An exclusive interview with Packaging MEA, Eli Mahal, Head of Marketing for L&P at HP Indigo, discussed HP’s investment in R&D, aimed at addressing market needs and trends in labels and packaging. Mahal emphasized the critical role of his team in understanding market dynamics and designing products tailored to meet customer demands.
Usha: As the Head of Marketing for L&P for HP Indigo, tell us briefly about yourself, your position, your role at HP Indigo.
Eli: My team and I are responsible for understanding the needs and trends in the labels and packaging market. We meet brands, converters, and industry players to gather insights. Based on this understanding, we design Indigo products. Over the next five years, we’re investing around $600 million in R&D to ensure our products create value for customers. Once a product is ready, we work with the go-to-market organization to launch it effectively.
Usha: It’s a very crucial role if you ask me. So you throw the challenges on to the R&D team basically.
Eli: Yes, we challenge the R&D team, and then we pass on the results to the sales team. It’s quite enjoyable!
Usha: Flexibility, profitability, sustainability, and speed; these are crucial factors for investing in a digital press for packaging. How does HP Indigo’s Electro Ink Technology excel and distinguish itself in the labels and flexible packaging markets?
Eli: Electro Ink allows us to use a wide variety of pigments with little effort, offering not only standard CMYK but additional colors that add value to our customers. We also transfer a thin layer of film on the media, preserving its quality, and our technology is versatile, suitable for various media types. Importantly, Electro Ink is food packaging safe, making it suitable for the flexible packaging market.
Usha: But you’d still require barriers?
Eli: With Electro Ink, we can print on thin media like PE or PP without damaging it or risking migration to food. This makes our technology versatile and food-safe, meeting industry regulations.
Usha: Moving on to regional perspectives, particularly for the EMEA region. What’s HP’s strategy to strengthen its position in this highly potential but challenging environment?
Eli: In western markets, we work directly, while in other regions, we partner with local companies who understand their markets well. These partnerships enable us to tailor our approach to each region’s needs, ensuring our products fit every market.
Usha: How does HP tackle the cost versus volume dilemma for label and flexible converters, especially considering the high initial investment of HP Indigo presses?
Eli: Our presses are competitively priced, and our click model ensures transparent pricing for customers. We also provide ROI analysis to help converters assess the economic viability of investing in HP Indigo presses, focusing on the total cost of printing and the value digital printing brings in terms of productivity and waste reduction.
Usha: Did HP’s personalized campaigns for brands like Coca Cola translate into consumer appeal and commercial success on retail shelves?
Eli: While campaigns are valuable, the real value of digital print lies in productivity and personalization. Brands increasingly demand shorter runs and SKU versioning, which digital printing enables. Personalization drives commercial success by meeting evolving consumer preferences.
Usha: Finally, what’s HP’s message in commitment to the future growth and advancement of MEA packaging printers and converters?
Eli: Our commitment is to bring the value of digital print to more volume and more pages. By enhancing productivity and removing cost barriers, we aim to empower packaging printers and converters in the MEA region, unlocking new opportunities for growth and innovation.
Usha: Thank you for this insightful conversation, Eli