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Holograms to authenticate and identify the counterfeit pharma export drugs

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The Pharma industry is facing the problem of counterfeiting. The presentation highlight the need of an solution which can help authorities and companies in identification and authentication of …

The Pharma industry is facing the problem of counterfeiting. The presentation highlight the need of an solution which can help authorities and companies in identification and authentication of counterfeit pharma drug.


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  • 1. Holograms to authenticate and identify the counterfeit pharma export drugs Pharmaceutical Export Promotion Council of India Hyderabad October 27th 2010Presented by:C S JeenaSecretary HOMAI
  • 2. Introduction to the Indian Hologram Industry Hologram industry in India is a mature and established industry The industry has as Association called Hologram Manufacturers Association of India (HoMAI) Capital Employed more than Rs. 150 Crores Industry turnover for security holograms more than Rs. 250 Crores At least 4000 applications currently in the country Several leading brands across every possible industry segment A host of applications in the Government sector such as Excise Labels, Voter’s ID Cards, Driving Licenses India is also emerging as a big exporter of security hologram Page  2
  • 3. Objective and Solution The Objective Clear identification of products through their origin, identity, destination or any characteristics by visual or digital mechanism = Identify and TrackSolutionPharmaceutical products entail multi-level handling – so the solution should• facilitate multi level authentication andtracking• be cost effective• encourage easy identification at the PoSPage  3
  • 4. Hologram Technology What is a hologram?A laser created optical image device bearing diffractiveelements due to surface relief, and has variable opticalinformation:• exhibits variable colors (rainbow)• variable image content• image can be animated• image can appear as stereoscopicPage  4
  • 5. Hologram Technology Flow of hologram production? Design & Planning Artwork Preparation Approx 3-4 a) From Laser weeks Hologram Mastering a.1) 2D-3D Hologram a.2) Dot-Matrix Proof a.3) Lithographic b) From E-beam Mass Production lithography Approx c) Combination of both Post Processing & 2-3 Inspection weeks DeliveryPage  5
  • 6. Considerations for selection of Anti-counterfeitingtechnology for Pharmaceutical industry Extremely difficult to copy, and should be tamper evident Page  6
  • 7. Hologram - Extremely difficult to copy Impossible to copy with a scanner/color copier or any other mode Impossible to imitate with standard printing technologies Has a high degree of tamper evident propertiesOther deterrents Requirement of high technology equipment Traceability of hologram origination machine Incorporation of taggant in raw materials Page  7
  • 8. Considerations for selection of Anti-counterfeitingtechnology for Pharmaceutical industry Extremely difficult to copy, and should be tamper evident Easy identification by users, facilitate product level authentication Page  8
  • 9. Hologram – Easy to IdentifyFacilitate product level authentication Easy to identify as it stands out against conventional printed matter Most used & publicly recognised overt feature for authentication Consumer education on the features in the hologram help greatly Page  9
  • 10. Considerations for selection of Anti-counterfeitingtechnology for Pharmaceutical industry Extremely difficult to copy, and should be tamper evident Easy identification by users, facilitate product level authentication Provide multi-layered security features Page  10
  • 11. Hologram – Multi Level Security Conforms to the level of Level 3 security features for (Forensic authentication suggested features) by INTERPOL Level 2 (Covert features, hidden information) Level 1 (Overt features, visual authentication)Page  11
  • 12. Hologram – Multi Level SecurityLevel 1: Overt featuresOvert features can be verified even by an untrained eye withoutany instruments •End Consumer •Distributor and agents Users Level 1 (Visual •Drug Inspectors authentication) •Custom Officials •Officials of pharma companies •Enforcement agencies •Court of Law Page  12
  • 13. Hologram – Multi Level SecurityOvert Security features contd… Switch effect Shaped lens effect 2D image to 3D image Page  13
  • 14. Hologram – Multi Level SecurityLevel 2: Covert featuresCovert features are invisible to the naked eye, but can be verifiedwith the help of simple hand held instruments Level 2 (Hidden Users • Drug Inspectors Information) • Custom Officials • Senior Officials • Enforcement agencies • Court of Law Hologram Hologram Hologram with Micro Text with CLR with Raster Image Page  14
  • 15. Hologram – Multi Level SecurityCovert Security features contd….. 100 micron Micro text and nano text 5 micron Shaped pixel technology Page  15
  • 16. Hologram – Multi Level SecurityLevel 3: Forensic featuresFeatures that are invisible to the naked eye, and can only beverified with the help of sophisticated instruments like Microscopeand Spectrometers – typically in a laboratory Level 3 (Forensic Users • Forensic experts Information) • Officials of HOMAI/IHMA/CIB/Interpol • Senior Officials • Enforcement agencies • Court of Law Page  16
  • 17. Hologram – Multi Level SecurityExamples of Forensic Security features Hologram Fringes Page  17
  • 18. Considerations for selection of Anti-counterfeitingtechnology for Pharmaceutical industry Extremely difficult to copy, and should be tamper evident Easy identification by users, facilitate product level authentication Provide multi-layered security features Easy integration with primary and secondary packaging Page  18
  • 19. Hologram – Integration with existing Packaging Blister Packing Bottles / Jars – Plastic / Glass / Voiles Tubes Plastic Pouch & Mono CartonPage  19
  • 20. Hologram – Integration with existing Packaging Blister Packing Holographic Strip Label form Full holographic Aluminum Foil Transparent blister PVCPage  20
  • 21. Hologram – Integration with existing Packaging Bottles / Jars Holographic Strip Holographic Label form Holographic Shrink Sleeves Holographic Wads Holographic CapPage  21
  • 22. Hologram – Integration with existing Packaging Tubes Holographic Strip Holographic LabelPage  22
  • 23. Hologram – Integration with existing Packaging Plastic Pouch and mono cartons Holographic Strip Holographic label Full Holographic laminatePage  23
  • 24. Considerations for selection of Anti-counterfeitingtechnology for Pharmaceutical industry Extremely difficult to copy, and should be tamper evident Easy identification by users, facilitate product level authentication Provide multi-layered security features Easy integration with primary and secondary packaging Convenience of Authentication Page  24
  • 25. Hologram – Convenience of Authentication End-Users/ Forensic Overt Consumers Enforcement Security Security Authorities Features TOTAL Features SECURITY Manufacturers/ AT Trade Partners ALL LEVELS Covert Security Features Manufacturers/ Enforcement Trade Partners AuthoritiesPage  25
  • 26. Considerations for selection of Anti-counterfeitingtechnology for Pharmaceutical industry Extremely difficult to copy, and should be tamper evident Easy identification by users, facilitate product level authentication Provide multi-layered security features Easy integration with primary and secondary packaging Convenience of Authentication Easy integration with other anti-counterfeit technologies Page  26
  • 27. Hologram - Integration with Other Technologies A hologram blends quite easily with other technologies – security printing can co-exist with holographic elements Bar codes, RFiD and Digital Mass Encryption (DME) are examples of evolving technologies for Track and Trace All these technologies involve using alphanumeric codes to identify a particular product A hologram itself can be marked with any kind of codes required by these technologies Even if there was another label that will carry such codes, then a hologram can be applied on these labels as a patch or stripe The label carries codes and data for online verification, and the hologram establishes the Visual security at three levels – Overt, Covert and Forensic So a hologram co-exists with other technologies for Track and Trace Page  27
  • 28. Hologram - Integration with Other TechnologiesPage  28
  • 29. Hologram - Integration with Other Technologies Holographic Code for 2D Barcode Component for Digital For scanning Visual verification verification conveniencePage  29
  • 30. Considerations for selection of Anti-counterfeitingtechnology for Pharmaceutical industry Extremely difficult to copy, and should be tamper evident Easy identification by users, facilitate product level authentication Provide multi-layered security features Easy integration with primary and secondary packaging Convenience of Authentication Easy integration with other anti-counterfeit technologies Continuous Innovation, Advancement and R&D Page  30
  • 31. Hologram – Innovation, Advancement, R&D Optical Features:  New origination technologies  Current generation of holograms produced at 100,000 dpi resolution  New optical effects such as: • Shaped Lenses • Achromatic Images • 3D to 2D switch effects Processing and Materials  Demetalization  Color Shifting effects  Foil materialPage  31
  • 32. Considerations for selection of Anti-counterfeitingtechnology for Pharmaceutical industry Extremely difficult to copy, and should be tamper evident Easy identification by users, facilitate product level authentication Provide multi-layered security features Easy integration with primary and secondary packaging Convenience of Authentication Easy integration with other anti-counterfeit technologies Continuous Innovation, Advancement and R&D Regulated, Organized, Ethical and monitored industry Page  32
  • 33. Hologram – A Regulated and Ethical industry Strictly follows the Code of Practice of its Industry Association HOMAI Also follow the IHMA Code of Conduct Only security printing industry to have an Image Register Counterfeiting Intelligence Bureau (CIB) under International Chamber of Commerce, London, (ICC) maintains the Hologram Image Register Close monitoring with China Anti-counterfeiting Association (CATA) Page  33
  • 34. Considerations for selection of Anti-counterfeitingtechnology for Pharmaceutical industry Extremely difficult to copy, and should be tamper evident Easy identification by users, facilitate product level authentication Provide multi-layered security features Easy integration with primary and secondary packaging Convenience of Authentication Easy integration with other anti-counterfeit technologies Continuous Innovation, Advancement and R&D Regulated, Organized, Ethical and monitored industry Cost effective Page  34
  • 35. Hologram – Cost EffectiveHolography is a very cost effective solution anti-counterfeittechnology which can be integrated with any product packagingat a reasonable price such asHolographic Tamper Evident Label 1 X 1 inch = 15 paiseHolographic Stamping Foil 10 mm x 10 mm = 10 paise*The cost depends on various other factors such as size, typesof security features, blending technology and as per quantityetc…..Page  35
  • 36. Considerations for selection of Anti-counterfeitingtechnology for Pharmaceutical industry Extremely difficult to copy, and should be tamper evident Easy identification by users, facilitate product level authentication Provide multi-layered security features Easy integration with primary and secondary packaging Convenience of Authentication Easy integration with other anti-counterfeit technologies Continuous Innovation, Advancement and R&D Regulated, Organized, Ethical and monitored industry Cost effective Logistics and Scalability Page  36
  • 37. Hologram – Logistics and Scalability There are several established manufacturers of security holograms in India The industry has already developed several applications for the Pharmaceutical industry – No Learning Curve The installed capacities are quite significant, and can be ramped up at short notice The footprint of the industry is national – hologram manufacturing units are all over the country Page  37
  • 38. Conclusion The hologram is widely regarded as the primary visual authenticator Because of the advantages discussed earlier, it seems like a tailor made solution for the Pharmaceutical industry Several pharmaceutical companies have adopted this product, no reason why it cannot be taken up as an industry initiative against counterfeit Our industry would be happy to co-ordinate with your Council or any of your members to get into trials of any kind Page  38
  • 39. Thank You! Thank you for your time and attention. For more information please contact us: C S Jeena Secretary HoMAI Mobile: +9198182 81116 info@homai.orgPage  39

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