The sup­pli­ers’ point of view


With an un­com­pro­mis­ing de­mand in the mar­ket by re­tailer/brand and de­signer, sup­pli­ers of sig­nage and in-store graph­ics have been busy in keep­ing up with the lat­est trends to man­u­fac­ture and sup­ply in­no­va­tive, ef­fec­tive and cost ef­fi­cient so­lu­tions. VM&RD takes a closer look at the sig­nage and in-store graphic in­dus­try, to learn how the sec­tor fared in the pre­vi­ous year, while look­ing at up­com­ing trends, chal­lenges and the fu­ture growth of the in­dus­try.

WAdding to this,


Bhag­wath Prasad, Man­ag­ing Di­rec­tor, Prin­tech Dig­i­tal Imag­ing Pvt. Ltd./So­lu­tions 4 Re­tail Pvt. Ltd.

Badri Narayan, Man­ag­ing Di­rec­tor, Sinex Sys­tems

the hile the slug­gish econ­omy and slow­down took its toll on the re­tail in­dus­try last year, the over­all sig­nage and in­store graph­ics in­dus­try saw a rea­son­ably good year. “Well, the past year was rea­son­ably good. We have ex­e­cuted some tough and chal­leng­ing cam­paigns that ex­pressed

have won us lau­rels,”



R.G Venkatesh, Chair­man & Man­ag­ing Di­rec­tor, Diamond Dis­play So­lu­tions Pvt. Ltd.,

says that de­spite all ad­verse fac­tors, they have done won­der­fully good, with 15% growth. While some wit­nessed pos­i­tive growths, oth­ers ex­pressed sat­is­fac­tion in terms of de­vel­op­ing good cus­tomer re­la­tions and new clien­tele. See ing con­tin­u­ous growth for the sec­tor South­based Squadron Graph­ics, who pre­dom­i­nantly cater to the life­style, re­tail, telecom, & health­care in­dus­try; be­lieve that the con­sumer in this space de­mands con­tin­ues en­gage­ment. “Our clients in the re­tail space change al­most the en­tire In­store graph­ics at least thrice ev­ery fi­nan­cial year. These stores are any­where in the range of 10,000 - 20,000 Sq. Ft. and that def­i­nitely means some se­ri­ous in­vest­ments,” says

Tabrez Pasha, Man­ag­ing Di­rec­tor, Squadron Graph­ics.

says, “I would say most un­pre­dictable but there has been growth com­pared to pre­vi­ous years par­tic­u­larly 2009-10 and 2011-12. Even a quar­terly plan­ning is not pos­si­ble to­day.” Re­tail­ers and brands are con­stantly try­ing to find in­no­va­tive ways to ef­fec­tively com­mu­ni­cate with cus­tomers, and ad­dress their needs. Even the cus­tomer buy ing be­hav­iour is chang­ing and they are far more in­formed these days on var­i­ous prod­ucts and ser­vices. While re­tail de­sign in In­dia has quite ob­vi­ously gath­ered mo­men­tum and ad­vanced in the re­cent years, sig­nage and in-store graph­ics also has evolved to keep up with lat­est trends in the global mar­ket. “Sig­nage is mov­ing away from flex, vinyl, tube­lights to ACP, Alu­minium Chan­nel Let­ters and LEDs. More cre­ativ­ity is be­ing seen in the In­dian sig­nage in­dus­try bring­ing new ma­te­ri­als to play a ma­jor role,” says

Narayan of Sinex Sys­tems.

Adding to this

says, “Last year, the clients were very ex­per­i­men­tal in terms of dif­fer­ent medi­ums of raw ma­te­ri­als, de­vel­op­ing new style of signs to con­nect the cus­tomer and en­hance the brand value. The cus­tomer was more in­clined to­wards theme based signs and not the con­ven­tional ones.”


Ac­cord­ing to

Anupam Gupta, JMD


Amit Kan­odia, Pi­o­neer

Ra­jesh Kapila, Part­ner, Metro Mul­ti­me­dia Tech­nolo­gies [Dig­i­tal]

one sig­nif­i­cant trend would be the use of soft sig­nage's and frame sys­tems which can be de­ployed to sup­port soft sig­nage ap­pli­ca­tions in the re­tail for­mats.

– Sup­plier shares that com­pa­nies, spe­cially food re­tail­ers, are slowly mov­ing on to UV tech­nol­ogy which is more en­vi­ron­ment friendly and gives bet­ter qual­ity too. So in terms of sig­nage, the tech­nol­ogy is mov­ing to LED based so­lu­tions which are long-last­ing. Talk­ing about the de­vel­op­ments in me­dia / sub­strate busi­ness, Venkatesh says, “Be­ing the lead­ers in me­dia sup­ply, 3M is di­rectly play­ing a vi­tal role in mar­ket­ing their prod­ucts which is ob­vi­ously gen­er­at­ing busi­ness for the con­ver­tors.” Says “For most of our clients we are their ex­tended arm and not just a man­u­fac­turer. Through­out the year we in­tro­duce them and their cre­ative part­ners to the lat­est t e c hnolo­gies in sig­nage sys­tems, as we are aware that their cus­tomers have a very short at­ten­tion span. Fi­nally, it all boils down to one thing - in­flu­enc­ing that buy­ing de­ci­sion.”

Tabrez Pasha from Squadron Graph­ics,

Meet­ing global stan­dards

With greater ex­po­sure to in­ter­na­tional shop­ping en­vi­ron­ments, cus­tomers look for­ward to get­ting the same ex­pe­ri­ence from re­tail out­lets in In­dia too. Play­ing a crit­i­cal role in the store de­sign con­cept, sig­nage and graph­ics are ex­pected to have su­pe­rior qual­ity and fin­ish to bring the brand’s char­ac­ter alive. “We have reached al­most 95% of global stan­dards. More so­phis­ti­cated ma­chin­ery for sign mak­ings and print­ing are yet to be in­tro­duced which re­quires large in­vest­ments. The low de­mand for high qual­ity sign and print­ing and low price are the main hur­dles,” Badri says. While many ingredients come to­gether to make the per­fect in-store com­mu­ni­ca­tion, it is vi­tal that sup­pli­ers have thor­ough knowl­edge of the ma­te­rial, cal­i­bra­tion of the ma­chines to the ma­te­rial and inks and more im­por­tantly main­te­nance of ma­chin­ery. “One can achieve con­sis­tency if ink pro­cure­ment from sin­gle source all the time and main­tain

Bhag­wath Prasad, MD, Prin­tech Dig­i­tal Imag­ing Pvt. Ltd./So­lu­tions 4 Re­tail Pvt. Ltd.

Badri Narayan Man­ag­ing Di­rec­tor

Sinex Sys­tems

Tabrez Pasha Man­ag­ing Di­rec­tor Squadron Graph­ics

R.G Venkatesh, Chair­man & Man­ag­ing Di­rec­tor, Diamond

Dis­play So­lu­tions Pvt. Ltd.

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