Global Acceptance of Holograms

Globally, market demand of hologram is high and steadily growing with the counterfeit activities. The pharmaceutical and packaging companies are aware about the holographic solution to fight against counterfeiters. The World Health Organization estimates that annual earnings from the global sales of counterfeit and substandard medicines exceed $32 billion. And if the condition remains the same then the growing counterfeit drug market is going to be worth a hefty $75 billion globally by 2010. The demand of fake pharmaceutical and other FMCG products is high across the globe because consumers are not able to judge the duplicate product available in the market. Infact some countries are consuming above 50 percent fake medicines due to these malpractices.

In a recent survey a case occurred in Southeast Asia where it has been reported that more than half of the sales of anti-malaria treatment Artesunate were of counterfeit versions despite that these Artesunate drug blister-pack contained hologram. The problem is that only regulators have knowledge to examine the holograms but the public fail to recognize these fake holograms. As a result, community is suffering with the lower-quality holograms that have demonstrated counterfeit. These cost saving processes increase the audacity of criminals to reproduce packaging that is noticeable as genuine.

But now the time has come to fight with these myths of copied hologram. The Lasersec Pvt. Ltd has successfully innovated the aluminum holographic foil and holographic labels. The specialties of these holographic aluminum foils are filmy coated, chemically complex, multi-layered, transferable coatings and sophisticated holographic technology design. These innovative coatings and holographic products are not only decorative in nature, but also provide invisible and unique chemical resistance. The exclusive holograms can be integrated into supply chain chosen by the manufacturer as a hidden image which can be designed to fade and reappear as the stimulus is re-applied at later stage to reveal image permanently.

Opportunities in Abundance

According to the marketing team of Lasersec, the Indian hologram business is rapidly growing at the rate of 30-35% annually. It is estimated that by the end of this year it will increase by 40% annually. This clearly reflects that pharma companies are emphasizing to apply holograms as it will ensure the security of the consumers. But they forget that with the increasing growth opportunities of hologram business, the counterfeiting drug industry in India is also growing with the same rate. It has been analyzed that counterfeiting drug industry in India has increased and reached the business of approx US 1 billion. The challenge before these pharma companies is to find such holograms that can enhance the operational quality and simple application.

In particular, there are few hologram companies that have acquired the knowledge of designing such holograms which cannot be copied. The increasing demand and consumer’s inability to identify fake holograms have encouraged the traditional hologram companies and counterfeited activities to promote their business. Sometime pharma companies also ignore the significance of these holograms as they demand reasonable holograms. They want to cut down the manufacturing cost of that medicine and the result is the loss of their goodwill in the market and the life of consumers. Their ignorance to achieve accuracy in the packaging process leads to betrayal of society and nation.

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