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Content marketing making footprints in packaging industry

December 19, 2014 By: Chhavi Goel Category: Innovations

These days we hear a lot about Content Marketing in various verticals, be it entertainment, education, consumer goods or politics.

Print media has always been a favoured area for product suppliers wherein they constantly give ads and promote their products. No doubt this was the most effective way of virtual marketing; however is this really effective for 2020 gen as well?

Well I’m not sure but yes the change can be seen. Here are some interesting info-graphics and statistics (collected from internet ofcourse) that may witness this change.


(2013B2B Content Marketing Benchmarks-North America:CMI/MarketingProfs)

  • Just consider the reach of a traditional media which may be in some thousands and is country / state centric vs a website which is global and have hundred-thousands in reach.
  • Secondly web marketing is simply a click away using your smart phone or a laptop / desktop
  • Content is always dynamic in web marketing
  • You may market your products and brand using various options compared to a static print ads.
  • It could happen through innovations, press release, news, free uploads, blogs, newsletter, interesting landing page and likewise
  • Many online website give features to promote product using their social media reach.
  • As per a study conducted on “global online advertising spending”, it is found that most of the companies are relying on social media for their product promotion and are planning a handsome budget amount for the content marketing promotions


(source –

Similarly there are many other supporting statics as well. Now being from a packaging industry, a valid question arises – Does Content Marketing have knocked the doors of packaging professionals? Is content really an important parameter for packaging industry?


Well YES! And believe me, internet is flooded with many case studies wherein packaging products have got lot of success through content marketing (I just tried finding few examples and got soooo many by a simple search – try doing it).



(source –

Brands like Coke, Kellogg’s, Frito, Nescafe, Maggi and many others can be regularly seen on the internet. Guess what they are doing – CONTENT MARKETING for their own products.

Infact packaging suppliers are not lagging behind– I’ve seen videos being shared on Facebook; articles being mentioned in Linked-in; pictures on Pinterest and links in Twitter by companies like TetraPak, Schreiner Medipharm, Bosch, Vinstar, HPT Pharma, EMA Pharma etc

Packaging companies like to interact with their customers – B2B or B2C through these content marketing strategies. Some of the suggested content marketing plans may include



We just have to wait for the right time when packaging industry will witness a BOOM in content marketing. Companies will move out of traditional ways of marketing to meet the expectations of 2020 generation – WELL IN ADVANCE 

Share your Packaging Experiences using P-EXCHANGE

November 28, 2014 By: Bhaskar Ch Category: General, Innovations

How many of you know "P-Exchange" and it's potential? This was initially launched for Sharing Packaging Pictures only. Over a period, we have further evolved as packaging forum where any user could just login for free and interact with additional feature of uploading images in comments as well.

We never realized that this P-Exchange would scale up as a unique packaging forum for packaging professionals to exchange their day to day experiences. This platform not only enables discussions, but also gives chance to share the packaging experiences.

Make most of P-Exchange and please give us your feedback. Your opinion is very important to us. We appreciate your feedback and will use it to evaluate changes and make improvements to make it wonderfull platform to our packaging community.

POST your P-Exchange now :

Contribute your views/comments to some of the popular and interactive P-Exchanges happening…

1. Innovation in Medical devices


2. Printing Inks – An important part of Packaging Technology

3. Tips to make a Retail Pack Design more Attractive


4.  IML (In-Mold Label) Printing & Decoration

IML (In-Mold Label) Printing & Decoration


5. Packaging Concepts for Cosmetic Products

Packaging Concepts for Cosmetic Products

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Dare to believe in packaging!

November 21, 2014 By: Sandeep Goyal Category: General, Innovations


 It's feeling like the time's run out, But the hour glass, just flipped itself over  again.
The sun is slowly sinking down, But on the other side a new day awaits to begin.

Above are the lines from a famous song “Dare to Believe”. While listening to this song there was a feeling which can be connected to Packaging Connections. From the inception, we dared to believe to bring paradigm shift in packaging at various verticals -

  • We believed in information and knowledge sharing so started and sent our first newsletter in 2005
  • Dare to start “offsite consulting” and believed it will work. Did a successful project with a multinational in 2007 and since then delivering offsite packaging projects year on year
  • We believed in “Rising India” hence brought new technologies in India by signing our first project in 2008 and then many others with a latest addition this year.
  • We believed Internet and Content Marketing is the Future and signed our first project in 2008. Now, we all can witness the power of social media in every field, even in politics
  • We believed to bring a shift in packaging events so did Ideas & Opportunities that was a kind of packaging event never witnessed earlier. No sponsor, no chief guest, no external speakers. You can check the details at
  • With this dare to believe, we launched packaging KPO, e-Learning in packaging and email consulting
  • We dare to re-shape the packaging books hence published various books on “Innovation in Packaging”.

We dare to believe that day is not far when we can vouch for a saying Packaging is the visible aatma (soul) of a product, so no aatma, no life and body is useless – PACKAGING IS EVERYTHING

Enjoy wonders of Packaging and do dare to believe, the song link is

Sandeep Kumar Goyal
Founder & CEO

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COP is more than a substitute for Glass

November 18, 2014 By: Subhash Chadra Bose Category: General

One perpetual demand on the market is the search for a glass replacement for use in packaging, as glass poses such a risk from breakage; COP possesses characteristics that make it a suitable glass substitute in HPT’s Injectable Vials range. Most importantly, it is unbreakable, lightweight, highly transparent and particularly suitable for use in combination with protein-containing substances, as no protein build-up on the inner walls results.

These containers are dimensionally identical to the standard tubular glass vials in order to avoid the need for extensive modification of machinery and equipment. They are suitable for autoclaving, as well as all established types of irradiation. Furthermore, FDA Drug Master File 24300 relates to our standard series (consisting of 5, 10 and 100ml bottles). Technical files can be made available to our customers upon request, which is helpful for any necessary registrations. If you are interested in finding out more, our service team would be happy to help by answering your questions and providing any further information you may require.

Find product details about Cop at HPT India

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Benchmarking in Packaging?

November 17, 2014 By: Chhavi Goel Category: General

Benchmarking is a very common practice in industry but Benchmarking in Packaging – let's understand the basics and how to proceed

By definition

  • Benchmarking is an improvement process used to discover and incorporate best practise into operation.
  • It is a process of identifying, understanding and adapting outstanding practices from organization anywhere in the world to help tour organization improve its performance
  • It is a highly respected practice in the business world

 Packaging Benchmarking

Specific to packaging, Benchmarking determines –

  • Which is the best packaging in terms of appeal, material selection, space utilization, consumer convenience and so on?
  • How effectively the product is being packed?
  • How is the competitive brand doing that?
  • Where does our brand stand in competition?
  • What are the areas where our brand can be optimized?
  • If we are already optimized, is there a scope to look for some new innovations?
  • Identifying new vendors, new materials, news systems in packaging

Benchmarking aims at INNOVATING and not IMITATING


  • Select a product / package under test
  • Identify key parameters on basis of your study
  • Make a detailed matrix to analyse these parameters
  • Choose competition companies/brands/locations/products. Sometimes cross category benchmarking is also preferred
  • Coding, marking and sample preparation is to be done carefully as it is one of the critical areas while analysing data
  • Test the packages based on parameters identified
  • Collect the data in desired formats
  • Analyze the data and identify opportunities for improvement
  • Adapt and implement best practices, identify possible areas where optimization can be done, get ideas to give innovative solutions

Data analysis and reporting

Testing a package can be done in-house or by outsources laboratories. However the later doesn’t analyse the data, they only present it in a codified manner. To analyse the data either a packaging professional had to dedicate his/her time else they simply use the data and present. However this is not a very professional and appealing way. There are companies and service providers who carry out such studies from very beginning till the end. It is done through-

  • Understanding the client’s requirement
  • Preparation of a matrix and approval by the client
  • Receiving samples based on the segment prepared by client (locational, cross category, competitive brands etc)
  • Sample preparation, coding and marking
  • Testing and analysis
  • Data collation
  • Understanding the data and driving conclusions / results / areas to work on
  • Present the data in a “ready to use” format for quick implementation and presentation by any packaging professional
  • Detailed report to follow along with parameters analysed
  • Post project support for any discussions on technical inputs being provided

For more information check the links –


What is Quality?

November 13, 2014 By: Sandeep Goyal Category: General, Innovations

The aim of any business is a long profitability. Over a considerable length of time, earning are achieved by pleasing the customers with good service and products while keeping production costs at a minimum. To do this, something needs to be taken care and that is referred as Quality.There are many definitions to quality and so far there in no single definition of quality which explains it fully. In fact, there is a saying that id anybody can give a complete definition of quality, he will become a lot richer.

Webster’s International Dictionary offers the following as its first two definitions of the noun quality:

  • peculiar or essential character;
  • A distinctive inherent feature; property, virtue.
  • degree of excellence; degree of conformance to standard;
  • inherent or intrinsic excellence of character or type; superiority in kind.

A few of the Internationally accepted standard definitions of quality are given below but remember that quality is riddled with “jargon”. You must create and communicate in your own organisation a “common language” as the only jargon that matters is the terminology that staff and colleagues will understand. Here are a few definitions of quality:

“Meeting or exceeding customers’ expectations at a price that represents value to them”- Harrington.
“Fitness for purpose of use”-Juran.

“The totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implemented needs- BS4778:1987 (ISO8402: 1987, Quality Vocabulary Part I, International Terms).

“The total composites product and service characteristics of marketing, engineering, manufacture and maintenance through which the product and service in use will meet the expectations by the customer”- Feigenbaum.

The final measure of package quality is the intact delivery to a consumer of a flawless package that meets every functional requirement.

“ At 60miles per hour, the loudest noise is the clock”, says Rolls Royce. That tells more than a tired claim like “quality”. So quality is more a matter of understanding than just limiting in words to define it. It is the way of meeting consumers’ requirements. It applies not only to consumers called external customers but also to various departments dependent on other department called internal customers. It concerns complete supply chain management.

Quality can also be defined by the following equation to some extent:
Q = f (F,C)
Where Q is the quality, F is the functions of the product and C is the cost ot the product.

It can further explained as:
Q↑ = F↑
Q↑ =C↑
Q↑ =F↑/ C↑

Ideally speaking, one would look for the value addition and that can be best achieved by following
Q↑= F↑/C↓

There are many ways of explaining Quality but none of the ways explains it fully. One way is to control the things in such a way so that people keep smiling like J and do not make faces like K L

Once people understand quality, they like to practice it. To practice it, it needs some kind of methods. Statistics is the mathematical way of measuring various quality parameters and then taking decisions. Various people have shown the ways of practising quality using statistics and various management methods. Some of these stalwarts are:

  • Walter A. Shewhart
  • W. Edwards Deming
  • Kaoru Ishikawa
  • Joseph M. Juran

These people are known as Quality Gurus or Quality Innovators. They have given us the following tools & techniques to practice the quality concept:

  • Check Sheet
  • Parrot Chart
  • Cause and Effect Diagram (Also known as Fish Bone Chart)
  • Histogram
  • Scatter Diagram
  • Control Charts

Control chart viewpoint of quality can be briefly stated with help of the following principles:

  • Measured quality of manufactured product is always subject to a certain amount f variation as the result of chance.
  • Some “constant system of chance causes” is inherent in any particular scheme of production and inspection.
  • Variation with in his stable pattern.
  • The reasons for variation outside this stable pattern may be discovered and corrected.

These simple principles provide the foundation of statistical process control and which is the backbone of quality. Shewhart says: “The ultimate object is not only to detect trouble but also to find it, and such discovery naturally involves classifications. The engineer who is successful in dividing his data initially into rational subgroups based upon rational hypotheses is therefore inherently better off in the ling run than one who is not thus successful.”

Deming has the concept of Total Quality Management popularly called TQM. Total quality management is management style that focuses on providing an environment in which everyone in the company or organisation works to please the customers. Employees are given the tools, a hassle free setting and the authority to do what is right. Each person is empowered to produce quality and to please the customer. Employee teams are formed, and they work to minimize variability, solve problems and improve everything about the company.

The company focus is on pleasing both the external and internal customers, the external customers are end produce users, those people who buy the services and products, the internal customers are persons within the company, production persons who receive the services and products of other personnel. To paraphrase the Deming philosophy: if everyone does the right thing, the right way, the first time, every time, the costs will be lower and the productivity higher. If your products or services continue to get better, you maintain your competitive edges, keep your old customers and bring in new customers. If you as a company seriously work at always doing the right thing, the right way, the first thing, every time, you eliminate reworks and rejects. Your customers are satisfied consumers. Costs are reduced. Profits are higher than your competition’s; you must always strive to be better or you lose advantage. Customers define quality. Therefore, quality is often described as “meeting customer requirement”. Dr. W. Edwards Deming has stated that just meeting customer expectations is not enough; we must exceed our customers’ expectations. We must ‘delight’ our customer. A delightful key is “never irritate your customer.” Quality is customer driven.

Realization of quality paves the way of many innovations which many times could be big commercial success helping businesses to survive as today’s quality decided tomorrow’s existence. It is the survival of the fittest theory. To do this , certain tools have been developed mentioned earlier in this write up.

There are some more thought to quality explained below:

  • Quality can be achieved through vendor focus.
  • Outcome of any exercise should be shared.
  • Achievement should be awarded.
  • Advantages, after affects of quality should be explained, as people explained, as people like to work more once they know what is happening.

Many business houses are realizing the importance of quality. There are many active organisations for advancing the understanding of quality which can be understood that many awards/ certifications are given for good quality works. Some of them are:

  • Malcom Baldrige National Quality Award
  • George M.Low Award (Nasa Excellence Award)
  • The Deming Prize
  • ISo9000 Certification

Coming back to quality, Bruce Holmegren V says’ the final measure of package is the intact delivery to a consumer of a flawless package that meets every functional requirement’.

Nothing happens until you make it happen, and leaders in organizations are those who make it happen. Making this happen many a times leads t quality burnout. Quality burnout can be prevented when the organization accepts that quality is a journey, not a destination. Te journey is a constant, never ending focus on small incremental improvements. It is not a “foot at a time” but an “inch by inch” approach to excellence. Leaders for this have to be like wild geese fly in formation. Flying as a flock enables geese to travel 173% farther than if each goose flew solo.

Nowadays many statistical software packages are available which can be used to implement various quality concepts. One of them is Minitab. Some of these softwares can also be tailor-made to the specific needs of the industry.

We summarize quality saying that it is like ideology which focuses on the happiness of all its customers and achieves this with the help of various statistical & management tools so that businesses continue to grow keeping the competition far away.


  • Webster’s Third International Dictionary, Merrian Webster Company, 1971.
  • Eugene L. Grant and Richard S. Leavenworth, Statistical Quality Control(The McGraw Hill Companies, inc. 1996), P.6.
  • A. Shewhart, Economic Control of Quality of manufactured Product( Litton Education Publications, Inc. 1931), P. 299
  • IPW Panel Reveals Key Steps Leading to Package Quality, Packaging v.30( August1985), p.49-53
  • Thomas J. Barry, Management Excellence through Quality (ASQC Quality Press,1991)
  • Total Quality Management(Chapman & Hall, 1994)
  • Gary Sutton, Tight Ships don’t Sink (Prentice Hall, 1993)
  • A. Zaidi, SPC Concepts, Methodologies and Tools (Prentice Hall of India, 1995)
  • J.S. Milton Introduction to Statistics( D.C. Heath and Company, 1986)

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Packaging is much more than designing a “dabba”

November 13, 2014 By: Chhavi Goel Category: General, IIPAlumni

When I completed my studies in Packaging Technology, I faced this issue of explaining people (general public of course) the role of packaging for a question “you learn how to make a dabba (box)”.

Let me share some statements on which I felt – people are using packaging every second of their life but still they doesn’t know the science and importance of packaging

“Why there is sooo much air puffed in a chips packet”
“What’s a big deal in packing stuff, you simple need to cover it or put it in a box”
“All this waste being generated is because of plastic wrappers”
“Packaging is a major environment problem”
“Don’t eat packed food, they contain preservatives

Not only me, in fact as a packaging technologist we often feel like saying “packaging is not just making a dabba, it is much more than that”.

To simplify the answer for “why packaging”


  • Protect the content from outer environment like dust, light, air, etc
  • Inform buyers about content, ingredients, usage, nutrients and so on (through labelling)
  • Present a product in convenient way to the consumers
  • Preserve spoilage of contents by arresting microbial growth
  • Gives required properties for transporting a product, even to the remotest areas
  • Promote a brand on shelf by attractive looks through packaging


Combination of these and several other factors is what we call “packaging development”.

As packaging professionals, our motive should not only be developing a pack but also to aware users about importance of packaging. After all a product is being picked only when it has attractive and eye catchy packaging

See few examples in which packaging is working as silent sales man both for the product and the brand

K1024_Paint brush K1024_Jeans

I heard a quote saying “if you package it right, you can sell anything”. This is actually true, first purchase of a new product / brand in retail stores is driven through its packaging only.

Watch this video showing “packaging is a combination of science and art”

I just wish someday we don’t have to explain people what we learn and do as “packaging professionals”


Aseptic Packaging

November 12, 2014 By: Radhika Rewri Category: General, Innovations

Aseptic describes a condition in which there is an absence of micro-organisms including viable spores. In the food industry the terms aseptic, sterile and commercial sterility are often interchangeably. The term “aseptic” is derived from the Greek word “septicos” which means the absence of putrefactive micro-organisms

Aseptic packaging can be defined as the filling of a commercially sterile product into a sterile container under aseptic conditions and hermetically sealing the containers so that re-infection is prevented. This results in a product, which is shelf-stable at ambient conditions. In practice, generally there are two specific fields of application of aseptic packaging technology:

  • Packaging of pre-sterilised and sterile products.
  • Packaging of non-sterile product to avoid infection by micro-organisms.

Aseptic System refers to the entire system necessary to produce a commercially sterile product contained in a hermetically sealed container. The term includes the product processing system and the filling and packaging system, give below in figure:



Advantages of Aseptic Packaging Technology: The three main advantages of using aseptic packaging technology are:

  • Packaging materials, which are unsuitable for in-package sterilisation can be used. Therefore, light weight materials consuming less space offering convenient features and with low cost such as paper and flexible and semi-rigid plastic materials can be used gainfully.
  • Sterilisation process of high-temperature-short time (HTST) for aseptic packaging is thermally efficient and generally gives rise to products of high quality and nutritive value compared to those processed at lower temperatures for longer time.
  • Extension of shelf-life of products at normal temperatures by packing them aseptically.

Besides the features mentioned above, additional advantages are that the HTST process utilises less energy, as part of the process-heat is recovered through the heat exchangers and the aseptic process is a modern continuous flow process needing fewer operators.




an Entrepreneur the way Hoffman of LinkedIn looked

November 07, 2014 By: Sandeep Goyal Category: General, Innovations

I love what Hoffman at #LinkedIn says, entrepreneurs can no time to think and decide. they need actions all the time to make things happen that too at teh speed of light. We are trying to learn and do things so that packaging community can benefit. If you have any suggestions then please do share,

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Words of the day

October 29, 2014 By: Radhika Rewri Category: Innovations

Hello Packaging Friends!

We are regularly sharing key terms, definitions, words used in Packaging through our blog

Let's now start something different, for a change something which is not related to just packaging. Let's break the ice. Now we will share "Word of the Day" with it's grammatical usage through sentences or phrases.

Hope this will add to your dictionary of words which is really required while communicating on daily basis – for professional or personal communications