Die Cutting in PSA Labels: From Stan Avery's Innovation to Modern Laser Technology-Part 4

Storing Magnetic Cylinders and Dies: Best Practices

Proper storage and handling of magnetic cylinders and dies directly impacts their service life and the quality they deliver. These precision tools represent significant capital investments that deserve appropriate care.

Magnetic cylinder storage begins with cleanliness. Before storage, cylinders must be thoroughly cleaned to remove any adhesive residue, ink deposits, or debris. Even microscopic contamination can attract moisture, leading to corrosion that damages the precision-ground surface. A light coating of rust-preventive oil protects the surface, though this must be removed before the cylinder returns to service.

Environmental control is critical. Magnetic cylinders should be stored in a temperature and humidity-controlled environment, ideally between 18-24°C and 40-60% relative humidity. Rapid temperature changes can cause condensation that leads to corrosion. The storage area must be free from magnetic interference sources that could demagnetize the embedded magnets, reducing their holding force. Magnetic cylinders should be ideally stored with protective covers to prevent surface damage, and when not in use for short periods, pressure should be released to maintain precision tolerances. Cylinders should be stored on padded racks or in protective cases with soft linings. The precision-ground surface must not contact hard materials or other cylinders, as even small dents or scratches translate into cutting defects. Cylinders stored vertically minimize bending stress that could compromise roundness tolerances. In India and largely people use open racks to store.

 

Flexible die storage requires protecting thin, precision-etched steel from damage. Dies should be stored flat, never rolled, as rolling can permanently deform the cutting edges. Individual dies should be separated by protective sheets to prevent edge-to-edge contact that could chip cutting blades. Silicone release paper or polyethylene foam works well for separation.

Organization and identification are equally important. Dies should be clearly labeled with job information, date of manufacture or last use, and any specific setup parameters. This documentation prevents errors during setup and helps track die life and performance. Many converters maintain logbooks recording die usage, and performance notes to optimize die management and predict replacement timing.

Climate control for die storage parallels cylinder requirements. Steel is susceptible to rust, and even stainless-steel alloys used in some dies can corrode under adverse conditions. The storage environment should maintain stable temperature and humidity with adequate air circulation to prevent moisture accumulation.

Handling procedures matter as much as storage conditions. Dies and cylinders should be handled with clean, lint-free gloves to prevent skin oil contamination. Dropping or bumping precision tooling causes damage that may not be immediately visible but will manifest as quality defects during production. Magnetic cylinders should be checked for surface condition and magnetic field strength.

Additional Considerations in PSA Label Production

The pressure-sensitive adhesive label industry encompasses far more than die cutting alone, though die cutting remains a critical converting step that influences every aspect of label performance and quality.

Sustainability has emerged as a dominant concern. The label industry is working toward reduced material consumption through thinner liners, no-liner label technologies, and improved matrix efficiency. Die cutting plays a role through precision cutting that minimizes waste and enables thin liner applications. Some converters report matrix waste percentages below 15% through careful label design optimization and precision die cutting.

Quality control increasingly relies on vision inspection systems working in concert with die cutting stations. Cameras can detect incomplete cuts, die-strike damage, registration errors, and edge quality defects in real-time, triggering automatic press stops before significant waste accumulates. This integration of die cutting with automated quality verification represents a significant advancement over manual inspection.

Automation continues to transform label converting. Automatic die changes, powered by robotic systems or quick-change mechanisms, reduce setup times from 30-45 minutes to under 10 minutes. Automatic job changeover systems, fed by production scheduling software, sequence jobs to minimize die changes and setup time. These technologies are making short-run production increasingly viable, expanding the addressable market for pressure-sensitive labels.

Digital integration connects die cutting with upstream design and prepress systems. Label designs are created with die cutting constraints built-in, ensuring manufacturable shapes and avoiding features that would create matrix removal problems. Digital twin simulations can predict die cutting performance before physical production, reducing trial-and-error during setup and accelerating new product launches.

Future developments in die cutting technology continue to evolve. Research into laser-induced plasma cutting promises speeds approaching mechanical die cutting while maintaining the flexibility of digital systems. Ultrasonic cutting, using high-frequency vibration to assist mechanical blades, shows potential for difficult-to-cut materials. Water jet cutting, common in other industries, is being investigated for specialized label applications.

The pressure-sensitive label industry has traveled an extraordinary distance from Stan Avery's first self-adhesive label produced in that flower shop loft in 1935. Today's sophisticated converting lines, producing millions of precisely die-cut labels per day at speeds that would have seemed impossible even a decade ago, stand as testament to continuous innovation and refinement. Yet the fundamental principle remains unchanged—a precision cutting tool separating labels from their backing, enabling the convenience and functionality that pressure-sensitive labels bring to virtually every product we encounter in daily life.

The journey from flatbed presses cutting a few thousand labels per hour to modern rotary systems achieving 300 meters per minute represents not just technological advancement but a transformation in what's economically and practically possible in product labeling. As laser systems mature, digital workflows integrate, and automation advances, the die cutting component of label converting continues to evolve. The future promises even greater flexibility, faster changeovers, and capabilities we're only beginning to imagine.

For those of us who have witnessed the Indian label industry's growth over decades, from its nascent beginnings to becoming a sophisticated, globally competitive sector, the technological journey of die cutting mirrors our own industry's maturation. The precision, efficiency, and innovation embodied in modern die cutting systems reflect the same qualities that have driven successful label converters to build world-class operations capable of serving the most demanding brands and applications.

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

 

Die Cutting in PSA Labels: From Stan Avery's Innovation to Modern Laser Technology-Part 3

Die Cutting's Impact on Matrix Removal and Rewinding

The die-cutting process extends beyond simply making cuts in the label material. Subsequent operations, including matrix removal—stripping waste material from finished labels—and rewinding the completed label roll, are directly influenced by the quality and parameters set during die cutting.

Matrix Removal: Challenges and Efficiency

Matrix removal difficulty is closely tied to blade height and cutting depth. When blades cut deeply into the liner, a pronounced score is left, which can make peeling the label easier. However, this can also lead to liner tearing during matrix stripping at high speeds. Balancing ease of label peeling with maintaining matrix integrity requires careful optimization, considering the specific application and production speed requirements.

Matrix removal efficiency depends on producing clean and complete cuts. If the die blade lacks sharpness or the cutting pressure is too low, labels may not separate cleanly from the matrix, resulting in tearing during stripping. Such issues generate waste and slow down production as operators must clear jams.

The shape of the label affects matrix removal as well. Small interior cuts, sharp corners, tight radius corners, and thin connecting strips in the matrix are more susceptible to tearing during stripping if die cutting is not precise. Dies should be designed with matrix removal in mind, sometimes incorporating relief cuts or modified geometries to reinforce the matrix in its most vulnerable areas.

Stripping Tension and Liner Integrity

Stripping tension needs to be carefully managed. If tension is too low, the matrix can bunch or fold, leading to unreliable stripping and potential web breaks. If tension is too high, labels may be pulled partially free from the liner if the kiss cutting depth is shallow, resulting in defects in the finished product.

Liner integrity after kiss cutting has a significant impact on rewinding quality and downstream performance. Liners deeply scored by excessive die penetration are more likely to break during rewinding, especially at the edges where tension is concentrated. This can cause production stops and waste. Even if the liners withstand rewinding, too much die-strike damage may result in failures when the label roll is unwound in applicators.

Edge Quality and Rewinding

Edge quality from die cutting influences how well labels are rewound. Rough or stringy edges can catch on to adjacent wraps as the roll builds, leading to telescoping (uneven roll sides) or starring (radial compression lines visible on the roll face). These defects compromise roll quality and may cause applicator problems when the labels are used.

Rewind tension control must consider the residual stresses introduced during die cutting. Materials stressed during cutting may display different tension characteristics compared to uncut material. Tension compensation is needed as the roll builds to maintain uniform roll density and prevent defects.

Diverse Types of Dies for Specialized Applications

Beyond the use of standard flexible and solid rotary dies, the label industry employs an array of specialized die types to meet the specific requirements of various applications and materials. These alternatives allow converters to address unique production challenges and enhance efficiency in niche scenarios.

Adjustable Dies

Adjustable dies are designed with removable blades, which can be replaced when worn or when different materials need to be processed. While less frequently used in narrow-web label converting, adjustable dies offer valuable flexibility for converters working with a wide variety of substrates, eliminating the need to keep extensive inventories of dies for each material type.

Combination Dies

Combination dies integrate multiple cutting functions into a single tool. For example, a combination die might feature both cutting and creasing blades, enabling the production of folding cartons or multi-panel labels in one pass. Perforation blades may also be included to create tear-off sections or features for easy opening. By consolidating several processes into a single die station, combination dies reduce the number of stations required, shorten setup times, and can improve registration accuracy by completing multiple operations in one controlled step.

Embossing and Debossing Dies

Embossing and debossing dies produce three-dimensional effects in label materials, enhancing visual appeal or providing tactile security features. These dies function through matched male and female patterns and require precise pressure control to ensure consistent depth without damaging the substrate. For embossing applications, magnetic cylinders with enhanced holding force are used to maintain die alignment under the substantial pressures involved.

Hot Stamping Dies

Hot stamping dies are used to transfer metallic or pigmented foils onto labels using heat and pressure. Although they are not cutting tools themselves, hot stamping cylinders are often integrated with die cutting stations for inline processing. These cylinders must manage both accurate temperature control and the mechanical requirements of maintaining the die or foil pattern in precise registration.

Perforation Dies

Perforation dies are engineered to create lines of weakness in materials, facilitating controlled tearing. The blades are precisely spaced, with cutting edges separated by gaps to produce an alternating cut-and-uncut pattern. The ratio of cut to tie length determines the ease of tearing and must be carefully designed for each application and material.

Micro-Perforation Dies

Micro-perforation dies refine the perforation process to produce nearly invisible perforations that still allow clean tearing. These dies are suited for security applications, pharmaceutical labels, and other situations where the perforation must remain hidden until use.

Normal vs. Laser-Hardened Dies

Choosing between standard dies and laser-hardened alternatives is a critical decision for label converters, balancing economic and performance factors.

Standard Dies

Standard dies are made from tool steel, CNC-machined to precise specifications, and heat-treated using conventional methods to achieve hardness levels between 52 and 58 HRC. These dies are reliable and cost-effective for many applications, making them ideal for short runs, prototyping, or processing less abrasive substrates. However, their limitations become apparent during high-volume runs or when converting abrasive materials such as thermal papers, thermal transfer stocks, or certain films. The cutting edge of standard dies gradually wears down and becomes rounded, which requires increased cutting pressure or slower line speeds. Eventually, dies must be re-sharpened or replaced, impacting productivity and increasing costs.

Laser-Hardened Dies

Laser-hardened dies employ focused laser energy to selectively harden the cutting edge, achieving hardness levels of 65-68 HRC, and up to 80 HRC for specialized chrome-coated versions. The laser hardening process creates a shallow, hardened zone at the cutting-edge tip while retaining normal hardness in the rest of the die for flexibility. This selective hardening significantly extends die life, sometimes by two or three times compared to conventional dies, reducing tooling costs per thousand labels produced. The harder edge stays sharper longer, ensuring consistent cutting quality and less frequent die changes or press adjustments. The hardened surface also reduces friction and adhesive buildup, preserving cutting quality and cleanliness. For converting abrasive thermal materials, laser-hardened dies may be the only practical option for achieving satisfactory production runs without constant maintenance.

Economically, laser-hardened dies are favored for high-volume applications. Although their initial cost may be significantly higher, their extended life and reduced downtime offer a compelling return on investment when producing millions of labels. Standard dies remain a better choice for short runs or frequently changing designs, given their lower upfront cost.

Alternative Die Cutting Technologies

While rotary die cutting is the mainstay of label production, alternative technologies are increasingly important for specialized applications and are gaining market share.

Semi-Rotary Die Cutting

Semi-rotary die cutting blends elements of flatbed and rotary systems. The web advances intermittently, while the die rotates. This hybrid mechanism enables fast changeovers and digital registration, making it ideal for digital-flexo hybrid presses where variable data printing is combined with die cutting. Although slower than full rotary systems, semi-rotary die cutting offers flexibility valuable for short runs and custom labels.

Laser Cutting: The Future of Label Die Cutting?

Laser cutting technology has advanced greatly, now serving as a viable alternative to conventional die cutting for many uses. It utilizes a focused laser beam to cut or perforate materials through controlled ablation and vaporization.

CO₂ Lasers

CO₂ lasers, operating at a 10.6-micron wavelength, are most used for labels, effectively cutting organic materials like paper, PET films, and polypropylene. Fiber lasers, working in the near-infrared spectrum, are gaining popularity for metallized materials and multi-layer constructions.

Laser cutting provides several advantages. Without the need for physical dies, setup times are reduced dramatically, and new patterns can be loaded within seconds. This makes laser cutting ideal for very short runs or custom labels where die costs would otherwise be prohibitive. Digital files allow for rapid design, iterations and customization, supporting personalized packaging and limited-edition products. Laser cutting delivers exceptional precision, enabling features as small as 0.1 mm and positional accuracy measured in microns. Complex shapes, small text, micro perforations, and other demanding features can be executed digitally with consistent quality.

However, laser cutting has limitations that prevent it from taking over high-volume label production. Speed is the primary constraint; even the fastest laser cutters lag behind rotary die cutting in throughput. Complex shapes further slow the process, making laser cutting less attractive for intricate designs despite its precision. Material compatibility also poses challenges. Some materials may release toxic fumes or reflect laser energy, making them difficult to cut. The heat-affected zone around laser cuts can cause discoloration or melting, impacting aesthetics or peel characteristics.

Operating costs for laser systems include high electrical consumption, regular replacement of laser components, and advanced exhaust systems to manage fumes and vaporized material. These costs must be considered when comparing economics to conventional die cutting. Despite these challenges, laser cutting is well-suited for security labels, pharmaceutical serialization, prototyping, and ultra-short runs. Hybrid systems that combine digital printing and laser cutting are expanding options for brand owners seeking customization.

Plotter-Type Die Cutting: Speed and Capabilities

Digital plotter cutting systems use a computer-controlled knife or blade, guided by digital patterns. The cutting head moves along X and Y axes, with blade depth controlling penetration, enabling kiss cutting, through cutting, or creasing. Modern plotter systems can achieve speeds up to 60-80 meters per minute for simple shapes, though complex cutting paths reduce throughput. Their advantage lies in flexibility—job changeovers require only loading a new digital file rather than changing physical tooling.

Plotter systems excel in prototyping and short-run production. Design firms and brand owners can quickly produce physical label samples from digital artwork, accelerating product development. Custom labels in small quantities are economical without traditional die setup costs. Registration capabilities have advanced through camera-based systems that read registration marks, automatically compensating for printing variations and keeping cuts aligned. Some systems can even adjust for material distortion or skew, ensuring precise cutting.

Plotter cutting is compatible with many materials, though extremely stretchy materials may deform rather than cut cleanly, and abrasive materials can accelerate blade wear, requiring frequent replacement and increasing costs. Plotter systems are economically superior for runs below 5,000-10,000 labels, where die costs are the largest expense. As volume rises, slower speeds and higher per-unit costs make rotary die cutting more practical. The crossover point depends on label complexity, material, and die life expectations.

Hybrid workflows that combine digital printing and plotter cutting are enabling new business models, such as print-on-demand label services with no minimum orders or tooling charges. Variable data capabilities allow each label to be unique, supporting serialization, personalization, and limited-edition launches.

 

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

Die Cutting in PSA Labels: From Stan Avery's Innovation to Modern Laser Technology-Part 2

Die Life and Maintenance

Die life depends on multiple factors including the substrate being cut, production volume, cutting conditions, and maintenance practices. According to industry experience, solid rotary dies should be re-sharpened approximately every 12 million revolutions to maintain optimal performance. For production lines running at high speeds, this maintenance cycle ensures consistent cut quality and prevents degradation that could affect label quality. Proper die storage is critical to longevity. Flexible dies should be stored flat or suspended in original packaging, hanging files, or specialized storage bags to avoid bends, in a controlled environment, protected from moisture, chemicals, and physical damage after cleaning them thoroughly with a solvent, removing all adhesive/paint, and treating both sides with anti-corrosive oil. Individual dies should be separated by protective sheets to prevent edge-to-edge contact that could chip cutting blades. Silicone release paper or polyethylene foam works well for separation.

Temperature management also affects die performance. Before official start-up, dies should be preheated, and when in use, kept warm to maintain consistent cutting characteristics. Tests have proven that this approach not only guarantees die-cutting quality but also extends the service life of solid rotary dies significantly.

Training operators in proper handling techniques prevents costly damage and ensures tooling investment delivers its full value. Periodic inspection during storage catches problems before they affect production. Dies should be visually examined for corrosion, damage, or coating degradation. Any tooling showing deterioration should be refurbished or retired before it causes quality issues.

The Relationship Between Die Specifications and Magnetic Cylinder Dimensions

The marriage between flexible dies and magnetic cylinders requires precise dimensional relationships. The most critical measurement is the repeat size—the circumference of the magnetic cylinder dictates the maximum repeat length possible for the label design. This circumference must match the label repeat plus any necessary gap for registration marks, matrix removal, or other processing requirements.

The gap, also known as undercut, of the magnetic cylinder is another critical specification. Industry standards exist, but some applications require custom gap dimensions to optimize cutting performance for specific materials or label constructions.

Die height is carefully calculated based on the equation: Die Height = Gap + Liner Caliper + Clearance. The clearance, or drop, is the distance between the tip of the cutting blade and the anvil cylinder. For kiss cutting (cutting through face material and adhesive but not the liner), the clearance is negative, meaning the cutting blade extends beyond the die bearer to penetrate into the material. For through cutting (metal-to-metal), the clearance is zero or slightly positive.

The three most important die parameters are cutting angle, die height, and clearance. For flexible dies, cutting angles normally vary between 50° to 75°, with the exact angle determined by the face material properties, adhesive type, and liner characteristics. The height of the cutting line is measured from inside the pocket to the tip of the cutting edge and normally varies between 0.38mm to 0.80mm for flexible dies.

 Label Stock Nuances and Die Cutting Considerations

Understanding label stock construction is fundamental to successful die cutting. A pressure-sensitive label consists of three main components: the face material (top layer), the adhesive layer, and the release liner (backing). Each component influences die-cutting parameters and performance.

Face Material Variations

Face materials range from papers (glassine, semi-gloss, thermal, thermal transfer) to films (PP, PE, PET, PVC), each with distinct cutting characteristics. Paper facestocks are generally easier to kiss cut but are sensitive to humidity, which can cause material swell and affect cutting precision. Film materials like polyester and polypropylene are dimensionally stable and produce clean edges but may require solid rotary dies for maximum longevity in high-volume applications.

Highly elastic films like polyethylene tend to stretch and deform under the cutting blade rather than fracturing cleanly. This can result in "stringy" edges or incomplete cuts, requiring sharper dies with more acute cutting angles or modified cutting speeds to allow the material time to fracture rather than stretch.

Vinyl, both calendared and cast varieties, requires balanced pressure to achieve crisp edges and must be monitored for shrinkage in post-cure applications. Specialty materials like Tyvek, foils, and metallized films present unique challenges due to their abrasive or elastic properties, often requiring laser-hardened or chrome-coated dies for acceptable run lengths.

Adhesive Considerations

The adhesive layer significantly impacts die cutting. Permanent adhesives, removable adhesives, high-tack adhesives, and specialty formulations (acrylic-based, rubber-based, water-based emulsions or hotmelt adhesives) all behave differently under the cutting blade. Aggressive adhesives can build up on cutting edges, requiring more frequent die cleaning and potentially necessitating non-stick coated dies.

Temperature affects adhesive flow characteristics. Increased temperature from high-speed converting can cause adhesive to become more fluid, leading to potential bleed onto the cutting blade or even causing labels to stick together in the matrix. Conversely, some adhesives become stiffer at lower temperatures, requiring different cutting parameters. This temperature sensitivity necessitates careful process control and sometimes cooling systems inline with die cutting stations.

Adhesive thickness and rheology affect both cutting precision and die cleanliness. Thick adhesive layers require greater cutting depth (more negative clearance), increasing the risk of die-strike on thin liners. Adhesives with high flow characteristics can squeeze out from under the die during cutting, depositing on the cutting blade and reducing sharpness over time. This necessitates either frequent die cleaning or the use of non-stick coated dies.

Liner Specifications

The release liner is perhaps the most critical component for successful kiss cutting. Liners are typically made from either paper-based materials (glassine, kraft, super-calendered kraft) or film materials (PET, PP), each coated with a silicone release layer. The thickness or caliper of the liner directly determines the die height specification and the clearance needed to achieve proper kiss cutting.

Thin film liners, particularly PET liners below 23 microns, are extremely challenging to kiss cut without damage. They require magnetic and anvil cylinders with run-out accuracy of 0.0001 inches (3 microns) or better to avoid die-strike—cutting through the silicone layer and damaging the liner. Glassine liners, while thicker and more forgiving, are compressible and can vary in thickness across the web, requiring careful die-setting to maintain consistent kiss cutting.

The compressibility of liners under cutting pressure is an often-overlooked factor. The release liner will compress from the force applied by the cutting tool, with the amount of compression depending on liner thickness and material properties. This compression must be factored into die height calculations to ensure that when under cutting pressure, the blade penetrates to the proper depth without damaging the silicone coating.

Liner caliper variation across a roll can wreak havoc on kiss cutting consistency. Even variations of 5-10 microns in liner thickness can cause some areas to cut perfectly while others either fail to separate from the liner or suffer die-strike damage. This is particularly problematic with paper-based liners, which can vary in thickness more than film liners. Some label material suppliers provide liner caliper tolerances, but converters often must verify this through their own quality control processes.

Release coating characteristics impact how cleanly the face material separates after die cutting. A well-formulated silicone release coating allows labels to peel smoothly without adhesive transfer to the liner. However, extremely high release (very easy peel) can cause labels to lift spontaneously during matrix stripping or rewinding if cutting depth is too shallow. Conversely, tight release coatings may require deeper penetration to ensure complete separation, increasing die-strike risk.

 Half-Cutting Labels: The Critical Parameters

Half-cutting, more commonly known as kiss cutting in the industry, is the most demanding die-cutting application. The objective is to cut completely through the face material and adhesive layer while stopping precisely at the silicone coating of the release liner without damaging it. This requires extraordinary precision and careful parameter control.

Parameters Governing Kiss Cutting Success

Blade geometry is the foundation of successful kiss cutting. The cutting angle must be optimized for the specific face material—papers typically use angles between 60° to 75°, while stretchy films may require more acute angles of 50° to 52°. The sharpness of the cutting edge is equally critical; a dull blade will tear rather than cut, potentially pulling the face material or creating rough edges that affect label appearance and peel characteristics.

Die height and clearance as mentioned earlier in this article must be calculated with precision. For kiss cutting, the die height equation becomes: Die Height = Gap + Liner Caliper + Cutting Depth (negative clearance). The cutting depth, typically ranging from 0.05mm to 0.15mm depending on adhesive thickness, must penetrate through the adhesive layer to the liner surface but not into the silicone coating. This narrow tolerance window demands dies manufactured to tight specifications and properly maintained anvil cylinders.

Web tension dramatically affects kiss cutting quality. Insufficient tension allows the web to flutter or shift during cutting, causing misregistration and inconsistent cut depth. Excessive tension can stretch elastic materials like films, causing them to snap back after cutting and create dimensional inaccuracy. The optimal tension varies by material but must be consistent across the web width and maintained throughout the production run.

Anvil cylinder condition is crucial yet often neglected. The anvil provides the backing surface against which the die cuts. Anvils must be precision-ground with run-out tolerances matching or exceeding the magnetic cylinder—typically 3 microns or better for thin liner applications. Surface hardness must be sufficient to support clean cutting without deflection, yet hardness that's too high accelerates die wear. Many operations use stepped anvils with different body diameters to accommodate various liner thicknesses without changing dies.

Temperature management affects both the die and the material being cut. Heat generated from high-speed cutting can alter die dimensions through thermal expansion, change adhesive flow characteristics, and affect material dimensional stability. Some converters cool the web before die-cutting or use temperature-controlled magnetic cylinders to maintain stable cutting conditions.

The Bursting Versus Cutting Distinction

For automatically applied labels destined for high-speed labeling equipment, the cutting blade should burst the face stock and adhesive without penetrating through the silicone coating on the liner. This bursting process creates a clean separation while maintaining liner integrity for smooth feeding through applicators. However, die life can be shorter because the die may stop cutting effectively after minimal wear due to the precision required.

The bursting process becomes difficult when cutting very elastic synthetic face stocks or when cutting to soft, thick liners. These materials compress and stretch rather than burst cleanly, requiring specialized die geometries and potentially laser-hardened cutting edges to maintain performance.

For hand-applied labels, the blade should burst through the face stock, adhesive, and slightly penetrate the liner. This creates a slight score in the liner that helps users find the label edge for peeling but doesn't compromise liner strength. The die supplier must be informed of the application method, as the cutting depth and blade geometry differ significantly between these two approaches.

Multi-layer constructions add complexity to die cutting. Laminates, overcoats, metallized layers, and other constructions present the cutting blade with different materials having different mechanical properties stacked vertically. Each layer may require different cutting forces or speeds, and the interfaces between layers can cause delamination or separation defects if cutting parameters aren't optimized.

Through Cutting: Metal-to-Metal Applications

While kiss cutting dominates pressure-sensitive label production, through cutting—also called metal-to-metal or steel-to-steel cutting—serves important functions in label converting. Through cutting means the die blade cuts completely through all layers of material, including the liner, separating individual labels or shapes entirely.

Through cutting is essential for producing individual cut labels, sheeted labels, unsupported labels or converting labels into specific formats for specialized applications. In this application, the clearance is zero or slightly positive, meaning the cutting blade may actually contact the anvil cylinder. This steel-to-steel contact generates significant wear on both the die and anvil, requiring hardened tooling and careful pressure control.

The anvil cylinder for through cutting applications must be extremely hard, often made from tool steel that's been hardened to HRC 60 or higher. Despite this hardness, the repeated impact of the die blade will eventually create grooves or wear patterns that must be periodically ground out to restore the smooth surface needed for clean cutting.

Through cutting generates considerably more waste than kiss cutting, as the entire liner becomes scrap rather than being reused as a backing. This economic consideration means through cutting is typically reserved for applications where it's functionally necessary rather than being a standard production method.

 

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

 

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

 

UK Gupta, a farmer’s son, becoming largest Hologram producer in world!

Late Umendra Kumar Gupta

The late Umendra Kumar Gupta (hereinafter referred to as UKG), a veteran in the anticounterfeiting industry, founder and former President of the Authentication Solution Providers Association (ASPA) and CMD of Holostik India, was born in 1954 into a family of freedom fighters and farmers from Dhampur in the Bijnor district of Uttar Pradesh. His father, a farmer who emphasized ethics and hard work, taught his children to live honestly, respect family values, and support one another. UKG's parents established a foundation based on resilience and moral courage, which continues to influence their descendants. Coming from a close-knit bonded family of four brothers and two sisters, UKG after finishing his schooling at Dhampur pursued BBA and MBA from Banaras Hindu University. All brothers ventured into diverse businesses.

UKG, a man with entrepreneurial spirit, did not wait for the ‘right time’, he believed in creating opportunities rather than waiting for them. The urge to build something of his own was evident from the very beginning. Right after completing his education, he chose to start his own venture instead of taking up a job. In the mid-1960s, polyethylene entered India, and its plastic products gained popularity. UKG founded his first venture in 1978 to produce polyethylene bags that had become fancy at that time. He later pursued various projects including Sulfur crushing, water tanks under the POLYWELL brand, and warehousing through his company United Warehousing. His group of companies then were known as Ukay Group. The pivotal moment was in 1991 when he established Holostik India, one of the earliest hologram manufacturing companies in India, renaming his group of companies as Holostik Group in 2008, marking the beginning of his legacy. Holostik under UKG’s leadership, quickly grew to become the largest producer of holograms in the world. As the market evolved, they expanded to become a comprehensive anti-counterfeiting solutions provider. A remarkably self-driven individual, UKG believed in learning from every experience and from every person he met. Life itself was his biggest teacher.

Expanding product range

UKG was an ambitious hardworking entrepreneur and indulged in products ahead of time. He continued to expand into new industries with passion and foresight. In 2008, he launched United Multichem, a venture into aroma chemicals and essential oils. In 2015, extending his global outreach for holographic products, Holoprint was established in Dubai getting a foothold in the Middle East and gradually expanding globally. In 2020, Holostik group invested in sustainability by launching NaturTrust—a brand focused on biodegradable products. Around the same time, CAMVEDA was launched to produce pure Camphor products under United Multichem. In 2005, Holostik began diversifying into holographic packaging foils and pouches, this marked their entry into secure packaging. They also introduced shrink sleeves, security labels in 2015 and mono-cartons in 2018  as a part of packaging. This evolution was a natural extension of their core mission to protect brands, ensure product authenticity, and offer end-to-end solutions that combine innovation, trust, and performance.

Though UKG’s first customer was Kores India Ltd., yet the turning point came in 1995 when T. N. Seshan, the then Chief Election Commissioner of India, approved use of holograms on Election ID cards. That endorsement not only validated the technology but also opened the doors for widespread adoption across government and private sector, initiating Holostik’s journey in secure packaging and authentication. Another milestone came in 1999, they convinced the excise department to implement holographic labels on liquor bottles as a measure to prevent counterfeiting and revenue leakage. With a strong holography background, entering the label business was new for Holostik. Security labels weren’t just another product added in their range, these provide anti-counterfeiting measures and authenticity while regular product labels are meant for aesthetics or branding. Shifting focuses on continuous innovation and extending security features to product labels, they also became a part of their offerings.

All businesses in their path from inception to growth come across hardships and difficult times, The fittest take them in their stride and move on. UKG too faced many hardships and one of the toughest ones was during his water tank business, his entire factory was engulfed in a massive fire. It was something he built from scratch, and he was in extreme emotional distress. A determined and resilient UKG built it all back as Holostik, single handedly and moved ahead in life to grow his business. None of his siblings were involved in the same business. Each of them chose different paths and built careers in diverse sectors. He respected and encouraged that individuality. Holostik was his own vision, nurtured independently, he worked hard and kept taking it higher with innovation and creativity.

UKG, Vandana Gupta and sons

UKG married, Vandana Gupta, in 1980, she is a well-educated person having completed her B.Sc., M.Sc., and B.Ed. . UKG and Vandana have two sons Ankit and Shobhit. She remains a pillar of strength for her family. Vandana chose to be a home maker, but her influence on the upbringing of her sons has been immense. While she was taking care of the household, her husband was scaling up his business setting new benchmarks. In 2010, Holostik was recognized among the top 500 fastest-growing Indian companies by Inc. magazine, and in 2013, they were named amongst the 'Most Innovative 100 Companies' by the same publication. In 2017 they were recognised as a leading SME in IT and IT-enabled services company. In 2019 their R&D labs were accredited by DSIR, receiving the prestigious CII Industrial Innovation Award. He was one of the founding members of Authentication Solution Providers Association (ASPA) and guided it to build brand protection ecosystem in India. He was the recipient of the coveted Economic Times Lifetime Achievement Award in 2020.

Each of these recognitions reflect UKG’s relentless pursuit of innovation and quality, a legacy that his inheritors would continue to carry forward. He was a legend in the holographic and authentication industry, sadly on the 1^st of June 2021, the legend Umendra Kumar Gupta aged 67 years, passed away!

 

The Gen-Next

Carrying forward the legacy of their illustrious father U K Gupta are his two sons Ankit and Shobhit as Joint Managing Directors. Both brothers complementing each other are jointly leading the Holostik Group, which spans across multiple business verticals including print and packaging, chemicals, and real estate—with operations both in India and the Middle East. Shobhit specifically heads the chemical division, oversees their Dubai operations besides managing key segments of the packaging business. Their father was the guiding force behind Holostik. His presence commanded immense respect, both within the organization and across the industry. For both, stepping into their father’s shoes honoring his legacy, upholding the values he built the company on, and carrying forward the trust he had earned over decades was not an easy task. That transition eventually came to the duo with a lot of emotional responsibility with renewed motivation to take Holostik to even greater heights.

1981 born Ankit Gupta did his initial schooling at Modern School, New Delhi and followed it by Computer Engineering from Bangalore. Later he took a job in the Aditya Birla Group in Mumbai, where he worked for two years gaining valuable exposure to corporate operations, exposure to different functions, the scale at which things operated. He then pursued and completed his MBA at UCLA Anderson Los Angeles USA and IIM Ahmedabad (exchange transfer program) thereby earning alumni status at both institutions. Post-MBA, in 2007, he had a consulting job offer in Boston with a $100,000 annual package but the entrepreneurial ambition prevailed, and he decided to return to India and start his maiden venture in hospitality, setting up a restaurant named 'Mocha in Delhi which he ran successfully for four years. Finding real estate an exciting business, he quit the restaurant business and began developing real estate projects in Gurgaon and later started a chemical trading business focused on flavors and fragrances, which continues within the Holostik group. In 2015, Ankit enrolled in the Owner/President Management (OPM) program at Harvard Business School. It was a transformative three-year experience spending a few months each year on the HBS campus, eventually becoming an alumnus of Harvard.

Shobhit and Ankit Gupta

At this juncture, Ankit decided to join the family business by becoming involved in Holostik's HR, Marketing & Communications departments. Meanwhile Holostik has evolved from being a prominent manufacturer of holograms and labels to a comprehensive authentication solutions provider. 

Shobhit and family

His brother Shobhit, holding an engineering degree from Delhi College of Engineering, completed his MBA from the Richard Ivey School of Business in Canada. He started his career at Evalueserve Gurgaon and later joined Holostik in 2007. Together the brothers remain united by the common goal of taking their father’s vision to new heights.

Ankit and family

In 2007 Ankit got married to Neha, an engineer with an MBA, who started her professional journey with HDFC Bank. For a brief period, she was involved in business, initially supporting the Mocha hospitality project and then in 2008 she was involved in setting up the HR department at Holostik. Over time, she explored different creative avenues, serving as the editor of a few publications, and as a director at NIMAI, a niche jewellery brand. She is now focused on raising her two children, son Vivan 14 years studying in 9th and daughter Jiya 11 years studying in 7th. Once the children are on their own, Neha may plan to return to some profession. Shobhit got married in 2010 to Mansi, and they are blessed with two children, son Aryaveer and daughter Nitara. Mansi has been a part of the sales and marketing team at Bentley Motors. She is now involved in the group’s CAMVEDA business, guiding the team on marketing initiatives. Both brothers express that the unwavering support of spouses has been instrumental in helping them focus on building and growing Holostik.

One of the Shopfloors

Talking about his mentorship, Ankit says, “My father has been my greatest mentor, his values, clarity of thought, and resilience continue to inspire me every single day. I stepped into the labels and packaging space as a second-generation entrepreneur. With a huge legacy, one inherits both the assets and responsibilities. It is not just about enjoying the perks of what the first generation built, it is about carrying that forward elevating it.” He further adds, “My most memorable success was launching the Café Mocha brand in Delhi. It was my first independent venture after returning from UCLA, it was a creative expression of what I had learned about entrepreneurship, consumer experience, and brand building. Confident after the success with Mocha, I could take on challenges when I eventually joined in leadership role in Holostik with deep understanding to scale-up the business.

Label press at Holoprint Dubai

 One of the biggest challenges for any second-generation entrepreneur is earning respect, it takes time for people to stop seeing you as just the founder’s son trusting your vision and decisions. For me, that journey of achieving credibility and proving my approach took some time. For Shobhit, the challenge was different. He took on the responsibility of starting Holoprint from scratch and building it into a specialized entity to cater to international markets. Establishing a new company under the larger umbrella of Holostik, carving out its space, and scaling it to a new level was no small feat. We’ve both faced different challenges, but what’s united us is the drive to build on our father’s legacy while creating something of our own.

Ankit was conferred on the prestigious Larry Wolfen Award for Entrepreneurial Spirit at UCLA in 2006. He has made presentations and shared technical papers at more than 20 events hosted by reputed organizations like CII, PHD Chamber, IHMA, ASPA, and several other key platforms in the printing and packaging industry, engaging with diverse audiences. In 2017, he was interviewed by Radio One as a Shark for startup investments for sharing insights on entrepreneurship and what makes a venture investable.

Holostik Corporate head office

Both Shobhit and Ankit are committed to sustainability. One of their key initiatives has been the installation of a 500 kWp solar power plant at the Greater Noida manufacturing facility, reducing carbon footprint and embracing clean energy. They have developed sustainable alternatives like paper holograms and are exploring holography on wide web paper substrates to replace polyester. The Holostik Group consists of seven diverse companies including Holostik India, United Multichem, Holoprint, NaturTrust, Utopia Digitech, CAMVEDA, ThinkNext Village, and United Services operating with a workforce of over 750. They operate from more than seven state-of-the-art manufacturing facilities spread across over 40,000 square meters. Their corporate headquarters are in Okhla, New Delhi, apart from 12 offices strategically located across the country. Holostik’s exports to more than 90 countries are a testament to their quality, innovation, and reliability.

Another shop floor

Ankit summed it up interestingly on behalf of Shobhit and himself. The brothers are united in delivering excellence to the legacy passed on to them by their father, the legend; Umendra Kumar Gupta. He says, “Success does not come overnight—it is built through consistency, perseverance, and staying true to your values. I strongly believe in the philosophy of ‘Ek aur ek gyarah’—because when people align with a shared purpose, 1 + 1 can truly become 11. Plan well, de-risk wherever you can, and most importantly—keep going, no matter what. Or as I like to say... Lage Raho Munna Bhai!"

 

(Lage Raho Munna Bhai! Is name of popular Indian film but it actually means; Keep working brother! Or in the author’s interpretation it means, “The show must go on!”)

 

Written by Harveer Sahni Chairman Weldon Celloplast Limited New Delhi May 2025