Market analysts say that the use of pressure-sensitive graphic films in India is still relatively limited despite worldwide acceptance of these films as a means of placing branding on anything from planes to automobiles. In the West, these films are also enjoying popularity as a means to create unique wallpapers, but in India, such large-scale uses for pressure-sensitive graphic films remain relatively rare.
Decals and labels printed on pressure-sensitive adhesive films are widely used in India, but full-scale wrapping, custom-printed with digital wide-format printing is seldom seen. However, the popularity of large scale wrapping elsewhere in the world seems to indicate that marketers will find a great deal of unexplored potential in India, and that it is only a matter of time before South Asia’s largest market adopts pressure-sensitive graphic films for larger scale applications.
Important players that may benefit from this potential area of growth include Henkel, Avery Dennison, 3M, HB Fuller, BASF, Ashland, and Eastman Chemical.