Holograms are proposed as an effective solution to authenticate pharmaceutical products and combat counterfeiting. Holograms provide multi-layered security through overt, covert, and forensic features that are extremely difficult to copy. They can be easily integrated with packaging and allow for convenient authentication. As an established industry, holograms offer cost-effective security that scales well through a national logistics network of manufacturers supporting continuous innovation.

1. Holograms to authenticate and identify the
counterfeit pharma export drugs
Pharmaceutical Export Promotion Council of India
Hyderabad
October 27th 2010
Presented by:
C S Jeena
Secretary HOMAI

2. Introduction to the Indian Hologram Industry
 Hologram industry in India is a mature and established industry
 The industry has as Association called Hologram Manufacturers
Association of India (HoMAI)
 Capital Employed more than Rs. 150 Crores
 Industry turnover for security holograms more than Rs. 250
Crores
 At least 4000 applications currently in the country
 Several leading brands across every possible industry segment
 A host of applications in the Government sector such as Excise
Labels, Voter’s ID Cards, Driving Licenses
 India is also emerging as a big exporter of security hologram
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3. Objective and Solution
The Objective
Clear identification of products
through their origin, identity,
destination or any characteristics
by visual or digital mechanism =
Identify and Track
Solution
Pharmaceutical products entail multi-
level handling – so the solution should
• facilitate multi level authentication and
tracking
• be cost effective
• encourage easy identification at the PoS
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4. Hologram Technology
What is a hologram?
A laser created optical image device bearing diffractive
elements due to surface relief, and has variable optical
information:
• exhibits variable colors (rainbow)
• variable image content
• image can be animated
• image can appear as stereoscopic
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5. Hologram Technology
Flow of hologram production?
Design & Planning
Artwork Preparation Approx
3-4 a) From Laser
weeks
Hologram Mastering a.1) 2D-3D Hologram
a.2) Dot-Matrix
Proof a.3) Lithographic
b) From E-beam
Mass Production lithography
Approx c) Combination of both
Post Processing &
2-3
Inspection
weeks
Delivery
Page  5

6. Considerations for selection of Anti-counterfeiting
technology for Pharmaceutical industry
 Extremely difficult to copy, and should be tamper evident
Page  6

7. Hologram - Extremely difficult to copy
 Impossible to copy with a scanner/color copier or any
other mode
 Impossible to imitate with standard printing technologies
 Has a high degree of tamper evident properties
Other deterrents
 Requirement of high technology equipment
 Traceability of hologram origination machine
 Incorporation of taggant in raw materials
Page  7

8. Considerations for selection of Anti-counterfeiting
technology for Pharmaceutical industry
 Extremely difficult to copy, and should be tamper evident
 Easy identification by users, facilitate product level
authentication
Page  8

9. Hologram – Easy to Identify
Facilitate product level authentication
 Easy to identify as it stands out against conventional
printed matter
 Most used & publicly recognised overt feature for
authentication
 Consumer education on the features in the hologram
help greatly
Page  9

10. Considerations for selection of Anti-counterfeiting
technology for Pharmaceutical industry
 Extremely difficult to copy, and should be tamper evident
 Easy identification by users, facilitate product level
authentication
 Provide multi-layered security features
Page  10

11. Hologram – Multi Level Security
Conforms to the level of
Level 3
security features for
(Forensic authentication suggested
features) by INTERPOL
Level 2
(Covert features,
hidden information)
Level 1
(Overt features,
visual authentication)
Page  11

12. Hologram – Multi Level Security
Level 1: Overt features
Overt features can be verified even by an untrained eye without
any instruments
•End Consumer
•Distributor and agents
Users
Level 1 (Visual •Drug Inspectors
authentication) •Custom Officials
•Officials of pharma companies
•Enforcement agencies
•Court of Law
Page  12

13. Hologram – Multi Level Security
Overt Security features contd…
Switch effect
Shaped lens effect 2D image to 3D image
Page  13

14. Hologram – Multi Level Security
Level 2: Covert features
Covert features are invisible to the naked eye, but can be verified
with the help of simple hand held instruments
Level 2 (Hidden
Users • Drug Inspectors
Information) • Custom Officials
• Senior Officials
• Enforcement agencies
• Court of Law
Hologram Hologram Hologram
with Micro Text with CLR with Raster Image
Page  14

15. Hologram – Multi Level Security
Covert Security features contd…..
100
micron
Micro text and nano text
5 micron
Shaped pixel technology
Page  15

16. Hologram – Multi Level Security
Level 3: Forensic features
Features that are invisible to the naked eye, and can only be
verified with the help of sophisticated instruments like Microscope
and Spectrometers – typically in a laboratory
Level 3 (Forensic Users • Forensic experts
Information) • Officials of HOMAI/IHMA/CIB/Interpol
• Senior Officials
• Enforcement agencies
• Court of Law
Page  16

17. Hologram – Multi Level Security
Examples of Forensic Security features
Hologram Fringes
Page  17

18. Considerations for selection of Anti-counterfeiting
technology for Pharmaceutical industry
 Extremely difficult to copy, and should be tamper evident
 Easy identification by users, facilitate product level
authentication
 Provide multi-layered security features
 Easy integration with primary and secondary packaging
Page  18

19. Hologram – Integration with existing Packaging
Blister Packing
Bottles / Jars –
Plastic / Glass / Voiles
Tubes
Plastic Pouch
& Mono Carton
Page  19

20. Hologram – Integration with existing Packaging
Blister Packing
Holographic
Strip
Label form
Full
holographic
Aluminum Foil
Transparent
blister
PVC
Page  20

21. Hologram – Integration with existing Packaging
Bottles / Jars
Holographic
Strip
Holographic
Label form
Holographic
Shrink Sleeves
Holographic
Wads
Holographic
Cap
Page  21

22. Hologram – Integration with existing Packaging
Tubes
Holographic
Strip
Holographic
Label
Page  22

23. Hologram – Integration with existing Packaging
Plastic Pouch
and
mono cartons
Holographic
Strip
Holographic
label
Full
Holographic
laminate
Page  23

24. Considerations for selection of Anti-counterfeiting
technology for Pharmaceutical industry
 Extremely difficult to copy, and should be tamper evident
 Easy identification by users, facilitate product level
authentication
 Provide multi-layered security features
 Easy integration with primary and secondary packaging
 Convenience of Authentication
Page  24

25. Hologram – Convenience of Authentication
End-Users/
Forensic Overt Consumers
Enforcement
Security Security
Authorities Features TOTAL
Features
SECURITY Manufacturers/
AT Trade Partners
ALL LEVELS
Covert
Security
Features
Manufacturers/ Enforcement
Trade Partners Authorities
Page  25

26. Considerations for selection of Anti-counterfeiting
technology for Pharmaceutical industry
 Extremely difficult to copy, and should be tamper evident
 Easy identification by users, facilitate product level
authentication
 Provide multi-layered security features
 Easy integration with primary and secondary packaging
 Convenience of Authentication
 Easy integration with other anti-counterfeit technologies
Page  26

27. Hologram - Integration with Other Technologies
 A hologram blends quite easily with other technologies –
security printing can co-exist with holographic elements
 Bar codes, RFiD and Digital Mass Encryption (DME) are
examples of evolving technologies for Track and Trace
 All these technologies involve using alphanumeric codes to
identify a particular product
 A hologram itself can be marked with any kind of codes required
by these technologies
 Even if there was another label that will carry such codes, then
a hologram can be applied on these labels as a patch or stripe
 The label carries codes and data for online verification, and the
hologram establishes the Visual security at three levels – Overt,
Covert and Forensic
 So a hologram co-exists with other technologies for Track and
Trace
Page  27

28. Hologram - Integration with Other Technologies
Page  28

29. Hologram - Integration with Other Technologies
Holographic Code for 2D Barcode
Component for Digital For scanning
Visual verification verification convenience
Page  29

30. Considerations for selection of Anti-counterfeiting
technology for Pharmaceutical industry
 Extremely difficult to copy, and should be tamper evident
 Easy identification by users, facilitate product level
authentication
 Provide multi-layered security features
 Easy integration with primary and secondary packaging
 Convenience of Authentication
 Easy integration with other anti-counterfeit technologies
 Continuous Innovation, Advancement and R&D
Page  30

31. Hologram – Innovation, Advancement, R&D
Optical Features:
 New origination technologies
 Current generation of holograms produced at 100,000 dpi
resolution
 New optical effects such as:
• Shaped Lenses
• Achromatic Images
• 3D to 2D switch effects
Processing and Materials
 Demetalization
 Color Shifting effects
 Foil material
Page  31

32. Considerations for selection of Anti-counterfeiting
technology for Pharmaceutical industry
 Extremely difficult to copy, and should be tamper evident
 Easy identification by users, facilitate product level
authentication
 Provide multi-layered security features
 Easy integration with primary and secondary packaging
 Convenience of Authentication
 Easy integration with other anti-counterfeit technologies
 Continuous Innovation, Advancement and R&D
 Regulated, Organized, Ethical and monitored industry
Page  32

33. Hologram – A Regulated and Ethical industry
 Strictly follows the Code of Practice of its Industry
Association HOMAI
 Also follow the IHMA Code of Conduct
 Only security printing industry to have an Image Register
 Counterfeiting Intelligence Bureau (CIB) under
International Chamber of Commerce, London, (ICC)
maintains the Hologram Image Register
 Close monitoring with China Anti-counterfeiting
Association (CATA)
Page  33

34. Considerations for selection of Anti-counterfeiting
technology for Pharmaceutical industry
 Extremely difficult to copy, and should be tamper evident
 Easy identification by users, facilitate product level
authentication
 Provide multi-layered security features
 Easy integration with primary and secondary packaging
 Convenience of Authentication
 Easy integration with other anti-counterfeit technologies
 Continuous Innovation, Advancement and R&D
 Regulated, Organized, Ethical and monitored industry
 Cost effective
Page  34

35. Hologram – Cost Effective
Holography is a very cost effective solution anti-counterfeit
technology which can be integrated with any product packaging
at a reasonable price such as
Holographic Tamper Evident Label 1 X 1 inch = 15 paise
Holographic Stamping Foil 10 mm x 10 mm = 10 paise
*The cost depends on various other factors such as size, types
of security features, blending technology and as per quantity
etc…..
Page  35

36. Considerations for selection of Anti-counterfeiting
technology for Pharmaceutical industry
 Extremely difficult to copy, and should be tamper evident
 Easy identification by users, facilitate product level
authentication
 Provide multi-layered security features
 Easy integration with primary and secondary packaging
 Convenience of Authentication
 Easy integration with other anti-counterfeit technologies
 Continuous Innovation, Advancement and R&D
 Regulated, Organized, Ethical and monitored industry
 Cost effective
 Logistics and Scalability
Page  36

37. Hologram – Logistics and Scalability
 There are several established manufacturers of security
holograms in India
 The industry has already developed several applications
for the Pharmaceutical industry – No Learning Curve
 The installed capacities are quite significant, and can be
ramped up at short notice
 The footprint of the industry is national – hologram
manufacturing units are all over the country
Page  37

38. Conclusion
 The hologram is widely regarded as the primary visual
authenticator
 Because of the advantages discussed earlier, it seems like
a tailor made solution for the Pharmaceutical industry
 Several pharmaceutical companies have adopted this
product, no reason why it cannot be taken up as an
industry initiative against counterfeit
 Our industry would be happy to co-ordinate with your
Council or any of your members to get into trials of any
kind
Page  38

39. Thank You!
Thank you for your time and attention.
For more information please contact us:
C S Jeena
Secretary
HoMAI
Mobile: +9198182 81116
info@homai.org
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