Digital print: The silent catalyst of India’s MSME and startup success story — The Noel D'Cunha Sunday Column

In a small town near Coimbatore, a snack manufacturer faced a familiar hurdle. His product had the right flavour and the right price point, but the wrong packaging. The chips were authentic and tasty, yet on the shelves they were eclipsed by rivals with better looking packs. When he switched to digitally printed pouches which reflected his local story, the difference was immediate. There were faster reorders, higher visibility and renewed confidence.

Stories like this, says A Appadurai, country manager, Indigo and inkjet business solutions, HP India, are becoming the norm across India’s small business landscape. From boutique coffee roasters in Sakleshpur to eco-friendly startups in Ranchi, digital printing, he explains, has become the silent catalyst turning packaging from a cost centre into a competitive advantage.

The new growth engine
India’s small business sector is expanding at an unprecedented scale. The country has more than 1.6 lakh registered startups, while the MSME sector contributes about 30.1% to the GDP and nearly 45.7% to exports. But this growth, Appadurai notes, is not confined to large cities. “The real momentum is coming from smaller towns and tier 2 and tier 3 clusters where local entrepreneurs are building national scale ambitions,” he says.

While policy, funding and incubators often dominate the MSME narrative, Appadurai believes that packaging deserves far more attention. “When a product’s first impression happens on the shelf or on a mobile screen, packaging becomes marketing,” he explains. “Digital print helps a small business go to market faster, respond to demand and build its brand voice without waiting for long print runs or big budgets.”

Micro-brands across sectors such as wellness, gourmet food, pet care and cosmetics are using short run printing to personalise packaging and meet market demands. “What has changed is the flexibility,” says Appadurai. “Digital print eliminates high minimum order quantities, reduces turnaround time and makes design experimentation affordable, something that was unimaginable a decade ago.”

Sustainability and speed
Sustainability is no longer a boardroom idea. It is becoming an operational priority for even the smallest brand. “Most of India’s new generation entrepreneurs are conscious about using recycled and renewable materials and optimising inventory,” Appadurai explains. “Digital printing aligns perfectly because it minimises waste, cuts storage costs and supports on demand production.”

Shorter print runs translate into leaner supply chains. “A brand can now produce two thousand premium pouches or five hundred customised labels without worrying about leftovers,” he says. “That flexibility not only saves money but also reduces the environmental footprint of packaging.”

Appadurai describes digital print as a strategic investment, not a convenience. For MSMEs, he adds, it is a lever to unlock professional grade packaging and sustainability at the same time.

Bridging old barriers
The Ministry of Commerce and Industry estimates that nearly 50% of recognised startups and 51% of MSMEs are based in India’s smaller cities. But many still struggle to compete with better packaged national brands. “Ambition is never the issue,” Appadurai says. “The limitation is often presentation.”

He points out that consumers decide within seconds whether a product looks trustworthy. “A poor quality pack instantly creates doubt, even if the product inside is excellent,” he says. “Digital printing democratises access to quality packaging. It allows regional brands to look national without locking up working capital in large print orders.”

Traditionally, MSMEs produced bulk packaging to offset setup costs, leading to inventory pile ups and waste. “Digital print breaks that cycle,” Appadurai explains. “You can print only what you need, when you need it. It turns packaging from a static inventory into a dynamic business tool.”

Building the ecosystem
Appadurai credits a network of collaborations for driving this change. HP has been working with several state governments and incubation agencies to expand access to print technology. “Our memorandum of understanding (MoU) with the Bihar Entrepreneurs Association, aligned with the Bihar Startup Policy 2022, is about equipping first time entrepreneurs with on demand printing solutions,” he says.

He highlights similar partnerships with the Meghalaya government’s PRIME initiative, which supports farmer producer organisations, self-help groups and startups with personalised, sustainable packaging options. Another tie up with the Atal Incubation Centre of the Coffee Board offers entrepreneurs insights into packaging trends and standards.

“These collaborations are building local ecosystems,” Appadurai explains. “We are seeing entrepreneurs from non metro India experimenting with premium finishes, food grade materials and digital embellishments that make their packaging retail ready.”

Packaging led success stories
The proof, Appadurai says, lies in results. Quirky Beverages Company struggled for years with a single label design because traditional print made experimentation costly. “Once they switched to digital, they started launching new variants quickly,” he says. “The packaging became part of their innovation cycle.”

Vidi’s Coffee, which began in a Belgaum kitchen, faced a familiar challenge with rising packaging costs. “Digital printing gave them cost efficient, premium quality packs that matched their brand aesthetic,” Appadurai notes. “It helped them scale nationally without compromising design.”

Then there is JoySpoon, a contemporary mouth freshener brand that now releases limited edition packs aligned with festivals and trends. “Their waste is near zero,” says Appadurai. “They print exactly what they sell. That is digital printing’s promise in action.”

The road ahead
Appadurai believes India’s small enterprises are poised for a decisive leap. “The MSME and startup sectors have already proved their creativity,” he says. “What they need now is the ability to communicate it through packaging that reflects modernity, sustainability and purpose.”

“As India moves toward its five trillion-dollar economy goal, digital printing will continue to be an invisible but indispensable partner,” he adds. “It strengthens brands, reduces waste and gives small town entrepreneurs the confidence to compete on equal footing.” He concludes with a reflection that sums up the silent revolution at play. “Digital print may never make the headlines,” Appadurai says, “but it powers the stories that do.”