Deepti Kshirsagar on packaging design

India's packaging design is rapidly evolving, shifting from traditional styles to customer-focused solutions. This transformation is driven by the growth of e-commerce, changing consumer tastes, and a demand for sustainable and aesthetically pleasing designs.

Functionality and aesthetic appeal are considered important factors in packaging design, but what challenges stand in the way that go beyond functionality and aesthetic appeal? Kshirsagar says, “While functionality is primary to packaging design, what should come before aesthetics is the visual hierarchy of the messaging on the packaging. The challenge is to get the visual hierarchy right to connect with the right consumer.”

An innovation that inspired Kshirsagar with its blend of design and technology is the latest set of Cadbury’s summer edition of chocolates launched in Europe. The innovative packaging featured thermochromic inks imbibed into the design to reveal the complete picture of the desired temperature change.

Brands distinguish themselves with their aesthetics; bold, minimal or experimental graphics and illustrations tied together with complementary colours and typography, brands rely on aesthetics to tell their story. Packaging design does the job of conveying the brand’s story through its aesthetics. 

Kshirsagar states how, beyond aesthetic appeal, one can ensure that packaging design not only looks good but also aligns strategically with a brand’s objectives by keeping a holistic approach: a blend of business-focused thinking, creative clarity and consumer psychology. 

Kshirsagar says, “Firstly, understanding the brand positioning and clarifying what the brand stands for, luxury, sustainability, affordability, and so on. Secondly, defining the target audience involves understanding preferences, behaviours, and pain points.” 

Kshirsagar adds, “Lastly, getting clarity on the business goals, whether it's driving trial, increasing shelf visibility, making the product premium, or supporting e-commerce, the packaging should support those key performance indicators (KPIs).”

A recent packaging design trend is automated packaging lines, which are a collection of networked equipment that expedites the packaging process with little to no human interaction and automates a variety of processes. This includes product handling, filling, packing, sealing, labelling, and palletising, resulting in greater efficiency, accuracy, and cost-effectiveness.

Kshirsagar says, “With automated packaging lines and high-end finishing machines, the quality and performance of the packaging have improved, leading to optimisation of specifications and light-weighting.”

According to a report by Statista published in June 2025, the term ‘sustainable consumerism’ has become a buzzword in recent years as people become more aware of the necessity of conserving the environment. Many United Kingdom shoppers are seeking to shop more sustainably. A McKinsey & Company poll indicated that 66% of all respondents consider sustainability when making a purchasing decision. According to Accenture researchers, 72% of respondents are actively purchasing more sustainable products than they were five years ago, and 81% expect to buy even more in the coming five years. Data provided by Mintel Global New Products Database indicates that sustainability in the Indian food and beverage industry has increased by 60% over the last five years; more than 90% of the launches mention recyclable packaging.

While factors such as sustainable and green raw material sourcing are not directly applicable to Kshirsagar’s work at TCT Strategic Branding, she shares, “As a design solution provider, we do incline towards imbibing sustainability in the design strategy as material selection can reinforce brand values. For example, recyclable or biodegradable packaging supports an eco-conscious brand narrative, but it largely depends on the brand goals and budgets.”

Ksirsagar shares with WhatPackaging? what some of the biggest challenges and opportunities for packaging designers in the next five to 10 years could be. “I think the next few years will be transformative for packaging designers. The intersection of artificial intelligence (AI), technology, sustainability, consumer behaviour, and regulations is creating both major challenges and opportunities,” she shares.

She adds, “The evolution in AI tools will help designers rapidly ideate, test, and iterate packaging concepts based on trends and data. Potential to custom-tailor visuals or messages dynamically by consumer segment.”

“A few of the challenges I see include adapting to eCommerce and omnichannel realities. Packaging has to be performed across physical stores, eCommerce platforms, and social media. While eco-awareness is growing, consumers are increasingly savvy and sceptical about sustainability claims,” she continues. She states that designers must ensure packaging communicates eco-benefits and avoids vague buzzwords to stay clear of greenwashing. 

She notes, “Consumers are expecting more personalised experiences, even in packaging. So, hyper-personalisation and data integration will be integral to the design. Packaging will need to integrate more smart features, such as near field communication (NFC), quick response (QR) codes, and augmented reality (AR), that connect to digital content or experts.” She continues, “This also presents a great opportunity to link physical packaging to digital storytelling, loyalty programs, and content. Even bigger in traceability, especially for food, pharma, and luxury products.”

Another growing trend Kshirsagar spoke about is accessibility, “Going forward, accessibility will grow in importance, especially as demographics shift. More brands will be embracing braille, easy-open mechanisms, clear language, and visual simplicity.”

WhatPackaging? readers will recall the recent launch of Fevicol MR, which features a new design with a QR code that redirects to tutorials and instructions on crafts. In addition, India’s Central Drugs Standard Control Organisation (CDSCO) and the Drugs Consultative Committee (DCC) are considering a proposal for Braille labelling on pharmaceutical packaging. The braille card will feature a QR code which will connect to voice assistance.

We asked Kshirsagar if she has a particular type of product or industry that she enjoys designing packaging for, and what makes it appealing. She responds, “My team enjoys designing packaging for food because there is always something exciting that can be created in food packaging.”

She adds, “Since the category is growing each day, the challenge it presents us with in terms of creating something that is clutter-breaking and appealing at the same time, the team gets a kick out of it. We get to experiment with a lot of different substrates and finishes as the food brands are ready to invest in achieving the best when it comes to packaging.”

She continues, “Another category that we enjoy is something completely off the grid, like a tyre packaging we did for Ceat. Newer categories open up the opportunities to research and understand a new set of consumers, their behaviour, and create designs that just break the usual codes in the FMCG industry.”

During the pandemic, the design industry deployed design tools and software for virtual proofing, monitoring and evaluation systems. Kshirsagar states, “I remember WhatsApp got more chaotic than ever, blurring the personal and professional. That’s when tools like Cliq came as a blessing for internal approvals and communication. Project management and review systems like Notion, Asana, Monday, and ClickUp helped streamline approval cycles, task tracking, and client communication. Now they are firmly embedded in workflows. Design-specific integrations such as linking design files to feedback tickets have made these tools essential.”

She mentions that virtual proofing platforms like InVision, Figma, and Adobe XD are still in use and growing, becoming staples during the pandemic and remaining integral for collaborative design reviews, client presentations, and internal feedback loops. 

Kshirsagar tells WhatPackaging? about the most valuable lessons that she learnt from a packaging guru. “First, to keep empathy at the core of any design solution, empathy towards the consumer and the brand team, especially when it comes to packaging. Second, the packaging design should help the consumer to make an informed choice rather than confuse them. Third, act like a brand custodian when creating a packaging solution for the brand and not a mere design agency or vendor. This approach has helped me in a long way in retaining the clients and continuing good work with them, building lasting relationships.”

For aspiring packaging designers to make impactful and sustainable designs, she shares a piece of advice based on her experience: “Take a thoughtful approach that aligns with the brand’s objective and consumer insights in that particular category. I would urge them to stay away from fleeting design trends. Unlike in social media design, packaging is here to stay, and the designs should stand the test of time on the shelf and in consumers’ minds.”

The future of packaging design in India is set for significant transformation, with AI, technology, and sustainability shaping innovative, consumer-centric, and highly effective solutions.