HP promotes green technology at Hemtextil

HP promotes green technology at Hemtextil
Karan Arora

At Hemtextil, HP and its channel partner, Insight Print Communications, had a joint stand displaying the HP Latex 560 printer. “The HP Latex 560 is primarily used for signage and display, but now we are exploring the home furnishing and decor segments,” said Dheeraj Sharma, regional sales manager, Insight Print Communications. With the Latex technology, customers can expand their opportunity beyond printing on vinyls and banners to films, papers, textiles, canvas, wall paper, and more.

At the exhibition, HP and Insight showcased the versatility of Latex technology through a range of flexible coated and uncoated materials, including applications such as wallpapers, canvas, printed flooring, textile and faux-leather. “Latex is a green technology. Under this portfolio, we have machines of different sizes from 5–10 feet. Predominantly, these machines are used in the branding or advertising segments but one can also use the machines to print different media for the décor market, such as the wall paper showcased in this expo. We are promoting green technology for the décor market. Most of our signage customers are now adding this extended segment to their portfolio.”

Speaking about the exhibition, Sharma said, “We are getting a good response from the visitors. After being witness to the brilliant print quality of the Latex technology, they have come to meet us at the exhibition. Many of them are print agents who collect jobs from the market and get them printed at third-party print shops; they are showing interest in setting up their own business by investing in the HP Latex 560.”

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

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