At the 11th Speciality Films & Flexible Packaging Global Business Summit 2024, A Appadurai of HP India talked about HP’s partnership with Fotedar Engineering and the company’s vision for digital packaging printing solutions in India.
During an interview with Packaging South Asia, Appadurai said HP’s collaboration with Fotedar aims to leverage its established industry relationships, enabling HP to penetrate the Indian market more effectively with its digital printing technology.
Vikram Fotedar, owner of Fotedar Engineering, has extensive experience in the flexible packaging sector, making him an ideal partner for HP. Appadurai explained that HP sees this partnership as a means to accelerate digital adoption in an industry. Despite a handful of digital installations in India, Appadurai believes the industry is on the cusp of a digital revolution, driven by growing consumer expectations and a vibrant startup ecosystem.
Driving growth in the digital packaging market
The HP-Fotedar partnership has resulted in significant growth, with the installation of HP Indigo presses at major Indian companies. “These installations demonstrate that the Indian market is ready to invest in digital technology,” Appadurai said, highlighting that HP’s Indian print volume per machine ranks among the highest worldwide. He attributed this success to the booming startup ecosystem, which relies heavily on agile and flexible packaging solutions that digital printing offers.
For startups, digital packaging is a natural choice. Appadurai explained that many emerging businesses operate on limited budgets, so digital printing’s flexibility allows them to meet their evolving packaging needs without locking in large, long-term investments. HP’s collaborations with the Coffee Board of India, Tamil Nadu Rice, and Atal Incubation Centres exemplify the company’s support for startups by providing packaging consultancy and digital printing solutions. HP is also working with the Uttar Pradesh Government’s One District One Product initiative, further supporting startups by providing locally sourced, digital packaging options tailored to smaller production runs.
The rise of premium packaging for startups
Appadurai stressed that a key trend among startups is of growing demand for premium packaging. Startups are now prioritizing high-quality, visually appealing packaging that rivals global brands. For these businesses, the perception created by quality packaging is paramount, and HP’s digital solutions provide them with the flexibility to experiment and refine product packaging as they test and develop their offerings, he said.
“Today, it’s about the experience that a customer has when opening the package,” Appadurai said. He observed that startups are increasingly willing to invest in packaging that represents their brand vision and aligns with their high-quality ingredients, especially in niche areas such as gourmet foods and luxury personal care items.
The impact on larger brands
The digital shift isn’t just benefiting startups. Established brands are also feeling the impact as smaller competitors continue to chip away at their market share. Appadurai argued that in today’s marketplace, brand loyalty is often built on the unique experiences that products offer. He pointed out that digital technology enables established brands to respond to market demands for customization, shorter runs, and tailored packaging campaigns, all of which resonate with today’s consumer preferences.
Future outlook: flexible packaging at the core
HP’s flexible packaging division is one of its fastest-growing verticals in India, experiencing what Appadurai described as “triple-digit growth.” The company currently operates six installations across India, two of which were established in the past year through the HP-Fotedar partnership. Appadurai believes that India’s potential for digital packaging is immense, driven largely by the needs of startups seeking high-quality, on-demand packaging solutions.
