Jitender Pal Singh, CEO of Kurz India, discusses the company’s embellishment technologies, the growing role of digital stamping and the challenges facing the market.
At LOUPE India 2026, Kurz India showcased a range of embellishment solutions designed to help converters and brand owners differentiate their packaging through metallic effects, innovative foil applications and digital technologies. Although there was no new global product launch, the company used the exhibition to introduce Indian customers to several solutions launched internationally over the past couple of years.
The highlights included its Silver Line concept, Cast and Cure solutions, and technologies for clear-film applications. Kurz also presented machine solutions for register stamping and single-image applications, alongside a demonstration of its digital embellishment technology.
“From a global perspective, there is no new product launch, but we are bringing the same global product launches from the past couple of years to showcase here and bring them to the attention of customers in India,” said Jitender Pal Singh, CEO of Kurz India.
Expanding digital embellishment capabilities
Digital embellishment was another key focus. Kurz has three types of digital embellishment machines, including a patented technology that applies adhesive to the foil before transferring the stamping digitally. “We have a patented technology wherein we basically put the glue on the foil, and then the stamping happens digitally,” Singh explained.
The company also offers a high-speed, sheetfed machine for digital embellishment, which Singh informally describes as a ‛beast’ because of its size and production capabilities.
Another solution showcased at the exhibition addresses the growing demand for register stamping and single-image applications. Designed to be installed on compatible existing cold-foiling machines with guide rails, the system allows converters to use a station for these applications without investing in an entirely new press.
The machine can accommodate multiple foil designs in a single run and also supports foil-saving applications by allowing the same foil to be reused multiple times when the stamped area is relatively small. “This ultimately helps reduce embellishment costs,” Singh said.
Embellishment as a tool for brand differentiation
Singh believes demand for embellishment will continue to grow as brands compete for consumer attention and shelf space. He described metallized embellishment, commonly known as foil stamping, as the gold standard of embellishment, a technology that Kurz pioneered and in which it remains a global market leader.
With new brands and start-ups entering the market, packaging differentiation is becoming increasingly important. Singh believes that products with a distinctive look and feel have a better chance of attracting consumer attention at the point of purchase.
He acknowledged that sustainability considerations have led some brands, particularly in the liquor industry, to move away from cartons. However, he does not see this as reversing the broader demand for embellishment.
“From the consumer mindset and the perspective of differentiating your product from that of your competitors, embellishment is a need. I believe the market will only grow because new products and new brands are continuously entering the market,” he said.
Balancing cost and quality
On the challenges facing the market, Singh identified pricing pressure as a major concern. Converters are under pressure from brand owners to reduce packaging costs, which can lead some customers to choose cheaper materials and products, including lower-cost imports from China. He cautioned that such decisions could compromise the quality of finished packaging and prove counterproductive in the long run.
“The biggest problem customers face right now is ultimately the pressure on pricing. I will not blame only the converters, because they are also under pressure from brands that want to reduce their overall packaging costs,” he said.
Singh believes converters must balance competitiveness with quality rather than pursue cost reductions at the expense of the finished product. “Competitiveness has created a lot of pressure on margins everywhere, but reducing costs at the expense of quality is not sustainable. Converters have to strike the right balance between quality and margins so that the end customer continues to receive the right quality,” he said.
