Domestic technical textiles Industry Segment-wise consumption of ...

Hoardings are facing resistance because of potential traffic hazards as well as environmental hazards,
specifically in cities like Chennai, Delhi and Mumbai. On the other hand, new/refurbished airports,
highways, street furniture and mushrooming retail space present opportunities for significant growth.
Though the use of digital media i.e. LCD, LED is expected to reduce the share of static advertising,
the rate of adoption of digital media is slow. Thus, flex is expected to continue as preferred media for
the OOH advertising industry.
The market for flex is no more quality conscious because of reduced campaign life and significant
cost pressures. Over the last few years the market has observed a significant reduction in price of flex
because of cheaper Chinese imports. The selling price of front-lit flex reduced from Rs. 6.8 to 7 per
square foot in 2002-03 to Rs. 2 to 2.5 per square ft in 2007-08. Similarly, the price of back-lit flex
reduced from Rs. 11 to 15 per square foot in 2002-03 to Rs. 5 to 6 per square ft in 2007-08.
Market size of hoardings/signages fabric and future forecast
Hoardings account for majority of the consumption of flex in India. On an average, each metro has
3000 hoardings (legal as well as unauthorised) measuring 450 square feet to 40 square feet with
campaign duration of 10 days to a month. The campaign duration in other cities is around a month to
two months.
Usage of flex for hoardings
No of cities Used by
corporate
No. of hoardings per city
Municipal
Elections
Trade Shows
/ Festivals etc
Mega cities - pop>4mn 7 3000 7500 4000
Metro cities - pop>1mn 28 1500 5000 3000
Class I cities/towns ( pop>1
lakh)
388 250 2000 1000
Other cities 4738 25 750 0
Usage of flex in Hoardings 95%
Total No of flex hoardings
264,528 859,180 475,000
SIZE OF HOARDING % Break-up
30" x 15" 10% 26453 85918 47500
25" x 10" 20% 52906 171836 95000
15" x 5" 25% 66132 214795 118750
10" x 8" 10% 26453 85918 47500
8" x 5" 35% 92585 300713 166250
Usage/Replacement
frequency (per year)
12 1 1
Total demand of flex
40 11 6
hoardings (million sq. m.)