HP India displays printers from its Latex portfolio

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.

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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– Naresh Khanna

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