Anoop Venugopalan’s Logo to Legacy launched at IIP Food Packaging Expo

The Chennai Trade Centre recently hosted the official release of Logo to Legacy. Authored by Anoop Venugopalan, managing director of Kochi-based Anaswara Offset, the book was unveiled during the Food Packaging Expo conducted by the Indian Institute of Packaging concurrently with Compack Expo.

Positioning himself as a brand growth strategist, Venugopalan argues that packaging remains the most underutilised growth engine in Indian manufacturing. He contends that while a logo might get a product noticed, packaging—the silent salesman—ultimately builds a brand and powers profits. The book draws on over two decades of experience and features frameworks such as innovative light green packaging to help exporters and ambitious brands transform their physical presence into a strategic asset.

Venugopalan believes that the industry must move away from competing on price alone, especially as GenZ now accounts for 43% of buying decisions. He stated that too many powerful products compete on price because their packaging fails to communicate value, and that Logo to Legacy exists to help brands differentiate themselves and command premium pricing. He further emphasised that the packaging ecosystem deserves more respect than it currently receives, noting that any business or service needs respect because it solves a problem for its customers.

The book has already garnered professional acclaim, Pon Kumar, deputy director of IIP Chennai, described the work as "packaging on steroids that bridges technical expertise with actionable insights." This endorsement highlights the book’s relevance for brand managers and exporters looking to avoid costly mistakes and outsmart the competition in a crowded global landscape.

Venugopalan also addressed the relationship between brands and their suppliers, asserting that packaging converters, whether they work with glass or wood, deserve to be the best and most respected partners for their customers and should not be chosen based on price at all. He noted that when a company has a world-class product, packaging provides the necessary momentum and perspective to succeed.

Looking ahead, the author is seeking forums where exporters and startup founders meet, as he believes these insights can save emerging businesses at least five years in their growth journey. Venugopalan told PrintWeek that trust and price positioning are garnered through packaging, which directly helps the brand or the marketing go out with the product.