Printers rely on Gujarat & China for eco-friendly poll campaign, put QR code for guarantee

Kottayam: A constant purr fills the white-walled room of a digital printing shop in Kottayam. The air is thick with the pungent smell of ink. Slowly, smiling faces of candidates roll out of the machine. Outside, politicians walk in and out, hoping to have their faces plastered across sheets of polyethene (PE), the more sustainable successor of the classic election flex board. As the campaign for the local body polls heats up, printing shop owners straddle growing business demand and environmental concerns.

With the Haritha Kerala Mission's move to ban the use of Polyvinyl Chloride (PVC) for campaign posters and advertisements, flex boards were quickly whisked away, and their place was taken by Polyethylene (PE) and cloth-based materials that mimic the legendary flex board in shape and form, but are distinctly eco-friendly. The State Election Commission has brought out guidelines for following the green protocol in the conduct of local body elections.

With elections closing in, candidates rush to handpick their campaign mode and are particularly picky about the materials they use since the new guidelines came out. To their service, these shops now paste QR codes on walls and banners that showcase the sustainability certifications that validate their materials.

"These are much more eco-friendly and are the two main alternatives to PVC. It is certified to be biodegradable and eco-friendly, making it suitable for short-term campaigns," says Sanoop S, the President of the Kottayam Printing Association.

Although cloth-based materials are widely used, PE is the sought-after material according to some printers. "PE is most suitable because it replicates PVC, but offers the benefits of being biodegradable," says Santosh Kumar, an owner of a digital printing shop. Despite the benefits of finish and durability, it is priced much higher, which is a significant disadvantage for customers. "It costs up to 30% more than cotton printing," he says.

Election campaign means good business and the stakeholders scout for eco-friendly materials in Gujarat and import it from other countries like China, Thailand, and Indonesia.

"PE is not widely produced in India; there are a few producers in Gujarat and other places, but it's not enough for the kind of demand we face," says Geo George, who runs Madona Digital Press. "The printers do not directly acquire these materials, but procure from wholesalers who import them," he adds.

 "These campaigns are short-term, so using materials that break down easily becomes the more sustainable alternative for short use-cycles," says Sanoop.

Another issue that vendors state is its limited availability. "There isn't enough PE available in our markets to meet the demand," says Sanoop. Gigi George, who owns Madona Digital Press, says that during election time, the demand rises by about tenfold. Amid existing shortages, this tightened demand worsens the issue. "The low availability and the price factor restrict its use," he says.

"We have been using this for some time now, so we already have the material stocked up. But for people who are looking to purchase now, it will be difficult to acquire as the demand rises," says Santosh Kumar, another shop owner.

When asked about the supplies, some printers showed reluctance, underscoring the extent of shortages and the intensity of competition within the supply chain. They, however, echo the same view that no matter how digital the campaign has become, nothing could match a stupendous display board displaying a candidate with a catchy tagline.