The HP Latex 700W Opens Up A New World Of Opportunity For Indian Walldécor Digital Printer

PRESS ROOM

24 Jul

Written By Debbie Mckeegan

Co-founded by Apourva Sharma and Ashutosh Pandey, Life n Colors, based in Gurugram is one of India’s leading innovators in premium home décor products, specifically wallpapers. Both are seasoned corporate professionals who segued and dived full-time into the home décor industry. Here’s how the story began.

Inspired by her travels across the globe, Apourva identified the need gap for Indian aesthetics in the wallpaper market, which, at the time, was dominated by imported, undifferentiated, and dull designs.

Thus, Life n Colors was born, with a core value of infusing life to the walls with their vibrant wallpapers with custom-made, richly colored, intricately designed Indian patterns and motifs, that begin on paper, and then made their creative journey from print to walls.

The Design Expertise That Demanded An Equally Capable Print Partner

Very soon, Life n Colors experienced that their vision fell short, as they were unable to deliver the premium quality they had promised to their customers.

This was owing to their reliance on multiple print vendors, their printer’s inability to experiment with diverse print media, and the threat of exposing their hand-made design IP to be freely available for copying.

Enabling production in-house was the need of the hour. Thus began a rigorous evaluation of printers that could do justice to their design expertise. Some of the critical decision parameters were:

The printer needed to be versatile to enable experimenting on numerous substrates.
Should offer a quick turnaround to go from screen to wall.
Should deliver life like prints with sharp lines, while maintaining vibrant color consistency, even in dark or sober colors, which must appear lustrous and visually pleasing.
Chemical odors and hazardous pollutants during application were to be avoided at all costs.

They Found HP Latex Technology Could Deliver On All These Critical Parameters

The journey from a hand-painted drawing to a digitally printed wallpaper had to bring alive the desires and aspirations of their clients.

This influenced the decision of Life n Colors to invest in the HP Latex 700 W solely guided by the demands of their target segment – unique, intricate, and lifelike designs that appeared more like paintings rather than print as well as the ability to print on diverse substrates with white ink.

HP Latex technology enabled them to carve out a niche for themselves amongst this unique and demanding target segment—by producing high-quality prints, roll after roll, on a wide range of media, textures, paper, etc., with astounding color consistency— broadening their offering to customers by 2x and boosting their business by 3x – all within 3 years.

HP Latex does not affect the glue on the material after printing, dries quickly, and has good ink followability, making it very suitable for printing wallpapers.

HP Latex gave Life n Colors the scale and efficiency to expand its offerings from serving homes to including commercial clients as well.

Reveling in the freedom to experiment, pushing the boundaries of possibility, and expanding their offerings and customer base from India, Life n Colors is now present across 70 cities in India and also exports wallpapers to over 7 countries including France, UAE, and the USA.

Their recent export was a beautiful foliage wallpaper that adorns the walls of a breathtaking Chateau in France.

The client deeply appreciated the print quality and is looking forward to decorating more spaces with their wallpapers.