Experts unravel smart packaging initiatives at the PackMach Expo Roadshow

IPMMI celebrates 25 years, and the association looks forward to its fourth PackMach Asia Expo which will feature more than 300 exhibitors. Gearing up for the expo, packaging industry experts unlock the future of smart packaging in a panel discussion moderated by Sanjay Ghoshal, Head of Packaging, Diageo India.

He opens with the remark: “Earlier known as intelligent and active packaging, smart packaging is also about how you can create a connected experience and empower customers. This calls for heavy visibility and transparency from the brands, and consumers are willing to pay more for this.”

He believes that smart packaging is not just active packaging, it allows you to understand which part of your supply chain needs to be replenished. “With collaboration through IoT and AI-based software, smart packaging has moved from just protecting foods to building more trust with the consumers,” Ghoshal adds.

Darshan Vartak, general manager, strategic sourcing and development, Silgan Dispensing Systems USA, WPPG Group Company, explains, “With digital technologies like QR codes, NFC chips, and RFID tags, smart packaging provides improvement of product performance, product traceability, and consumer engagement.”

These links connect each item to online platforms, giving access to tracking data, usage tips, or even interactive content. For example, a medicine box might alert a parent to give the right dose at the right time.

Vartak continues, “Smart packaging also comes with machinery advancements. Such adoption of new technologies will automate your entire process and streamline your supply chain.”

When asked about what is the main driver of smart packaging in the pharma industry, Harshad Tambe, deputy general manager - packaging development, Ajanta Pharma, responds with counterfeiting. He says, “India is ranked in the top five countries in the world for counterfeiting, and he sees a lot of opportunities there.”

According to Tambe, stability is a challenge in pharma. He says, for example, switching from plastic pouches to paper is not possible because the product is not stable. Recently, we switched from a conventional pouch to an easy-snap pouch for a product, but we faced a 30% increase in cost. Just by squeezing the pouch, the product is dispensed,” added Tambe. He mentions, “When we target consumers, we think about how they can get a good costing. It should be minimised for the product and should maintain the product.”

Amit Kale, vice-president, Reliance Retail believes that smart packaging has to be a technology-driven thing. He shares an example; “Once we were producing 1,400 bags and at that time, it was the threshold. After ten years, we started producing 2,800 bags, doubling the output. This is possible because of improvements in the servos and adoption, which improved the accuracy and thus, the filling rate.”

Kale emphasises, “Awareness about smart packaging is missing in the industry. Smart packaging is important, but communicating that to the customers smartly is equally important.” He says that ultimately, technology upgrades have to support the business. He believes the key challenge is the scalability of the technology.

On the other hand, Vartak brings to the crowd’s attention that brands are aware about product safety, and the product is safe throughout the supply chain till it reaches the customer. This is possible through technologies such as track and trace which improves the supply chain efficiency. He says, “Smart packaging can also be incorporated in sustainability in terms of material science of resins and polymers.”

Another gap, according to Vartak, is the difference between packaging lines in the factory. He says, “Some lines will work with new machineries while others will be using old technology. Growth will be visible when all of the lines have adopted the latest technology.” He urges the packaging industry to collaborate and work together to share knowledge.

Ghoshal puts forward an interesting question, “In other sectors such as space technology, we are moving quickly even with complex technologies. Why are we not able to move at that pace to achieve global standards and pioneers in packaging?”

Kale responds, “In India, a lot of perishable items are going to waste because we don’t have proper storage and transport facilities. A clear objective should be there as in what we want to do, all stakeholders will come together. A good business opportunity will pull everyone together.”

Ghoshal says that the tectonic shift of the packaging industry in India is still behind as compared to other industries. “Packaging at any point in time, is a true indicator of the county’s economic status or system,” he adds.

To promote this, Vartak says, “The brand owners should adopt new innovations. Maybe we can add functionalities such as pill reminders in pharma packaging, then the brand can think more on this.”