'Packaging influence consumer behaviour, smart packaging can stop counterfeits,' says Jitendra Das

"Packaging of a product evokes the first impression in consumers. It can trigger an emotional response and play a distinct role in influencing a consumer's behavior. A consumer is more likely to purchase a product or place a repeat order if the aesthetics and semiotics of the packaging have a positive effect on the subconscious mind of the consumer. It is an important element towards influencing the decision making of buying or not buying a product", said Dr. Jitendra K. Das, Director at FORE School of Management, New Delhi while speaking at a Summit on Packaging organized by CII in Delhi.

"Right packaging helps not just in marketing but also in sales – both in terms of volumes and price points. It can help a product to sell more and also enable it to sell at a higher price", he said.

Dr. Das who had been a professor of Marketing at IIM Lucknow and taught marketing courses in reputed Business Schools like IIM Ahmedabad was moderating the session - 'Packaging Prospects: Driving Changes to Multiply Growth' along with co-panelists - Mohammed Nadeem, CEO at Paharpur 3P (A division of Paharpur Cooling Towers Limited); Ankit Gupta, Group Director, Holostik Group; Umesh Kagade, Segment Manager - Label & Packaging, HP Indigo, Hewlett Packard India; Shobit Goel, Vice President, Moglix and Harish Kumar Sandesh, Manager - Applications & E-Learning Administrator, Omron Automation Pvt. Ltd.

Mohammed Nadeem stressed on the 3Ps of packaging: Present - Branding and Marketing; Preserve- Shelf life extension/barrier protection & Product - Physical production. He said packaging has a critical role in food items. Innovation and technology in material and processes shall bring in changes in the life cycle, consumer influence patterns, and awareness.

Ankit Gupta said that 'Smart Packaging' can play a critical role to stop counterfeit products that have been on the rise across the globe. Packaging is a combination of 'Science, Arts and Technology', he said.

Umesh Kagade shared key drivers for increasing demand for sustainable packaging. Packaging is part of the marketing mix and new regulations will help consumers and brands, he said.

Shobit Goel talked about 'sustainable packaging' solutions and SaaS-based solutions which enable businesses to achieve environmental compliances and make India free from Single-Use Plastics in packaging.

Harish Kumar Sandesh spoke about the intervention of AI-based solutions in packaging which ensure higher quality lesser waste, attain the best way to move vulnerable goods from producer to consumer, extending shelf life.

Talking about smart packaging and technological innovation, Das, mentioned use geospatial mapping and blockchain in packaging which can help identify the authenticity of any product by providing more information thus making it trustworthy for the consumer. Using technology, consumers can also be made aware of the product's history.