HP India highlights digital print potential during a knowledge-sharing workshop for MMS members

Hosted at the MMS’ Training Centre in Mumbai, HP’s country manager A Appadurai shed light on everything that the participants should know about digital print applications.

Durai explained the benefits of adopting printing technology and the possibilities that can be achieved with the HP Indigo presses, giving examples of the Share A Coke campaign, Essel Propack’s Greenfield project in Assam where the company shifted its letterpress volume to digital printing, and the National Geographic project, which offered a customised cover page incorporating a photograph.

“The Share A Coke was a great success. PrintWeek India showcased the success at a Masterclass it hosted last year. Essel became one of the highest volume printers on a single machine in the first phase of installation, and the National Geographic campaign saw the magazine achieve a sale of 5.6-lakh books,” Durai said, giving the statistics. 

Around 25+ Mumbai Mudrak Sangh (MMS) attended the event

According to Appadurai digital printing is ideal for the – I don’t’ want to lose money jobs – which doesn’t garner any profits for the printers, but they still have to print them so that they don't lose their client for future orders. “Printers can run their long-run mass production jobs on other platforms, without interruptions, and the short-run jobs can be shifted to digital, making it viable for the company because they do not have to invest in additional offset presses,” Durai said, adding “There is no investment required on the pre-press and CTP, also there is no need of an ink-kitchen as HP’s seven colour process is capable of producing more than 90% of the Pantone of the press using its CMYK OGV ink set." 

Durai also spoke about the millennials and how they are a change in the buying pattern. He shared a report which stated that more than 65% of the population in India is below the age of 35 and half of that is under 25, which is a huge plus point for digital printings as by nature millennials constantly change their demands. “They want everything now, they are buying in smaller quantities, they want everything in a new package,” Durai said about the trends.

HP Indigo’s liquid electrophotographic printing (LEP) technology, Durai said, enables printing on almost any substrate – paper or film, the thin layer print enhancing the media’s gloss and texture while keeping the properties uninfluenced.