Zero brand attack is an utopia. Brand owner can only take action in reducing the overall impact of brand attack. Better management and use of effective brand protection solutions can result in brand owners getting better sales and market share; consumer getting the right products at the right price, government getting better revenues and a satisfied and loyal channel. Brand are under attack in various forms however main four are tampering, replication, diversion and recirculation. There is a need of authentication + tracking solutions to be used with proper communication to consumers.

1. www.homai.org
Brand Counterfeiting and solutions
for its prevention
By:
Chander Shekhar Jeena
Secretary: Hologram Manufacturers Association of India
FICCI Cascade conference, Lucknow, April 11, 2013

2. www.homai.org
 Counterfeiting not limited to luxury goods.
 Counterfeiting has now become global business
and one of the fastest growing business in world.
 India counterfeit market for the present year is
valued well above $ 5 billion
 FICCI survey estimated the loss of taxes worth
Rs 1000 crore p.a. to Indian exchequer
Brand Counterfeiting in India

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Brand are under attack in various forms however
main four are;
 Tampering
 Replication (75-80% of brand attack)
 Stage I is a look alike
 Stage II is pass off
 State III is duplication
 Stage IV is counterfeiting
 Diversion
 Recirculation (mainly happens in IMFL, auto and
bottled water industry)
Forms of Brand Counterfeiting in India

4. www.homai.org
Brand are under attack in various forms however
main four are;
 Tampering
 Replication (75-80% of brand attack)
 Stage I is a look alike
 Stage II is pass off
 State III is duplication
 Stage IV is counterfeiting
 Diversion
 Recirculation (mainly happens in IMFL, auto and
bottled water industry)
Forms of Brand Counterfeiting in India

5. www.homai.org
EffecttoGovt.
• Reduction in
public health crisis
/ illness / life
• Loss of tax
revenue
• Increased
enforcement cost
• Funding of
criminal activity*
• Loss of
Government
image
Effecttomanufacturer
• Lost revenue
• Liability
crippling law
suit as incident
of
counterfeiting
increasing
health and
security
problems for
public
• Brand integrity
*According to Interpol, the illicit trade money further leads to human trafficking, money laundering and increase in terrorism
activities.
Impact of Brand Counterfeiting
Effecttoconsumer
• Loss of life /
illness:
According to
WHO a fifth of
the one million
annual death
from malaria
could be
prevented if all
medicines for it
were genuine
and taken
properly.

6. www.homai.org
Brand are under attack in various forms however
mainly three are;
 Brand owner related issues
 Lack of proper anti-counterfeiting strategy
 Non-adoption of anti-counterfeiting technology
 Difference in cost / short supply of genuine
products etc. etc.
 Channel related issues
 Consumers related issue
Brand attack – Why ?

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How to block brand counterfeiting ? Solutions
Security Technologies
Authentication solutions
Logical
Structure
analysis
Cryptographic
Physical
Inks / Taggants
Printed
OVDs and
Hologram
Serialisation
Track and
Trace
Identification

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What is an ideal solution ?
Solution should be selected on basic
parameters like :
- Should provide easy visual authentication
- Tamper solution and difficult to copy
- Tamper evident solution
- Provide three layers security Overt, covert
and forensic

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Why Hologram ?
• Simple tool for layman to distinguish an original product from fake
• Cannot be effectively scanned, photocopied or photographed
• Proven track record in deterring counterfeiters
• Provide tamper evident solution
• Easy to apply and incorporate
• It has been used because industry is doing continuous R&D
• Provide multi level security and verification options

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How hologram help in identification,
authentication and arresting counterfeits
Level of Security features / Authentication:
Security level Security Hologram
features
Assisting / Inspection level
Level
1
When the product / brand will
be viewed by consumer / junior
level officer’s at various points
during inspection
Level
2
When the product / brand will
be subject to inspection by
senior officials
Level
3
When the product / brand is
subject to forensic
examination / in case of fraud
OVERT
COVERT /
FORENSIC

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Consumer Education

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Summing Up
 There is a need of authentication + tracking solutions to be used with
proper communication to consumers’.
 Zero brand attack is an utopia. Brand owner can only take action in
reducing the overall impact of brand attack.
 Better management and use of effective brand protection solutions
can result in brand owners getting better sales and market share;
consumer getting the right products at the right price, government
getting better revenues and a satisfied and loyal channel.
 Counterfeiting can be curb to a large extent, But for that, first of all
brand owners will have to show a strong will to fight the menace.

13. www.homai.org
Thank You
For more information, please
contact
C S Jeena
Secretary
HOMAI