Entrepreneurial insights at PackMach Asia and Drinktec 2025

Bombay Exhibition Centre served as the nexus for discussions on the future of the beverage industry on day one of PackMach Asia Expo and DrinkTec India 2025. A panel discussion titled, Journey of an Entrepreneur: Tasting Success in the Beverage Industry gathered leading founders to dissect the dynamics of growth, with the critical role of packaging emerging as a defining element of brand differentiation and market success. 

Moderated by Anjana Ghosh of Scale Sherpas, the panel featured Ankush Ghosh of Oatey Oat Milk, Saurabh Munjal of Archian Foods/Lahori Zeera, Manu Gulati of Effingut Breweries, Sharaan Kripalani of Sober and Co., and Tanul Rustagi of Innobev Solutions.

The consensus among the entrepreneurs was that in a market dominated by legacy players, the battle for shelf space and consumer attention begins with marketing campaigns, along with the product’s physical presentation. 

Munjal was emphatic on this point, stating that storytelling is often “overplayed” and that true differentiation must be inherent. He clarified, “Storytelling does not mean marketing, media, or branding — storytelling is packaging. Storytelling is the product itself.” The key criteria, he pointed out, are whether the packaging achieves product differentiation and whether it makes the product stand out to the consumer.

In addition, Munjal stressed the need for premium brands to view their packaging as a conversation, not just a container, noting that elements such as labels, colours, and designs are crucial for communicating with a discerning consumer base. 

For B2B private label expert Rustagi, the importance of packaging translates into direct accountability. Innobev Solutions manages the end-to-end production process, making it responsible for regulatory issues or quality problems that arise. 

Rustagi acknowledged that all the challenges faced by B2C brands become his challenges, stating, “If the packaging is not right, it is our responsibility.” This highlights the pressure on the packaging supply chain to ensure product integrity, ethical compliance, and legal standards are met before a product even reaches the warehouse.

Beyond product claims and material integrity, packaging acts as the essential ‘wedge’ for budding entrepreneurs and start-ups to penetrate the challenging Indian distribution market. Kripalani of Sober and Co. explained that to compete against industry giants, a start-up needs a unique point of difference, or a ‘wedge’. 

For his brand, this meant creating healthier, low-calorie mixers using ingredients like monk fruit sweeteners. This innovation, coupled with the way the product is packaged and positioned, carves out a niche. 

Gulati of Effingut Breweries shared their strategy as a premium craft beer brand involved creating and using their own pubs and bistros as experience centres to allow the customer to physically try the product, thereby allowing the brand and the product’s quality to speak for itself. 

In a candid moment about the start-up journey, Kripalani advised emerging entrepreneurs to get their prototype into the market because real-world consumer feedback on not only packaging but also flavour and pricing is invaluable. 

He admitted that coming from a jewellery background, he was concerned with designs but had to force himself to launch, realising, “If I had been that particular about my design for a can, I do not think I would have launched it at all.” 

This sentiment reinforces that the functional quality and consumer acceptance of the packaging in the marketplace ultimately trumps perfect design on paper.

Jamadagni of Oatey Oat Milk focused on a purpose-driven product, highlighting how plant-based alternatives address critical issues like climate change and offer a healthier substitute to conventional dairy.

The consensus remains that, while distribution is fraught with challenges, a differentiated product, housed in effective and communicative packaging, provides the best foundation for a brand’s long-term success.