Need to catch up with global standards

Change is the only constant and alcobev product packaging needs to reflect the changing aspirations of the consumers. New technology, trends and innovation in packaging materials make it imperative that the product packaging keeps pace with these changes. “We are constantly adapting to these advancements and this is reflected in the packaging of our brands,” says Sanjeev Banga, President, International Business, Radico Khaitan Ltd.

He admits the fact that the role of packaging has assumed greater importance in the production and marketing of alcoholic beverages in India during the last decade. Elaborating further, he says that the first interaction of consumers with any FMCG brand is through its product packaging.

“Alcoholic beverages’ packaging is usually tailored to the type of product to reflect the consumer needs or lifestyle. An attractive packaging will tempt consumers to try the product. Of course, repeat purchases will primarily depend on the acceptance of the liquid inside,” he observes.

Core Values

Delving deeper, he says, each and every element of packaging should reflect the core values of the brand and the story it wants to convey to the consumers and potential consumers. An ideal packaging should be able to connect with consumers and form a strong bond. It should appeal to their needs and aspirations. “Individual components like bottles, closures, and labels depend upon the price positioning as well as competitive set. We should strive to give ‘Best in Class’ with least compromises. Clients should never accept inferior quality but this also means setting the right quality standards,” he cautions.

He reveals that most packaging materials are sourced locally but for super premium alcoholic beverage brands, the company also uses imported components. India has made progress but still needs to catch up with international quality standards and technology in certain elements. “There is still a lot of chalta hai attitude and there is no stringent PDI at some production units,” he discloses.

Subscribe to Spiritz Magazine to read the full article