From concept to shelf: TCPL’s packaging process

When TCPL secured six honours at the SIES Awards, the recognition reflected more than a series of successful projects. It highlighted the company's approach to packaging development—one that combines customer collaboration, design thinking, technical expertise and sustainability considerations from concept to commercialisation.

The awards validate TCPL's ongoing efforts to develop packaging solutions that create value for both brands and consumers. At the centre of this approach is a strong R&D ecosystem that brings together multiple technologies and manufacturing capabilities to deliver solutions that are practical, scalable and impactful.

"In today's competitive marketplace, packaging is expected to do much more than protect a product. It must communicate brand values, create a memorable consumer experience, meet sustainability goals and remain commercially viable for large-scale production," said Akshay Kanoria, executive director, TCPL Packaging.

According to Kanoria, the six accolades are a reflection of the company's collaborative culture and the contribution of teams across design, R&D, operations and quality.

The brand brief

Every packaging project begins with understanding the brand's objectives. Customer requirements vary considerably across sectors and product categories.

Some brands approach the company with a clear mandate for sustainable packaging, while others seek premium aesthetics, enhanced shelf presence or a more engaging consumer experience. According to Kanoria, rather than applying standard solutions, the company treats each brief as a unique challenge requiring customised development.

This customer-centric approach allows packaging concepts to be tailored to the specific needs of the brand, product and target audience.

The role of design

Once the brief is defined, the concept moves to the CAD development team, where structural possibilities are explored. The objective at this stage is to identify the optimal pack design that balances functionality, manufacturability and visual appeal.

The concept is then reviewed by technical and R&D teams.

“Each project involved a “war room” approach, where cross-functional teams evaluated multiple possibilities. We also actively involved our supplying partners to explore exclusive or specialised solutions. Above all, close collaboration with the customer and quick decision-making by their brand teams played a crucial role in executing these concepts successfully,” Kanoria said.

Sustainability on the mind

Sustainability considerations are embedded throughout the development cycle rather than being addressed at the end of the process.

For both carton and flexible packaging formats, TCPL evaluates material selection, production methods and value-addition techniques through a sustainability lens. The goal is to reduce environmental impact while maintaining the performance, appearance and scalability demanded by brands.

The company says it actively recommends material alternatives and process improvements that support responsible packaging objectives without compromising functionality.

Printing as optimisation

Printing and finishing play a central role in the company's packaging strategy. TCPL encourages customers to involve its teams early in the artwork development stage so that print technologies can be integrated effectively from the outset.

Its toolbox includes cold-foil applications, gravure-offset hybrid printing, transfer metallised solutions and a range of decorative finishes such as registered holographic UV, soft-touch coatings, screen UV and speciality varnishes.

Structural innovations including shaped cartons and rigid boxes are also used to create stronger shelf differentiation.

According to the company, early collaboration between brand owners, designers and printers helps ensure that creative concepts remain practical for commercial-scale production.

A sensory brand experience

“One of the most significant shifts in packaging today is the growing emphasis on consumer experience. Brands increasingly view packaging as an extension of the product itself and an important touchpoint in the customer journey,” Kanoria said.

As a result, TCPL's development process places significant emphasis on tactile appeal, visual impact and the unboxing experience. Whether through premium finishes, structural design or print embellishments, the objective is to create packaging that engages consumers beyond its functional role.

For TCPL, successful packaging sits at the intersection of design, technology and sustainability. By bringing together cross-functional expertise, supplier collaboration and customer involvement, the company aims to transform a simple packaging brief into a solution that performs on the shelf, in the supply chain and in the hands of consumers.