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INTERVIEWS

P Interview Prashant Kane GM, R & D Packaging , , 26 September 2010

Mr. Prashant Kane

GM, R & D Packaging , Sun Pharma Advanced Research Co Ltd

“Packaging professionals are now recognized as important part of the organization and this needs to move further ahead”

PackagingConnections: What is your educational background? How long have you been associated with Packaging Industry?

Mr. Kane: I am Polymer Engineer and I having working in the Industry for past 22 years in various roles and responsibilities.

PackagingConnections:Your key activities at work? What is the most rewarding part of your work?
Mr. Kane: At Sun Pharma I lead a dedicated team which is responsible for developing of filling/sealing processes, Drug delivery devices, primary, secondary and tertiary packaging. We develop both structures as well as graphics. The most rewarding part of the work is the opportunity that we get to solve unmet medical needs by developing suitable delivery systems and packaging.

PackagingConnections: Your key achievements? Have you, or your organization, been recognized in any way for your great work?

Mr. Kane:There are some great drug delivery devices which are under development at Sun which are world class. In the past Sun has been the first mover in several packaging initiatives, e.g. Sun was the first to bring the 3 piece pack ophthalmic pack way back in 2000 when everyone else was packing in glass vials, we have been to first to launch Enema packed in a flexible ready to give bottle with special applicator, we have been the first to launch several product with specially design and developed applicators. Several innovative kit packs and recently we have launched product for pain management in Autoinjector and a GLP1 analogue in re-useable Pen Injector.

PackagingConnections: What unexpected costs and headaches have you had to deal with?

Mr. Kane:Key to successful development is your ability to anticipate failures and to take remedial actions before the event can occur. However sometimes the unexpected does happen. If you normally break the problem down into smaller problems and understand the underlying issues, one is able to find solutions to most of the issues.

PackagingConnections: What is one thing about the industry that you would change?
Mr. Kane:In the recent past there has been a move towards better recognition of the importance of packaging. Packaging professional are now recognized as important part of the organization and this needs to move further ahead.

PackagingConnections: Where do you see the packaging industry in next 5 years?

Mr. Kane: Sustainable packaging is going to be parameter which is being monitored by each and every end user industry. Hence I see the packaging industry developing newer and more innovative materials and methods which provide the same level of protection and but reduce per unit packaging material requirement.

PackagingConnections: Could you share with us your key plans for the future?
Mr. Kane: Patient compliance packaging, developing systems to meet the unmet medical needs.

PackagingConnections: What has been your biggest challenge? How did you overcome?

Mr. Kane: Identifying reliable and competent development partners has been the biggest challenge. We overcame this challenge by not limited our search to India and started looking at outside to correctly identify the technologies and the skills that we needed.

PackagingConnections: What are three important tenets (Principles) that you work by when beginning a new packaging project?
Mr. Kane:Clearly understand the requirements, helps in developing an independent design brief. Second is to evaluate in-house development versus outsourced capability. Thirdly define the expectations from the suppliers.

PackagingConnections: Your packaging dream?

Mr. Kane: Build a lights out facility for completely automated packaging of medicinal products.

PackagingConnections: Any tips you want to share with the packaging professionals across globe?

Mr. Kane: I would like to share a article I read written by Joan Hines, these are practical and simple tips which will help all packaging professionals.The customer is king/queen. We have all heard this mantra. It's up to you, the supplier, to prove it so. With these ten tips you will be a lot closer to proving that you are on top of industry trends and technologies for the packaging industry.

1) Understand the customer. The problem today is that one package may not satisfy the needs and requirements of all buyers. There are numerous niche markets out there that require specialized packaging. So if you are targeting one of those, do your research first. What works for one target market may not work for another. EX: Child resistant closures on medicines are almost impossible for those over 50 to open.

2) Find out what package attributes appeal to the customer you are targeting. If it's a harried housewife shopping for your product then convenience of use better be at the top of the list. Those over 50 are seeking convenience too but issues like the size of print on the package and ease of use top their priority list. Make sure your package employs the characteristics that appeal to your target market.

3) Understand how the package will be used. Families no longer sit and eat a meal with everyone at the same time. There are special diet requirements or dieting in general in most households. It's not uncommon to serve different meals to different individuals. Package sizes will vary accordingly. EX: People who travel a lot buy sample or trial size packages because they are small and easy to deal with

4) Know your customers current buying trends. Several years ago we went through the supersized phase. There are still a lot of supersized packages, however, buying trends are changing to smaller sizes in general. To package smaller does not mean less profit, in many cases it means more. Consumers are willing to pay a premium for convenience, ease of use and smaller quantity. EX: 3 premium baking potatoes in a package cost almost the price of a 5lb bag. If you live with just one other person, do you really need 5 lbs of potatoes?

5) Keep abreast of new packaging technologies. Creative new products have the advantage in the marketing world even if their technology is not new but the application is. Several years ago Metedent took the world by storm with the duel aperture dispensing mechanism. Recently a host of new cleaning products have revived interest in this type of dispensing. Look for innovate ways to combine two products into one package.

6) Watch where people shop. There is a shift from traditional retailers to new and innovative store formats. The convenience store, once considered a low end marketer, has now transitioned into store that provides premium products at a premium price. This evolved from the hurry up and go mindset demonstrated in today's shopping habits. Recent studies are showing that consumers no longer make one big trip and stock up but make several trips a week and get just what is needed at the moment.
EX: The grab and go cups of snack foods convenience stores are now offering.

7) Keep pace with "hot button" packaging issues. This includes legislation too. People do really care about the environment and the amount of excess packaging. There is a move afoot to expand the number of vegetable based plastic materials used in food packaging. If packaging consumers give these products their endorsement look for other new products to surface. Legislation can change packaging mandates overnight. There have been "bottle bills," surcharges and bans on certain types of package that prohibit the use of certain packages. EX: Several fast food companies are test marketing corn-based plastic packaging materials. Ex: Ban on juice boxes in Maine.

8) Security in packaging is becoming increasingly important. This will continue to come into focus as more people become concerned about product integrity. One major security scare could force everyone to change their packaging methods immediately. Look for new tamper evident and security devices that can be incorporated into your packaging. Cost efficiencies are now making many of these devices more affordable and will soon become mainstream.

9) Competition of various packaging materials is increasing. With the imports that are readily available to the merger and acquisition mania that is taking place, keep current on your chain of supply globalization. Certain products such as plastic bags that used to be the mainstay of American manufacturing have now gone offshore. Ethic diversity both her and abroad is demanding that all packaging be multi-lingual.

10) External influence of power players. The big box retailers are driving packaging procedures and policies at retail. Mandates from these companies such as RFID tracking are in their infancy. This type of requirement could become mandatory overnight. If you want to do business with companies such as Home Depot and Wal*Mart, you will need to include the design and selection of your packaging materials.

Remember, the customer depends upon you, the manufacture, as a resource. They expect you to keep up with packaging trends and technologies and provide the latest and greatest innovations the industry has to offer

Contact Details:
Name: Prashant Kane
Company Name: Sun Pharma Advanced Research Co ltd
Department: Packaging Development
Designation: GM R&D Packaging
Email Address: Prashant.kane@sunpharma.com

To downlaod this interview click at http://www.packagingconnections.com/downloads/P-Interview%20Prashant%20Kane%20Sun%20Pharma%2026%20Sep%202010.pdf

Disclaimer: http://www.packagingconnections.com/policy.htm

"Here we bring the interviews from the packaging experts who have done something different at their workplace in packaging and ready to share their packaging challenges. You can also recommend people known to you or if you would like to be covered. Kindly email the details to info@packagingconnections.com with brief details about your recommendation/yourself and contact details, our P-interview team will then be in touch to take it forward."

If you would like to recommend someone important in packaging to be interviewed and his/her interview to be published here, then please email their contact details to interview@packagingconnections.com

"Here we bring the interviews from the packaging experts who have done something different at their workplace in packaging and ready to share their packaging challenges. You can also recommend people known to you or if you would like to be covered. Kindly email the details to info@packagingconnections.com with brief details about your recommendation/yourself and contact details, our P-interview team will then be in touch to take it forward."