher + Beck were the first manufacturers in the world to achieve hardness levels of 65 to 68 HRC through laser hardening technology. This process extends die service life by two to three times longer than conventional dies. The laser hardening increases hardness at the tip of the cutting edge based on the carbon content in the steel, creating exceptional wear resistance while maintaining die flexibility.

For extremely demanding applications, chrome-coated dies offer even greater durability. A thin layer of chromium, typically 0.01mm thick with a hardness of 70-80 HRC, enables extremely high running performance with outstanding wear properties. These dies are particularly suited for abrasive thermal and thermal transfer papers used in longer production runs.

Non-stick coatings represent another important innovation. Special onyx or polymer coatings have no detrimental effect on the cutting-edge angle or sharpness while preventing adhesive and ink deposits on the cutting blades. These coatings are food-safe, FDA-approved, and significantly reduce downtime for die cleaning. The reduced friction and perfect resistance to wear enable maximum running performance with a consistently sharp cutting edge.

To be continued to part-2

 

Written by Harveer Sahni, Chairman Weldon Celloplast Limited, New Delhi, January 2026

 

LMAI conference 2025, bigger and better, deliver’s awe!

Celebrating 25 years of inception along with their biennial Conference themed, "Emerging Beyond Boundaries", Label Manufacturers Association of India LMAI, delivered value! 

700 plus delegates were awestruck attending the seventh LMAI conference  at the picturesque and astounding venue, The Fairmont Palace Udaipur from 3^rd to 6^th July 2025. All 300 rooms at the property were booked at the venue Hotel and additionally 60 rooms were booked  in Hotel Aurika with a total of 360 rooms. 35 sponsors including some of the most renowned names in the world for the label manufacturing industry supported the event.  Kurz was the platinum sponsor and Avery Dennison the elite sponsor besides many others. Fairmont Udaipur Palace is an alluring destination to discover the charm of Udaipur, seamlessly blending timeless tradition with modern elegance, featuring a historic stepwell, one of Rajasthan's largest ballrooms and exclusive events pool with jacuzzi and amphitheater. Nestled in the Aravalli Hills, it offered easy access to the city's top attractions and cultural landmarks. In view of the author who has travelled the world over for diverse label events, 

“This three nights-four days event, packed with amazing presentations and entertainment, was perhaps the biggest label event in the world”!

Traditional Rajasthani welcome awaited the delegates arriving by road rail and air. Local folk dancers, drums, music, garlands, traditional aarti and special beverages were a part of  the welcome on arrival while being ushered into the hotel. Excellent arrangements executed for their arrival and meticulous planning made it stress free checking-in for all guests. 

The conference was officially thrown open at 6PM on the 3^rd of July 2025. The inaugural evening was themed patriotic, so the board of directors (BOD) were all wearing the Modi jackets and tricolor stoles around their necks.  

Rajesh Chadha President LMAI

The welcome note was delivered by the LMAI President Rajesh Chadha.

The conference agenda information was given by the two conference Chairmen Manish Desai and Jaideep Singh. 

Jaideep Singh

Manish Desai

Pradeep Saroha

Pradeep Saroha events director of Labelexpo India came onstage to apprise  the audience about the upcoming Labelexpo Europe. 

This was followed by Raveendran Selvarajan, Managing Director of Seljegat Printers Pvt.Ltd. being conferred the fourth LMAI lifetime contribution award. 

Author and Surendra Kapur Founder President

It was a pleasant surprise that after a lapse of few years the LMAI founder president Surendra Kapur came to attend the conference.  

Stephane Royere KURZ

After a presentation by Stephane Royere from platinum sponsors Kurz, all the event sponsors were felicitated. 

Thereafter the Welcome night themed “Saar’e Jahan Se achha”, was thrown open for cocktails, dinner and entertainment by Mohit Verma and troupe. The delegates, eager to party, hit the dance floor until late in the evening. When asked to wrap up so that they are back in time for the presentations next day, happy people were heard saying, “Abhi toh party shuru huyee hai!” Means, the party has just begun.

Jitesh Mehta

The second day commenced with another presentation by Stephane Royere, Head of business area packaging and print, international sales and marketing, of Kurz India and followed by one from Jitesh Mehta senior Director LPM Avery Dennison India. 

Natasha Jaichandra

The vibrant young girl Natasha Jaichandra director VEEPEE graphics enthralled the audience speaking on the ECG (expanded colour gamut).

Thomas Schweizer Heidelberg Gallus

After that followed an array of great presentations. Notable amongst them were from Appadurai country head of HP Indigo, Thomas Schweizer Global head of sales at Heidelberg Gallus.  

Ranesh Bajaj of Vinsak with Naoki Ogawa

Gourav Roy FIG with Florian Stroe of Mark Andy

Hostess Lekha and LaBella 

A huge attraction was LaBella!  She is an AI robot, she added glamour in leading delegates to wherever they wished to go!

Pawandeep Sahni, Managing Director of OMET India Private Limited made a high powered and energetic presentation pulling the audience into attention and becoming interactive. The presentation can be viewed on YouTube https://youtu.be/cVtHUPa-OGo?feature=shared Click the image on the left to watch the full presentation.

The preplanned motivational speaker’s slot had to be altered to the next day as Gaurav Arya, who was supposed to deliver the motivational speech, could not reach due to flight cancellations. The LMAI leadership must be commended for arranging yet another speaker in a short time. Anand Ranganathan, a renowned speaker, agreed to fly in on the next day that was final day and address the label fraternity. 

Once all the presentations were done for the day, it was time for networking, dinner and a musical evening that beckoned the guests to go on to the stage, dance and party.

The label industry continues to evolve, emerging beyond boundaries. The wet glue or glue applied labels have continued to transform initially to self-adhesive labels, converted on narrow web label presses and register a high growth rate to reach more than 50% of all the labels produced in India. Later the narrow web converting started to expand owing to evolution and labels, moved into diverse tangents. To dwell on the impact of this expansion and the modalities involved, the first program on the 3^rd day was a panel discussion moderated by the author Harveer Sahni and titled, “Narrow web label converting expanding to diverse applications". The panelists were leading Indian printers in narrow web converting, Priyata Raghavan Deputy CEO of Sai Packaging, Mehzabin Nair Managing Director Skanem India, Ankit Gupta Jt. Managing Director Holostik Limited, Hemanth Paruchuri director Pragati Pack, Denver Annunciation Director Janus International and Stephane Royere of Kurz India. The impact and future of this expansion was discussed at length in the panel. 

The panel discussion was followed by a very interesting and confident presentation for Weigang by the young daughter of LMAI founder Amit Sheth.

Motivational Speaker Anand Ranganathan

More presentations followed until noon after which the motivational speaker Anand Ranganathan came onstage to deliver his speech. Following this a round table interaction was arranged for all sponsors to interact with printers. Each sponsor was given a table on which printers would visit in batches of six each to enable sponsors the opportunity to interact with their customers. 

The day culminated in a gala evening hosted by Kurz India. The dress code was “Men in Black” and for ladies it was “Glitter” to add shimmer to the vibrant evening started with an amazing 

laser show by special artists. 

The part titled "Gauardians of Empire"

Author with Stephane Royre 

After Jitender Pal Singh CEO of Kurz India addressed the gathering, LMAI past president Vivek Kapoor delivered a vote of thanks. 

Asees Kaur

It was then time for the celebrity performer Asees Kaur to add fun to the entertainment and prompt the delegates to hit the bar and the dance floor enjoying until late in the night or the wee hours of morning.

All good things come to an end, leaving nostalgic memories of fellowship, togetherness, networking, knowledge delivery and entertainment. It was time to go back home with perfect departures arranged so that there are no inconveniences.  This covering of the event would be incomplete without appreciating the amazing venue overlooking lush green hills all around, the weather was fantastic, the hotel staff was hospitable in the true sense of the word. 

The general Manager Vishrut Gupta was always around with his team responding to guests personally and as for the food, kudos to Amitesh Virdi the culinary director and his team who did a wonderful job delivering taste. 

The events organizing company led by the beautiful Hemal Bhagwat created precision in every aspect of the stay from arrival to departure. Delegates have been showering praise ever since.

The LMAI board of directors need to congratulate themselves for having created and delivered this mind-boggling big event, bigger and better than the best in the world. The icing on the cake is wonderful appreciations pouring in from delegates and sponsors. It is an encouragement to imagine and plan more for the next conference!

Written by Harveer Sahni, Chairman Weldon Celloplast Limited, New Delhi July 2025

More Images from the conference:

Amit and Rupa Sheth

Party time

LMAI BOD

Jaichandra, Nalani and Mehzabin

"From Cartons and commercial printing to 100% labels!"

Narinder Chhatwal hailed from a family of traders in Lyallpur, a city which is now in Pakistan after the partition of India in 1947. Lyallpur was named after the founder of the city the then Lieutenant-Governor of the Punjab, Sir James Lyall, for his role in establishing the canal colonisation project. In 1977 the Government of Pakistan changed the name of the city from Lyallpur to Faisalabad ('City of Faisal') in honour of King Faisal of Saudi Arabia, who made several financial contributions to Pakistan. Faisalabad is the third-most-populous city in Pakistan after Karachi and Lahore, respectively. It was in the turbulent times of 1947 during the division of India into India and Pakistan, that the Chhatwals migrated to New Delhi. After completing his schooling, Narinder Chhatwal took up a job in the iconic Kwality Restaurant in coveted location, New Delhi’s Connaught Place, a venture set up in 1940 by P L Lamba and his brother-in-law I K Ghei who grew it as a multilocation restaurant chain. Narinder worked there until 1961. There was a strong urge to have his own business, so he set up a unit to produce ice cream cups but as situation warranted then, he left this venture and rejoined Kwality Restaurant yet again in 1964. Despite the stable job, the entrepreneur in him was restless and the urge to set up his own production unit re-surfaced and he finally quit the job permanently to start a printing unit nostalgically named Kwality Carton Manufacturing Company, in a single room rented at Kirti Nagar, New Delhi in 1966-67 using the manually fed treadle letterpress printing machine. He manufactured Ice cream cups, lids, cartons for Ice cream bricks and in fact a host of printed packaging items. In 1971 he could get an allotment for an industrial plot from government at Naraina Industrial Area and he moved the unit to this location where from, they operate to this date.

A little over a year after moving into their Naraina factory they bought their first offset printing press, a 712 single colour Dominant, a year later they bought another similar press and followed it up with a 714 Dominant. Falling short of space, the adjoining building was available, so they bought it as they were growing. In 1982-83, expanding further they acquired a two colour Planeta. Once into offset printing, Kwality was in expansion mode, they were adding equipment every alternate year. At this time, they renamed the company as Kwality Offset Printers. In 1986 Narinder Chhatwal’s son Rajeev an 18-year-old had joined business. Rajeev did his initial Schooling at Springdales School Delhi followed with graduation from Delhi University. The post partition Punjabi families who left all that they had, back in what had become Pakistan were hard working and were quick to start from scratch to regain their stature by sheer hard work. The second generation were all following their father’s footsteps and would be helping their parents in the work, spending time after school or college on the shopfloors of their startup units. For them, the shop floors became the training ground, and they learnt the nuances of business hands on. Rajeev was no different, with a  father like Narinder mentoring him and passing on the experience to his son who was a quick learner, he settled down in the business quickly. He however did go for a short training program at Heidelberg Germany. With his joining in, the business accelerated and soon the space in their Naraina factory was again falling short. In 1988, they bought out yet another next-door unit to make room for more production space so now the factory is operating from three adjacent plots. The same year they bought their first four colour offset press a secondhand Roland. Expansion became a routine process. They believed and were convinced that as far as possible it is better to operate from a unified single location in one city. This way the management which was Narinder Chhatwal, and his son Rajeev Chhatwal were not split and would remain a support to each other.

Until 1995 Kwality offset was producing Cartons, some commercial printed items and wet glue labels. In 1995-96 they decided to become a hundred percent label manufacturing unit which was only wet glue labels. The story of their entry into wet glue labels is interesting. In the early 1990s when the number of breweries started to grow and bottling speeds were on the rise. To label bottles at 250 bottles per minute, the labels needed to be perfectly die punched and stacked to run on highspeed lines. The normal flatbed dies would not work well. Kwality, because of their experience in ice cream cups and lids production were well versed in ram die punching and their workers were well trained in the process. Their manufactured labels ran extremely well on the high-speed labelling machines at breweries and distilleries and soon the word spread of their capabilities. This helped them get the orders from many other breweries and liquor producing companies. It was just a matter of time that they became the largest suppliers of wet glue labels in north India, though they were supplying pan national. It is interesting to note that normally people print and then get into label finishing equipment, here because of their knowledge of finishing the ice cream cup lids by hydraulic ram punching got them into high end big volume label printing. Their first customer for beer labelling was a government owned Haryana breweries at Sonepat making a popular brand of beer those days “Rosy Pelican.” Their success in making the perfectly die-punched wet glue labels also got them their first break in corporate world with orders from the multinational brand owner Nestle.

It was in the year 2000 when self-adhesive labels were gaining in popularity, the Chhatwals invested in a Mark Andy 2200  narrow web label press and in the following year, they also increased their investment in sheetfed offset by installing a six colour Heidelberg press. In 2002 they installed another sheetfed offset a five colour Roland with UV and online coater. Hereon, expansion became an ongoing process, they added three Mark Andy presses, a Gallus and a Xeikon in 2018 to make their entry into digitally printed labels with an ABG Digicon series 3 finishing and embellishing machine, which also has hot foil stamping , embossing and screen-printing capabilities. These investments enabled them to add multiple security features on labels. Increasing their footprint in flexo they also set up inhouse platemaking with Kodak Flexcel. Rajeev’s father Narinder Chhatwal passed away in 2008 until when, he was still attending business, though the reins had been passed on to his son Rajeev.

Rajeev’s other siblings include a younger brother who is into real estate and a sister who is a homemaker. His wife Shalini is also a home maker. His son Krish completed his business management from Sydney and joined business at Kwality offset four years ago. Two of those initial years were passed in facing the pandemic and last year in 2021 he got married. Krish’s wife Sanya, an expert in baking, after completing a course from APCA Malaysia, is running her own business, a bakery named Delhi’ce in Gurgaon making specialty cakes. Rajeev’s daughter recently completed her study in architecture and is now pursuing her career as an architect.

Having put in place a full-fledged team to manage all production, Rajeev, and son Krish personally look after sales and marketing. While Krish looks after all new customers, Rajeev manages and caters to, and successfully retains all old customers. The present spread of business is with three flexo presses, one digital label press Xeikon, Abg digicon, one Roland and one Heidelberg sheet offset press in a shopfloor admeasuring approximately 60,000 square feet. Total workforce is 130 persons all in one location at Naraina Industrial Area New Delhi. With no more space left for expansion at present location, they have bought a 2200 square yard plot at Manesar south of New Delhi for another factory to fuel their further expansion. When asked about future plans, Rajeev expresses that they are not really concerned about just volumes, they are more oriented to implement better and innovative technology and be profitable to grow the bottom line instead of focusing on bigger turnovers. Kwality has been growing at about 10 percent per annum and they are committed to maintain the growth rate. Conscious about the environment they have tied up with approved and certified waste management agencies as also cooperating with Avery Dennison on their waste management endeavours. They even try and source most of their paper materials from FSC certified vendors. Despite the aftereffects of pandemic, the father-son team are committed and firm to keep the expansion and investment in new technologies an ongoing process. Their resolve years ago to give-up cartons and other commercial printing to stay with 100% manufacturing of labels is unique in today’s situation. These days offset printers do integrate forward to produce labels and vice-versa label printers, in an effort to grow turnovers, expand into print packaging. They wish to remain specialty label printers, investing into innovation.

Written by Harveer Sahni, Chairman Weldon Celloplast Limited New Delhi March 2022

PS: Printing Magazine may publish this article giving credit to author Harveer Sahni and Blog https://harveersahni.blogspot.com