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The Holography Times 
Vol. 7, Issue 20 
www.homai.org 1
The Holography Times 
Vol. 7, Issue 20 News Bytes 
2 www.homai.org
The Holography Times 
Vol. 7, Issue 20 
Viewpoint 
Dear Reader, 
Welcome to the fi rst edition of The Holography Times 
(THT) in year 2013. 
This is our 20th edition and we would like to thank all 
our readers and members for overwhelming response 
and support. 
We deeply valued the trust you have shown in us and 
ensure our endeavor to serve you better. 
Currently brand owners / government authorities 
are facing problem in selection of authentication 
technologies. The International Standard Organisation 
(ISO) has solve the problem by releasing new standard 
ISO 12931 which provides the guidelines on how to 
protect brand and products from counterfeits. 
Our current issue highlights on “Steps to identify 
authentication solutions to curb counterfeiting” along-with 
an article on ISO 12931. This issue also covers an 
interview of Mr. Anil Rajput, Chairman, FICCI CASCADE 
on anti-counterfeiting campaign running across the 
country. 
Lastly on behalf of THT team, we look forward to 2013 
with great hopes and wish all our reviewers, members, 
advertisers, advisers and above all, our readers a very 
happy and prosperous New Year. 
C S Jeena 
Editor 
In this issue 
Steps to identify authentication 
solutions to curb counterfeiting 
By C S Jeena 
6 
ISO 12931: Raising the 
standards for 
authentication solutions 
10 
12 
Interview: 
Anil Rajput, 
Chair CASCADE 
Senior Vice President 
Corporate Affairs, ITC Ltd. 
News Bytes 4 
Industry Updates 
Notable Transaction 14 
Hologram Innovation 15 
Market Report 16 
Global Patents 18 
Upcoming Events 19 
www.homai.org 3
The Holography Times 
Vol. 7, Issue 20 
News Bytes 
Hologram industry set for growth 
United Kingdom: The 
International Hologram 
Manufacturers Association 
(IHMA) says there will be 
signiicant developments in 2013 
as producers get to grips with 
ISO 12931, the irst international 
standard to provide guidance 
on protecting products from 
counterfeits. 
Ian Lancaster, general secretary of 
the IHMA says that brand owners 
will be looking closely at the new 
standard, which ISO published 
in June 2012, as they develop 
strategies to take advantage of it. 
ISO 12931 covers ‘Performance 
criteria for authentication 
solutions used to combat 
counterfeiting of material 
goods’ and provides guidance 
on protecting products from 
counterfeiters using security 
devices such as holograms. 
“ISO 12931 is a massive step 
forward, bringing welcome 
beneits to the hologram 
industry in the coming years,” 
says Lancaster. “It promotes the 
use of authentication solutions, 
particularly encouraging the use 
of overt and covert solutions – 
functional categories which can 
be combined in one hologram. 
“I foresee brand owners moving 
ahead in the coming months, 
using the guide as a road-map to 
growth and encouraging more 
and more brand owners to take 
counterfeiting seriously and 
implement effective strategies to 
protect against it. 
“We will see more adopting 
holograms to protect brands 
and market share against the 
continuing threat of global 
counterfeiting and I expect to see 
many in 2013 building ISO 12931 
compliance into their product 
development programmes and 
market protection strategies.” 
The IHMA also predicts some 
sales growth in the mature 
European and North America 
hologram industries as end-users 
return to the market with 
cautious optimism amid several 
acquisitions and take-overs 
within the sector. 
However, Lancaster believes it 
is in the burgeoning economic 
powerhouses of India and 
China, where counterfeiting 
is a widespread problem, that 
the land of opportunity lies 
for holography. “China and 
India, where there’s already 
strong demand and growth is 
abundant, offer huge scope for 
the holography industry in 2013 
and beyond,” he says. 
“Anti-counterfeiting enforcement 
is either lax or non-existent in 
many parts, which has led to a 
lot of counterfeit items on the 
market. 
“This makes the security 
features holography offers 
extremely important for all 
product segments as companies, 
government authorities and anti-counterfeiting 
agencies look to 
clamp down. 
Source: www.ihma.org 
Rajasthan excise feels effects of 
scrapping hologram 
Jaipur, Rajasthan: When it comes 
to the adoption of alcohol 
tax labels in India, the state of 
Rajasthan is somewhatof an 
oddity. Over the last 13 years, 
17 States and Union Territories 
have adopted eitherfull- face 
holographic labels, or paper labels 
with a holographic element. And 
another two states are due to 
adopt them in the next few months 
(Goa and Jharkhand), bringing 
the tally to 19. But the only state 
to havescrapped alcohol labels a 
few years after adopting them is 
Rajasthan; this was as a result of 
new excisepolicy. 
Rajasthan State excise had stopped 
using these Holographic excise 
adhesive labels in November 
2010. However, it now seems as if 
the decision was taken too hastily, 
given that the absence of labels 
is beingblamed for the rising 
incidents of smuggled liquor in 
the state, and the subsequent loss 
of excise revenues. 
Excise oficials claim that since 
there are no labels to help them 
distinguish between genuine 
and smuggledproduct, they will 
be obliged to conduct raids at all 
distilleries suspected of illegal 
practices, both within andbeyond 
the state. 
Source: www.taxstampnews.com 
4 www.homai.org
The Holography Times 
Vol. 7, Issue 20 
News Bytes 
New KRA unit sets 
sights on higher taxes 
Kenya Revenue Authority (KRA) seeking to raise more 
revenue from tax stamps on products likes water and 
juices. 
Kenya: The taxman is 
setting up a unit with 300 
oficers to eventually police 
water and juice products 
for tax compliance as it 
introduces new-generation 
tax stamps.In a sweeping 
measure aimed at raising 
an extra Sh6 billion, which 
could particularly hit non-compliant 
vendors of non-alcoholic 
drinks, the Kenya 
Revenue Authority (KRA) has 
competitively procured the 
services of a Swiss security 
print irm, SICPA, for the ive-year 
programme. 
Bottled water and ready-to-drink 
juice vendors — targeted 
after cigarettes, wines and 
spirits and beer — have prolife 
rated in the country but without 
necessarily contributing to 
tax revenue growth.They have 
squeezed soda sales, according 
to large players like Coca-Cola, 
due to limited policing by 
previously resource-starved 
KRA. 
Counterfeits will also ind 
survival in the market a tough 
call as the taxman moves to 
add customs excisable goods 
to the tax bracket.In a brieing 
note, KRA said retailers will 
be criminally liable if they 
“accept into their premises 
any products on which tax 
has not been paid”, which 
makes counterfeiting a high-risk 
business in the retail and 
wholesale markets. 
Source: www.businessdailyafrica.com 
ABnote™ 
offers 100% 
recycled 
security 
paper 
New Jersey, USA – American 
Banknote Corporation 
(“ABnote”), a leading global provider 
of identiication solutions and 
services since 1795, expands its 
secure paper selection with the 
addition of a 100% post-consumer 
recycled security paper, speciically 
for use in manufacturing secure 
documents such as vital records. This 
innovative recycled paper combines 
the requirements for ensuring the 
highest document security with 
environmental responsibility. 
ABnote’s new recycled paper expands 
its GreenLine™ products from plastic 
cards to include security paper. 
The paper is: 
• Made from 100% post-consumer 
content 
• Certiied as chlorine-free processed 
• Forest Stewardship Council and 
ECOLOGO certiied 
• Manufactured using biogas which 
is a sustainable and local energy 
• Resistant against aging for more 
than 100 years as per ANSI 
Jack Barnett, ABnote’s Sr. Vice 
President of Sales stated “The 
paper is UV dull and available with 
traditional paper security features 
such as invisible and visible security 
ibers, watermarks, and is reactive to 
chemicals such as oxidants, polar and 
non-polar solvents, acids and alkalines. 
By integrating the security features 
of this environmentally responsible 
paper with our printed and applied 
security features results in a highly 
tamper-resistant document, for which 
our customers have come to trust 
ABnote.” 
Source: www.abnotena.com 
GET Group selected for 
NATO project 
Global Enterprise Technologies 
(GET Group) has announced 
that its CP500 ID card printer 
has been selected as the 
exclusive photo ID printer for 
Phase 1 of the NATO TACTIC 
Program. The programme will 
take advantage of the CP500’s 
combination of 600dpi 
printing capabilities and 
pigment ink for highly secure 
ID personalisation. 
Working with Creative 
Information Technology, Inc 
(CITI), GET Group is supplying 
CP500 printers with built-in 
contact, contactless, and 
magnetic stripe encoding for 
the personalisation of identity 
cards to be issued in Phase 1 
of the NATO TACTIC program. 
TACTIC will leverage CITI’s 
manageID and complementary 
professional services to ensure 
that key in-theatre mission-critical 
requirements are met. 
Source: www.getgroup.com 
www.homai.org 5
The Holography Times 
Vol. 7, Issue 20 
Cover Story 
Steps to identify 
authentication solutions 
to curb counterfeiting 
By C S Jeena 
Counterfeiting is menace for brand owners and Government authorities. In 
over a decade the problem has expanded rapidly and is now not limited to 
luxury goods and developed economies. There are any numbers of reports 
available on internet discussing the loss to industry and people due to 
counterfeiting. 
Over the years, in order to prevent counterfeiting from plaguing their 
business, brand owners started using authentication solutions. With 
the availability of various authentication solutions, companies and 
Government authorities are facing problem in selection of a specifi c 
authentication solution as the adoption of any given solution is a complex 
question involving issues, amongst others, of cost, compatibility, feasibility 
and reliability, and there are divergent views on which technologies 
should be adopted and the timing for their adoption. While these 
solutions can sometimes add to the problem, the right selection, usage 
 implementation of authentication solutions helps companies and 
authorities to keep them one step ahead of counterfeiting. 
In this article, we try to explain, “Steps to identify authentication solutions 
to curb counterfeiting”. 
Introduction: 
The selection of an authentication1 
solutions that protects a document 
or product is a complex process 
and necessitates review of a 
number of factors regarding the 
role and implementation of the 
technology. Not all authentication 
solutions and security features are 
appropriate for all applications. 
It is important to understand the 
strengths and limitations inherent 
to different technologies, as well as 
between similar features supplied 
by different manufacturers. 
For example: Use of a security 
watermark2 in a liquor tax stamp3 
which is afixed to bottles. The 
goal is to introduce a security 
watermark as a new overt feature. 
The liquor tax stamp has a far 
smaller user population (mostly 
inspectors) than currency, and 
this smaller population is better 
trained and equipped to examine 
tax stamps than the general human 
being. This could allow for the 
use of a covert (or even forensic) 
feature, but it has been determined 
by authorities that in this case the 
risk of counterfeiting is not great 
enough to invest in equipment or 
tools and that an overt feature is 
preferred for the sake of simplicity. 
The authentication of a watermark 
is performed by holding the 
document up to alight. But in this 
case the document is a tax stamp 
secured to a glass bottle and it will 
only be possible to authenticate 
the feature if the bottle and its 
contents are transparent (or at 
least translucent). Many liquor 
bottles and liquors are opaque and 
would not allow suficient light 
transmission for authentication. It 
is determined that even though the 
user population would otherwise 
be capable of authenticating this 
feature, the wide range of the 
environment–from transparent 
to opaque–makes the use of a 
Footnotes: 
1. Authentication - Authentication is the 
process of conirming that a product, 
document or even person is authentic. This 
is usually achieved by looking for speciic 
attributes such as product and document 
features and security additions such as 
holograms, optically variable devices, optical 
variable inks etc. 
2. Watermark: A design, symbol or pattern 
imparted in paper by a raised wire design 
on a roll (a dandy roll) as the wet paper is 
being formed on a mesh as it passes through 
the wet-end drainage process on a paper-making 
machine. 
3. Tax stamp – A revenue stamp, tax stamp 
or iscal stamp is a (usually) adhesive label 
used to collect taxes or fees on documents, 
tobacco, alcoholic drinks, drugs and and 
many other things. Used by governments 
as duty and excise stamps. These are high 
security documents which contained security 
features such as hologram. 
6 www.homai.org
Vol. 7, Issue 20 Cover Story 
The Holography Times 
Authentication 
Security Technologies 
Solutions Serialisation 
Logical Physical 
Printed 
Inks / Taggants OVDs and 
security watermark in a liquor tax 
stamp unusable. This situation is 
an example of how a widely used 
and popular feature is rendered 
ineffective by environmental 
circumstances. In order to avoid 
such circumstances, Organisation 
can follow basic guidelines such 
as; 
1. Purpose of using 
authentication solutions 
The organisation needs to 
understand the purpose of using 
authentication solutions. As a irst 
step most organisations should 
assess the risk to their brand such 
as 
i) Does the product have chances 
of being counterfeited or is it 
already being counterfeited; 
ii) If it is being counterfeited, then 
is it in form of tampering, pilfering, 
duplication or, by misleading the 
consumer by adopting a look-a-like 
form of identiication; 
iii) Is the risk of counterfeiting in 
the form of digital or non-digital? 
iv) What the impact such 
solutions may have on the brand? 
Once the purpose is clear, the 
organisation can evaluate the 
authentication solutions or 
Identiication 
Track and 
Trace 
Hologram 
security feature based on various 
parameters. 
2. Selection of 
authentication solutions 
In today’s fast changing 
technological world, scores of 
different authentication solutions 
are available in the market. These 
days, two families of authentication 
solutions are in use, physical4 and 
logical security5 features to secure 
packaging materials and products, 
(see igure 1). In selecting them 
various trade-offs are necessary 
between security and usability. To 
evaluate whether a given solution 
will address a given security 
problem, the security problem 
must irst be clearly deined. 
2.1 Basic property 
The solutions should be 
extremely dificult to copy and 
tamper evident6; 
2.2 Audience 
The solutions should provide 
easy identiication to user, 
and facilitate product 
authentication. Security features 
of authentication solutions must 
be tailored to the intended user 
population, the group of people 
responsible for authenticating 
the feature. The user population 
could include the entire public- 
Cryptographic 
Structure 
Analysis 
Figure 1: Overview of security technologies 
4. Physical Security: Physical security features 
are substances or products which are 
introduced into, or attached to packaging 
materials and / or products. The presence 
of these security substances is veriied to 
authenticate the protected item. As the 
manufacturing process of security products 
is conidential and highly secure and its 
availability is strictly limited, it is very 
dificult to counterfeit products secured in 
this way. 
5. Logical Security: Features are based 
on encryption technologies, allowing 
the integration of hidden data into 
images / artworks (steganography / 
digital watermarks) and supporting the 
authentication of the product. It is also 
possible to register the surface structure of 
packaging material which is unique. With 
this data, an individual “ingerprint” of each 
individual packaging item can be made. 
6. Tamper evident - Tamper-evident describes 
a device or process that makes unauthorized 
access to the protected object easily detected. 
Seals, markings or other techniques may be 
tamper indicating. 
www.homai.org 7
The Holography Times 
Vol. 7, Issue 20 
Cover Story 
for example, if the product being 
secured is currency, or if it is a 
bottle of a widely sold over-the-counter 
medication. The user 
population might be a smaller 
group in the case of a more 
specialized product. If the user 
population is large or has limited 
interest in authenticating the 
feature, it may be impractical 
to supply complicated security 
features, whereas if the user 
population is small and 
specialized, security features of 
any complexity can be selected. 
For example, in a survey by Dutch 
National Bank to measure the 
public understanding of security 
features, it was revealed that out 
of seven selected features, the 
Hologram came out second with 
55 per cent public recognition. 
2.3 Authentication layers 
The solutions should provide 
multiple levels of authentication. 
Generally most of the 
authentication solutions provide 
one or two level of authentication 
layers. However, solutions such 
as high security hologram can 
provide three authentication 
layers for different users. The 
each level of security hologram is 
designed for a speciic purpose. 
Level one feature can be overt 
(veriication by human eye) and 
can be used for identiication and 
veriication by consumer. Level 
two, covert (veriication by a 
predetermined device or a tool) 
can be used by manufacturer 
or their channel partner for an 
advanced level of authentication 
and veriication. The third level 
is highly sophisticated and can be 
used by forensic experts and can 
be useful to law enforcement and 
for evidence in case of litigation. 
2.4 Environment factors 
The solution should work well 
in different environmental 
situations (heat, cold, humidity, 
water, ire, chemical exposure, 
etc). For example, polyester 
based security holographic excise 
adhesive label (HEAL) are used 
by excise authorities in India as 
they does not wear during transit, 
handling or in contact with water 
because of its property and work 
well in various environmental 
and climatic conditions. The 
security features incorporated 
in HEAL does not varnish when 
it comes in contact with water, 
dust, heat, moisture, etc because 
of non-usage of ink. 
2.5 Easy integration 
Authentication solutions should 
have feasibility to be integrated 
with the automated production/ 
packaging line if required, especially 
wherever the volumes are large. 
While selecting authentication 
solutions it is always 
recommended to adopt a layered 
approach combining use of overt, 
semi-covert, and / or covert 
technologies to provide a solution 
that is more dificult to copy. 
3. Selection of vendor7 
providing authentication 
solutions 
Once you have identiied the 
solution, you can proceed to the 
selection of an ethical vendor. The 
selection of vendor is as important 
as selection of authentication 
solution. The ethical vendor will 
work as your authentication 
partner, will understand and 
identify your problem areas 
and concerns and will suggest 
the optimised solution. The 
brand owners can evaluate 
authentication solutions provider 
(vendor) on following parameters; 
3.1 Good corporate practices 
Evaluate the vendor on its 
corporate practices. Ideally, the 
vendor should have adopted 
good corporate practices, behave 
in ethical manner and should 
be following the prescribed 
Code of Conduct of its industry 
association. 
3.2 Innovative 
Being a step ahead is the mantra in 
anti-counterfeiting industry. Most 
7. Vendor – Here it means the manufacturer 
 provider of authentication technology, 
systems or solutions 
8 www.homai.org
Vol. 7, Issue 20 Cover Story 
The Holography Times 
of the ethical vendors upgrade 
their facilities and solutions to 
keep themselves  their customer 
one step ahead of counterfeiters. 
They can suggest  provide 
various solutions according to 
brand protection objectives and 
the changing times. 
3.3 Secure environment 
The vendor should have an 
in-house facility to produce 
these solutions under a secure 
environment. The vendor must 
take all possible measures and 
precautions for maintaining 
adequate security and secrecy. 
3.4 Reference and experience 
Vendor should have good 
experience of providing 
authentication solutions. A 
vendor reference should always 
be taken from his existing 
customers, or you can get 
the help from trade industry 
association. 
In case your vendor is security 
hologram manufacturers, you can 
add two more steps such as; 
3.5 Member of HoMAI / IHMA 
He should be a member of 
trade bodies such as Hologram 
Manufacturers Association of 
India (HoMAI) or International 
Hologram Manufacturer 
Association (IHMA). 
3.6 Registered hologram under 
HIR8 
The Hologram manufacturers 
association of India has the 
arrangement with Counterfeit 
Intelligence Bureau (CIB)9, 
London so that each HOMAI 
member can register their 
security hologram with CIB. 
The selection  usage of 
solutions can be a complex 
and time consuming process, 
however, the selection and 
proper implementation of the 
right technologies will invariably 
lead to long term beneits to the 
brand owner. 
As a further step, the Brand 
Owner / Authorities can also 
adopt a new ISO Standard ISO: 
12931 titled “Performance 
criteria for authentication tools 
used in anti-counterfeiting or 
material goods”. This is a very 
useful document for a brand 
owner wishing to adopt globally 
accepted standards and approach 
to ighting against the counterfeit. 
This can be seen at http:// 
www.iso.org/iso/catalogue_ 
detail?csnumber=52210. 
All effective solutions, broadly 
speaking, help in identifying 
and authenticating the original 
from counterfeit. They deepen 
the divide between genuine 
products and their counterfeits 
by making a genuine product 
distinguishable in some manner 
that is dificult to replicate 
using commercially available 
manufacturing processes. 
However, it is very important that 
a planned surveillance program 
be in place to constantly monitor 
that there is no infringement is 
seen, an immediate action must 
be taken so that the guilty is 
punished. 
Reference: 
1. Brand protection challenges and solutions 
by Pradip H Shroff, irst published in the 
holography times, February 2011, volume 4  
issue 11. 
2. ISO Standards 12931 “Performance criteria for 
authentication tools used in anti-counterfeiting 
or material goods” http://www.iso.org/iso/ 
catalogue_detail?csnumber=52210 
3. How to select a security feature, published by 
The Document Security Alliance and The North 
American Security Products Organisation. www. 
documentsecurityalliance.com; www.naspo.org 
4. Authentication Technologies for Brand 
Protection report published by National 
Electrical Manufacturer Association (NEMA), 
USA. www.nema.org 
5. Hologram Manufacturers Association of India 
(HoMAI), www.homai.org 
6. International Hologram Manufacturers 
Association (IHMA), www.ihma.org 
7. Hologram Image Register, http://www. 
i ccwbo.org/Products-and-Ser v i ces/ 
Fighting-Commercial-Crime/Counterfeiting- 
Intelligence-Bureau/Hologram-Image- 
Register/ 
8. HIR –A unique and only image register in 
security industry, where hologram producers 
register their hologram. 
9. Counterfeit Intelligence Bureau (CIB)- CIB 
is one of the world’s leading organisations 
dedicated to combating the counterfeiting 
of products and documents, protecting the 
integrity of intellectual property and brands, 
and preventing copyright abuse. CIB has 
a dedicated team of internet investigators 
to combat this trade. CIB also hosts the 
International Hologram Image Register. 
C S Jeena is Secretary Hologram 
Manufacturers Association of India, 
Editor The Holography Times, member of 
Association of Certifi ed Fraud Examiner 
(ACFE)  Global Association of Risk 
Professionals (GARP). Comments are 
welcome at cjhomai@gmail.com. 
www.homai.org 9
The Holography Times 
Vol. 7, Issue 20 
ISO 12931: 
Raising the standards for 
authentication solutions 
Guest Column 
AUTHENTICATA ION 
ISISOSOO 12931O 122912929393931131 
by Ian M Lancaster 
General Secretary, the International Hologram Manufacturers Association 
With no fanfare or publicity, 
the International Standards 
Organisation (ISO) has 
adopted a new standard 
which should bring signiicant 
beneits to the hologram 
industry. ISO12931 covers 
Performance criteria for 
authentication solutions used 
to combat counterfeiting of 
material goods, and is – as far as we are aware – the 
irst international standard to provide guidance to 
rights holders on how to protect their products from 
counterfeits. 
The introduction to the Standard explains the growing 
problem of counterfeit products (or ‘material goods’, 
which includes manufactured inished goods, original 
equipment components and goods from nature), and 
states that ‘The authentication element provides a 
speciic and more reliable method of determining if 
the item is genuine or a counterfeit good’. It goes on: 
‘This International Standard sets out the performance 
criteria for purpose- built authentication solutions. 
These authentication solutions are designed to 
provide reliable evidence making it easier to assess 
whether material goods are authentic or counterfeit.’ 
The Scope of the standard is also described carefully 
as: ‘intended to guide…organisations in the 
determination of the categories of authentication 
elements they need to combat those risks, and the 
criteria for selection of authentication elements 
that provide those categories, having undertaken a 
counterfeiting risk analysis.’ 
Deinitions 
For the security holography industry, a crucial part 
of 12931 is the deinitions (a required part of any 
ISO standard). ‘Hologram’ or ‘holography’ is not 
speciically used in the standard, which carefully does 
not promote any particular technology or features. 
However, the standard identiies the use of only 
two types of authentication solutions, overt and 
covert. An overt authentication element and a covert 
authentication element are deined respectively as: 
(an) authentication element which is detectable and 
veriiable by one or more of the human senses without 
resource to a tool (other than everyday tools which 
correct imperfect human senses, such as spectacles or 
hearing aids); 
(an) authentication element which is hidden from the 
human senses until the use of a tool by an informed 
person reveals it to their senses or else allows automated 
interpretation of the element. 
The Standard dispenses with the idea of a ‘forensic 
solution’, a phrase that is often heard in discussion of 
authentication solutions. Instead, it describes forensic 
analysis, deining this as a “scientiic methodology 
for authenticating material goods by conirming 
an authentication element or an intrinsic attribute 
through the use of specialised equipment by a skilled 
expert with special knowledge”. 
Thus a hologram, for example, meets the definition 
of an overt authentication element and, depending 
on the optical design, may also contain parts that 
meet the definition of a covert authentication 
element. Forensic analysis can also be applied 
to a hologram by microscopically examining the 
diffraction pattern to ascertain that it matches that 
of a genuine hologram. 
This concept of overt and covert authentication 
elements is carried through in to a discussion of the 
‘audience’ for information about the elements adopted 
on a material good. The general audience will receive 
knowledge through public media – advertisements, 
websites, marketing materials – whereas the restricted 
audience comprises people that need to know about 
the speciics of the authentication solution and how 
to examine it. 
An authentication tool will be required to examine a 
covert solution, and thus information about what to 
look for with this tool will be made available only to 
the restricted audience. 
10 www.homai.org
The Holography Times 
Vol. 7, Issue 20 
Guest Column 
For clariication, this is shown in a simple table of 
the characterisation of categories for authentication 
solutions (above). 
In describing how an overt solution is examined, ISO 
12931 states that ‘Ideally the inspector will have 
a genuine authentication element as a reference 
comparison,’ going on to say ‘Overt authentication 
elements must be dificult to copy accurately so 
that their absence or their imperfections will alert 
examiners to the fact that a material good may not be 
genuine. 
The Standard also discusses the relationship 
between authentication solutions and track and 
trace solutions. It states simply that ‘Track and Trace 
technology when used alone is not considered to be 
an authentication solution.’ Covert authentication 
elements, it points out, require a tool for examination, 
and that tool may be standalone and reveal something 
in the authentication element to human senses, or 
may require a network connection. 
Risk analysis the key 
These discussions of the categories of authentication 
solutions are important, but they are a preamble 
to the key section of ISO 12931, which explains to 
authentication users how to assess the performance 
criteria they require of their authentication solutions. 
It recommends that a user undertake a risk analysis 
before assessing which category or categories of 
authentication solution provide the functionality to 
meet the risks thus deined. 
The characteristics to be considered are not 
only those related to the obvious authentication 
functionality, but also physical characteristics such 
as size and thickness, environmental durability and 
so on – issues which are often overlooked by users 
(and which can prove awkward for suppliers, as the 
US Bureau of Engraving and Printing’s crumple test 
has shown, in which holograms did not pass this test 
when irst proposed for use on US dollar bills). 
Authentication aspects that should be considered 
include tamper resistance and attack resistance, 
points which may seem obvious to suppliers but which 
users often need reminding they need to consider. 
Having carried out a risk analysis, then selected 
and implemented authentication solutions, ISO 
12931 then guides users through an effectiveness 
assessment. The Standard takes a lifecycle approach to 
authentication, recognising that it may be important 
to authenticate a material good long after its irst sale, 
but also proposing that users need to remain active in 
assessing the effectiveness of the solution they have 
adopted. 
Users can’t sit back, complacent in the knowledge that 
they have an authentication solution, but need to carry 
out regular effectiveness assessments. ‘Effectiveness 
assessment is a means to evaluate that a solution is 
complying with the established standards and if the 
solution is providing a measurable result,’ according 
to the Standard. 
The Standard follows through on its recommendations 
to users, in that it shows a risk analysis and 
authentication solution selection process, as well as 
including selection criteria tables in Annexes to the 
main standard. 
Beneits for the holography industry 
Before the publication of this Standard, brand 
owners and other rights holders were dependent 
on authentication solutions providers to guide them 
through their requirements for the protection of 
their material goods, or, in some few cases, they 
have been provided with guidance from their trade 
association. Dependence on suppliers for guidance 
has been, understandably, uncomfortable for many 
rights holders so they have preferred to do nothing 
and turn a blind eye to their losses to counterfeits. For 
the irst time they now have an objective guide to how 
to proceed. 
This in itself should encourage more rights holders to 
take seriously the counterfeit problem and how they 
can protect against it. The success of management 
practice standards such as ISO 9000 shows how 
beneicial an international standard can be in 
providing common principles and practices. 
Thus ISO 12931 should encourage the use of 
authentication solutions. More particularly, it 
encourages the use of overt and covert solutions, 
functional categories that can be combined in one 
hologram. It is now up to secure hologram suppliers 
to build compliance with 12931 in to their marketing 
materials and training. 
ISO 12931 is available to download from www.iso. 
org/iso/home/store and will also be available from 
national standards agencies. 
Ian M Lancaster is the General Secretary of International Hologram Manufacturers Association (IHMA), Director of Reconnaissance International 
Ltd and was a member of the ISO committee that produced ISO 12931 while the IHMA was involved from an early stage in developing the 
standard. Comments are welcome at Ian.lancaster@reconnaissance-intl.com 
www.homai.org 11
The Holography Times 
Vol. 7, Issue 20 
Face to Face 
Anti counterfeiting efforts in India 
THT: When was FICCI CASCADE 
formed, who are its members  
what does CASCADE means? 
AR: Federation of Indian 
Chambers of Commerce and 
Industry (FICCI) dedicated 
a forum by establishing the 
Committee Against Smuggling 
and Counterfeiting Activities 
Destroying the Economy - C A S 
C A D E in January, 2011 at FICCI 
Federation House, New Delhi. 
CASCADE was formed to ight the 
hazardous impact of smuggled, 
contraband and counterfeit 
products. These activities are 
threatening brands across the 
globe so various organisation 
like ITC Ltd, Hindustan Unilever 
Limited, Microsoft Corp. India 
Pvt. Ltd., Maruti Suzuki, Coca-Cola 
India Pvt. Ltd, Toyota Kirloskar 
Motor Pvt Ltd, Hewlett- Packard 
India Sales Pvt Ltd, etc join hands 
to curb this growing menace. 
THT: What were the reasons 
behind the formation of 
CASCADE? 
AR: Counterfeiting and smuggling 
are increasingly becoming a 
hugely lucrative business causing 
not only a great loss of revenue 
to the industry but also posing 
a serious threat to the security 
of the nation. As a result huge 
amount of investments goes in 
dealing with anti- social elements 
that is neither good for legitimate 
industry, nor for government nor 
for consumers. Efforts to counter 
this menace needs highest 
priority and calls for robust 
actions from all stakeholders. 
Therefore CASCADE was formed 
to ight this menace. 
THT: How it is different 
from various other industry 
committee formed to curb 
counterfeiting? 
AR: Problem of counterfeiting and 
smuggling is wide spread and is 
directly affecting the economy of 
India. CASCADE aims to generate 
continuous awareness among 
the masses to sensitise them 
and secure their cooperation 
to ight this menace together. 
CASCADE commissioned a irst 
ever research in this area giving 
facts and igures on the extend 
of the problem. CASCADE also 
aims to take active involvement 
of the Government for the social 
welfare of the country. 
THT: How successful you have 
been in your objectives after its 
formation? 
AR: We did a joint publicity 
campaign with Ministry of 
Consumer Affairs under their 
“Jago Grahak Jago” umbrella to 
create awareness amongst the 
consumers, later we organised 
“Hum Kishore Festival 2012” on 
the theme of “Fight Smuggling 
and Counterfeiting” amongst 
youth of NCR, Delhi. CASCADE 
is also organising across India 
series of sensitization and 
awareness seminar to provide 
knowledge support to all the 
stakeholders across the country 
about the growing menace of 
counterfeiting and smuggling. 
Such seminars have already 
been hosted in 5 states i.e. Uttar 
Pradesh, Rajasthan, Madhya 
Pradesh, Jammu and Kashmir 
and Gujarat. Awareness seminars 
witnessed huge success and 
have helped gather state speciic 
problems of counterfeiting and 
smuggling. FICCI CASCADE is also 
organizing youth festivals across 
country to spread awareness 
amongst the young minds about 
the ill effects of the menace of 
counterfeiting and smuggling. We 
have released a Research report 
titled Socio-Economic Impact 
Anil Rajput, 
Chair CASCADE 
Senior Vice President Corporate Affairs, 
ITC Ltd. 
12 www.homai.org
The Holography Times 
Vol. 7, Issue 20 
Face to Face 
of Counterfeiting, Smuggling 
and Tax Evasion in Seven Key 
Indian Industry Sectors which 
is a milestone achieved in India 
as it is the irst ever report to 
give igures of the extent of the 
problems in the seven sectors. 
“According to the study the 
estimated annual tax loss to 
government is Rs 26,190 crore. 
The overall estimate of annual 
sales loss to industry is put at Rs 
1,00,000 crore. The key sectors 
which were included in the 
study were auto components, 
alcohol, computer hardware, 
FMCG (personal goods), FMCG 
(packaged goods), mobile phones 
and tobacco. “The maximum 
tax loss on account of smuggled 
and counterfeit products to 
government is from the tobacco 
sector at Rs 6,240 crore followed 
by FMCG (packaged food) at Rs 
5,660 crore and FMCG (personal 
goods) at Rs 4,646 crore,”. The 
highest loss to industry in terms of 
revenue is from FMCG (packaged 
goods) at Rs 20,378 crore (23.4 
per cent), FMCG (personal goods) 
at Rs 15,035 crore (25.9 per cent), 
auto components at Rs 9,198 
crore (29.6 per cent), mobile 
phones at Rs 9,042 crore (20.8 
per cent) and tobacco at Rs 8,965 
crore (15.7 per cent). 
THT: What will be the future 
activities of CASCADE? 
AR: In order to curtail the 
consumption of counterfeit and 
smuggled goods CASCADE plans 
sensitization and awareness 
seminar in different states. Also 
CASCADE aims to sensitise the 
youth towards the increasing 
damage to the economy by 
holding Youth festivals for 
better engagement of the 
young generation to restrict the 
hazardous impact of counterfeit 
and smuggling. Capacity 
building programs and training 
sessions with our Police and 
Customs oficials to emphasize 
on the importance of continued 
awareness and seriousness of the 
impact of counterfeit goods. 
To know more about FICCI 
Cascade activities, contact Meenu 
Chandra, Head FICCI CASCADE at 
meenu.chandra@icci.com or visit 
www.icci-cascade.com. 
About the author 
Mr. Anil Rajput, an MBA from FMS, Delhi University, joined ITC Limited in 
1976. During the course of the last 36 years, he has held various positions 
in the Organization. Starting his career in the fi nance function, he was 
seconded to Travel House in 1983 as part of the start-up team. During 
his tenure with Travel House, he assumed the charge of General Manager- 
Travel at the age of 27 years and laid the strong foundation for its domestic 
networking across India. Upon completion of his secondment in Travel 
House in 1989, he was assigned the responsibility in ITC’s Hotels Division 
as Divisional Project Controller. During his tenure with Hotels Division, in a 
capacity of Vice President, he was looking after the Finance, Projects and 
Development. He was associated with various hotel projects - to name a 
few, ITC Grand Maratha, Mumbai, and ITC Sonar Bangla at Kolkata. In the 
year 2003, he moved to ITC’s Corporate Affairs function as Vice President 
Corporate Affairs. He assumed overall charge of Corporate Affairs function 
of ITC Limited as Sr. Vice President – Corporate Affairs effective June 
2007. Mr. Anil Rajput is also on the Board of International Travel House, a 
Subsidiary of ITC Ltd, engaged in the Travel  Tourism Business. He is also 
on the Executive Committee of PHD Chamber of Commerce  Industry. In 
addition, he is the Chairman of FICCI CASCADE. 
www.homai.org 13
The Holography Times 
Vol. 7, Issue 20 
Industry Updates 
Notable transactions in 2012 
Acquisition 
Date / Month Acquirer Acquired Company Transaction Value Target market 
March Skanem Group Inter Labels NA Indian label market . 
April Op Sec Security Delta Labeling Ltd GBP 13.7 million Enhance technology 
Group PLC portfolio. 
July Mondi Group Nordenia Euro 240 million To create a leading consumer 
International packaging business, build on 
long term customer 
relationships across both 
businesses and establish a 
platform to expand further 
in high-growth emerging 
markets. 
October Op Sec Security Holographic GBP 9.5 million NA 
Group PLC Security Division 
of JDSU 
October Positive SGRE Labels, The acquisition follows the 
Packaging India NA recent integration of ICM 
Industries Packaging and 
equips the company with 
‘state-of-the-art label 
packaging equipment and 
infrastructure’. 
November HuhtamäkiOyj’s Webtech Labels Euro 7 million To complement the existing 
subsidiary in Private Limited product portfolio of 
India HuhtamäkiOyj’s Flexible 
Packaging segment in India. 
Investment 
Date / Month Investment By Invested In Fund Value Target market 
March Aureos South Sai Security US $ 7 million Use the fund to build on its strong 
Printer production and Asia Fund Pvt Ltd, India 
License Agreement / Joint venture 
technology capabilities and adding new 
markets providing end to end packaging 
and printing solutions. 
Date / Month Company A Company B Nature Target market 
February Bayer Material Chi Lin Joint To develop application for Bayfol HX 
Science, Technology, Agreement Holographic photopolymer in its ield of 
Germany Taiwan opto-electronics. 
December API Czech Republic- Joint venture The new business brings together the 
Holographics based IQ business, specialist capabilities and resources of 
Structures API Optix API and IQS to form a joint technology 
(IQS) center. The venture will further 
enhance API’s offering of holographic 
originations for specialist security 
applications. 
NA: Not available 
14 www.homai.org
The Holography Times 
Vol. 7, Issue 20 
Industry Updates 
Market reports 2012 
Title of Report / Study Report Content Key Findings 
Pharmaceutical The report spans • Expects modest anti-counterfeiting sales of $28m in 
Anti-counterfeiting technologies such as 2011 to grow at nearly 15 per cent a year to reach 
Technologies: Market hologram, security $147m in 2022. 
analysis report from printing, RFID, taggants • Growth of the market will be stimulated by the 
Visiongain and discusses trends introduction of industry-wide standards. 
for the US, Japan, the top • OVDs, Hologram, RFID and 2D barcoding have a key 
ive EU countries, Brazil, role to play in ighting drug counterfeiting. 
Russia, India and China. 
World Food Safety The report forecasts • World demand for food safety products will rise by 
Products, study from market and factors over eight percent per year to 18 billion USD in 2016. 
Cleveland-based which will contribute • US will remain the world’s largest national user of food 
industry research irm growth in world safety products, accounting for one-quarter of the 
The Freedonia Group. demand for food safety world market through the forecast period. 
products • In the coming years, China will surpass Japan to 
become the world’s second largest food safety product 
market. On a smaller scale, India, Brazil, Russia, and 
Mexico will also see rapid increases in food safety 
product demand through 2016. 
Tax Stamps: A Technical The report covers the • According to the report, 150 billion cigarette and 
Study and Market factors behind tax stamp spirits stamps were used in 2010 (compared to 49.3 
Report – has been deployment for billion in 1990), and 170 billion are forecast for 2015. 
published by cigarettes and alcohol, • By 2015, the report projects 6 percent 
Reconnaissance how stamps work, the higher volumes than 2010, or 134.7 billion stamps. 
International impact of international • Stamps for spirits will grow by 55 percent to 35.4 
regulation, technologies billion in 2015, in line with increasing consumption, 
for production, and new country adopters. Growth will be in Africa 
application and (115 percent) and Asia (107 percent). 
authentication, and the 
need for enforcement. 
Holography for Industrial The Report includes The global market for holography for industrial 
Applications - A Global detailed analysis and applications will be worth $ 16.7 billion by 2017. 
Strategic Business market projections for 
Report, by Global the USA (the largest 
Industry Analysts (GIA), market and industry in 
USA the world), Canada, 
Japan, Europe (with 
details on France, 
Germany, Italy and the 
UK), Asia-Paciic (with 
details on China and 
India), Latin America 
and the Rest of the World. 
FICCI CASCADE - FICCI CASCADE as part of According to the study the estimated annual tax loss 
Report on the Socio- its efforts to create to government is Rs. 26, 190 crores. The overall 
Economic Impact of awareness, commissioned estimate of annual sales loss to industry is put at Rs. 
Counterfeiting, a special study on the 1,00,000crores per the report. The key sectors which 
Smuggling and Tax impact of smuggling and were included in the study were Auto Components, 
Evasion on seven key counterfeiting on seven Alcohol, Computer Hardware, FMCG (Personal Goods), 
Indian industry sectors key sectors of the FMCG Packaged Goods), Mobile Phones and Tobacco. 
economy. 
www.homai.org 15
The Holography Times 
Vol. 7, Issue 20 
Industry Updates 
Hologram Innovation 2012 
Month Product 
March 2012 ISCENT Holo Like optical material 
ISCENT a new inish company, introduced a printable holographic like ilm 
technology for plastic based and ibre based packages developed by the 
Technical Research Centre of Finland. 
April 2012 Scriba nano technologies introduced Nu-Code 
Scriba developed NU-CODE™: a complete system that uses ultra-miniaturized 
digital tags for: Identiication, Traceability, Anticounterfeit, Security, Quality 
Control. Nu-CODE is based on a new technology that allows direct optical 
writing of digital information on holographic substrates (ENTAG labels). 
May 2012 DNP Unveils Full Color Lippmann Holograms 
Dai Nippon Printing Co. Ltd (DNP) developed a full-color Lippmann hologram 
featuring improved brightness and mass productivity capabilities. Developed 
using improved materials and production systems, the new full-color Lippmann 
hologram boasts twice the peak brightness of earlier holograms. 
The full-color Lippmann hologram can create more realistic three-dimensional 
(3D) images for stronger security against counterfeiting. As the manufacture of 
Lippmann holograms requires special materials and manufacturing processes, 
only a handful of companies anywhere in the world - DNP among them - are 
capable of mass-producing these holograms - making counterfeiting 
extremely dificult. 
May 2012 Changfeng ‘s Water based Demetallisation 
Changfeng Chemicals of China developed a water wash process for demetalising 
hologram. 
June 2012 Unnivacco Expands Holo Range 
Taiwanese metallised ilm producer Univacco launched a new range of bubble 
effect embossed metallised ilms which it called Convex Films. There are two 
varieitis of the Convex ilm, one called general convex lamination ilm and the 
other registered convex lamination ilm. 
June 2012 Holographic Metal Cans 
Guagndong Dongnan Film Technology Co Ltd located in Shantou China 
developed two processes for the production of metal holographic packaging. 
Dongman developed a special laminate which can be bonded to surface of the 
metal sheet before it is formed into a cylinder. Kurz enhances TrustSeal with 
codes and covert features 
July 2012 Geola offers 3D achromatic masters for security 
Anglo-Lithuanian company Geola devised a method to produce high resolution 
hogel-based 3D achromatic holograms. 
For detailed, subscribe to HoMAI press monitor or e-mail at info@homai.org 
16 www.homai.org
The Holography Times 
Vol. 7, Issue 20 
Industry Updates 
August 2012 High Quality Lenticulars Hit The Mass Market 
September 2012 Wide view high res Hologram made with carbon nanotubes 
Dr Haider Butt, YunuenMontelongo and a team of researchers at Cambridge 
University ‘s centre of Molecular Materials for Photonics and Electronics 
(CMMPE), with input from researchers at the University of Melbourne and the 
Sri Lanka Institute of nanotechnology generated pixelated holograms using 
carbon nanotubes (CNTs) as the pixels. The size of CNTs means that these pixels 
are the smallest yet generated for holograms, making for extremely high 
resolution holograms which in turn provides for a wide angle of view. 
September 2012 Pioneer’s Compact Holo Printer 
Pioneer Corporation developed a compact printer for the creation of full-colour 
Lippmann holograms. The printer contains blue, green and red lasers to create 
75.6 x 50.4 mm (3” x 2”) Lippmann holograms with 23 degree. 
October 2012 Serialisable photopolymer hologram from Dublin Institute 
October 2012 Tesa Joins Smartphone Authenticators And Works With 
HG Image in China 
www.homai.org 17
The Holography Times 
Vol. 7, Issue 20 
Industry Updates 
Global Patents - Authentication 
Publication Title Int. Application Applicant / Inventor 
DD.MM.YYYY Class Number 
04.10.2012 WO/2012/131704 - B32B 15/08 PCT/IN2012/000180 SHAH, 
Anticounterfeit packaging foil RuchirYagneshkumar 
Brief Abstract: An anticounterfeit packaging foil to prevent the sale of counterfeit products and to provide non-invasive 
detection of the authenticity of the goods by providing covert measures which are not applied but are inbuilt, in a manner 
that the reproduction of same foil is dificult or impossible. The present foil is prepared by forming cathode and anode from 
an aluminum foil followed by subjecting the anode to etching and exposing it to get anodized in acidic bath of sulphuric acid 
to form a thin porous layer of aluminum oxide having nanopores over the foil, which is then immersed in solution A which is 
further subjected to sealing in order to seal the nanopores and form a thin coat over the foil. The authentication of goods can be 
ensured upon detection of presence of luorescence and selenium in the proposed anticounterfeit foil. 
06.12.2012 WO/2012/164011 - B32B 3712 PCT/EP2012/060233 HOLOGRAM 
Multi-layer body, method for producing it, INDUSTRIES 
and production of forgery-proof RESEARCH GMBH 
documents using said multi-layer body MENZ, Irina 
Brief Abstract: A multi-layer body (1, 21) is described, having a carrier 
ilm (7), a release layer (8), an embossed hologram layer (9) and a vapour-deposited 
relection layer (10), a UV-activatable adhesive layer (4) with 
at least one partially activated UV adhesive-layer zone (5, 6) and a lower 
layer, wherein the cured adhesive regions (5) connect the lower layer and 
parts of the embossed hologram layer to one another inseparably, the 
lower layer being a transparent polycarbonate ilm (2), while the cured 
adhesive region (5) is arranged on the periphery of the uncured adhesive 
region (6) of the respective adhesive-layer zone (4) and surrounds it 
in a frame-like manner. In addition, the production of forgery-proof 
documents using the multi-layer body (1, 21) is described, in which the 
uncured adhesive-layer region (6) of said multi-layer body (1, 21) is partially cured with light through an information-carrying 
optical mask (13) at the user’s premises, after which the carrier ilm is pulled off together with the release layer and the 
non-bonded embossed hologram layer regions (11), an upper protective ilm (18) is applied to the individualized embossed 
hologram layer (9), and said ilm composite is hot-pressed together with further ilms (19). 
05.12.2012 2530498 - Identiication medium and G02B 5/30 10844676 NHK SPRING CO LTD 
method for identiication thereof IDA TOHRU 
Brief Abstract: An identiication medium, in which a pattern is clearly altered in observation through a right-handed circularly 
polarizing ilter and observation through a left-handed circularly polarizing ilter, is provided. The identiication medium is 
formed by laminating a cholesteric liquid crystal layer 101, a »/4 plate 102, and a linearly polarizing ilter layer 103, in that 
order, from an observing side. The cholesteric liquid crystal layer 101 is formed with a hologram and selectively relects light. In 
an observation through a circularly polarizing ilter that transmits the light relected at the cholesteric liquid crystal layer 101, 
light relected at a pattern printed layer 105 is not perceived due to the function of a circularly polarizing layer 104. Images are 
clearly altered by switching a right-handed and a left-handed circularly polarizing ilter. 
For more visit at www.wipo.int/patentscope/search 
18 www.homai.org
The Holography Times 
Vol. 7, Issue 20 
Industry Updates 
Upcoming Events 
Date Event Name / Place / Website 
28-30 Jan, 2013 Anti-Counterfeiting and Brand Protection West Coast 
The Hotel Nikko, San Francisco (CA), USA 
www.anticounterfeitingsummitwest.com 
04-06 Feb, 2013 The Packaging Conference 
The Ritz Carlton, Buckhead, Atlanta, USA 
www.thepackagingconference.com 
12-14 Feb, 2013 10th Pan European High Security Printing Conference 
Corinthia Hotel, Prague, Czech Republic 
www.cross-conferences.com 
13-14 Feb, 2013 Pharmapack Europe 2013 
Grande halle De La Villette, Paris, France 
www.pharmapack.fr 
26-27 Mar 2013 American Packaging Summit 2013 
The Westin Chicago North Shore, USA 
www.packaging-event.com 
27-28 Mar 2013 Cartes Asia 2013 
Hong Kong 
www.cartes-asia.com 
17-19 April 2013 7th Global Congress to Combat Counterfeiting  Piracy 
Istanbul, Turkey 
www.ccapcongress.net 
23-25 April 2013 Cartes America 
The Mirage, Las Vega, Nevada, USA 
www.cartes-america.com 
07-08 May 2013 Asian Packaging Summit 
Singapore 
www.asiapackagingsummit.com 
21-23 May 2013 Security Document World (SDW) 2013 
Queen Elizabeth II Conference Centre, London, UK, 
www.sdw2012.com 
03-05 June 2013 4th Tax Stamp Forum 
Austria Trend Hotel Savoyen, Vienna, Austria, 
www.taxstampforum.com 
04-06 June 2013 Total Processing  Packaging Exhibition 
NEC, Birmingham, UK 
www.totalexhibition.com 
21-23 June 2013 Print Expo 2013 
Chennai Trade Centre, Chennai, India 
www.intelexpo.com 
05-08 July 2013 Pack Plus South 2012 
Hitex International Exhibition Centre, Hyderabad, India, 
www.packplussouth.in 
08-10 July 2013 2nd Latin American High Security Printing Conference 
Bogota, Colombia 
www.cross-conferences.com 
28-30 August 2013 Pack Print International 2013 
Bangkok International Trade  Exhibition Centre, Bangkok, 
Thailand, www.pack-print.de 
About HoMAI 
The Hologram Manufacturers 
Association of India (HoMAI) is 
the world’s 2nd and Asia only 
association representing hologram 
industry. 
PUBLISHED BY 
Hologram Manufacturer Association of India 
(HoMAI) 
EDITORIAL TEAM 
Issue Editor : C S Jeena 
Advisor : Mr. Pradip H Shroff 
Mr. Manoj Kochar 
Consultant : Mr. Sanjiv Singh 
PR Mantra 
sanjiv@prmantra.com 
Designed by : EYEDEA Advertising 
1250/13, Govindpuri, 
Kalkaji, New Delhi-19 
(India) 
eyedeaadvertising@gmail.com 
Printed by : Om Offset 
T-19, 
Okhla Industrial Area 
Phase-II, New Delhi-20 
(India) 
The Holography Times is a quarterly 
newsletter published by 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. 
The editorial team welcomes your news, 
contributions and comments. Please send 
your product updates, press releases, 
conference announcements or other 
contributions to HoMAI: 
21-Ground Floor, Devika Tower 6 
Nehru Place, New Delhi 110019, India 
Telfax: +91 (11) 41617369 
Email: info@homai.org, 
Website: www.homai.org 
Disclaimer: 
The data used here are from various 
published and electronically available 
primary and secondary sources. Despite 
due diligence the source data may contain 
occasional errors. In such instances, HoMAI 
would not be responsible for such errors. 
Cover: Cover graphics shows the latest 
standard published by ISO12931 along 
with steps to identify authentication 
solutions to curb counterfeiting. 
www.homai.org 19
The Holography Times 
Vol. 7, Issue 20 
20 www.homai.org

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The Holography Times, January 2013, Volume 7, Issue no 20

  • 1. The Holography Times Vol. 7, Issue 20 www.homai.org 1
  • 2. The Holography Times Vol. 7, Issue 20 News Bytes 2 www.homai.org
  • 3. The Holography Times Vol. 7, Issue 20 Viewpoint Dear Reader, Welcome to the fi rst edition of The Holography Times (THT) in year 2013. This is our 20th edition and we would like to thank all our readers and members for overwhelming response and support. We deeply valued the trust you have shown in us and ensure our endeavor to serve you better. Currently brand owners / government authorities are facing problem in selection of authentication technologies. The International Standard Organisation (ISO) has solve the problem by releasing new standard ISO 12931 which provides the guidelines on how to protect brand and products from counterfeits. Our current issue highlights on “Steps to identify authentication solutions to curb counterfeiting” along-with an article on ISO 12931. This issue also covers an interview of Mr. Anil Rajput, Chairman, FICCI CASCADE on anti-counterfeiting campaign running across the country. Lastly on behalf of THT team, we look forward to 2013 with great hopes and wish all our reviewers, members, advertisers, advisers and above all, our readers a very happy and prosperous New Year. C S Jeena Editor In this issue Steps to identify authentication solutions to curb counterfeiting By C S Jeena 6 ISO 12931: Raising the standards for authentication solutions 10 12 Interview: Anil Rajput, Chair CASCADE Senior Vice President Corporate Affairs, ITC Ltd. News Bytes 4 Industry Updates Notable Transaction 14 Hologram Innovation 15 Market Report 16 Global Patents 18 Upcoming Events 19 www.homai.org 3
  • 4. The Holography Times Vol. 7, Issue 20 News Bytes Hologram industry set for growth United Kingdom: The International Hologram Manufacturers Association (IHMA) says there will be signiicant developments in 2013 as producers get to grips with ISO 12931, the irst international standard to provide guidance on protecting products from counterfeits. Ian Lancaster, general secretary of the IHMA says that brand owners will be looking closely at the new standard, which ISO published in June 2012, as they develop strategies to take advantage of it. ISO 12931 covers ‘Performance criteria for authentication solutions used to combat counterfeiting of material goods’ and provides guidance on protecting products from counterfeiters using security devices such as holograms. “ISO 12931 is a massive step forward, bringing welcome beneits to the hologram industry in the coming years,” says Lancaster. “It promotes the use of authentication solutions, particularly encouraging the use of overt and covert solutions – functional categories which can be combined in one hologram. “I foresee brand owners moving ahead in the coming months, using the guide as a road-map to growth and encouraging more and more brand owners to take counterfeiting seriously and implement effective strategies to protect against it. “We will see more adopting holograms to protect brands and market share against the continuing threat of global counterfeiting and I expect to see many in 2013 building ISO 12931 compliance into their product development programmes and market protection strategies.” The IHMA also predicts some sales growth in the mature European and North America hologram industries as end-users return to the market with cautious optimism amid several acquisitions and take-overs within the sector. However, Lancaster believes it is in the burgeoning economic powerhouses of India and China, where counterfeiting is a widespread problem, that the land of opportunity lies for holography. “China and India, where there’s already strong demand and growth is abundant, offer huge scope for the holography industry in 2013 and beyond,” he says. “Anti-counterfeiting enforcement is either lax or non-existent in many parts, which has led to a lot of counterfeit items on the market. “This makes the security features holography offers extremely important for all product segments as companies, government authorities and anti-counterfeiting agencies look to clamp down. Source: www.ihma.org Rajasthan excise feels effects of scrapping hologram Jaipur, Rajasthan: When it comes to the adoption of alcohol tax labels in India, the state of Rajasthan is somewhatof an oddity. Over the last 13 years, 17 States and Union Territories have adopted eitherfull- face holographic labels, or paper labels with a holographic element. And another two states are due to adopt them in the next few months (Goa and Jharkhand), bringing the tally to 19. But the only state to havescrapped alcohol labels a few years after adopting them is Rajasthan; this was as a result of new excisepolicy. Rajasthan State excise had stopped using these Holographic excise adhesive labels in November 2010. However, it now seems as if the decision was taken too hastily, given that the absence of labels is beingblamed for the rising incidents of smuggled liquor in the state, and the subsequent loss of excise revenues. Excise oficials claim that since there are no labels to help them distinguish between genuine and smuggledproduct, they will be obliged to conduct raids at all distilleries suspected of illegal practices, both within andbeyond the state. Source: www.taxstampnews.com 4 www.homai.org
  • 5. The Holography Times Vol. 7, Issue 20 News Bytes New KRA unit sets sights on higher taxes Kenya Revenue Authority (KRA) seeking to raise more revenue from tax stamps on products likes water and juices. Kenya: The taxman is setting up a unit with 300 oficers to eventually police water and juice products for tax compliance as it introduces new-generation tax stamps.In a sweeping measure aimed at raising an extra Sh6 billion, which could particularly hit non-compliant vendors of non-alcoholic drinks, the Kenya Revenue Authority (KRA) has competitively procured the services of a Swiss security print irm, SICPA, for the ive-year programme. Bottled water and ready-to-drink juice vendors — targeted after cigarettes, wines and spirits and beer — have prolife rated in the country but without necessarily contributing to tax revenue growth.They have squeezed soda sales, according to large players like Coca-Cola, due to limited policing by previously resource-starved KRA. Counterfeits will also ind survival in the market a tough call as the taxman moves to add customs excisable goods to the tax bracket.In a brieing note, KRA said retailers will be criminally liable if they “accept into their premises any products on which tax has not been paid”, which makes counterfeiting a high-risk business in the retail and wholesale markets. Source: www.businessdailyafrica.com ABnote™ offers 100% recycled security paper New Jersey, USA – American Banknote Corporation (“ABnote”), a leading global provider of identiication solutions and services since 1795, expands its secure paper selection with the addition of a 100% post-consumer recycled security paper, speciically for use in manufacturing secure documents such as vital records. This innovative recycled paper combines the requirements for ensuring the highest document security with environmental responsibility. ABnote’s new recycled paper expands its GreenLine™ products from plastic cards to include security paper. The paper is: • Made from 100% post-consumer content • Certiied as chlorine-free processed • Forest Stewardship Council and ECOLOGO certiied • Manufactured using biogas which is a sustainable and local energy • Resistant against aging for more than 100 years as per ANSI Jack Barnett, ABnote’s Sr. Vice President of Sales stated “The paper is UV dull and available with traditional paper security features such as invisible and visible security ibers, watermarks, and is reactive to chemicals such as oxidants, polar and non-polar solvents, acids and alkalines. By integrating the security features of this environmentally responsible paper with our printed and applied security features results in a highly tamper-resistant document, for which our customers have come to trust ABnote.” Source: www.abnotena.com GET Group selected for NATO project Global Enterprise Technologies (GET Group) has announced that its CP500 ID card printer has been selected as the exclusive photo ID printer for Phase 1 of the NATO TACTIC Program. The programme will take advantage of the CP500’s combination of 600dpi printing capabilities and pigment ink for highly secure ID personalisation. Working with Creative Information Technology, Inc (CITI), GET Group is supplying CP500 printers with built-in contact, contactless, and magnetic stripe encoding for the personalisation of identity cards to be issued in Phase 1 of the NATO TACTIC program. TACTIC will leverage CITI’s manageID and complementary professional services to ensure that key in-theatre mission-critical requirements are met. Source: www.getgroup.com www.homai.org 5
  • 6. The Holography Times Vol. 7, Issue 20 Cover Story Steps to identify authentication solutions to curb counterfeiting By C S Jeena Counterfeiting is menace for brand owners and Government authorities. In over a decade the problem has expanded rapidly and is now not limited to luxury goods and developed economies. There are any numbers of reports available on internet discussing the loss to industry and people due to counterfeiting. Over the years, in order to prevent counterfeiting from plaguing their business, brand owners started using authentication solutions. With the availability of various authentication solutions, companies and Government authorities are facing problem in selection of a specifi c authentication solution as the adoption of any given solution is a complex question involving issues, amongst others, of cost, compatibility, feasibility and reliability, and there are divergent views on which technologies should be adopted and the timing for their adoption. While these solutions can sometimes add to the problem, the right selection, usage implementation of authentication solutions helps companies and authorities to keep them one step ahead of counterfeiting. In this article, we try to explain, “Steps to identify authentication solutions to curb counterfeiting”. Introduction: The selection of an authentication1 solutions that protects a document or product is a complex process and necessitates review of a number of factors regarding the role and implementation of the technology. Not all authentication solutions and security features are appropriate for all applications. It is important to understand the strengths and limitations inherent to different technologies, as well as between similar features supplied by different manufacturers. For example: Use of a security watermark2 in a liquor tax stamp3 which is afixed to bottles. The goal is to introduce a security watermark as a new overt feature. The liquor tax stamp has a far smaller user population (mostly inspectors) than currency, and this smaller population is better trained and equipped to examine tax stamps than the general human being. This could allow for the use of a covert (or even forensic) feature, but it has been determined by authorities that in this case the risk of counterfeiting is not great enough to invest in equipment or tools and that an overt feature is preferred for the sake of simplicity. The authentication of a watermark is performed by holding the document up to alight. But in this case the document is a tax stamp secured to a glass bottle and it will only be possible to authenticate the feature if the bottle and its contents are transparent (or at least translucent). Many liquor bottles and liquors are opaque and would not allow suficient light transmission for authentication. It is determined that even though the user population would otherwise be capable of authenticating this feature, the wide range of the environment–from transparent to opaque–makes the use of a Footnotes: 1. Authentication - Authentication is the process of conirming that a product, document or even person is authentic. This is usually achieved by looking for speciic attributes such as product and document features and security additions such as holograms, optically variable devices, optical variable inks etc. 2. Watermark: A design, symbol or pattern imparted in paper by a raised wire design on a roll (a dandy roll) as the wet paper is being formed on a mesh as it passes through the wet-end drainage process on a paper-making machine. 3. Tax stamp – A revenue stamp, tax stamp or iscal stamp is a (usually) adhesive label used to collect taxes or fees on documents, tobacco, alcoholic drinks, drugs and and many other things. Used by governments as duty and excise stamps. These are high security documents which contained security features such as hologram. 6 www.homai.org
  • 7. Vol. 7, Issue 20 Cover Story The Holography Times Authentication Security Technologies Solutions Serialisation Logical Physical Printed Inks / Taggants OVDs and security watermark in a liquor tax stamp unusable. This situation is an example of how a widely used and popular feature is rendered ineffective by environmental circumstances. In order to avoid such circumstances, Organisation can follow basic guidelines such as; 1. Purpose of using authentication solutions The organisation needs to understand the purpose of using authentication solutions. As a irst step most organisations should assess the risk to their brand such as i) Does the product have chances of being counterfeited or is it already being counterfeited; ii) If it is being counterfeited, then is it in form of tampering, pilfering, duplication or, by misleading the consumer by adopting a look-a-like form of identiication; iii) Is the risk of counterfeiting in the form of digital or non-digital? iv) What the impact such solutions may have on the brand? Once the purpose is clear, the organisation can evaluate the authentication solutions or Identiication Track and Trace Hologram security feature based on various parameters. 2. Selection of authentication solutions In today’s fast changing technological world, scores of different authentication solutions are available in the market. These days, two families of authentication solutions are in use, physical4 and logical security5 features to secure packaging materials and products, (see igure 1). In selecting them various trade-offs are necessary between security and usability. To evaluate whether a given solution will address a given security problem, the security problem must irst be clearly deined. 2.1 Basic property The solutions should be extremely dificult to copy and tamper evident6; 2.2 Audience The solutions should provide easy identiication to user, and facilitate product authentication. Security features of authentication solutions must be tailored to the intended user population, the group of people responsible for authenticating the feature. The user population could include the entire public- Cryptographic Structure Analysis Figure 1: Overview of security technologies 4. Physical Security: Physical security features are substances or products which are introduced into, or attached to packaging materials and / or products. The presence of these security substances is veriied to authenticate the protected item. As the manufacturing process of security products is conidential and highly secure and its availability is strictly limited, it is very dificult to counterfeit products secured in this way. 5. Logical Security: Features are based on encryption technologies, allowing the integration of hidden data into images / artworks (steganography / digital watermarks) and supporting the authentication of the product. It is also possible to register the surface structure of packaging material which is unique. With this data, an individual “ingerprint” of each individual packaging item can be made. 6. Tamper evident - Tamper-evident describes a device or process that makes unauthorized access to the protected object easily detected. Seals, markings or other techniques may be tamper indicating. www.homai.org 7
  • 8. The Holography Times Vol. 7, Issue 20 Cover Story for example, if the product being secured is currency, or if it is a bottle of a widely sold over-the-counter medication. The user population might be a smaller group in the case of a more specialized product. If the user population is large or has limited interest in authenticating the feature, it may be impractical to supply complicated security features, whereas if the user population is small and specialized, security features of any complexity can be selected. For example, in a survey by Dutch National Bank to measure the public understanding of security features, it was revealed that out of seven selected features, the Hologram came out second with 55 per cent public recognition. 2.3 Authentication layers The solutions should provide multiple levels of authentication. Generally most of the authentication solutions provide one or two level of authentication layers. However, solutions such as high security hologram can provide three authentication layers for different users. The each level of security hologram is designed for a speciic purpose. Level one feature can be overt (veriication by human eye) and can be used for identiication and veriication by consumer. Level two, covert (veriication by a predetermined device or a tool) can be used by manufacturer or their channel partner for an advanced level of authentication and veriication. The third level is highly sophisticated and can be used by forensic experts and can be useful to law enforcement and for evidence in case of litigation. 2.4 Environment factors The solution should work well in different environmental situations (heat, cold, humidity, water, ire, chemical exposure, etc). For example, polyester based security holographic excise adhesive label (HEAL) are used by excise authorities in India as they does not wear during transit, handling or in contact with water because of its property and work well in various environmental and climatic conditions. The security features incorporated in HEAL does not varnish when it comes in contact with water, dust, heat, moisture, etc because of non-usage of ink. 2.5 Easy integration Authentication solutions should have feasibility to be integrated with the automated production/ packaging line if required, especially wherever the volumes are large. While selecting authentication solutions it is always recommended to adopt a layered approach combining use of overt, semi-covert, and / or covert technologies to provide a solution that is more dificult to copy. 3. Selection of vendor7 providing authentication solutions Once you have identiied the solution, you can proceed to the selection of an ethical vendor. The selection of vendor is as important as selection of authentication solution. The ethical vendor will work as your authentication partner, will understand and identify your problem areas and concerns and will suggest the optimised solution. The brand owners can evaluate authentication solutions provider (vendor) on following parameters; 3.1 Good corporate practices Evaluate the vendor on its corporate practices. Ideally, the vendor should have adopted good corporate practices, behave in ethical manner and should be following the prescribed Code of Conduct of its industry association. 3.2 Innovative Being a step ahead is the mantra in anti-counterfeiting industry. Most 7. Vendor – Here it means the manufacturer provider of authentication technology, systems or solutions 8 www.homai.org
  • 9. Vol. 7, Issue 20 Cover Story The Holography Times of the ethical vendors upgrade their facilities and solutions to keep themselves their customer one step ahead of counterfeiters. They can suggest provide various solutions according to brand protection objectives and the changing times. 3.3 Secure environment The vendor should have an in-house facility to produce these solutions under a secure environment. The vendor must take all possible measures and precautions for maintaining adequate security and secrecy. 3.4 Reference and experience Vendor should have good experience of providing authentication solutions. A vendor reference should always be taken from his existing customers, or you can get the help from trade industry association. In case your vendor is security hologram manufacturers, you can add two more steps such as; 3.5 Member of HoMAI / IHMA He should be a member of trade bodies such as Hologram Manufacturers Association of India (HoMAI) or International Hologram Manufacturer Association (IHMA). 3.6 Registered hologram under HIR8 The Hologram manufacturers association of India has the arrangement with Counterfeit Intelligence Bureau (CIB)9, London so that each HOMAI member can register their security hologram with CIB. The selection usage of solutions can be a complex and time consuming process, however, the selection and proper implementation of the right technologies will invariably lead to long term beneits to the brand owner. As a further step, the Brand Owner / Authorities can also adopt a new ISO Standard ISO: 12931 titled “Performance criteria for authentication tools used in anti-counterfeiting or material goods”. This is a very useful document for a brand owner wishing to adopt globally accepted standards and approach to ighting against the counterfeit. This can be seen at http:// www.iso.org/iso/catalogue_ detail?csnumber=52210. All effective solutions, broadly speaking, help in identifying and authenticating the original from counterfeit. They deepen the divide between genuine products and their counterfeits by making a genuine product distinguishable in some manner that is dificult to replicate using commercially available manufacturing processes. However, it is very important that a planned surveillance program be in place to constantly monitor that there is no infringement is seen, an immediate action must be taken so that the guilty is punished. Reference: 1. Brand protection challenges and solutions by Pradip H Shroff, irst published in the holography times, February 2011, volume 4 issue 11. 2. ISO Standards 12931 “Performance criteria for authentication tools used in anti-counterfeiting or material goods” http://www.iso.org/iso/ catalogue_detail?csnumber=52210 3. How to select a security feature, published by The Document Security Alliance and The North American Security Products Organisation. www. documentsecurityalliance.com; www.naspo.org 4. Authentication Technologies for Brand Protection report published by National Electrical Manufacturer Association (NEMA), USA. www.nema.org 5. Hologram Manufacturers Association of India (HoMAI), www.homai.org 6. International Hologram Manufacturers Association (IHMA), www.ihma.org 7. Hologram Image Register, http://www. i ccwbo.org/Products-and-Ser v i ces/ Fighting-Commercial-Crime/Counterfeiting- Intelligence-Bureau/Hologram-Image- Register/ 8. HIR –A unique and only image register in security industry, where hologram producers register their hologram. 9. Counterfeit Intelligence Bureau (CIB)- CIB is one of the world’s leading organisations dedicated to combating the counterfeiting of products and documents, protecting the integrity of intellectual property and brands, and preventing copyright abuse. CIB has a dedicated team of internet investigators to combat this trade. CIB also hosts the International Hologram Image Register. C S Jeena is Secretary Hologram Manufacturers Association of India, Editor The Holography Times, member of Association of Certifi ed Fraud Examiner (ACFE) Global Association of Risk Professionals (GARP). Comments are welcome at cjhomai@gmail.com. www.homai.org 9
  • 10. The Holography Times Vol. 7, Issue 20 ISO 12931: Raising the standards for authentication solutions Guest Column AUTHENTICATA ION ISISOSOO 12931O 122912929393931131 by Ian M Lancaster General Secretary, the International Hologram Manufacturers Association With no fanfare or publicity, the International Standards Organisation (ISO) has adopted a new standard which should bring signiicant beneits to the hologram industry. ISO12931 covers Performance criteria for authentication solutions used to combat counterfeiting of material goods, and is – as far as we are aware – the irst international standard to provide guidance to rights holders on how to protect their products from counterfeits. The introduction to the Standard explains the growing problem of counterfeit products (or ‘material goods’, which includes manufactured inished goods, original equipment components and goods from nature), and states that ‘The authentication element provides a speciic and more reliable method of determining if the item is genuine or a counterfeit good’. It goes on: ‘This International Standard sets out the performance criteria for purpose- built authentication solutions. These authentication solutions are designed to provide reliable evidence making it easier to assess whether material goods are authentic or counterfeit.’ The Scope of the standard is also described carefully as: ‘intended to guide…organisations in the determination of the categories of authentication elements they need to combat those risks, and the criteria for selection of authentication elements that provide those categories, having undertaken a counterfeiting risk analysis.’ Deinitions For the security holography industry, a crucial part of 12931 is the deinitions (a required part of any ISO standard). ‘Hologram’ or ‘holography’ is not speciically used in the standard, which carefully does not promote any particular technology or features. However, the standard identiies the use of only two types of authentication solutions, overt and covert. An overt authentication element and a covert authentication element are deined respectively as: (an) authentication element which is detectable and veriiable by one or more of the human senses without resource to a tool (other than everyday tools which correct imperfect human senses, such as spectacles or hearing aids); (an) authentication element which is hidden from the human senses until the use of a tool by an informed person reveals it to their senses or else allows automated interpretation of the element. The Standard dispenses with the idea of a ‘forensic solution’, a phrase that is often heard in discussion of authentication solutions. Instead, it describes forensic analysis, deining this as a “scientiic methodology for authenticating material goods by conirming an authentication element or an intrinsic attribute through the use of specialised equipment by a skilled expert with special knowledge”. Thus a hologram, for example, meets the definition of an overt authentication element and, depending on the optical design, may also contain parts that meet the definition of a covert authentication element. Forensic analysis can also be applied to a hologram by microscopically examining the diffraction pattern to ascertain that it matches that of a genuine hologram. This concept of overt and covert authentication elements is carried through in to a discussion of the ‘audience’ for information about the elements adopted on a material good. The general audience will receive knowledge through public media – advertisements, websites, marketing materials – whereas the restricted audience comprises people that need to know about the speciics of the authentication solution and how to examine it. An authentication tool will be required to examine a covert solution, and thus information about what to look for with this tool will be made available only to the restricted audience. 10 www.homai.org
  • 11. The Holography Times Vol. 7, Issue 20 Guest Column For clariication, this is shown in a simple table of the characterisation of categories for authentication solutions (above). In describing how an overt solution is examined, ISO 12931 states that ‘Ideally the inspector will have a genuine authentication element as a reference comparison,’ going on to say ‘Overt authentication elements must be dificult to copy accurately so that their absence or their imperfections will alert examiners to the fact that a material good may not be genuine. The Standard also discusses the relationship between authentication solutions and track and trace solutions. It states simply that ‘Track and Trace technology when used alone is not considered to be an authentication solution.’ Covert authentication elements, it points out, require a tool for examination, and that tool may be standalone and reveal something in the authentication element to human senses, or may require a network connection. Risk analysis the key These discussions of the categories of authentication solutions are important, but they are a preamble to the key section of ISO 12931, which explains to authentication users how to assess the performance criteria they require of their authentication solutions. It recommends that a user undertake a risk analysis before assessing which category or categories of authentication solution provide the functionality to meet the risks thus deined. The characteristics to be considered are not only those related to the obvious authentication functionality, but also physical characteristics such as size and thickness, environmental durability and so on – issues which are often overlooked by users (and which can prove awkward for suppliers, as the US Bureau of Engraving and Printing’s crumple test has shown, in which holograms did not pass this test when irst proposed for use on US dollar bills). Authentication aspects that should be considered include tamper resistance and attack resistance, points which may seem obvious to suppliers but which users often need reminding they need to consider. Having carried out a risk analysis, then selected and implemented authentication solutions, ISO 12931 then guides users through an effectiveness assessment. The Standard takes a lifecycle approach to authentication, recognising that it may be important to authenticate a material good long after its irst sale, but also proposing that users need to remain active in assessing the effectiveness of the solution they have adopted. Users can’t sit back, complacent in the knowledge that they have an authentication solution, but need to carry out regular effectiveness assessments. ‘Effectiveness assessment is a means to evaluate that a solution is complying with the established standards and if the solution is providing a measurable result,’ according to the Standard. The Standard follows through on its recommendations to users, in that it shows a risk analysis and authentication solution selection process, as well as including selection criteria tables in Annexes to the main standard. Beneits for the holography industry Before the publication of this Standard, brand owners and other rights holders were dependent on authentication solutions providers to guide them through their requirements for the protection of their material goods, or, in some few cases, they have been provided with guidance from their trade association. Dependence on suppliers for guidance has been, understandably, uncomfortable for many rights holders so they have preferred to do nothing and turn a blind eye to their losses to counterfeits. For the irst time they now have an objective guide to how to proceed. This in itself should encourage more rights holders to take seriously the counterfeit problem and how they can protect against it. The success of management practice standards such as ISO 9000 shows how beneicial an international standard can be in providing common principles and practices. Thus ISO 12931 should encourage the use of authentication solutions. More particularly, it encourages the use of overt and covert solutions, functional categories that can be combined in one hologram. It is now up to secure hologram suppliers to build compliance with 12931 in to their marketing materials and training. ISO 12931 is available to download from www.iso. org/iso/home/store and will also be available from national standards agencies. Ian M Lancaster is the General Secretary of International Hologram Manufacturers Association (IHMA), Director of Reconnaissance International Ltd and was a member of the ISO committee that produced ISO 12931 while the IHMA was involved from an early stage in developing the standard. Comments are welcome at Ian.lancaster@reconnaissance-intl.com www.homai.org 11
  • 12. The Holography Times Vol. 7, Issue 20 Face to Face Anti counterfeiting efforts in India THT: When was FICCI CASCADE formed, who are its members what does CASCADE means? AR: Federation of Indian Chambers of Commerce and Industry (FICCI) dedicated a forum by establishing the Committee Against Smuggling and Counterfeiting Activities Destroying the Economy - C A S C A D E in January, 2011 at FICCI Federation House, New Delhi. CASCADE was formed to ight the hazardous impact of smuggled, contraband and counterfeit products. These activities are threatening brands across the globe so various organisation like ITC Ltd, Hindustan Unilever Limited, Microsoft Corp. India Pvt. Ltd., Maruti Suzuki, Coca-Cola India Pvt. Ltd, Toyota Kirloskar Motor Pvt Ltd, Hewlett- Packard India Sales Pvt Ltd, etc join hands to curb this growing menace. THT: What were the reasons behind the formation of CASCADE? AR: Counterfeiting and smuggling are increasingly becoming a hugely lucrative business causing not only a great loss of revenue to the industry but also posing a serious threat to the security of the nation. As a result huge amount of investments goes in dealing with anti- social elements that is neither good for legitimate industry, nor for government nor for consumers. Efforts to counter this menace needs highest priority and calls for robust actions from all stakeholders. Therefore CASCADE was formed to ight this menace. THT: How it is different from various other industry committee formed to curb counterfeiting? AR: Problem of counterfeiting and smuggling is wide spread and is directly affecting the economy of India. CASCADE aims to generate continuous awareness among the masses to sensitise them and secure their cooperation to ight this menace together. CASCADE commissioned a irst ever research in this area giving facts and igures on the extend of the problem. CASCADE also aims to take active involvement of the Government for the social welfare of the country. THT: How successful you have been in your objectives after its formation? AR: We did a joint publicity campaign with Ministry of Consumer Affairs under their “Jago Grahak Jago” umbrella to create awareness amongst the consumers, later we organised “Hum Kishore Festival 2012” on the theme of “Fight Smuggling and Counterfeiting” amongst youth of NCR, Delhi. CASCADE is also organising across India series of sensitization and awareness seminar to provide knowledge support to all the stakeholders across the country about the growing menace of counterfeiting and smuggling. Such seminars have already been hosted in 5 states i.e. Uttar Pradesh, Rajasthan, Madhya Pradesh, Jammu and Kashmir and Gujarat. Awareness seminars witnessed huge success and have helped gather state speciic problems of counterfeiting and smuggling. FICCI CASCADE is also organizing youth festivals across country to spread awareness amongst the young minds about the ill effects of the menace of counterfeiting and smuggling. We have released a Research report titled Socio-Economic Impact Anil Rajput, Chair CASCADE Senior Vice President Corporate Affairs, ITC Ltd. 12 www.homai.org
  • 13. The Holography Times Vol. 7, Issue 20 Face to Face of Counterfeiting, Smuggling and Tax Evasion in Seven Key Indian Industry Sectors which is a milestone achieved in India as it is the irst ever report to give igures of the extent of the problems in the seven sectors. “According to the study the estimated annual tax loss to government is Rs 26,190 crore. The overall estimate of annual sales loss to industry is put at Rs 1,00,000 crore. The key sectors which were included in the study were auto components, alcohol, computer hardware, FMCG (personal goods), FMCG (packaged goods), mobile phones and tobacco. “The maximum tax loss on account of smuggled and counterfeit products to government is from the tobacco sector at Rs 6,240 crore followed by FMCG (packaged food) at Rs 5,660 crore and FMCG (personal goods) at Rs 4,646 crore,”. The highest loss to industry in terms of revenue is from FMCG (packaged goods) at Rs 20,378 crore (23.4 per cent), FMCG (personal goods) at Rs 15,035 crore (25.9 per cent), auto components at Rs 9,198 crore (29.6 per cent), mobile phones at Rs 9,042 crore (20.8 per cent) and tobacco at Rs 8,965 crore (15.7 per cent). THT: What will be the future activities of CASCADE? AR: In order to curtail the consumption of counterfeit and smuggled goods CASCADE plans sensitization and awareness seminar in different states. Also CASCADE aims to sensitise the youth towards the increasing damage to the economy by holding Youth festivals for better engagement of the young generation to restrict the hazardous impact of counterfeit and smuggling. Capacity building programs and training sessions with our Police and Customs oficials to emphasize on the importance of continued awareness and seriousness of the impact of counterfeit goods. To know more about FICCI Cascade activities, contact Meenu Chandra, Head FICCI CASCADE at meenu.chandra@icci.com or visit www.icci-cascade.com. About the author Mr. Anil Rajput, an MBA from FMS, Delhi University, joined ITC Limited in 1976. During the course of the last 36 years, he has held various positions in the Organization. Starting his career in the fi nance function, he was seconded to Travel House in 1983 as part of the start-up team. During his tenure with Travel House, he assumed the charge of General Manager- Travel at the age of 27 years and laid the strong foundation for its domestic networking across India. Upon completion of his secondment in Travel House in 1989, he was assigned the responsibility in ITC’s Hotels Division as Divisional Project Controller. During his tenure with Hotels Division, in a capacity of Vice President, he was looking after the Finance, Projects and Development. He was associated with various hotel projects - to name a few, ITC Grand Maratha, Mumbai, and ITC Sonar Bangla at Kolkata. In the year 2003, he moved to ITC’s Corporate Affairs function as Vice President Corporate Affairs. He assumed overall charge of Corporate Affairs function of ITC Limited as Sr. Vice President – Corporate Affairs effective June 2007. Mr. Anil Rajput is also on the Board of International Travel House, a Subsidiary of ITC Ltd, engaged in the Travel Tourism Business. He is also on the Executive Committee of PHD Chamber of Commerce Industry. In addition, he is the Chairman of FICCI CASCADE. www.homai.org 13
  • 14. The Holography Times Vol. 7, Issue 20 Industry Updates Notable transactions in 2012 Acquisition Date / Month Acquirer Acquired Company Transaction Value Target market March Skanem Group Inter Labels NA Indian label market . April Op Sec Security Delta Labeling Ltd GBP 13.7 million Enhance technology Group PLC portfolio. July Mondi Group Nordenia Euro 240 million To create a leading consumer International packaging business, build on long term customer relationships across both businesses and establish a platform to expand further in high-growth emerging markets. October Op Sec Security Holographic GBP 9.5 million NA Group PLC Security Division of JDSU October Positive SGRE Labels, The acquisition follows the Packaging India NA recent integration of ICM Industries Packaging and equips the company with ‘state-of-the-art label packaging equipment and infrastructure’. November HuhtamäkiOyj’s Webtech Labels Euro 7 million To complement the existing subsidiary in Private Limited product portfolio of India HuhtamäkiOyj’s Flexible Packaging segment in India. Investment Date / Month Investment By Invested In Fund Value Target market March Aureos South Sai Security US $ 7 million Use the fund to build on its strong Printer production and Asia Fund Pvt Ltd, India License Agreement / Joint venture technology capabilities and adding new markets providing end to end packaging and printing solutions. Date / Month Company A Company B Nature Target market February Bayer Material Chi Lin Joint To develop application for Bayfol HX Science, Technology, Agreement Holographic photopolymer in its ield of Germany Taiwan opto-electronics. December API Czech Republic- Joint venture The new business brings together the Holographics based IQ business, specialist capabilities and resources of Structures API Optix API and IQS to form a joint technology (IQS) center. The venture will further enhance API’s offering of holographic originations for specialist security applications. NA: Not available 14 www.homai.org
  • 15. The Holography Times Vol. 7, Issue 20 Industry Updates Market reports 2012 Title of Report / Study Report Content Key Findings Pharmaceutical The report spans • Expects modest anti-counterfeiting sales of $28m in Anti-counterfeiting technologies such as 2011 to grow at nearly 15 per cent a year to reach Technologies: Market hologram, security $147m in 2022. analysis report from printing, RFID, taggants • Growth of the market will be stimulated by the Visiongain and discusses trends introduction of industry-wide standards. for the US, Japan, the top • OVDs, Hologram, RFID and 2D barcoding have a key ive EU countries, Brazil, role to play in ighting drug counterfeiting. Russia, India and China. World Food Safety The report forecasts • World demand for food safety products will rise by Products, study from market and factors over eight percent per year to 18 billion USD in 2016. Cleveland-based which will contribute • US will remain the world’s largest national user of food industry research irm growth in world safety products, accounting for one-quarter of the The Freedonia Group. demand for food safety world market through the forecast period. products • In the coming years, China will surpass Japan to become the world’s second largest food safety product market. On a smaller scale, India, Brazil, Russia, and Mexico will also see rapid increases in food safety product demand through 2016. Tax Stamps: A Technical The report covers the • According to the report, 150 billion cigarette and Study and Market factors behind tax stamp spirits stamps were used in 2010 (compared to 49.3 Report – has been deployment for billion in 1990), and 170 billion are forecast for 2015. published by cigarettes and alcohol, • By 2015, the report projects 6 percent Reconnaissance how stamps work, the higher volumes than 2010, or 134.7 billion stamps. International impact of international • Stamps for spirits will grow by 55 percent to 35.4 regulation, technologies billion in 2015, in line with increasing consumption, for production, and new country adopters. Growth will be in Africa application and (115 percent) and Asia (107 percent). authentication, and the need for enforcement. Holography for Industrial The Report includes The global market for holography for industrial Applications - A Global detailed analysis and applications will be worth $ 16.7 billion by 2017. Strategic Business market projections for Report, by Global the USA (the largest Industry Analysts (GIA), market and industry in USA the world), Canada, Japan, Europe (with details on France, Germany, Italy and the UK), Asia-Paciic (with details on China and India), Latin America and the Rest of the World. FICCI CASCADE - FICCI CASCADE as part of According to the study the estimated annual tax loss Report on the Socio- its efforts to create to government is Rs. 26, 190 crores. The overall Economic Impact of awareness, commissioned estimate of annual sales loss to industry is put at Rs. Counterfeiting, a special study on the 1,00,000crores per the report. The key sectors which Smuggling and Tax impact of smuggling and were included in the study were Auto Components, Evasion on seven key counterfeiting on seven Alcohol, Computer Hardware, FMCG (Personal Goods), Indian industry sectors key sectors of the FMCG Packaged Goods), Mobile Phones and Tobacco. economy. www.homai.org 15
  • 16. The Holography Times Vol. 7, Issue 20 Industry Updates Hologram Innovation 2012 Month Product March 2012 ISCENT Holo Like optical material ISCENT a new inish company, introduced a printable holographic like ilm technology for plastic based and ibre based packages developed by the Technical Research Centre of Finland. April 2012 Scriba nano technologies introduced Nu-Code Scriba developed NU-CODE™: a complete system that uses ultra-miniaturized digital tags for: Identiication, Traceability, Anticounterfeit, Security, Quality Control. Nu-CODE is based on a new technology that allows direct optical writing of digital information on holographic substrates (ENTAG labels). May 2012 DNP Unveils Full Color Lippmann Holograms Dai Nippon Printing Co. Ltd (DNP) developed a full-color Lippmann hologram featuring improved brightness and mass productivity capabilities. Developed using improved materials and production systems, the new full-color Lippmann hologram boasts twice the peak brightness of earlier holograms. The full-color Lippmann hologram can create more realistic three-dimensional (3D) images for stronger security against counterfeiting. As the manufacture of Lippmann holograms requires special materials and manufacturing processes, only a handful of companies anywhere in the world - DNP among them - are capable of mass-producing these holograms - making counterfeiting extremely dificult. May 2012 Changfeng ‘s Water based Demetallisation Changfeng Chemicals of China developed a water wash process for demetalising hologram. June 2012 Unnivacco Expands Holo Range Taiwanese metallised ilm producer Univacco launched a new range of bubble effect embossed metallised ilms which it called Convex Films. There are two varieitis of the Convex ilm, one called general convex lamination ilm and the other registered convex lamination ilm. June 2012 Holographic Metal Cans Guagndong Dongnan Film Technology Co Ltd located in Shantou China developed two processes for the production of metal holographic packaging. Dongman developed a special laminate which can be bonded to surface of the metal sheet before it is formed into a cylinder. Kurz enhances TrustSeal with codes and covert features July 2012 Geola offers 3D achromatic masters for security Anglo-Lithuanian company Geola devised a method to produce high resolution hogel-based 3D achromatic holograms. For detailed, subscribe to HoMAI press monitor or e-mail at info@homai.org 16 www.homai.org
  • 17. The Holography Times Vol. 7, Issue 20 Industry Updates August 2012 High Quality Lenticulars Hit The Mass Market September 2012 Wide view high res Hologram made with carbon nanotubes Dr Haider Butt, YunuenMontelongo and a team of researchers at Cambridge University ‘s centre of Molecular Materials for Photonics and Electronics (CMMPE), with input from researchers at the University of Melbourne and the Sri Lanka Institute of nanotechnology generated pixelated holograms using carbon nanotubes (CNTs) as the pixels. The size of CNTs means that these pixels are the smallest yet generated for holograms, making for extremely high resolution holograms which in turn provides for a wide angle of view. September 2012 Pioneer’s Compact Holo Printer Pioneer Corporation developed a compact printer for the creation of full-colour Lippmann holograms. The printer contains blue, green and red lasers to create 75.6 x 50.4 mm (3” x 2”) Lippmann holograms with 23 degree. October 2012 Serialisable photopolymer hologram from Dublin Institute October 2012 Tesa Joins Smartphone Authenticators And Works With HG Image in China www.homai.org 17
  • 18. The Holography Times Vol. 7, Issue 20 Industry Updates Global Patents - Authentication Publication Title Int. Application Applicant / Inventor DD.MM.YYYY Class Number 04.10.2012 WO/2012/131704 - B32B 15/08 PCT/IN2012/000180 SHAH, Anticounterfeit packaging foil RuchirYagneshkumar Brief Abstract: An anticounterfeit packaging foil to prevent the sale of counterfeit products and to provide non-invasive detection of the authenticity of the goods by providing covert measures which are not applied but are inbuilt, in a manner that the reproduction of same foil is dificult or impossible. The present foil is prepared by forming cathode and anode from an aluminum foil followed by subjecting the anode to etching and exposing it to get anodized in acidic bath of sulphuric acid to form a thin porous layer of aluminum oxide having nanopores over the foil, which is then immersed in solution A which is further subjected to sealing in order to seal the nanopores and form a thin coat over the foil. The authentication of goods can be ensured upon detection of presence of luorescence and selenium in the proposed anticounterfeit foil. 06.12.2012 WO/2012/164011 - B32B 3712 PCT/EP2012/060233 HOLOGRAM Multi-layer body, method for producing it, INDUSTRIES and production of forgery-proof RESEARCH GMBH documents using said multi-layer body MENZ, Irina Brief Abstract: A multi-layer body (1, 21) is described, having a carrier ilm (7), a release layer (8), an embossed hologram layer (9) and a vapour-deposited relection layer (10), a UV-activatable adhesive layer (4) with at least one partially activated UV adhesive-layer zone (5, 6) and a lower layer, wherein the cured adhesive regions (5) connect the lower layer and parts of the embossed hologram layer to one another inseparably, the lower layer being a transparent polycarbonate ilm (2), while the cured adhesive region (5) is arranged on the periphery of the uncured adhesive region (6) of the respective adhesive-layer zone (4) and surrounds it in a frame-like manner. In addition, the production of forgery-proof documents using the multi-layer body (1, 21) is described, in which the uncured adhesive-layer region (6) of said multi-layer body (1, 21) is partially cured with light through an information-carrying optical mask (13) at the user’s premises, after which the carrier ilm is pulled off together with the release layer and the non-bonded embossed hologram layer regions (11), an upper protective ilm (18) is applied to the individualized embossed hologram layer (9), and said ilm composite is hot-pressed together with further ilms (19). 05.12.2012 2530498 - Identiication medium and G02B 5/30 10844676 NHK SPRING CO LTD method for identiication thereof IDA TOHRU Brief Abstract: An identiication medium, in which a pattern is clearly altered in observation through a right-handed circularly polarizing ilter and observation through a left-handed circularly polarizing ilter, is provided. The identiication medium is formed by laminating a cholesteric liquid crystal layer 101, a »/4 plate 102, and a linearly polarizing ilter layer 103, in that order, from an observing side. The cholesteric liquid crystal layer 101 is formed with a hologram and selectively relects light. In an observation through a circularly polarizing ilter that transmits the light relected at the cholesteric liquid crystal layer 101, light relected at a pattern printed layer 105 is not perceived due to the function of a circularly polarizing layer 104. Images are clearly altered by switching a right-handed and a left-handed circularly polarizing ilter. For more visit at www.wipo.int/patentscope/search 18 www.homai.org
  • 19. The Holography Times Vol. 7, Issue 20 Industry Updates Upcoming Events Date Event Name / Place / Website 28-30 Jan, 2013 Anti-Counterfeiting and Brand Protection West Coast The Hotel Nikko, San Francisco (CA), USA www.anticounterfeitingsummitwest.com 04-06 Feb, 2013 The Packaging Conference The Ritz Carlton, Buckhead, Atlanta, USA www.thepackagingconference.com 12-14 Feb, 2013 10th Pan European High Security Printing Conference Corinthia Hotel, Prague, Czech Republic www.cross-conferences.com 13-14 Feb, 2013 Pharmapack Europe 2013 Grande halle De La Villette, Paris, France www.pharmapack.fr 26-27 Mar 2013 American Packaging Summit 2013 The Westin Chicago North Shore, USA www.packaging-event.com 27-28 Mar 2013 Cartes Asia 2013 Hong Kong www.cartes-asia.com 17-19 April 2013 7th Global Congress to Combat Counterfeiting Piracy Istanbul, Turkey www.ccapcongress.net 23-25 April 2013 Cartes America The Mirage, Las Vega, Nevada, USA www.cartes-america.com 07-08 May 2013 Asian Packaging Summit Singapore www.asiapackagingsummit.com 21-23 May 2013 Security Document World (SDW) 2013 Queen Elizabeth II Conference Centre, London, UK, www.sdw2012.com 03-05 June 2013 4th Tax Stamp Forum Austria Trend Hotel Savoyen, Vienna, Austria, www.taxstampforum.com 04-06 June 2013 Total Processing Packaging Exhibition NEC, Birmingham, UK www.totalexhibition.com 21-23 June 2013 Print Expo 2013 Chennai Trade Centre, Chennai, India www.intelexpo.com 05-08 July 2013 Pack Plus South 2012 Hitex International Exhibition Centre, Hyderabad, India, www.packplussouth.in 08-10 July 2013 2nd Latin American High Security Printing Conference Bogota, Colombia www.cross-conferences.com 28-30 August 2013 Pack Print International 2013 Bangkok International Trade Exhibition Centre, Bangkok, Thailand, www.pack-print.de About HoMAI The Hologram Manufacturers Association of India (HoMAI) is the world’s 2nd and Asia only association representing hologram industry. PUBLISHED BY Hologram Manufacturer Association of India (HoMAI) EDITORIAL TEAM Issue Editor : C S Jeena Advisor : Mr. Pradip H Shroff Mr. Manoj Kochar Consultant : Mr. Sanjiv Singh PR Mantra sanjiv@prmantra.com Designed by : EYEDEA Advertising 1250/13, Govindpuri, Kalkaji, New Delhi-19 (India) eyedeaadvertising@gmail.com Printed by : Om Offset T-19, Okhla Industrial Area Phase-II, New Delhi-20 (India) The Holography Times is a quarterly newsletter published by 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. The editorial team welcomes your news, contributions and comments. Please send your product updates, press releases, conference announcements or other contributions to HoMAI: 21-Ground Floor, Devika Tower 6 Nehru Place, New Delhi 110019, India Telfax: +91 (11) 41617369 Email: info@homai.org, Website: www.homai.org Disclaimer: The data used here are from various published and electronically available primary and secondary sources. Despite due diligence the source data may contain occasional errors. In such instances, HoMAI would not be responsible for such errors. Cover: Cover graphics shows the latest standard published by ISO12931 along with steps to identify authentication solutions to curb counterfeiting. www.homai.org 19
  • 20. The Holography Times Vol. 7, Issue 20 20 www.homai.org