The Importance of Packaging

With only surrogate advertising as an option for Indian alcobev manufacturers, packaging plays an important role in connecting with the consumer. Ambrosia spoke to Rohan Ratan Khare, Director- Product and Innovation, Rock and Storm Distilleries on he importance of product packaging and more.

How has the role of packaging assumed greater importance in the production and marketing of alcoholic beverages the last decade?

Packaging is the first point of contact, be it for the brand owner, the supply chain or the consumer. How each of them view the packaging depends on their choice and preference. It has become one of the critical points for a brand to establish itself and grow in the market. It has become an important factor for designing of manufacturing processes, improvement of layout and efficiency. Using new innovations in packaging, we have been able to improve efficiency in manufacturing while reducing wastage at same time.

Last few years brands have started analysing packaging shapes, materials used, printing technology and designing on par with international parameters while keeping the costs at optimum. In this ever so growing world, packaging has adopted to become a better communicator of the product inside. It is a central and critical way for development of an effective brand equity, ways which were not seen in the industry earlier.

What are the packaging attributes that you desire having in your products?