“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, through digital printing and through 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, worldwide business development manager – Graphics Solution Business, 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 – Graphic 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.”
