Vitesh Sharma, Country Head, HP Sign & Display addressed the 1st Transit Media Talks held in Mumbai last week by speaking about why transit media business must embrace green printing solutions. Sharma highlighted the current dangerous scenario wherein 9 out of the 10 most polluted cities are in India and stressed on the role played by the outdoor business eco-system in limiting the environmental risks.

He further highlighted the efforts invested by brands and the government. “$15 billion worth of purchases by corporates have sustainability among their main criteria, which is increasing 38% year on year. Regulations like the flex ban in Maharashtra and Bangalore have also helped the cause and are an example of how regulations can encourage eco-friendly practices within our ecosystem,” Sharma shared.

Talking further about transit media printing, he explained that 90% of printing was happening with the lethal combination of PVC & Solvent printing.

Addressing the solution for this, Sharma urged for less consumption of natural resources, elimination of harmful inks and low cost green printing, all of which are of course major challenges, as he admitted.

He also suggested a shift from analog printing to digital printing and the adoption of circular economy wherein material could be re-used.