HP Indigo transforms label printing from being niche to mainstream

In a no-holds-barred insight and urgency, A Appadurai, country manager of HP Indigo India, calls on Indian converters to stop clinging to volume-led economics and instead embrace the data-rich, value-driven world of digital print. His message is clear. The market has moved. Converters must move faster.

Opening the interaction with a signboard he saw in Udaipur that warned, “Committing suicide is a sin”, Appadurai spun a metaphor that label converters are not just passively self-sabotaging through inaction, they’re actively killing their future by ignoring where the market is headed.

“Small is the next big,” he declares. “And if you’re still chasing volume from the big FMCGs of the world, you’re going to be left behind.”

Appadurai reframes the narrative that the print industry is under threat. “This industry is not dying,” he declares. “It is evolving.” That evolution, he explains, is being shaped by consumer demand for speed, sustainability and personalisation. Converters who continue to treat print as a bulk output game will be left behind. The winners, he says, are those who rethink the economics and purpose of every job.

He challenges the idea that print is still measured by square inch or per-unit cost. “If you’re charging by cost per square inch, you’re stuck in a niche mindset,” he says. He urged printers to embrace mainstream value creation, work that will command premium pricing through design, speed, and brand utility. The shift is from volume to value, and from commodity to conversation.

Citing examples from India and beyond, Appadurai outlines how digital printing is driving a renaissance in short runs and on-demand packaging. From boutique labels to campaign-based FMCG packaging, the market is no longer looking for one-size-fits-all. Instead, it demands hyper-targeted, timely and sustainable output that serves specific goals.

He recalls a moment when a converter told him digital was still “for trials, not real production.” Appadurai shot back with a smile: “Digital is now currency. If you’re still treating it as niche, you’re missing the mainstream.” The audience laughed, but the message was serious. The technology has matured, and so must the mindset.

He then unpacked how digital printing, particularly Indigo’s architecture, allows converters to reduce waste, eliminate plates, lower inventory costs and offer just-in-time solutions. These capabilities, he argues, are not niche advantages. They are becoming table stakes in the post-pandemic print economy.

He closes the argument by asking, “What are you doing to print faster, smarter, and more profitably?” The days of selling impressions are over. The new print economy is about insights and outcomes.

Leading digital innovation
HP Indigo has played a pivotal role in digital printing for over two decades. Appadurai highlights a 25-year legacy backed by more than 3000 label and packaging press installations worldwide. In India, HP Indigo claims to command an estimated 70% share of the high-end digital label printing segment and 100% in digital flexible packaging segment. “We are the market leader by far,” he states, attributing this to the company’s consistency in quality and its unwavering drive to innovate. This dominance makes HP Indigo a preferred partner for Indian converters seeking digital edge.

The company’s offerings cater to both entry-level and high-volume production needs. HP Indigo 6K’s flexibility enables converters to run short jobs and intricate designs with ease. The newer V12 and 200K models scale this capability, supporting higher throughput and specialised applications, reflecting HP Indigo’s commitment to anticipating and addressing India’s print evolution.

India’s label market, fuelled by FMCG and pharma, now demands speed and agility. Appadurai explains that HP Indigo’s presses offer the power to produce short runs profitably and to switch jobs rapidly. This capacity addresses the growing expectation for reduced setup time and minimal waste. With such technology, Indian converters are positioned to meet fast-changing client demands efficiently.

HP Indigo’s R&D hubs in Israel and Singapore continue to engineer solutions that address local needs, from cost constraints to diverse substrates. Appadurai says, “We bring global expertise to local markets.” This cross-border synergy enhances print performance and makes the company’s innovation pipeline regionally relevant.

With more than 300 presses installed in India, HP Indigo’s footprint spans from boutique converters to industrial operations. The ability to handle variable data and meet fast turnarounds stands out. “Our customers value speed and quality,” Appadurai says. The company’s growth stems from this consistent alignment with customer expectations.

Looking ahead, HP Indigo eyes India’s tier-two cities as expansion hotspots. Appadurai shares plans for training and support initiatives aimed at smaller converters. These efforts aim to ensure that every business, regardless of size, can unlock the full potential of digital. The company’s vision is to make digital printing accessible across India’s label landscape.

Introducing advanced presses
Appadurai outlines the strengths of the HP Indigo 6K, V12 and 200K Press. These presses cater to a range of production needs, from compact short runs to industrial-scale output.

The HP Indigo 6K Digital Press is the industry’s most versatile solution for label converters. With the ability to print on the widest range of substrates, it delivers unmatched print quality, brand security features, and application flexibility. From pressure-sensitive labels to shrink sleeves and even short-run pouches, the 6K gives converters the power to serve diverse brand needs, win new business, and future-proof their operations.

The HP Indigo V12 Digital Press is redefining high-volume label production. Running at 120 meters per minute and delivering an average monthly output of around 2.5 million linear meters, the V12 has the muscle to replace two flexo presses while maintaining Indigo’s premium quality. “Some converters are already producing 1,00,000+ linear metres a day, handling 20 SKU changes and multiple substrates seamlessly,” says Appadurai. With its efficiency, the V12 pushes the digital breakeven point up to

4,000–5,000 linear metres per job, making it not only competitive but often the preferred method for mainstream label production.

The HP Indigo 200K Digital Press extends the digital advantage into flexible packaging while also providing a cost-efficient solution for large-format PS and IML labels. “With a capacity to convert approximately 6,00,000 sqm per month, it is built for scale and profitability. Its wider web width and productivity make it ideal for converters handling pouches, sachets, flow wraps, and oversized labels,” explains Appadurai. By combining speed, low waste, and compliance-ready inks, the 200K enables converters to diversify into high-growth packaging markets with confidence.

Together, this portfolio provides a unique growth pathway for converters—starting with the 6K to cover the most diverse range of applications, then scaling up to the V12 for high-volume label production, or diversifying into flexible packaging and large-format labels with the 200K. Appadurai claims, “No other technology provider offers this end-to-end journey, making HP Indigo the only partner with a truly future-proof digital portfolio.”

Empowering small converters
India’s label industry is driven by hundreds of small and medium-sized converters. For them, the leap into digital can seem daunting. HP Indigo is helping change that with the Indigo 6K, a compact, versatile press designed to make digital printing viable and profitable at a lower entry cost.

“We don’t just sell presses. We partner with you,” says Appadurai. Onboarding, operator training, and remote troubleshooting ensure users can scale with confidence.
Flexibility is the 6K’s biggest advantage. Converters can handle multiple jobs and SKUs with minimal setup, opening doors to high-value, low-volume opportunities that were once out of reach.

To overcome budget barriers, HP Indigo offers tailored financing models suited to Indian businesses. At the same time, service networks are expanding into tier-two cities, ensuring uptime and local support. Converters also benefit from Indigo’s user communities, where peers share tips and best practices. “For small converters, the message is clear. With the 6K and the ecosystem around it, digital is now within reach, and a pathway to growth,” says Appadurai.

The future of digital labelling
HP Indigo’s roadmap for India is anchored in automation, AI, and sustainability. Global teams are building features such as real-time analytics and predictive maintenance, delivering fewer breakdowns, smarter planning, and higher uptime for converters. AI will play growing roles, such as recommending job sequencing, suggesting upsell opportunities, and providing actionable insights. “Now you are a print strategist,” says Appadurai.

The technology also strengthens export potential. “Labels produced on HP Indigo presses meet the most stringent international standards, opening doors for Indian converters to supply markets in the Middle East and Europe with confidence,” explains Appadurai.

Sustainability remains central. Indigo’s ecosystem incorporates carbon tracking, recyclability ratings, and low-waste processes, aligning converters with evolving regulations and brand commitments.

Partnerships with FMCG and pharma brands ensure Indigo develops solutions in step with real-world challenges. “We understand their challenges,” he notes, underscoring a model that keeps converters ahead of the curve.

With these tools, Indian converters, large or small, can thrive in a market defined by speed and change. Appadurai concludes, “Print is not dying. But the traditional ways of printing are. What you do next decides whether you embrace the mainstream or stay stuck in a niche.”