HP launches Wall Art with Arun & Rajive, targets home decor with Scitex LX 850

HP Wall Art opens new business frontiers in the wide-format printing market by enabling PSPs (print service providers) to diversify their offerings and reach new markets of interior decor for homes and commercial spaces.

Currently, HP has engaged Arun & Rajive as the first print partners and created a website: createyourwalls.com. “Customers can login to the website and design the wallpaper of their choice at as less as Rs 180 per sqft, inclusive of installation charges and taxes. Customers from Delhi NCR region can opt for installation if they wish to; customers from rest part of the country would be delivered the prints (with instructions) in a span of seven days,” said Siddharth Raj Malhotra of createyourwalls.com.

The wallpapers will be printed using HP Scitex LX 850 printer with latex printing technology at the printing facility of Arun & Rajive, who are the first printers in India to adopt this machine. However, HP has clearly stated the intension of including more print service providers in to business model in the near future. Malhotra also shared that they are in talks with leading companies for buying rights of famous comics and TV characters so that they can be ethically used on the wallpapers.

Essentially the wallpaper are do-it-yourselves, nevertheless, HP has plans to set up shops-in-shops for exclusively catering to those band of customers who are not comfortable in designing the wallpapers.

HP claims that under normal circumstance, the life of wallpaper printed using its latex technology will be around 20 years. It also emphasised the use of certified green product accredited by Greengaurd and Intertrek. These wallpapers are also environment-friendly as they are printed on HP’s PVC-free wallpaper media.

According to a study by Global Industry Analysts, the global market for wall coverings is forecasted to reach US$26 billion by the year 2015. In terms of most promising growth potential, Asia-Pacific, led by India is the clear winner.

Puneet Chadha, director – graphics solutions business, HP Imaging and Printing Group India said, “The graphics business in India has a great future and has gained wide acceptance in indoor and outdoor applications, including soft signage. We are very bullish about HP Wall Art, which is a revolutionary product that leverages HP’s advanced printing technology to offer a uniquely customisable home decor option for the home."

Know the Indian print industry in images. Click here to see the photo galleries.