There will always be ‘unprecedented demand’ for digital label and package printing in India, according to A Appadurai, India country manager for HP’s Indigo and inkjet business.

Responding to questions from Digital Labels & Packaging regarding the market in India, and its reaction to and recovery from the Covid-19 situation, Appadurai noted, ‘The Indian economy has shown strong resilience and continues to show indications of a strong comeback. We have seen companies across sectors announcing capex plans and demand for many products has remained optimistic in the last few quarters.

‘From a packaging industry standpoint, we are noticing a strong uptick in the demand, and we remain very optimistic about the growth prospects for the near future.’

On how this is influencing demand for digital printing, he said, ‘The digital printing industry has undergone a paradigm shift in the last two years as Covid has created an abrupt fluctuation in demand for labels and packaging. Consumer behaviour has changed dramatically, indicating a growing preference for e-commerce, especially to limit any physical contact. Considering the variety of options available to the customers, it is eminent for businesses to opt for quality packaging to break through the clutter.

‘This transformation coupled with the emergence of new market trends has laid out a path of opportunities for HP in the digital printing industry. Digital printing is enabling converters to streamline production by keeping traditional machinery dedicated to the very long runs and diverting more production.’

He reiterated, ‘There will always be an unprecedented demand for digital label and package printing in India. A high-quality printed package increases the brand value and gains the trust of the consumers. Brands are continuously exploring avenues to connect with their audiences. Digital presses have changed the economic model for printing across a wide variety of market segments. Digital transformation is no more just about technology, it’s about reimagining a company.

In 2022, converters will see the Indigo volume of their business growing four times faster than their conventional side. On average, a label converter will print 15-20% of its volume using its Indigo, which will account for 35-40% of operating profit.’

This will be facilitated by a combination of technologies and applications, such as a narrow web digital press like the HP Indigo 6K, a high productivity press akin to the HP Indigo V12 running at 120m/min, and a press such as the HP Indigo 25K for flexible packaging, shrink sleeves and larger labels.

As previously reported in Digital Label & Packaging, his company is actively pushing not just a digital-first mindset but specifically an Indigo-first mindset. ‘This means that an incoming job will be printed digitally unless it is very long, or otherwise having characteristics that make it more appropriate for conventional tools. This is the opposite of today’s analogue-first mindset in which most of the volume is printed using conventional tools. In a world where hiring, training, and retaining employees is becoming a major challenge, digital equipment will become more attractive to the younger workforce as it is easier to operate.’

Also in 2022, Appadurai sees sustainability, automation, labour retention and e-commerce as a megatrends to watch. ‘Sustainability is core to HP Indigo’s values and all our presses are designed to fit into the circular economy and reduce waste, ensuring low environmental impact printing with maximum productivity. The cumulative force of these trends will bring exciting new opportunities for businesses that are embracing Indigo solutions alongside traditional printing methods.’

This new story forms part of Digital Labels & Packaging’s coverage of the BRICS nations, as published in the March 2022 issue, which you can read online here. Register here to receive the magazine directly