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Snapshot of the Indian Print Market

India’s economy is gradually being transformed by India’s highly entrepreneurial and rapidly globalizing private sector. Notwithstanding a recent slowdown in domestic investment, Indian firms are investing in infrastructure projects, growing their advanced manufacturing capabilities, and investing in new volume based business models that tap into rising incomes and consumption in towns and rural economies across the country. Increasingly they are also investing abroad, including into the United States. In terms of long range economic forecasts, major consulting firms project that more than 400 million people, a full 40 percent of the population, will enter India’s middle class over the next 15 to 20 years. Given the expected dramatic increase in the size of the Indian middle class, the critical role played by private consumption is likely to endure, notwithstanding the Government of India’s efforts to become more export oriented. This “demographic dividend” of India’s growing under 35 population is anticipated to be one of the key drivers of long term growth.

Print Market: According to the NPES/PRIMIR World Wide Market for Print study, by the Economist Intelligence Unit, the size of the print market will be US$29.3 billion in 2017 up from US$24.3billion in 2014. Print market growth in India has slowed down since the global financial crisis, but the market will continue to grow over the period through 2017; total print product revenues in India will grow at 6.8% annually through 2017.

The two areas of the printing industry projected to grow the most in India are: packaging printing and publishing printing. Package printing will grow more rapidly at 7.8% through 2017. The market size of the package printing sector will increase from US$10.2 billion in 2014 to US$12.7 billion in 2017, and will make up 43% of total print product sales in 2017. The growth of package printing will be driven by increasing demand for non-commodity consumer goods in more developed countries in the Asia-Pacific region that are slowly shifting from producer countries to consumer countries, especially China.

Publishing printing’s market size will grow from US$3.9 billion in 2014 to US$4.5 billion in 2017. This growth is due mainly because of increase in population, rising literacy rates, and a growing economy.

Market Entry Strategy:  Strategic planning, due diligence, consistent follow up, and perhaps most importantly, patience and commitment are all prerequisites to successful business. The Indian sub-continent necessitates multiple marketing efforts that address differing regional opportunities, standards, languages, cultural differences, and levels of economic development. Gaining access to India's markets requires careful analysis of consumer preferences, existing sales channels, and changes in distribution and marketing practices, all of which are continually evolving.

For more information on purchasing the World Wide Market for Print study, please contact Pernilla Jonsson, pjonsson@npes.org  or visit PRIMIR

For more information on business in India go to “Doing Business in India Ranking” (from the World Bank)