At the Packvision Expo in Pune, HP Indigo highlighted the impact of proper and attractive packaging on customers and how to date, HP Indigo has helped many established brands and startups to establish their place in the market through its digital printing solutions. HP’s digital push comes at a time when new brands, MSMEs, and startups are looking for new alternatives to market their products in a better way.
Photo- PSA
Ashish Vasudeva, manager of brands innovation and business development, HP Industrial Print, said, “All MSMEs and startups have their pain point in terms of packaging. Through digital printing with HP Indigo presses, we have tailor-made customizable packaging solutions to solve their problems.” Terming it as a great tool, the HP Indigo team has partnered with brands and start-ups as their knowledge partner to spread awareness about digital printing.
“HP is making a lot of effort by partnering with major startup incubators across India to spread awareness about the importance of packaging for any brand, which is as important as the product.”
According to him, 70% of new customers create their perception of a brand or product by looking at the packaging. Startups being short on capital at times do not invest properly in packaging design and graphics.
“Minimum order quantity, high-value capital into cylinders and plate making, and turnaround time are major roadblocks when they approach any conventional analog packaging convertors, who don’t have them in their priority list. It leads them to rely on the same graphics and design for multiple SKUs, which leads to poor product perception.”
He expressed concern about poor product perception, which leads to poor product penetration and finally to poor sales.
Awareness of digital printing
Photo- PSA
An informative interaction session was organized at the HP stall, where the company officials spread awareness about digital printing through HP Indigo presses. The session had startups and smaller brands trying to find a solution for their issues. “We connected startups and brands with our team of packaging converters in the exhibition itself,” Vasudeva said.
According to him, although digital printing has been in the market for a long time, awareness is still not present in the market, which the HP Indigo team trying to build. “We were at the exhibition to spread awareness in India’s tier 2 and tier 3 cities. We want the idea of digital printing in packaging to penetrate to the grassroots levels,” Vasudeva said.
