HP showcases digital printing possibilities for brand owners

India is a high growth and promising economy – François Martin

François Martin, global marketing director – Graphics Solution Business, HP

“Brands need to work harder to have a personal relationship with the consumer. That is a big challenge. HP digital printing helps brands develop a personal relationship with the consumers. Global companies have to treat their customers in a very local way. But, how does one do that? The answer is: through technology, digital printing and packaging. The rise of customization is starting to catch on. Both brands and retailers have ample opportunities to treat us in a unique way. That is an opportunity for brands if they choose to use it,” said Nancy Janes, global graphics business development director, HP, at an event in Delhi that witnessed participation from over 100 brand professionals.

Organized by HP, the event focused on brand owners, marketers, digital printers, commercial printers, packaging converters as well as digital signage solutions providers to showcase the emerging trends and different possibilities with digital printing. HP showcased its vast portfolio of industry leading digital printing innovations and highlighted the potential for brand owners and marketers across various verticals including FMCG, pharma, retail, food and beverage, health and beauty. The speakers at the event shared their experience as well as highly successful solutions from segments such as general commercial printing, design, signages and displays, labels, packaging, and publishing amongst others.

Janes said, “As brands today talk about engaging, immersive and delightful customer experience, HP is uniquely positioned to fulfil this need with our rich digital printing portfolio. We believe in limitless possibilities with digital printing and are happy to notice some of the very interesting projects and implementations by our Indian customers. We also reiterate our commitment towards the partner community, who are at the core of our go to market strategy. All our innovations and partner initiatives are designed towards helping them remain profitable and explore fresh revenue streams.”

“India is a high growth and promising economy, and we are witnessing that the future of commercial printing is driven by digital printing. Digital printing has evolved by leaps and bounds in India and one key trend driving this shift has been the evolution of HP’s graphics solutions offerings from devices to effective marketing solutions for brand owners. We are thrilled to see increased traction with Indian brands from various verticals, as they embrace the power of digital printing to reach their end customers innovatively. HP is committed to keep reinventing technology to help our customers and partners thrive,” said François Martin, global marketing director – Graphics Solution Business, HP.

“If you look at western Europe, flexible packaging is now accelerating. Of course these countries are not very big and have very small population compared to India. Clearly the trend is on for flexible packaging. Folding carton will follow the same trend. The trend of printing directly on corrugated boxes is also accelerating, since brands are eager to use this technology as it guarantees flexibility in terms of versioning, local languages, and even security. All the security capabilities will be embedded with digital technology. The corrugated market is emerging in a big way. Decoration is also a growing market—decorating with wallpapers. Wallpaper is a big trend in the decoration market. Point of sale and point of display in shopping market is a big trend these days,” said Martin.

He further added, “The label industry turned digital very quickly. Today, for wine 90% of labels for bottles are printed digitally. You can’t see it, because you can’t see anything different, but this is the way it is done. HP has been very successful in this market, driving the adoption.”

Packaging South Asia — resilient, growing and impactful — daily, monthly — always responsive

The multi-channel B2B in print and digital 17-year-old platform matches the industry’s growth trajectory. The Indian, South Asian, Southeast Asian, and Middle East packaging industries are looking beyond the resilience of the past three years. They are resuming capacity expansion and diversification, with high technology and automation in new plants and projects.

As we present our 2024 publishing plan, India’s real GDP growth for the financial year ending 31 March 2024 will exceed 6%. The packaging industry growth will match the GDP growth in volume terms and surpass it by at least 3% in terms of nominal growth allowing for price inflation in energy, raw materials, consumables, and capital equipment.

The capacity for flexible film manufacturing in India increased by 45% over the past four years. With orders in place, we expect another 20% capacity addition in 2024 and 2025. Capacities in monocartons, corrugation, aseptic liquid packaging, and labels are grown similarly. As the consumption story returns over the next six months, we expect demand to return and exceed the growth trajectory of previous years. The numbers are positive for most of the economies in the region – and as shown by our analytics, our platform increasingly reaches and influences these.

For responsible and sustainable packaging, with its attendant regulations and compliances, there is significant headroom to grow in India and the region. Our coverage includes the entire packaging supply chain – from concept to shelf and to waste collection, sorting, and recycling.

We target brand owners, product managers, raw material suppliers, packaging designers and converters, and recyclers. This is a large and complex canvas – the only thing that can work is your agile thinking and innovation together with our continuous learning and persistence.

The coming year looks to be an up year in this region, and this is the right time to plan your participation and marketing communication – in our rich and highly targeted business platform with human resources on the ground. Share your thoughts and plans to inspire and mobilize our editorial and advertising teams!

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– Naresh Khanna (25 October 2023)

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