Brand discussion at CMPL focuses on smart, sustainable and sensorial  

The CMPL Expo 2025, held from 9 to 11 July at the Jio World Convention Centre, dedicated its second day to a pivotal panel discussion titled "Pack like a pro: Smart, sustainable and sensorial – the packaging evolution that sells." Moderated by Pramod Halde, head of global regulatory, public policy, and advocacy at Marico, the session delved into the dynamic landscape of packaging, emphasising these three crucial aspects.

Vaibhav Dixit, director at Alpla Group India, underscored the increasing importance of sustainability and functionality in modern packaging. Dixit presented product samples to the audience, highlighting innovative designs engineered to combat counterfeiting, integrate post-consumer recycled (PCR) material, and deliver distinctive sensorial experiences. He detailed Alpla's vertical integration of its production process, a strategy aimed at reducing carbon footprint, optimising inventory, and streamlining supply chain complexities. Further, Dixit mentioned ongoing trials in Europe focused on eliminating labels by imprinting QR codes directly into the mould, thereby enabling enhanced trackability and improved recyclability.

Peter KA, AVP, packaging development at Godrej Consumer Products, asserted that sustainability forms the non-negotiable cornerstone of contemporary packaging. He articulated that while smart and sensorial attributes undoubtedly elevate consumer experience, the imperative for sustainability is primarily driven by heightened consumer awareness, evolving global regulations, and robust corporate responsibility initiatives. Peter described consumer engagement as a two-way communication, where packaging innovations are meticulously evaluated for both consumer acceptance and their willingness to bear associated costs.

Shridhar J, head of packaging at Pureplay Skin Sciences, offered insights into sensorial packaging from a design perspective. He focused on the elements of 'sight, smell, sound, and touch' that profoundly influence consumer engagement. Illustrating his points, he provided examples of how colours can evoke specific emotions, such as red for vitality or green for sustainability. Shridhar also showcased innovative packaging solutions, including a Coca-Cola can featuring thermochromic ink that reveals ice cubes when cold, and a metal container designed to open with a distinct 'snap' upon pressing. He stressed the necessity for packaging to cultivate an exciting and consistent experience that seamlessly aligns with consumers' digital and physical interactions with products.

The panel discussion also addressed critical industry challenges, including the escalating cost of PCR material, issues surrounding its availability and quality, and the observed reluctance of Indian consumers to pay a premium for sustainable packaging solutions. During the subsequent Q&A session, panellists reached a consensus: strategic design, continuous innovation, and adaptable business models are fundamental to successfully integrating sustainability without passing on excessive costs to consumers.

The session further explored the significant potential of smart packaging technologies, encompassing RFID tags, NFC chips, and QR codes. These technologies hold promise for enhancing consumer engagement, effectively combating counterfeiting, facilitating product lifecycle tracking for circularity, and simplifying complex supply chains. The collective view was that while certain smart packaging technologies currently represent a considerable investment, their accessibility is expected to increase over time, mirroring the widespread adoption of mobile phones across India.