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“India needs intelligent packaging solutions”
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Wednesday, 06 November, 2013, 08 : 00 AM [IST]
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fiogf49gjkf0d Packaging plays a critical role in solving several challenges in the
food & beverage sector. In a telephonic interaction with Anurag More, Sethunath P,
director, Alia Group, a known name in packaging and branding space,
explains how this can be made possible with intelligent packaging
solutions and more. Excerpts:
With government allowing FDI in multi-brand retail, do you think that
demand for packaging will grow in the coming years? What nature of
demand would be seen in the F&B sector?
FDI is going to have a big boost to the packaging segment. We are in a
country where still a very little percentage of items is packed and this
becomes a big concern in the food & beverage segment. Today, the
organisation's success is going to depend upon how it can pack well for
its audience.
Given the climatic condition, what kind of packaging does the Indian F&B sector require?
For example - one of our clients in the confectionery segment, they are
facing an issue to sell their products in rural India considering the
logistic challenges of delivering a quality product in a high volume
purchase segment. India offers unique practical challenges and this
needs to be addressed by packaging department and related players. In
the coming times, considering the wide Indian geography we have to look
into very intelligent packaging solutions to solve the customer’s real
issue. The real issue will start by addressing critical roles of
packaging in protection and safety and then it goes to the higher order
of functionality and differentiation.
It is also critical for the packaging industry to be socially
responsible and find solution to enormous wastage that happens between
production, storage and delivery. In modern retail, particularly in the
F&B segment, there are very little efforts to ensure the right
packaging quality in the private label segments, this needs to be
changed.
Apart from this, what are the other challenges that the industry is facing?
The industry is facing multiple challenges. One major challenge is
differentiation in packaging quality standards between established
brands and the large unbranded segment. In the last 10 years, there is a
big change in the mindset of consumers and a general feeling is “what
is packed is healthy.” Is this perception right?
The industry still needs innovation. We as a country need to make a leap
in several stages to ensure packaging plays a critical role in solving
several challenges faced by this country. While there are standards
being developed, we need to pick up pace in innovation. There is a large
buying middle class and with more branded goods, packaging needs to
make a big jump in ensuring better standards of delivery.
How is the industry coping with the challenges?
Indian packaging converters are finding much deserved recognition in the
last few years. They are investing in better machinery and skills.
There are several associations which are providing good knowledge
sharing platforms. While efforts are there we still have to walk a long
way in addressing future challenges.
What kind of packaging is more in demand in India for the F&B sector?
For F&B, packaging is the most critical aspect. In India, products
were traditionally packed using rigid packaging. But in the last few
years, flexible packaging is making inroads into almost all formats.
Today we see more pouches on the shelf and it is having more impact. And
this is going to remain so as India is a value-based country.
How important is packaging in managing the brands?
Working with India’s most loved brands in the last few years, I am
convinced that packaging makes the best impression in building brands.
Your identity first gets reflected on the packaging. Today with modern
retail, the importance has gone one step higher. Packaging is not only a
silent salesman now, it’s an active salesman on the shelf.
What steps are being taken to bring in Indian brands to international standards?
Till few years before, we used to have our own challenges. But in the
last few years being led by the MNCs we are all moving to global brand
standards. Clients are pushing the industry as a whole. Earlier there
used to be Coke which used to get its “red” right. Today brand builders
like HUL, Kraft, and GSK want to make sure brands are seen the same way
across internationally. This is acting as a positive pressure on the
industry to reboot there capabilities.
Players like Alia have invested a lot in intellectual knowledge to make
sure the industry as a whole will benefit. We are having a vertical on
“reproduction of graphics” to ensure that across print technologies and
machineries, colours will be reproduced same to ensure “brand
standards.”
Tell us about brand packaging graphics.
Brand that you pick up from the shelf goes through enormous round of
changes and multiple stake holders before it lands up in consumer’s
hands. There are brand managers, designers, packaging development teams,
legal & regulatory personnel, print converters and so on who see
the same pack from their own perspective. We in Alia have become the
integrator and ensure seamless execution capabilities – from concept to
reproduction. It’s our efforts which not only make sure graphics will be
communicated clearly with different print technologies, but at the end
will also ensure a strong, consistent brand performance across different
pack formats.
Today for leading rands, Alia works as the support team – during concept
stage to ensure designs will get reproduced, capturing designers &
brand feeling, it will satisfy all legal & statutory rules of the
country, it will ensure the right communication to convert the graphic
data to print data and then work closely with the print partners to
ensure reproduction consistency. We are working with leading brands and
making this art a science to ensure predictability.
Is India ready for the packaging sustainability?
As a growing economy, we are still a little far from addressing
packaging sustainability challenges. We need to cover a little more
distance. But I am sure the industry will address these in the coming
days and we will make a big leap.
What are the new technologies coming up in the graphics and packaging segments?
Other than the standard one, new technologies coming up will address following:
a) Security to avoid counterfeiting across different sectors - Both clients and industry are investing more to ensure better control over this segment.
b) Active & intelligent packaging – As a better
communicator & to work with other new technologies. E.g. Alia, with
one of our partners R3, UK, has launched in India, a concept called
Packlinc. There is an embedded code in the pack and once sensed through
your smartphone connects you to the client’s communication centre.
Possibilities are infinite. Either you can run a promotion or you can
come for the authenticity of the pack or you can do multiple programmes
out of it.
c) Personalisation through the pack running a lot more -
Earlier there used to be one pack for all. In the coming times there
will be one brand, and the pack will carry a message for individual or
targeted group. Alia along with HP India has launched an innovation lab
only to promote this concept.
We will also see Indian brand and designs internationally. Our clients
like Himalaya are a good example of how Indian brands have arrived
globally.
Can you comment on growth of the packaging industry in coming years in the F&B sector?
I don’t have any figures to quote. But in another way if I assume 10% of
more Indian retail getting organised, we should witness another 30-40%
of growth in the F&B industry. This is a very high volume I am
predicting. Even in a natural way, with the growth in consumption you
will see a lot of small and medium enterprises coming into the F&B
industry. The government efforts through food technology parks and food
processing zones are becoming a big boost in this country. This is one
of the best times to get into the F&B space in a country.
What kind of government support does the industry require?
The government needs to invest a lot more in the R&D segment. While
the private players are very good in investing and growing in the
conversion part, innovation on new technologies to serve our geography
and to find solutions to our own problem, we need to do more and here
government can do a lot more.
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