Making of the modern label: Innovations at Labelexpo India 2024 — The Noel D’Cunha Sunday Column

Noel Marshall D’Cunha (NMD): First and foremost, why did you choose the theme “Assemble the Perfect Print” for the show?
Jade Grace (JG): The theme reflects the industry’s emphasis on precision, innovation, and the seamless integration of advanced package printing technologies. Labelexpo India will showcase the latest developments in printing presses and accessories, sustainable materials, and digitalisation — demonstrating how these elements can work together harmoniously to enhance print quality and improve operational efficiency.

NMD: Today, much of the technology on display appears to be incremental advancements. Will Labelexpo India showcase something different in this regard, and if so, how?
JG: In the past decade, flexographic and digital technologies have made remarkable advancements. Flexography has seen a significant push toward automation, while digital technology has focused on wider press widths, higher speeds, and improved print resolution.

Currently, the emphasis is more on integrating these technologies into broader factory automation systems. This shift aims to minimise manual labour due to the skilled labour shortage, automate colour management to reduce waste and expand the range of value-added applications available to converters.

Similarly, management information systems (MIS) have been around for a while, but they are now beginning to incorporate elements of artificial intelligence. This integration allows for real-time monitoring of shop-floor machinery, enabling converters to significantly enhance the efficiency of their operations.

NMD: Are there any exciting new technologies emerging?
JG: Digital embellishment can be implemented at various stages in the converting process, most commonly in standalone digital label finishing lines. This innovation is poised to revolutionise short-run, variable-information printing and decoration.

Sustainability is another area where rapid technological advancements are evident. For example, a new generation of adhesives can wash off cleanly from glass and plastic containers, facilitating their reuse or recovery for reprocessing. While these may seem like incremental changes, collectively, they promise to transform packaging sorting, recovery, and recycling systems.

NMD: The label market in India has grown in recent years because of the increasing demand for labels across various products. The label printing industry in India is valued at USD 2.3-billion and is expected to increase to USD 3.6-billion by 2025, growing at a CAGR of 7.3%. The per capita consumption of labels in India has grown from 0.25-square metres (sqm) in 2008 to around one-sqm in 2023. What is your prediction for the Indian label industry in 2024 and beyond?
JG: We see continued growth for the Indian label industry, driven by a growing middle class with higher disposable income and the continued growth of organised retail. With a younger demographic, we also see the growth in demand for personalised labels, packaging, and brand security, all of which are creating new added value opportunities for label converters. In addition, the market is seeing a surge of new brands demanding high-quality packaging and labels to compete with legacy brands.

NMD: Can you update us about the size of Labelexpo India 2024 and exhibitor numbers?
JG: Labelexpo India 2024 is set to be the largest edition yet, with this year’s event securing 8,000 sqm of floor space, a 20% increase from the 2022 edition. 

Over 250 exhibitors will be participating, including major names such as HP, Technova, UV Graphic, Avery Dennison, Multitec, Monotech Systems, RK Label Printing Machinery, Jindal SMI, Vinsak, Weldon, Domino, Konica Minolta, and Maxcess. The show will feature several first-time exhibitors, including Cosmo Films, Siegwerk, The Printers House, Rasik Products and Xsys.

NMD: In 2022, you welcomed attendees from 53 countries worldwide, with the number of visitors pegged at 12,057. Are you expecting that number to grow? Where do you see the most significant potential growth areas for Indian label manufacturers?
JG: Yes, the numbers are expected to increase this edition. Our reach has expanded significantly, and exhibitors will see visitors from a range of locations, including Srinagar and Jammu in Jammu and Kashmir, Kochi in Kerala, Guwahati in Assam, Agartala in Tripura, Kolhapur in Maharashtra, Indore in Madhya Pradesh, and many other cities.

NMD: Other than the new announcements and product launches, what stood out at the last edition of Labelexpo India in 2022 show was the trend that labels in India have grown in size, form and application. Many of the industry stakeholders PrintWeek met during the 2022 show agreed with the trend. According to one industry expert, the beer industry was once dominated by glue-applied labels printed on sheetfed offset. This, today, has turned to a self-adhesive filmic clear look. Two years on, what have you heard?
JG: Brands are increasingly shifting towards self-adhesive filmic labels, primarily for two reasons: sustainability and the growing demand for attractive and decorative filmic labels.

NMD: The other trend was printing flexible pouches with UV inks on the narrow web. The growth of shrink sleeves and stand-up pouches, compared to traditional labels, has seen the market sector go wide, not just the 430-mm, where presses like Gallus Labelmaster have seen many installations in India. The 530- and 670-mm presses were also getting popular. Coming into the show, what is your assessment?
JG: There is no doubt about the trend we see across all our Labelexpo shows towards wider flexographic presses that can print labels that require a larger format size — pouches, shrink sleeves, and in-mould labels. These presses allow label converters to diversify their offerings and compete with wide-web converters by focusing on shorter-run, value-added applications.

NMD: You have interactions with customers from different parts of the world. What does your internal research say are the top challenges the Indian label industry faces? 
JG: Global brands and local regulations are pushing Indian label converters toward sustainability, but balancing costs and compliance is challenging. Investing in eco-friendly materials such as recycled substrates, adopting linerless labels, and pursuing training and certifications can support this transition.

Another challenge is the shortage of skilled labour. There is a lack of trained staff with expertise in advanced labelling technologies and sustainable practices. Collaborating and offering skill development programs, establishing in-house training, and partnering with educational platforms to build a talent pool can help address this shortage.

NMD: How can converters in the Indian label and packaging market leverage technology and automation to remain competitive in a rapidly growing marketplace?
JG: Managing label waste is both a logistical and environmental challenge, particularly due to the need for dedicated recycling infrastructure for label and packaging materials in India. Partnering with waste management companies, exploring closed-loop recycling options and investing in linerless or recyclable labels can help reduce waste.

Additionally, as the Indian label and packaging market expands, competition intensifies. The market is attracting new competitors, specifically from the commercial print segment. Converters will need to invest in cutting-edge technology and automation To meet the high-quality demands of emerging brands.

NMD: The other trend is printing flexible pouches with UV inks on the narrow web. The growth of shrink sleeves and stand-up pouches, compared to traditional labels, has seen the market sector go wide. Presses like the Gallus Labelmaster have seen many installations in India. The 530- and 670-mm presses is getting popular. Coming into the show, what is your assessment?
JG: There is no doubt about the trend we see across all our Labelexpo shows towards wider flexographic presses that can print labels that require a larger format size — pouches, shrink sleeves, and in-mould labels. These presses allow label converters to diversify their offerings and compete with wide web converters by focusing on shorter-run, value-added applications.

NMD: What are the main challenges Indian label converters face in achieving sustainability? 
JG: Global brands and local regulations pressure Indian label converters to adopt sustainability practices, but they face challenges in balancing costs and compliance. Key challenges include the need for eco-friendly materials like recycled substrates, adopting linerless labels, and providing necessary training and certifications. Additionally, there is a shortage of skilled labour, with a lack of trained staff proficient in advanced labelling technologies and sustainable practices. Collaborating on skill development programs and partnering with educational institutions can help address the labour shortage.

NMD: Sustainability involves decisions made in daily life and business. The actions we take, or choose not to take, today will significantly affect our environment in the future. Will the Labelexpo India 2024 show throw solutions that the labellers can incorporate into their operations? Can you share an example or two?
JG: Sustainability has moved from a buzzword to a core element of label converters’ business models. The show will reflect this trend, and visitors will see a wide range of sustainable products. 

For example, Avery Dennison will show a range of products, including the sustainable ADvantage portfolio, which features labels designed to minimise material use and promote recycling and reuse.

Skanem will introduce eco-friendly labels, focusing on sustainability and using recyclable materials that adhere to global environmental standards.

NMD: Since the ban on single-use plastic, a few labellers have experimented with paper-based labels. Will we see more labellers move in that direction?
JG: The move away from single-use plastics is pushing more label converters to adopt paper-based and other sustainable options.

Paper labels help cut plastic waste. They are recyclable, and work well with compostable packaging, making them popular for brands focused on reducing their footprint. Improved material engineering has also made paper labels more durable, moisture-resistant, and high-quality, allowing their use across many industries. This shift toward sustainable, paper-based labels is likely to keep growing.

NMD: Another sticking point is sustainability. More than 30% of the label printers in India don’t prioritise it, said a critical label printer. However, given how regulations are implemented, the rest will have to include sustainability in their scheme of things. Isn’t it?
JG: Yes, label converters cannot ignore sustainability. As India and other countries impose stricter environmental standards, label converters will face more pressure to adopt sustainable practices.
Additionally, as global brands and consumers demand eco-friendly packaging, converters who don’t adopt sustainability risk losing their competitive edge. Sustainable practices also offer several benefits, including cost savings from reduced waste and access to new business opportunities with environmentally conscious brands. While some converters may still be catching up, evolving regulations and market expectations mean that sustainability is already becoming a focus for label converters across India.

NMD: Label waste has been a challenge for the labelling industry for decades. What is impeding the progress of tackling label waste? Is eliminating liners altogether one of the solutions that is being floated? What do your sources say?
JG: Handling label waste is complex due to limited recycling infrastructure and the need for standardised recycling practices across the country. Additionally, the variety of materials used in label production, such as liners, adhesives, coatings, and label stocks, complicates the recycling process.

NMD: What are the advantages and challenges of linerless labels?
JG: Linerless labels are gaining interest because they reduce material usage, transportation weight, and label waste. However, they come with technical challenges, such as the need for additional equipment for application, potential limitations on label shapes, and difficulties in high-speed applications compared to labels with liners.

Industry sources report ongoing innovations in linerless technology, though wider adoption will require advancements in applicators and material compatibility. Other innovations in sustainability, such as recyclable liners and biodegradable adhesives, are also progressing.

NMD: What is one technology in label manufacturing which is ripe for re-discovery in this age of disruption?
JG: One possible answer could be wet glue labels. With some brands looking to return to paper because of perceived issues with plastics, will we see a surge in the development of more automated wet glue production and finishing systems? Perhaps even producing wet glue labels on wider, mid-web flexo presses with inline finishing? This technology was developed in the early 2000s but has yet to be used commercially.