How Unidos is redefining point-of-sale displays — The Noel D’Cunha Sunday Column
At Media Expo Mumbai 2025, organised by Messe Frankfurt, Soham Gujral, partner at Unidos, introduced the New Delhi-based company that is a force to reckon with in the point-of-sale (POS) display space
04 May 2025 | 1116 Views | By Noel D'Cunha
“Everything we do revolves around foldability — that’s our core strength,” Gujral says. Unidos operates out of a 40,000-square-foot facility in Delhi and leads a team of 85 people. Their specialty — creating engineered, sustainable, and tool-free displays for global FMCG brands like Kellogg’s, Colgate-Palmolive, Marico, and Britannia.
Dovetailing engineering and aesthetics
At Unidos, each product focuses on structural and design engineering. Whether it's a rack for Coca-Cola or a promo table for a new skincare line, the focus is threefold: foldability, ease of assembly, and strength. “If Coca-Cola wants to display 96 cans, I need to ensure that the unit can support that weight for at least two years,” Gujral explains.
This approach has allowed Unidos to drastically reduce logistical and manpower costs for its clients. Its displays come in flat packs — often just 1 to 1.5-inches thick — and can be assembled on-site without tools, tape, or skilled labour.
Case study: Fujifilm Instax
When Fujifilm needed 400 displays rolled out pan-India under tight timelines, they faced the risk of inconsistent quality and spiralling logistics costs if they opted for regional vendors. Unidos stepped in with a single, centralised solution — a unit that fit in a 3.5-inch-thick box and could be assembled in under seven minutes. Fujifilm reported a 50% reduction in expected logistics expenses.
An upgrade, not just an alternative
Traditional display materials like medium-density fibreboard (MDF) and metal are increasingly falling out of favour, and Unidos is taking full advantage of that shift. “When brands talk to us, they think of us as an alternative to MDF or metal. But we tell them — we’re an upgrade,” said Gujral.
Unidos' displays are lighter, less expensive, fully recyclable, and more sustainable than conventional options. Their ISO 9001:2015 certification and ZED Sustainability Silver rating only add weight to this claim.
The POS market reflects this evolution. According to The Business Research Company, the global POS display market is projected to reach USD 30.3-billion by 2033, with a compound annual growth rate of 8.7%. Much of this momentum comes from increasing retail competition and an industry-wide pivot towards eco-friendly and tech-enabled in-store solutions.
Case study: Kellogg’s Pringles
Tasked with a deployment in Kerala — far from its North India base — Unidos delivered a five by six foot display for Pringles across multiple stores. The project, impossible with bulky MDF or metal units, became feasible thanks to Unidos’ foldable, lightweight solution. This resulted in a regionally executed campaign with national-level efficiency, without the logistical headaches.
Reimagining the promo table
Promo tables have long suffered from a lack of innovation. Traditionally, displays five to ten years ago were made of a thin polyvinyl chloride sheet, were flimsy, and very difficult to manufacture. They were not recyclable, and were not durable, either. “We had the choice to use the same imports from China. Instead, we built something better — stronger, more compact, and fully recyclable,” said Gujral.
This shift towards in-house engineering has enabled Unidos to offer not just full-sized floor units but also mini countertop displays for point-of-purchase (POP) setups — all built on their three pillars: foldability, usability, and solid design. Unidos’ promo tables are durable, easy-to-assemble, and recyclable — all made in India, all shipped in compact boxes.
Unidos at the PrintWeek Awards 2024
Unidos was named a joint winner in the POS/POP Printer of the Year category at the 2024 PrintWeek Awards, having previously earned a Special Jury Mention in 2023. The jury praised the firm’s lightweight, quickly assembled displays that maintained both strength and visual appeal.
Four displays were submitted:
- Parachute Oil: Compact display for small-format retail, digitally printed on recyclable PP flute board.
- Saffola: Eco-ink printed, 80% lighter than MDF, with gloss lamination for durability.
- Sugar Cosmetics: Road-ready and tier-2-city-friendly, installed nationwide within 14 days.
- Colgate-Palmolive: PVC-free, two-sided display with adjustable peg hooks and a metallic foil header, printed with HP Latex inks.
Unidos is shaping the growing POS display market. With sustainability at its core, structural integrity as its benchmark, and convenience, the company is becoming a key partner for global FMCG brands.