A case for client-PSP duality: Rohan Rai on building Eda Baby

With over two decades of experience in the Indian printing and packaging industry, Shree Pack Containers has established a standing across pharma and FMCG. Rohan Rai, executive director at Shree Pack Containers, who is now steering the business through automation and compliance, shares insights into infrastructural thinking, pharmaceutical precision, and the process of building a D2C brand, Eda Baby and Child.

Infrastructure and intent

Shree Pack, located in Vasai, Maharashtra, operates a 50,000-sq/ft facility across two units, managing both offset and flexo divisions. The rationale behind this is simple: "Offset and flexo solve different problems, and over time we have realised that most brands do not want to choose between them anymore,” shares Rai. Offset provides the company with visual authority in terms of colour accuracy, brand language, and consistency; while flexo brings speed, scale and compliance-heavy execution.

Rai explains, “Housing offset and flexo under one roof allows us to carry intent forward instead of translating it across vendors.” He adds, “In regulated categories, this control reduces assumptions, handovers, and ultimately risk.” In addition, Shree Pack’s workflow takes place entirely in-house, reducing external dependency, which in turn reduces delay, dilution, and risk. Rai notes, “This allows us to control variables, which is more valuable than speed alone in regulated environments.”

Building Eda Baby and Child

Eda Baby and Child, the brainchild of husband-and-wife duo Rai and Dr Sonali Kohli, a senior dermatologist and head of aesthetic dermatology at HN Reliance Hospital, was born out of a gap the duo saw at home: The reliance of Indian baby skincare on formulations designed for temperate climates. Rai observes, “Heat, dust, hard water, and humidity were not being addressed meaningfully.”

Rai explains that creating packaging for a paediatric skincare brand, especially one for children, is not merely about protection and shelf appeal. The process includes earning the trust of parents and engaging curious children. The duo’s vision was to support the skin barrier of Indian babies rather than correcting damage — this philosophy shaped everything from formulation to packaging. In addition, his background at Shree Pack significantly influenced Eda’s design and material choices.

With his background, material selection, ink migration, and barrier integrity became upstream decisions; not finishing touches. He remarks, “We treated packaging as functional protection, not branding real estate — the pack had to work as hard as the formulation itself.”

Packaging for Indian baby skin

Dr Kohli highlights the sensitivity of Indian baby skin, with several physiological and cultural differences compared to babies from other parts of the world. The packaging aimed to protect formulations for safeguarding babies’ skin against environmental stressors unique to India, while preserving the efficacy of clean ingredients.

Rai explains, “These formulations are sensitive to light, oxygen, and contamination. The packaging was designed to minimise exposure, maintain seal integrity, and remain stable across storage conditions.”

The brand experience at Eda

The goal at Eda Baby was to work on premium positioning without premium pricing perception, child-safe materials that deliver visual impact, while building an ecosystem. Eda's packaging emphasises joyful bonding in routine moments. Rai notes that soft finishes, calm colours, and easy-to-handle structures reduce friction during daily care rituals. Packaging, then, becomes part of the emotional experience. This sentiment echoes through the product range offered at Eda.

He illustrates that each carton features glitter finishing, which creates tactile engagement for children. Furthermore, every character featured in the packaging is brought to life with jingles that are available on Spotify, as well as an interactive colouring book, which transforms packaging into play while extending brand engagement beyond purchase. This is in addition to a sustainable tote bag that acts as packaging.

Smart packaging and scaling

To safeguard formulation designed for the specific needs of Indian baby skin, employing smart packaging, becomes an essential step. Smart packaging shields sensitive ingredients from thermal degradation, ensuring that clinical efficacy remains uncompromised. Shree Pack has employed security elements into Eda’s cartons, but Rai explains that the elements are deliberately understated.

He elucidates, “Rather than overt security cues, we focused on distinctive materiality.” He adds, “The pearlescent finish we use is technically demanding and difficult to replicate at scale.” The rationale being, as he notes, “Counterfeiters struggle with finishing discipline and process control.” He believes that in baby care, security should be reassuring quietly, without creating anxiety. Transcending the role of a manufacturer at Eda, Rai is also a client. A perspective that he has gained as a brand owner is how small changes can lead to a domino effect.

He explains, “As a brand owner, I now understand how small changes impact inventory, working capital, timelines, and consumer trust simultaneously.” He continues, “Execution feels different when your name is on the pack.”

Shree Pack’s existing systems and infrastructure, encompassing quality, vendor discipline, and logistics, allowed the company to scale Eda faster. Plans are underway at Eda to scale and take the brand global — cautiously, he observes, “Shree Pack gives us that capability, but credibility is built slowly.”

Rai shares that being a second-generation leader comes with both continuity and responsibility. He remarks, “At Shree Pack, I work with people who have grown alongside the business for years. With Eda, I build alongside my wife — the proximity keeps decisions honest.”