Print associations rally as price hike causes strife With paper prices on the rise, and the availability of paper and board becoming increasing scarce, there is a growing concern about the survival of print. Swadesh Sharma, president of the Indore Master Printers Association, said, “We, the printers, are facing an uncertain market behaviour regarding the pricing of raw materials. This started in October 2020. Today, not only the price but even the availability of paper and board is a huge challenge.” Sharma added, “Most of us have regular orders from our clients, and they are dependent on us for their packaging needs. Now, if we can’t supply, then the dispatch of the big brands will fail. As a result, we will lose our long-term contracts, plus future orders.”