"The photo film market is growing by 8 to 9 per cent per annum and with the launch of the revolutionary Japanese fourth layer colour sensitive film "Crystal", we expect to increase our market share substantially to 40 per cent and cross the Rs 400 crore mark," JPFL managing director Vimal Khemka said.

"The market which is currently in a depressed phase, would pick up with the onset of the festive season by October. That would be the time when we would begin aggressive marketing of Crystal films," he said. "Crystal films is a patented revolutionary technology of Fuji Films, our Japanese collaborator, and was introduced in June at the time of the global launch," Khemka said.

Elaborating on the benefits of thefourth layer technology, JPFL marketing director PK Sarkar said it goes beyond the three primary colours (red, green, blue) and by passing through the extra layer, presents the true colour combinations more vividly, even when there is insufficient natural light or under fluorescent lighting conditions.