HP to increase Indigo Press sale in India

By SiliconIndia   |   Thursday, 28 December 2006, 06:00 Hrs
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Chennai: Hewlett-Packard (HP) is looking to target India to sell its Indigo digital press, a digital printing solution.

‘On demand' digital offset short run printing is the latest technology becoming popular in India, in color printing. The technology offers the quality of traditional offset printing while capitalizing on the efficiency of a totally digital workflow.

In the last 18 months, the company had sold 23 Indigo presses and aims to double the number every year for the next five or six years, according to Alon Bar-Shany, Vice-President and General Manager, HP Digital Press Division.

The $90-billion US-based technology solutions provider-HP has partnered with Redington - an IT supply chain enhancing solution company, to sell and support Indigo digital presses in India.

Redington has also invested in an Indigo digital press demo center in Chennai providing customers an opportunity to experience digital offset printing. This makes it a fifth one for HP with two in the US, one in Singapore and one in Europe.

Last year, HP spent around $1 million (Rs 4.5 crore) on advertising, trade promotions and creating awareness in the Indian market on Indigo press, and would continue to spend a similar amount annually in the next few years, Bar-Shany informed Business Line.

With HP's Indigo digital press, print files go directly to the press thus bypassing the traditional steps of film separations and film stripping, resulting in savings in pre-press costs. The Indigo range includes a series of digital offset presses made by HP in Israel. The technology used is based around the ElectroInk, which uses small color particles suspended in imaging oil, explained Bar-Shay.

Having around 4000 customers for its indigo presses, globally, HP expects to reach around 100 in India, in the next couple of years. The global customers vary from small operators with around 20 employees to mid-size companies with about 500 employees.

"India is far behind countries like the US or Germany in adopting the digital printing technology. However, compared to others India is moving fast with the latest technology," he adds.


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