Mission 2020 : The Industry Outlook
Mission 2020 : The Industry Outlook
2019 brought with it a slew of uncertainties with the year ending on a note of tentative hope and expectations. For the POP industry, the year unfolding before us could be a turning point, given the way the retail dynamics are shifting and given the rising needs for solutions that can help bridge the gaps in customer connect, experience, data analysis and back-end retail operations. Point of Purchase reached out to industry players to get their take on what they have in-store for 2020 and how they expect the year to pan out for them. Read on as they share their expectations and plans for 2020.

Rajeev Gujral, Innovator Entrepreneur, Unidos Insta Print Pvt Ltd OVERALL VIEW of 2020:

The industry has been bracing for a slowdown and 2020 looks no different. A host of micro and macro factors in play will mean lower order volumes, competitive bids, cost cuts and tight cash flows.


Investments: We remain bullish on serving the market on a longterm basis with a flexible product mix. We are starting the year by doubling our capacity in print and print fabrication finishing.

Collaborations: We are open to the idea and look at knowledge sharing as a tool for mutual growth with like-minded stakeholders.

Tapping new markets & Categories : This is where we see the growth coming from. New markets and innovation are the only mantras for success in 2020.


Hire new talent and lead in 360 degree innovation.

Vijay Mane, Founder & CEO, Effxx Inc OVERALL VIEW of 2020:

Nothing much has changed in the past two years. 2020 should be ‘ok’ for us. This year we will look for new projects and approach new brands because the existing ones are not spending too much money.

Innovation is very important, but the cost is going down in procurement. Between the marketing wants, procurement agreement and pricing, there are always many uncertainties. This is because all are trying to slash prices in procurement. They are looking for good quality products at a lower price. The market is also very vulnerable today, because every MT space is being sold as a premium, be it Island space or wall space and the clients are not willing to pay too much money on those displays. The presence of POP and POS is kind of diminishing in the market. Marking and procurement agencies are now looking for permanent shelfing and substrates, which are slightly more premium, and they can change the skins of branding through the year. But the brands are not willing to experiment beyond a certain point and are not willing to spend money. So we are now getting into the system of understanding the client budget first and then working backwards.


My approach is always based on innovation; and we are not restricted to FMCG retail. We are also into building SIS models, where there is possibility of getting more attention and also get good money. In fact, experience zones are becoming more critical now and today motion graphics and animation are working well, rather than static displays. Post February, after the Euroshop event, lot of innovations will come to India. Since we are into innovation, we are creating different experience zones in the sports and event categories. We have recently designed and executed a project for the Women Leisure Club in VR Mall, Bangalore. We created a platform for women to basically expose their talent and entrepreneurial approach and we designed and executed the entire interiors and did the branding.


In the year 2020 we will be heading towards fitness, sports and events categories, besides adopting innovative approaches. We should also do some government projects, which create some kind of value addition in the market.

Dhaval Shah, Managing Partner, Axiom Viscom OVERALL VIEW of 2020:

Business for 2020 will be much better, when compared to 2019. As per a study, quarter 2 is expected to be much better and the economy will be rising. But it’s a slow process to get better outcome. We do expect to recover all the dips we experienced in 2019 and make up for them in 2020. Companies would start spending as the market will be recovering after correction.


There is no plan for investments in machinery, but yes investment in manpower is on the cards and we will be getting the systems and processes in place, providing training in better skills. We are also essentially looking at tapping more retail showrooms and fixtures. The idea is to take small steps and develop our expertise in the field.

SPECIFIC FOCUS FOR 2020: Our major focus would be on retail makeover and POP displays for 2020.

Vijay Chandna, MD, VVT Communications Pvt Ltd OVERALL VIEW of 2020:


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January 2020