​Print & Beyond: Find market solutions to prosper in these tough times

The panel opened with Khurana highlighting the post-pandemic recovery of the print industry, noting that while commercial print has shifted towards tier-two and tier-three cities, packaging remains the fastest-growing segment.

"India’s print industry, valued at around Rs 1,20,000-crore, is stable and growing. The packaging sector, particularly flexible packaging, is expanding at a rate of 12-15% annually, while mono cartons are growing at 8-12%. Digital and conventional publication printing continues to see steady growth, contributing to the sector's resilience," said Khurana. “The key for businesses is to remain agile and adapt to these shifts," he noted.

Narayan began by saying that the evolving consumer landscape and the impact of post-pandemic shifts are accelerating trends in convenience-driven packaging and eCommerce. "The pandemic fundamentally altered how consumers engage with products, increasing the demand for quick-turnaround solutions and automated processes. The print and packaging industry has had to adapt rapidly, with investment in automation and digital workflows becoming essential," he said.

Khurana also emphasised how growth patterns have shifted away from metropolitan centres to regional markets. "There has been a notable decentralisation in demand, with increased print and packaging requirements emerging from tier-two and tier-three cities. Regional brands are expanding, and localised production is driving investments in these markets," he added.

Krishnan highlighted that consumer expectations are evolving with the rise of digital shopping experiences. "ECommerce has changed how brands approach packaging. The need for sustainable, lightweight, and protective packaging has increased as direct-to-consumer (DTC) models gain traction. Converters must innovate to meet these evolving requirements," he said.

Narayan pointed out that the shift in consumer behaviour is also influencing packaging aesthetics and functionality. "There is a demand for interactive packaging, where QR codes, augmented reality (AR), and personalisation features play a role in engaging consumers. Smart packaging solutions are expected to become a differentiator for brands looking to create deeper connections with their customers," he explained.

Khurana noted that pricing pressures and inflation are also affecting market dynamics. "Rising raw material costs and supply chain disruptions have forced businesses to reassess pricing strategies. Companies that can balance cost efficiency with quality and innovation will be best positioned for long-term success in this changing market landscape," he stated.

Growth areas and global markets
Khurana pointed to the decentralisation of demand as a shift in the industry. "There has been a notable movement away from metropolitan centres, with tier-two and tier-three cities now driving the bulk of growth. Regional brands are expanding, and localised
production is increasing investments in these markets," he said.

Global markets also play a crucial role in growth strategies. "Indian manufacturers are gaining traction in export markets, particularly in short-run packaging and customised solutions. Companies that integrate digitalisation and automation into their operations are better positioned to compete internationally," Khurana added.

Narayan also shed light on the adhesive industry’s role in packaging transformation. "Mono cartons are directly linked to the FMCG sector, which accounts for nearly 67% of demand. With flexible packaging growing at a faster pace, automation is becoming critical for converters," he stated.

He explained that the rise in demand for flexible packaging is being driven by changing consumer preferences, particularly in urban markets where convenience and sustainability are key considerations. "Flexible packaging is experiencing rapid growth as it offers lightweight, cost-effective, and high-barrier solutions for various industries, including food, pharmaceuticals, and personal care," Narayan added.

Automation - a significant trend
The role of automation in shaping the industry was a central theme of the discussion. Narayan emphasised that automation is now a necessity for converters. "The ability to streamline production, reduce waste, and improve efficiency is making automation an indispensable investment. In particular, super boxes are gaining traction as brands seek more durable and functional packaging solutions," he said.

Krishnan pointed out that RFID and digital tracking technologies are becoming integral to automation efforts. "RFID is expanding beyond retail and into logistics and healthcare, helping businesses enhance security and improve supply chain efficiency," he explained. Avery Dennison’s iLab in Pune is focused on enabling converters to explore these new applications, offering live demonstrations and training.

Automation is also playing a significant role in the adhesive and flexible packaging sectors. Narayan explained that manufacturers are increasingly integrating automated processes to enhance precision and consistency in adhesive applications. "Investments in robotic automation, AI-driven inspection systems, and smart packaging technologies are transforming the way production lines operate," he said.

Khurana added that automation is key to meeting the evolving demands of customers. "Speed and flexibility are crucial. Automated workflows not only reduce human errors but also allow for seamless customisation and just-in-time production, which is becoming a necessity in today's dynamic market," he noted.

The panel also discussed how the industry is addressing workforce upskilling alongside automation. "With increasing adoption of automation, companies must ensure that employees are trained to work with advanced machinery and digital systems. The focus should be on building a skilled workforce capable of operating and maintaining these technologies," said Krishnan.

Digital printing and innovation centres
The panel also highlighted the growing impact of digital printing and the importance of innovation centres in industry transformation. Khurana spoke about the increasing adoption of digital print technology, particularly in short-run packaging and book printing.

 

"Digital print is being embraced for its customisation, variable data capabilities, and fast turnaround times. While it currently represents 7% of India’s print industry, we expect it to reach 10% in the near future," he said.

Krishnan added that digital printing is not only about efficiency but also about sustainability. "Digital printing eliminates the need for traditional plate-making processes, reducing material wastage and energy consumption. It allows converters to produce only what is needed, thereby minimising excess inventory and reducing carbon footprint," he said.

Innovation centres are playing a key role in accelerating digital adoption. Facilities like the HP-TechNova experience centres and Avery Dennison iLab allow brands and converters to experiment with new designs, test prototypes, and gain confidence in digital workflows before full-scale adoption. "These hubs are instrumental in shaping the next generation of print and packaging solutions," Khurana added.

Narayan emphasised that these innovation centres are crucial for bridging the gap between traditional and digital workflows. "These centres act as incubators for new print applications, giving brands an opportunity to explore personalisation, embellishments, and anti-counterfeit features using digital technology," he said.

Customer service and technology
Customer service is evolving rapidly with the integration of digital tools and AI-driven platforms. Krishnan pointed out that businesses must prioritise seamless customer interactions. "Today’s customers expect real-time tracking, AI-powered support, and automated updates on their orders. Companies that embrace these advancements will have a competitive advantage in an increasingly digital market," he noted.

Narayan highlighted that customer expectations have shifted, with brands seeking more personalised experiences. "Customer engagement is no longer just about responding to queries; it involves predictive analytics, automation, and AI-powered chatbots that can provide insights and recommendations in real-time. This has become an integral part of modern business strategies," he said.

The panel also discussed the role of CRM tools in strengthening customer relationships. Khurana noted that data-driven insights enable businesses to understand their customers better. "Using AI-powered CRM platforms allows companies to anticipate customer needs, provide tailored solutions, and ensure a proactive approach to service delivery," he explained.

Sustainability and circular economy
The final segment of the discussion focused on sustainability and the circular economy. Krishnan highlighted Avery Dennison’s wash-off label solutions, which facilitate bottle reuse in the liquor industry. "We have developed labels that dissolve in water, making bottle reuse more efficient and reducing the environmental impact," he said.

Narayan underscored the growing emphasis on sustainable materials. "Flexible packaging is evolving to meet higher sustainability standards," he explained. He further noted that brands are increasingly looking for packaging solutions that align with circular economy principles, with materials that can be repurposed or recycled at scale. "The shift towards mono-material structures is gaining traction as companies focus on reducing the complexity of packaging components, making recycling more efficient,"
Narayan added.

Khurana elaborated on the regulatory landscape surrounding sustainability, noting that international markets are imposing stricter environmental mandates. "Compliance with global sustainability norms is no longer optional. Businesses must proactively integrate sustainable practices in their production processes, ensuring lower carbon footprints and material efficiency," he said.

Krishnan pointed out that innovation in biodegradable films and compostable packaging is another area of focus. "Advancements in material science are allowing for the development of biodegradable films that break down naturally, reducing landfill waste and environmental impact. The industry must continue to invest in research and development to scale these solutions commercially," he stated.

The panel agreed that sustainability requires a collaborative effort. "No single entity can drive sustainability alone. Brands, converters, technology providers, and regulatory bodies must work together to create a packaging ecosystem that is both efficient and environmentally responsible," said Narayan.

Expansion in manufacturing footprint
Pidilite has invested Rs 70-crore in expanding its Vapi plant, reinforcing its commitment to meeting the growing demand for adhesives and specialty chemicals in the packaging sector. The expansion is part of the company’s strategy to enhance production capacity and improve supply chain efficiency.

Narayan emphasised the significance of this investment. “The adhesives segment is evolving rapidly, with increased demand from the packaging industry. Our expansion at Vapi is a step towards ensuring that we can cater to the changing needs of converters and brand owners,” he said.

Narayan highlighted that this move aligns with the broader industry trend of increasing production capacities. “Many players in the sector, including us, are scaling up operations to keep pace with the surge in demand. Automation and process efficiencies will be key drivers in this growth trajectory,” he added.

Krishnan highlighted the strategic importance of the Noida facility where Avery Dennison has invested Rs 250-crore, reinforcing its position as a key player. “India is a high-growth market for labels and packaging, and this expansion reflects our commitment to supporting converters with innovative and sustainable solutions. Noida remains a crucial hub for our South Asian operations,” he said.

Krishnan further emphasised how the investment aligns with the industry’s shift towards automation and smart labelling technologies. “With the increasing adoption of RFID, linerless labels, and intelligent packaging, we are ensuring that our infrastructure is future-ready. The Noida plant will play a central role in driving these innovations forward,” he added.