HP India displays printers from its Latex portfolio

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HP Inc at Media Expo 2018
HP Inc at Media Expo 2018

At Media Expo 2018, HP India showcased its indoor and outdoor signage printing capabilities on its Latex printer portfolio. “I believe this is the most prominent stop when it comes to sign and display segment. It helps us display our printing capabilities to customers and educate them about the solutions we offer. The atmosphere at the event was filled with the buzz. A lot of enthusiastic visitors stopped by to learn more about our machines and that is the most we could have expected from an event,” said Vitesh K Sharma, country manager – Large Format Printing, HP India.

“We displayed a lot of applications beyond the core signage industry. There were wallpapers, textile articles and cushion covers, etc., and that shows the printing capabilities of our machines. We focused primarily on the home décor segment this time just to showcase the versatility of our Latex product portfolio,” Sharma added. HP’s portfolio of Latex printers offer a range of applications that can be used for outdoor and event banners, vehicle graphics, backlit, and textiles along with labels and stickers. “I just want to add that we are celebrating 10 years of the Latex portfolio in the market. The Latex portfolio has received healthy response right from the launch but the response we’ve been receiving from the past 3 to 4 years is phenomenal,” he said.

Vitesh Sharma, head of Sign and Graphics, HP Inc.
Vitesh Sharma, head of Sign and Graphics, HP Inc.

The trend in the market is more towards indoor signage. The real race now lies inside the print shop with the kind of products that are put on display. The most important aspect of indoor signage is the quality of print. There are various other factors that need to be kept in mind such as environment friendliness and ink odor. “All the factors that you can think of as a technology that is better suited for indoor graphics is available with us,” shared Sharma, adding, “When it comes to this industry, the most important aspect in the customers’ mind these days is the environment friendliness of the printed products. That is where we feel that we’re strongly positioned to provide better solutions whether it is water-based inks or odorless property of the inks in the indoor environment. Our products are Green Guard certified, which makes them extremely safe for the environment.”

Apart from this, HP India will be coming up with a hybrid device on its Latex platform in November.

2023 promises an interesting ride for print in India

Indian Printer and Publisher founded in 1979 is the oldest B2B trade publication in the multi-platform and multi-channel IPPGroup. While the print and packaging industries have been resilient in the past 33 months since the pandemic lockdown of 25 March 2020, the commercial printing and newspaper industries have yet to recover their pre-Covid trajectory.

The fragmented commercial printing industry faces substantial challenges as does the newspaper industry. While digital short-run printing and the signage industry seem to be recovering a bit faster, ultimately their growth will also be moderated by the progress of the overall economy. On the other hand book printing exports are doing well but they too face several supply-chain and logistics challenges.

The price of publication papers including newsprint has been high in the past year while availability is diminished by several mills shutting down their publication paper and newsprint machines in the past four years. Indian paper mills are also exporting many types of paper and have raised prices for Indian printers. To some extent, this has helped in the recovery of the digital printing industry with its on-demand short-run and low-wastage paradigm.

Ultimately digital print and other digital channels 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. For instance, there is no alternative to a rise in textbook consumption but this segment will only reach normality in the next financial year beginning on 1 April 2023.

Thus while the new normal is a moving target and many commercial printers look to diversification, we believe that our target audiences may shift and change. Like them, we will also have to adapt with agility to keep up with their business and technical information needs.

Our 2023 media kit is ready, and it is the right time to take stock and reconnect with your potential markets and customers. Print is the glue for the growth of liberal education, new industry, and an emerging economy. We seek your participation in what promises to be an interesting ride.

– Naresh Khanna

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