June 2011 | Volume 5 | Issue 14 www.homai.

org
TThe
Th
he Holography Times

An endeavour to protect products and people

Pharmaceutical industry
needs an effective strategy to
combat counterfeiting

Pharma company
initiative

Anti- Consumer
Regulatory counterfeiting education &
control strategy retailer recognition

Usage of anti-counterfeiting
technology

The Holography Times is a quarterly newsletter published by

www.homai.org
Hologram Manufacturers Association of India (HoMAI) 1
 VISIONFOIL 104 H
The Holography Times News Bytes

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2 B O B S T G R O U P . C O M www.homai.org
 The Holography Times

Viewpoint
Pharmaceutical industry needs
an effective strategy to combat
counterfeiting In this issue
In 2010, the global sale of counterfeit drugs was estimated
US $75 billion*. That’s a 92 percent increase in just five years,
according to estimates from the Centre for Medicines in the
4-7
News Bytes
Public Interest (CMPI). This is a major issue for drug companies
and an even bigger problem for patients those live may depend
on these medications.

Globally, governments and drug companies are implementing

various efforts to tackle this problem for example;
- in 2005, Malaysian government started usage of
holographic label on all its registered medicines;
- in 2009, the EFPIA announced the pilot of its coding and
identification solution in Sweden;
- in July 2010, the National Agency for Food and Drug
Administration and Control, (NAFDAC) is using Mobile
Authentication Services (MAS) and an RFID system;
8
- and recently the Drug Controller General of India (DCGI) is
going to implement bar-codes for pharma exports in India
from July 2011. Pharmaceutical
Industry
Although these initiative are welcome, still there is a need to do Needs an effective strategy to
combat counterfeiting
lot more.

The negative impact of counterfeiting can be diminished to a

great level if it becomes a part of every brand strategy – plan
and review process with the accountability of the brand owners
towards its most valuable assets- for example Brand. Global Trends 11
Hologram providing effective
combination of authentication features
C S Jeena
Editor Expert Insight 13
Enterprise risk assessment &
management

Tender Updates 15
Industry Trends 16
1US $ = ` 45 (3 month average)
Global Patents 17
Industry Updates 18
Upcoming Event, 2011 19

www.homai.org 3
The Holography Times News Bytes

Holograms may be included in trademark law

I t follows news from Taiwan

where government authorities
have introduced a bill to expand the
types of representation protected
by trademark law by including
holograms, 3D shapes and
movements for the first time.
The idea is that anything that serves
to ‘identify’ something, whether
in the form of words, patterns,
“The International graphics, colors, holograms or
sounds, could be submitted for
Hologram trademark protection in Taiwan.
Manufacturers The International Hologram
Association (IHMA) Manufacturers Association
(IHMA) says that this will boost
has welcomed a move the protection of the intellectual
property rights of holograms and
which could lead will be a boon for brand owners
to holograms being looking to protect their products
and market share.
specifically covered
Holograms have to date been deemed
under a national to be covered by copyright law (as
trademark law for the covered in the Berne Conventions)
and the European Community
first time” Design Rights, but they have not
been specifically mentioned in any
national legislation on trademark
or copyright. The Taiwanese move
is therefore a step forward for the
‘normalisation’ of holograms as a
protected item.
Wang Mei-Hua, Director-General
of Taiwan’s Ministry of Economic
Affairs’ Intellectual Property Office
(IPO), said that if the revised law is
passed, animation and holograms
that appear on mobile phones could
also receive trademark protection.
She said the Nokia Corp image
that appears when its cell phones
are turned on has already been
registered as a trademark in several
countries and the firm could also
apply for protection in Taiwan if the
draft bill is passed.
The Trademark Act amendment
approved by the Legislative
Economic Committee will add
animations (movement), laser
logo (hologram) and three-
dimensional shapes to the current
legal recognition of a trademark
as a word, figure, symbol, color,
sound, three-dimensional shape or a
combination thereof’.
Glenn Wood, US media
representative for the IHMA,
welcomed the news, adding: “This
has got to be seen as a step in the right
direction as holograms play a vital
part in the battle to stem the flood of
counterfeit goods emanating from
Taiwan and other parts of the world.
It should help all involved in anti-
counterfeiting and brand protection
and could pave the way for similar
moves around the world, which has
to come eventually.” ■
Source: www.ihma.org

Alpha Lasertek installed Optodigital KINEMAX

A lpha Lasertek India
one of the most
trusted anti-counterfeit
hologram manufacturers
in India has installed an optodigital
KINEMAX hologram mastering
system from Polish Holographic
System, Poland. The system
comprises HiSec type of origination
and litho type origination with a
resolution of 120,000 dpi*. The
company has already commissioned
this system and is pleased with its
performance.
Founded in 1991, Alpha Lasertek
is focusing on to develop the most
effective overt technology to help
Indian consumer in identification
of fake products. According to
Urvinder Singh, Director Alpha
Lasertek “The system will help in
providing cutting-edge technology
to our esteemed customer’s, as with
this we can provide highly secured
hologram including ‘Grey color’
hologram”. The quality and features
of this system are very close to
e-beam master but available at 10%
of the price of e-beam master”. ■
For more information contact at
+91.9717499005 or
e-mail urvinder@alt.co.in

* DPI stand for dots per inch, a measure of printing resolution

4 www.homai.org
News Bytes
Contraband cigarette
market estimated at
` 1,700 cr (USD 425 million)
N EW DELHI: ‘Extremely high’
excise duty on cigarettes in
India has increased the incentives
for contraband trade in the country,
estimated at ` 1,700 crore (USD 425
million), according to a Euromonitor
International Study.
The illicit cigarette market in terms of
volumes has grown by 57.7 per cent
during 2004 to 2009 in India, as per the
study commissioned by industry body
ASSOCHAM.
Commenting on the findings, Tobacco
Institute of India Director Udayan
Lal said, “The extremely high excise
duty rates on cigarettes provide a very
lucrative opportunity for evasion.”
According to him, the clandestine
activity has gained momentum, after
the central government cummulatively
increased the excise duty on cigarettes
by 42 per cent. The forecast is that
illicit consumption will continue to rise
over the next five years.
Illicit cigarettes consist of not only
smuggled international brands, but also
duty-evaded cigarettes manufactured
domestically by small, unscrupulous
manufacturing units. “The Institute
Table 1: The 10 biggest market for illicit trade in 2007
Ranking Country
1 China
2 Russian Federation
3 United States
4 EU
5 Brazil
6 Phillippines
7 India
8 Indonesia
9 Pakistan
10 Turkey
www.homai.org
seeks tax stability on cigarettes,
coupled with a widening of the tax
base through reduction in the large
tax differential between cigarettes and
other tobacco products,” Lal said.
In the list of top 15 countries with high
consumption of illicit cigarettes, India
is at the fifth position in terms of growth
rate between 2004-2009 in volumes,
followed by Malasiya, Romania,
Pakistan and France, respectively.
“In 2008, the per pack price gap
between tax paid and contraband
widened across all price segments.
For example, a premium brand pack
of 20 sticks of India Kings retailed at
` 100, while its smuggled competitors
such as Marlboro and Rothmans were
available at a steep discount, selling for
` 80-85,” according to the report.
Globally, the world’s top 15 countries
account for some 79 per cent of
global illicit cigarette consumption
with China the largest (36.2 per cent),
despite a 19.4 per cent fall in illicit
cigarette consumption over 2004-09.
“The BRIC countries accounted for
around 50 per cent of all illicit trade in
2009,” it added. ■
Source: Euromonitor
Illicit trade (bns of cigarettes)
214
76
62
58
38
19
18
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13
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The Holography Times
Hologram
seals to
prevent
spurious
liquor
H yderabad, Andhra
Pradesh, India: The state
government of Andhra Pradesh
in India is contemplating
introduction of hologram seal
with bar coding to check sale
of spurious liquor and also to
improve the revenue generation.
The excise department has fixed
a target of ` 9000 crore (USD 2
billion) as revenue from excise
for 2011-12.
According to official sources,
the paper seals being put on
the liquor bottles are easily
tampered with. Hologram seal
with bar coding would help in
preventing the sale of spurious
liquor as well as identifying the
distillery where the liquor has
been manufactured and the date
of manufacture and other such
details.
The sources said the government
proposes to introduce holograms
of three different colours. Two
different colours for exports and
imports and another for those
manufactured and sold within
the state. ■
Source: www. articles.timesofindia.
indiatimes.com
5
The Holography Times News Bytes

` 500 crore
(USD 125 million) for
high-security
number plates

G ujarat, India: The state government has initiated the

process to implement the ` 500-crore (USD 125
billion) High Security Registration Plates (HSRP) project
for all types of vehicles across Gujarat. The project is
aimed at preventing duplication of the registration plates,
thereby preventing crimes. The city has about 17.69 lakh
(1.7 million) vehicles, including two, three and four-
wheelers.

The system has security features to prevent counterfeiting

and duplication of such registration number plates. The
specifications of plates on different type of vehicles have
already been laid down in order to ensure uniformity in
size, colour and specifications of the registration plates
across the country.

As per the guidelines of the Union Ministry of Road

Transport, the State Transport Department has started the
work of establishing technical network for the project.
The government has recently invited tenders for the
project, which will be implemented on the build, own
and operate (BOO) basis.

According to the State Transport Commissioner, J P

Gupta, “After the implementation of this project, all new
vehicles will use HSRP, while the older vehicles will
have to replace their old number plates with HSRP. The
government will appoint authorised vendors at all the
Regional Transport Offices (RTOs) from where vehicle
owners can get HSRPs.”

The plates will be highly secure with “lock, hologram

and unique numbers”. “At present, there is no standard
number plate system in the state,” he said, adding that
the project will cover the entire state within a year. The
department is also working on digitisation of all the
vehicle data and is likely to introduce chip-based driving
license and vehicle registration book, said Gupta. ■

Source: www.articles.timesofindia.indiatimes.com

6 www.homai.org
News Bytes The Holography Times

Schreiner S chreiner MediPharm,

Germany-based provider of
specialty pharmaceutical labelling
a To prevent the user’s hand from
slipping during the injection, the
label has a non-slip texture for
MediPharm products, has launched a new multi-
functional label for self-medicating
improved grip and safe handling.
Due to the special material
unveils autoinjectors and pens. properties the label snugly fits
the shape of the autoinjector and
The new label is equipped with reliably adheres to the plastic
specialty a tamper-evident feature in the
form of a perforation that provides
surface.

labels for assurance the autoinjector or pen

was not previously opened and
that it contains the correct drug.
autoinjectors The position of the perforation
also ensures that once it has been
opened, the cap cannot be closed
again undetected. Additionally,
there is a transparent window in
the label that enables the user to
visually check the fill level of the
contents within.
‘With a focus on safety and
comfort, we have created a unique
solution that can be customized to
suit various injection systems,’ said
Gene Dul, President of Schreiner
MediPharm. ‘The self-medication
market is growing rapidly and this
product will help improve patient
safety on several levels.’ ■
Source:www.schreiner-
medipharm.com

Holograms to Uflex to set up US

safeguard handicraft polyester-film plant
products

R aipur, Chhattisgarh, India: In an attempt to

preserve the traditional art of Chhattisgarh, the
government has decided to use holograms on every
handicraft produced in the state. The Chhattisgarh
Handicraft Development Board is developing hologram
for the purpose.
Now, the buyers will get guarantee cards with every
handicraft item that they purchase. The authorities
believe this step will curb the duplication and theft of
the traditional art and craft of the region. Till now, the
authorities have managed to get only bimetal patented.
This has encouraged the fraudsters to duplicate other
items or steal these items and sell them at higher prices
in the international market. ■
Source: www.cghandicraft.com
I ndia-based substrate provider Uflex Ltd. will set
up a polyester-films plant in the US. The project
represents a USD 80-85 million investment, which will
be made through a 100% subsidiary of the company,
reports Equity Bulls.
Uflex has expanded its plastic-films production
operations across the globe over the past few years. It
recently opened a new site in Egypt and added capacity
to its Mexico plant. The US site will be the company’s
sixth facility. In February, Uflex announced a US$80
million investment to construct a new plant in Wrzesnia,
Poland. That facility is said to begin operations in June
2012. ■
Source: www. uflexltd.com

www.homai.org 7
The Holography Times
Indian pharmaceutical industry
Needs an effective strategy to combat counterfeiting
“One needs to understand
that product identification
technologies such as
barcode and DMS tracking
should be used to facilitate
the overt, covert and other
forensic technology, not to
compete with these proven
technologies”
8 www.homai.org
C ounterfeit pharmaceuticals
are an ongoing problem
worldwide and the labelling
industry has been heavily
regulated as a result. Different
geographies can sometimes
be at a higher risk than others,
and in recent months, India
has been cited as a source of
counterfeits. The recent decision
of Government of India of
finalization of implementing bar
code attract the attention of the
industry. This comes on the heels
of a discovery of “Made in India”
labels on fake pharmaceutical
products produced in China.
To combat this, all Indian
pharmaceutical exports will
carry a barcode as of July 1,
2011 on primary, secondary and
tertiary packaging.
Missing Element - No
protection from fakes or
tampering
The better-late-than-never rule
will allow medicine to be traced
and tracked to its source of origin.
Bar code is a good solution for
tracking and tracing of goods, but
a problem will always remain if
the product is counterfeit during
the supply chain. As when the
code is simply printed onto the
packaging, it does not protect
Cover Story
the pack against counterfeiting
or tampering.
i. Traceability features are not
immune against foregery
and require additional anti-
counterfeiting feature to
ensure their own authenticity
as well as the authenticity of
the product they are attached
to.
ii. The codes can simply be
copied and printed on to
illegal produced packaging,
or the original product can
be removed from the original
pack and replaced by fake.
iii. The consumer is obvious to
this if the produce pack itself
is not properly protected.
One needs to understand
that product identification
technologies such as barcode and
DMS1 tracking should be used to
facilitate the overt, covert and
other forensic technology, not
to compete with these proven
technologies.
Example: EFPIA2 product and
verification project (Figure 1)
In May 2009, the EFPIA
announced the pilot of its
coding and identification
solution in Sweden. The EFPIA
Cover Story The Holography Times

Table1 : Overview of some security options

Manufacturer Distribution Regional Pharmacist / End User

Cycle Distribution Hospitals
Centre
Holograms Minimal cost Easy to check Easy to check Easy to check Easily
recognized
security
Micro-printing Minimal cost Easy to check Easy to check Easy to check Education is
with proper with proper with proper important
equipment equipment equipment
Taggants Moderate to Special reader Special reader Special reader Manufacturer
high cost required required required would need to
authenticate
Color shifting Moderate to Easy visual Easy visual Easy to see / would need to
inks / Digital high cost inspection / inspection / manufacturer Brand
watermarks reader required reader required authenticate differentiation
Frangible and Minimal to Easy to detect Easy to detect Easy to detect Easy visual to
other security moderate cost tampering / tampering / tampering / detect
stocks reader required reader required reader required tampering
Serialisation Moderate to Special equipment Special equipment Special equipment Possible human
high cost needed, track- needed, track- needed, track- code available
and-trace and-trace and-trace
RFID Moderate to Special equipment Special equipment Special equipment Manufacturer
high cost needed, track- needed, track- needed, track- would need to
and-trace and-trace and-trace authenticate

solution does not provide for
verification by the patient, as it is
the Pharmacists who will check
a unique identification code on
each individual pack when it is
dispensed to patient.
These codes are generated and
applied by manufacturers using a
simple 2D Data Matrix Barcode,
which contain a unique serial
number. The scan revealed any
duplication of data on packs and
triggers the system to immediately
alert the pharmacist to the
possibility of a counterfeit product.
This solution presumes that all data
collected in a central location in a
timely fashion and can be queries
against at anytime from almost
anywhere. This opens up a list of
question;
i. Who is going to be responsible
for storing and managing this
data?
ii. Who will pay for it?
iii. Are pharmaceuticals firms
willing to share their data with
everyone else in the supply
chain?
iv. Most pharmaceutical products
pass through many hands along
the supply chain before they
reach their finial destination,
which increases the chances
of product counterfeiting,
especially in European
market, where distribution
involves many countries and
languages. The long supply
chain increases the risk of
products being repackaged or
exchanged at the temporary
storage facilities.
With this solution, a pharmaceutical
company still loses, because you
cannot tell which product is the
counterfeit, so if the fake product
was dispensed first, then you are
going to end up holding back the
genuine product when you get a
duplicate hit.
EFPIA had himself acknowledges
that the system check the code,
not the product, so it does not
necessarily authenticate that the
medicines is genuine, but it will
identify that the code is genuine.
(see, Pharma Anti-counterfeiting
news, Issue no1, August 2009).
Anti-Counterfeiting is a multi-
layered approach
Counterfeiters can quickly
identified and duplicate many drugs
and drug safety measures. This is
why a multi-layered approach to
counterfeiting is essential for opting
drug security. Printers should
provide both overt and covert anti-
counterfeiting solution.
EFPIA and OPPI3 (India) both
have specified various safety
elements for every drug unit. As
per EFPIA, first, products should
have a tamper-evident container
closure system with overt and or
covert authentication features,
second, packaging should contain

www.homai.org 9
The Holography Times
An effective strategy
Malaysia Meditag
Introduction:
The Malaysian Government
considers healthcare a priority
and has introduced a number of
schemes in past to help boost the
sector. The most notable, and
beneficial to OTC, was been the
launch of “Meditag” holographic
authentication sticker. It was
introduced in 2005 by Malaysian
Ministry of Health to confirm the
authenticity of medicines registered
with the Ministry.
a randomized 2D barcode on each
unit, and lastly, the supply chain
should be transparent.
Further, the choice of technique
should be depends on how the drug
manufacturer intends to use security
features, for example, a mandatory
in favor of an individual technology,
can backfire, once it fails.
Need of multi-layered security
In selecting a security feature,
various tradeoffs are necessary
between security and usability. It
is possible to secure a document
or product almost absolutely
by applying layer after layer of
complex security features, but to
fully authenticate would require far
10
What is Meditag?
The self-adhesive holographic
Meditag measures 8mm x16mm
and contains three levels of security.
For unaided visual security, the
label employs Hologram Industries
(HI) proprietary diagram technique.
A second level of security can be
established through the use of a
handheld instrument, and a third
level for machine readability is also
provided for forensics testing.
more equipment and resources that
is really feasable or necessary.
The most effective brand protection
is a multi-layered solution, with
sufficient barriers to deter criminal
activity, ideally combing both
overt and covert approaches. This
strategy will go a long way towards,
protecting patient safety, as well as
country reputation and revenues of
pharma companies.
References
i. How to select a security feature “ The
Document Security Alliance (DSA) and
The North American Security Products
Organisation (NASPO)” www.
documentsecurityalliance.org / www.
naspo.org
ii. Solutions in the fight against drug
Cover Story
Result: Since the Ministry of
health introduced meditag in
2005 instances of un-registered
medicines (which are often
counterfeit) on the market has
fallen by up to one-third.
Source: Paper presented by Ministry
of health at Global Forum on
Pharmaceutical Anti-Counterfeiting
held in Washington, DC, June 2008 and
by Mediharta at Holopack-Holoprint,
November 2010.
counterfeiters “Schreiner MediPharm”
www.schreiner-medipharm.com
iii. Anti-Counterfeiting – A multi layered
approach “Eric Caro of Catalent
Pharma Solutions” www.samedanltd.
com / www.catalent.com
iv. DuPont anti-counterfeiting solutions /
www.authentication.dupont.com
iv. European Federations of Pharmceutical
Industries and Association (EFPIA)
white paper “The Anti-Counterfeiting
of Medicines”
Bibliography
1. DMS- Digital Mass Serialization
2. EFPIA- European Federations
of Pharmceutical Industries and
Association
3. OPPI- Organization of Pharmaceuitical
Producers of India
www.homai.org
Global Trends
Pharmaceutical anti-counterfeiting
Hologram providing effective combination of authentication features
by Ian Lancaster & Glenn Wood, IHMA
“Holograms can now
combine authentication
overt features with
covert elements and
forensic and track
and trace elements
to provide a highly
effective weapon in
the fight against illicit
products”
www.homai.org
Counterfeit concerns
A joint survey by the International
Pharmaceutical Federation (FIP)
and Pfizer revealed that pharmacists
are concerned over the global
problem of counterfeit medicines.
The survey, conducted by APCO
Insight, was reported at the FIP
Congress, Lisbon, Portugal.
Consequently, Ian Lancaster,
general secretary of the International
Hologram Manufacturers
Association (IHMA), believes
that the pharmaceutical industry
can do more to combat counterfeit
pharmaceuticals.
Lancaster cites survey results that
almost two thirds (63 per cent) of
2000 community, retail, and hospital
pharmacists surveyed in Europe, the
United States, and Australia believe
current policies and technology are
insufficient to deal with counterfeit
medicines. In addition, 61per
cent of those surveyed also said
that the prevalence of counterfeit
medication is a serious issue in
their country.
“Pharmacists feel more has
to be done about tackling the
counterfeiters and ensuring patients
receive safe, effective, and bona
fide medicines,” says Lancaster.
“So one of the key challenges is
for manufacturers and producers to
stay ahead of the counterfeiters.”
Role of packaging
Packaging-based solutions may
begin to play a more frequent role
in such programs now that the
European Parliament voted for the
“EU Falsified Medicines Directive”
in February 2011. The directive
The Holography Times
seeks to develop packaging and
labeling measures that can help
the marketplace distinguish
falsified medicinal products from
other illegal products as well as
from infringements of intellectual
property rights. (For more details
on the legislation, please see “EU
Moves toward Pan-European
Law.”)
Glenn Wood, U.S. media
representative for the IHMA, said
Any move to tackle the global rise
in pharmaceutical counterfeiting
has to be seen as positive.
This is a critical time for those
involved in tackling counterfeit
pharmaceuticals. Counterfeits are
on the increase with confiscation at
borders or during enforcement raids
on the rise not only in developing
countries but also in the United
States and in other developed
nations.”
Wood calls the EU Falsified
Medicines Directive a welcome
move. “Along with other global
initiatives, the directive will
undoubtedly play a vital part in
the constant battle to stem the
flood of counterfeit drugs and help
producers stay one step ahead of
the criminals.”
Hologram authentication as
solution
Lancaster and Wood suggest that
holograms can play a key role
in combating criminal activity.
“Holograms work best where the
packaging remains with the unit
dose—almost everywhere except
the United States—and when they
are regionalized for a specific
market,” says Lancaster. “In the
11
The Holography Times
United States, pharmacists don’t
usually have access to the original
unit-dose packaging and the bulk
packs they purchase almost never
have holograms.”
Hologram providing three
layered security
“The evolving Holograms can now combine
authentication overt features with
anti-counterfeiting role covert elements and forensic and
track and trace elements to provide
of holograms lies in a highly effective weapon in the
fight against illicit products, says
their ability to combine Wood. And they can be used as
seals, labels, or as the foil in a
authentication with blister pack.
detection,” Lancaster adds that there are
examples of how holograms provide
a successful and vital detection
function in pharmaceutical anti-
counterfeiting strategies. A few
years ago Malaysia introduced
its Meditag serialized hologram
label to be found on all registered
medicines—traditional and
12
Global Trends
western—which has helped the
Ministry of Health inspectors to
detect unauthorized and counterfeit
product.
“The evolving anti-counterfeiting
role of holograms lies in their ability
to combine authentication with
detection,” says Lancaster. “And
sometimes pack enhancement, as
Rodotex GmbH has shown with its
packaging for Vitamin C+Kollagen
in Indonesia. This is why the
more enlightened pharmaceutical
companies and enforcement
agencies continue to make them
an integral part of modern anti-
counterfeiting strategies.”
Sources:
The International Hologram
Manufacturers Association (IHMA),
which is made up of over 80
leading producers and converters
of holograms for banknote security,
anti-counterfeiting, brand protection,
packaging, graphics and other
commercial applications around the
world. For more information, go to
www.homai.org
Expert Insight The Holography Times

Enterprise risk assessment & management

Mr. Pradip Shroff is the President of HOMAI, Board Member of IHMA, and
Vice-chairman of PRS Permacel Pvt. Ltd. He is a B.Tech from IIT Mumbai,
M.S. from Case Western Reserve University, USA, and accredited by
Coaching Foundation India Ltd as a CEO coach. He has worked with Johnson
& Johnson India for almost 25 years and has been involved in developing
solutions for brand protection for over 35 years.

S ecurity & Exchange Board

of India (SEBI), to protect
interest of investors, has made risk
assessment and management as
an important aspect for all listed
companies under its Clasue 49 –IV
(c) of listing. Following activities
are mandatory for all listed
companies:
“The ERM will help i. Procedures to inform Board
about risk assessment and
protect long term minimization;
ii. Periodic review of procedures
sustainability of any to ensure that executive
management;
organization. ERM iii. Controls risk through a
properly defined framework;
should be on agenda iv. Risk management report to
be submitted to the Board for
of every management review.
meeting and every The intent of SEBI is to protect
interest of investors. It is a good
board meetings.” management practice that every
company, listed or unlisted, ‘for
profit’ or ‘not for profit’, can benefit
by practicing in true spirit. The
ERM will help protect long term
sustainability of any organization.
Enterprise Risk Assessment &
Management (ERM) should be
on agenda of every management
meeting and every board meetings.
www.homai.org
The simple steps to follow in risk
managements are:
i. Identify the sources of risk.
ii. Assess the likely damage that
can be caused by each risk
identified.
iii. Determine probability of the
risk becoming a reality.
iv. Calculate expected loss due
to each risk = damage x
probability
v. Develop a strategy based
on expected loss and cost of
mitigating the risk.
vi. Implement the strategy
vii. Review the impact of the
strategy and make changes if
required.
viii. Establish an ongoing process
of review and corrections.
Let us now review risk for various
assets of an enterprise. These risks
can be classified as under:
• Risks to physical properties
• Risks to information
• Risks to brands
Risks to physical properties
Physical properties like offices,
plant and machinery are subject
to various types of risks such as
Theft, Fire, Earthquake, etc. There
are several established strategies,
13
The Holography Times
(Managing Director, Risk Coordinator, Principal Risk Owners (PROs)
Risk-coordinator is usually the company secretary
HR &
Supply chain
Administration
Risk Management Organization Structure
approaches and solutions available
for risk mitigation against theft -
such as providing doors & windows
with locks, video camera etc. The
mitigation strategy against risk
of fire is also well known. There
are experts available to carry out
a complete risk profile. The best
way to fight fire is to prevent it
by carefully handling all possible
sources, by providing training at
all levels. In case of a fire there
are still several well established
tools and technologies available
to fight – Smoke detectors, fire
extinguishers, sprinklers etc. Well
managed companies have a safety
manager, a safety management
plan and review systems.
Risks to information
Information is power and clearly
a company has to have plans
to protect its confidential and
important information. The need
and awareness has increased in
recent past due to extensive use of
IT technology. There are several
strategies and tools available
to manage this risk. Use of fire
walls and spam control are very
common. The high tech companies
14
Board of Directors / Audit Committee
ERM Steering Committee
Sub committee with risk operatives
Legal and
Secretariat Production
involved in sensitive information
adhere to international standards
(ISO 27001).
Risks to brands
It takes many years and consistent
efforts to build a brand. Brand
represents the emotional bond
that the stake holders have. Brand
is intangible but it is the most
valuable asset for a company.
Consumers buy products of a
known brand as she feels confident
about the consistency in the
promise delivered by the brand.
Global brand names like Johnson
& Johnson, Coke, and Toyota have
values which run in billions of
dollars. Indian brands like Tata,
TVs, and Bajaj are well known.
An attack on brand can cause a
significant blow and lead to huge
loss of consumer base, loss of
market share and loss of profit.
The cost of rebuilding a damaged
brand is huge and requires very
intense efforts. The brand attack
can be by pilferage in transit,
by adulteration, infringement of
spurious products etc.
Brand risk management is a new
Cover Story
Finance Marketing
concept and needs to be on the
agenda of every management team
and every board of directors. There
are various options available to
develop a customize strategy for
Brand risk management. One
can draw inspiration from good
management practices adopted
in known areas like - health,
safety, environment, quality.
Enterprises can form a brand risk
management team with CEO as a
leader and possibly with the help
of an external expert the team can
prepare itself to mitigate risk to a
brand.
Summary
Risk mitigation strategies are a
necessity of the modern times.
Every company listed or unlisted
needs to pay a serious attention
to this important and critical
aspect for long term sustainability.
Among various sources of risks,
brand risk management requires
highest attention. Companies
must develop a risk profile and
continuously review plan, action
and performance.
www.homai.org
Industry Updates The Holography Times

Tender Updates

Organisation Date State

(Country) Details
Jaipur Vidyut Vitran Nigam Limited February 2011 Rajasthan, Supply of tamper evident,
India polycarbonate seals

Maharashtra State Board of Secondary & February 2011 Maharashtra, Printing of hologram & laminated
Higher Secondary Education India statement of marks sheet and certificates

Directorate of Geology and Mining February 2011 Uttar Pradesh, India Supply of multicolored security hologram

Central Tobacco Research Institute February 2011 Andhra Pradesh, Supply of holograms of 24 microns
India thickness with self adhesive and in
sheet form

Government of Tamilnadu, February 2011 Tamilnadu, India Production and supply of polyester
Excise Department hologram excise lables

Government of Goa, Excise Department February 2011 Goa, India Supply of security hologram
stickers

Sukhmani Society for Citizen Services February 2011 Punjab, India Supply of high security holograms.

Centre for Development of March 2011 Kerala, Supply & installation of rack 2U server
Imaging Technology India & high speed hologram hot stamping
machine

Government of Orissa, March 2011 Bhubaneswar Printing, production & supply of

Excise Department Orissa, India polyester hologram excise labels

Government of Uttarakhand March 2011 Uttrakhand, India Supply of EALs (excise adhesive labels)
Excise Department

Dakshinanchal Vidyut April 2011 Uttar Pradesh, India Supply of hologram seal
Vitran Nigam Limited

Izpalnitelna Agentsiya April 2011 Bulgaria Holographic products and designs

“Avtomobilna Administratsiya

Madhya Pradesh Agricultural April 2011 Madhya Pradesh, Work of hologram printing
Marketing Board India

Gulbarga University April 2011 Karnataka, Supply of holograms

India

United Nations Development Programme April 2011 Afghanistan ID card plastic lamination ribbons with
(UNDP) UN hologram best suitable for NISCA PR
5302 laminator

Office Of The Director of April 2011 United States Pre-Qualifications are invited for
National Intelligence proposers~ day announcement for the
IARPA synthetic holographic
observation (SHO) program

To get the latest tender, subscription and information email at info@homai.org

www.homai.org 15
The Holography Times Industry Updates

Industry Trends

Consolidated 2009 (million) 2010 (million) Change

sales revenue

Hologram Industries, € 28.3 € 31.9

France +13%
Identity Document 14.3 45%
Vehicle Identification 9.1 29%
Brand Protection 3.9 12%
Fiduciary documents 3.2 10%
Other 1.5 4%
Total 32.0 100%

Oberthur technologies, € 904.6 € 978.8 +8.2%

Germany
Card Systems 712.9 72.8%
Security Printing 145.7 14.9%
Identity 101.6 10.4%
Cash Protection 17.8 1.8%
Total 978.8 100.0%

G&D, € 1684 € 1688 +0.2%

Germany
Card & services 705 41.76%
Banknote 753 44.60%
Govt solutions 210 12.44%
New Business 20 1.8%
Total 1688 100.0%

API, £ 93.4 £ 86.4 -9.5%

United Kingdom

Shiner International, 34.5 USD 58.2 USD +68.5%

Source: www.bloomberg.com

Indian Hologram Industry increasing with 19% growth

New Delhi: Hologram Manufacturers Association of
India (HOMAI), the industry body deal in promotion of
holography in India has released its 2nd Financial Study
of hologram industry in India. According to the report the
hologram market in India is constantly increasing with an
average growth rate of 19 per cent per annum in last five
years.
Indian market overview
The hologram market in India, currently estimated at
` 2.4 billion, is further projected to grow at 15 per cent
CAGR for the next five years as there is a huge demand of
holographic features in sectors such as Identity Documents,
Tobacco and Brand Protection. According to HOMAI, the
increasing need for enhanced security and protection of
consumers from counterfeiting products as well as quality
services, reasonable price, increases in export are the
reason behind this constantly growth.
16
Research Method
The report has been done on the basis of primary data based
on reported figures of 21 HOMAI member companies.
The report consists of 3 sections covering i) Financial
highlights of industry 2005-2010 ii) Analysis of key
rations 2005-2010 and iii) conclusions and trend analysis.
It comprises of figures and statistics on capital employed,
net fixed assets, current assets, current liabilities, sales,
sales to fixed assets, credit period, inventory, raw material
to sales, profit etc. The report comprises 20 pages and
costs USD 675.
The report will be useful for industry researchers, hologram
manufacturers, manufacturers of branded and security
sensitive products, advisory firms in the sector, global
investors looking at India in terms of future investments in
this industry ■
For more information contact at info@homai.org
www.homai.org
Industry Updates The Holography Times

Global Patents
Publication Title Int. Application Applicant
Date Class Number

05.05.11 (WO 2011/053087) Solar cell and H01L 31/042 PCT/KR2010/00764 LG Innotek Co., Ltd
manufacturing method thereof

05.05.11 (WO 2011/052405) Optical communication G02F 1/31 PCT/JP2010/068158 National University
system Corporation Hokkaido
University

21.04.11 (WO 2011/046822) Hologram and G03H 1/00 PCT/US2010/051973 E.I. Du Pont de Nemours
associated methods of fabrication and Company
thereof and use in security/authentication
applications

21.04.11 (WO 2011/046420) Forgery-proof vehicle No IPC found PCT/MX2010/000111 DIAZ LOPEZ, Eduardo
identification plate with a stamped/
encapsulated hologram

21.04.11 (WO 2011/045972) Image displaying B42D 15/10 PCT/JP2010/063326 Toppan Printing Co.,
medium, labeled article, and method of Ltd.
manufacture thereof

21.04.11 (WO 2011/045543) Method and device for G07D 7/12 PCT/FR2010/052180 Hologram Industries
checking a secured document

14.04.11 WO 2011/044464) System, method and G03H 1/04 PCT/US2010/051981 Massahussetts Institute
apparatus for wavelength-coded of Technology
multi-focal microscopy

14.04.11 (WO 2011/043525) Method for transposing B29C 45/14 PCT/KR2010/002615 Janghan Inpla Co., Ltd.
hologram into molded material by using
micro unevenness hologram

14.04.11 (WO 2011/043208) Optical element, G02B 5/30 PCT/JP2010/066651 Nec Corporation
light source device, and
projection-type display device

10.03.11 (WO 2011/027514) Authenticity G03H 1/26 PCT/JP2010/005233 Dai Nippon Printing
determination hologram and fabrication Co., Ltd.
method therefor

10.03.11 (WO 2011/027472) Optical information G03H 1/02 PCT/JP2009/065594 Kabushiki Kaisha
recording medium Toshiba

10.03.11 (WO 2011/026794) Vivarium comprising A01K 63/00 PCT/EP2010/062563 GEYER, Daniel
a hologram

03.03.11 (WO 2011/025210) An apparatus and a G03H 1/22 PCT/KR2010/005621 LG Electronics Inc.
method for reconstructing a hologram

20.01.2011 (WO 2011/006929) Method and device for G03H 1/02 PCT/EP2010/060141 MANN+HUMMEL
marking objects, particularly components GMBH
of a motor vehicle, with an embossed
hologram and objects marked in this way

For more information, visit www.wipo.int - Gateway to Patent Scope – Database Search – PCT Applications

International Applications (PCT)

This search tool allows you to search around published International Patent Applications and to view the latest information
and documents available to the International Bureau. This facility features: full-text search in Descriptions and Claims;
search using unlimited keywords; bibliographic search; Boolean operators; and graphical results
www.homai.org 17
The Holography Times Industry Updates

Anti-counterfeiting technology
patent round-up

Microsoft has been awarded a US patent (No. 7,878,398) on its techniques to create counterfeit- and tamper-
resistant labels using randomly-occurring features. These may be inherent to the label itself or added to it, for
example by applying fibre optic strands. “This pattern is unique to each label and may not be exactly duplicated
at a reasonable cost,” says the patent.

AlpVision has been granted patents in India (No. 243454) and Indonesia (ID P0025514B) for its Cryptoglyph
invisible marking technology which can be applied to carton boxes, blister packs, labels and other pharmaceutical
packaging materials. The process prevents counterfeiting through incorporation of a signature in form of an
invisible mark in parts of or over the entire packaging or label. The company said it now has Cryptoglyph patents
in force in all major countries around the world.

US company Axsun Technologies has been granted a US patent (No.7,875,457) for a product authentication
system. It is based on machine-readable taggants that can be detected using Raman spectroscopy. The taggant
information is used to “identify, validate, and distinguish the origin of the source” of an item and after scanning
is rendered unreadable by chemical modification, “thereby controlling the taggants’ lifecycle,” says the patent.
Axsun is best known in pharma circles for its near infrared (NIR) spectrometer range.

AuthentiForm Technologies (now CertiRx Corp) has been awarded a US patent (No. 7,874,489) for its product
authentication technology. The new patent which claims priority over an earlier dossier (No. 692,225), covers
methods, reagents and apparatus for authenticating product using a ‘signature array’ of microparticles, printed
symbols or other entities. “Methods of the invention are easy to implement and can be covert, but are difficult to
replicate, simulate, alter, or transpose, and resist tampering and inadvertent or intentional alteration,” it claims.

Swiss firm CSEM SA (Centre Suisse d’Electronique et de Microtechnique) has been granted a US patent (No.
7,864,424) covering the use of so-called zero-order diffractive pigments (ZOPs) which can be used to add “very
pronounced” colour effects on products which thanks to their material properties are difficult to copy and cost-
effective to mass produce. The iridescent optical effect varies as the image is tilted or rotated, says the patent.

Document Security Systems, Inc. has been awarded seventeen new patents in the last 12 months for technologies
in counterfeit prevention, product authentication and brand protection. The new patents include:

i) AuthentiGuard™ Prism - A covert brand protection and authentication technology where a hidden image is
revealed with a proprietary lens. The hidden image disappears on copies and scans.

ii) AuthentiGuard™ VeriGlow - An invisible image system which can be seen by passport scanners currently
installed around the world. This multi-layered, covert authentication technology is used for high security
documents for government as well as labels and packages for the pharmaceutical industry.

iii) AuthentiGuard™ Pantograph 5000 - The “warning word” overt counterfeit deterrent technology designed to
protect checks, coupons, documents, labels and packaging from today’s sophisticated scanning and copying
systems used by modern counterfeiters.

18 www.homai.org
Industry Updates The Holography Times

A The Hologram Manufacturers

Association of India (HOMAI) is a
non-profit organization established in

MUST 1998 to represents and promotes the

interest of hologram industry in India as
well as to fight against counterfeiting.
Affiliated with International Hologram

REQUIRED Manufacturers Association (IHMA),

UK it is the only second body of its
type in world. It encourage adoption
of current technologies and standards
for high security so as to stay ahead of
the counterfeiters.

For more details please visit us at

2nd You need it; if you are a
? Hologram manufacturer
Indian ? Supplier to industry
? Hologram strategist
financial ? Anti-counterfeit consultant
? Converters of holographic materials
study 2010 ? Financial broker and analyst tracking
An analysis of Indian ? Anti-counterfeiting solutions providers
Hologram Industry by HOMAI
Upcoming Events
www.homai.org
Published by:
Hologram Manufacturer Association of India
(HoMAI)
Issue Editor:
C S Jeena
The Holography Times is a quarterly
newsletter published by Hologram
Manufacturers Association of India (HOMAI)
with an aim to provide latest developments,
research, articles, patents and industry news
to a wide audience related to Holography in
Indian and World.

HOMAI Annual General Meeting 2011 The editorial team welcomes your news,
July 9, 2011, The Claridges, Surajkund, Delhi/Ncr, Faridabad, India contributions and comments. Please send
your product updates, press releases,
The 3rd Tax Stamp Forum conference announcements or other
Sep 13-14, 2011, Washington DC, USA contributions to HoMAI:
For more details contact: Tel: +44 (0)1932 785 680 ; Fax: +44 (0)1932 780 790
Email: info@reconnaissance-intl.com; Web: www.taxstampforum.com 21-Ground Floor, Devika Tower 6
Nehru Place, New Delhi 110019, India
Label Expo Europe 2011
Telfax: +91 (11) 41617369
Sep 28 - Oct 01, 2011, Brussels, Belgium
Email: info@homai.org
For more details contact: Web: www.labelexpo-europe.com
Website: www.homai.org
Holo-pack. Holo-print 2011
Nov 9-11, 2011, Las Vegas, USA Designed and Printed by
For more details contact: Tel.: +44 (0)1932 785 680 ; Fax: +44 (0)1932 780 790 EYEDEA Advertising
E-mail: info@reconnaissance-intl.com , Web: www.holopack-holoprint.com E-439/9, SDV, Charmwood Village,
Faridabad, Haryana (INDIA)
Label Expo Asia E-mail: eyedeaadvertising@gmail.com
Nov 29 - dec 02, 2011, Shanghai / PRC on behalf of HoMAI
For more details contact: Web: www.labelexpo-asia.com
Disclaimer: The data used here are from various
Pack Plus 2011 published and electronically available primary
Dec 7-10, 2011, New Delhi, India and secondary sources. Despite due diligence
the source data may contain occasional errors. In
For more details contact: Tel.: +91 22 27812093 such instances, HoMAI would not be responsible
E-mail: info@packplus.in, Web: www.packplus.in for such errors.

www.homai.org 19
The Holography Times

20 www.homai.org