Food processing and packaging solutions major Tetra Pak India is working on a new digital printing technology with more room for design flexibility at lower costs.
The company could invest around Rs 165 crore to push this "disruptive" technology in the country if demand holds fort, Managing Director of Tetra Pak South Asia Markets told PTI.
"We are evaluating a new technology that will be disruptive in product label printing market. One of them is digital printing, as part of our focus for innovation in India, which is one of the top 10 global markets," Manohar said.
"If there is demand, we may go for this technology, and it could range in upwards of 20 million euros (Rs 165 crore), depending on several variables," he said.
Tetra Pak's last major investment in India was its Chakan plant near Pune, at Rs 700 crore, with a capacity of 12 billion packs.
Explaining the benefits of digital printing, Manohar said it will allow the company to make packaging more dynamic with short-run labels that can capture more events on the packs.
Besides, this technology will also offer more design flexibility, along with high quality and cost-effectiveness.
The company is simultaneously holding trials for dynamic QR code printing on packaging in Kolkata, another senior company official said.
The QR code technology will make packs more interactive with new add-on values, the official said.
Manohar, however, without disclosing the topline said, the weak rupee is eating into its margins and the company is under pressure to retain prices.
"About 60-70 per cent of our raw materials are imported, so the weak rupee is hurting. However, we will not be importing from our other global plants as an alternative," he said.
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