India remains largely a solvent market. One of the reasons being eco-friendly solutions are expensive compared to their traditional counterparts. “Now,” Gupta explained, “most PSPs are opting for eco-friendly solutions because the print buyers demand it.”
This is one of the reasons why Gupta went for the HP Latex.
Also, the machine offers the options to play with different kind of media, including soft signage. This is an area Directions Retail Projects is planning to explore in the recent future.
The company has solvent, eco-solvent machines from Roland, HP 5100 and Dilli flatbed printer, among others.
And, finally, Gupta confirms that the OOH media segment is doing really well. He gives the example of his own company. Last year, the company’s turnover was Rs 6 crore. This year, the earning has already exceeded Rs 8 crore.