Alcobev allies driving Innovation & Sustainability

In today’s fiercely competitive and globalised marketplace, great products alone are not enough. From packaging to logistics, every link in the value chain plays a vital role in shaping a brand’s success. While India may still lag slightly behind in some areas, it is quickly catching up, with experts in packaging and design now offering innovative and worldclass solutions, says Sanjeev Banga, President – International Business, Radico Khaitan Ltd. whose brands like Rampur Indian Single Malt and Jaisalmer gins have won laurels globally.

No brand can succeed in isolation. Everything is interlinked. A fantastic liquid needs the complete support of allied partners before it can reach the end consumer. With increasing globalisation and competition, the role of allied partners is becoming more and more critical. Resources in India have evolved and improved significantly, but there is still a long way to go before we can match global standards; be it fine glass artistic bottles, unique packaging boxes, hi-tech labels, and so on.

“Yes, we now have world-class designing facilities but to execute them we still need to go overseas. Hopefully, things will change soon,” says Sanjeev Banga, President-International Business, Radico Khaitan Ltd.

Narratives you can Pour

Packaging today is more than just a container; it tells a story and builds an emotional connection with the consumer. So, how does a company craft this narrative through packaging design, especially for premium offerings or new expressions?

“The story is very essential as it allows the consumer to connect and create an emotional bond with the brand. The packaging has to convey that story in fine and intricate details,” Sanjeev elaborates.

Packaging experts lay special emphasis on the packaging of their brands, especially the luxury portfolio.

“All our brands, Rampur, Jaisalmer, Sangam, Kohinoor, and now Ankahi, are unique not only in terms of the liquid but also packaging, and they convey the story and ethos of the brand. This has helped us in creating a loyal consumer base for our brands,” Sanjeev says.

Green Goals

It is crucial today for allied partners such as packaging suppliers and bottlers to support a producer’s sustainability goals. This implies a growing demand for environment-friendly packaging in a company’s product roadmap.

As Sanjeev puts it, Radico Khaitan is very conscious of this and takes sustainability very seriously. To this end, it has already initiated a number of steps and is also working closely with some of its partners to ensure they provide sustainable products.