Tetra Pak aims at consolidating position

Organised retailing is growing at a fast clip in the country as huge malls and superstores are being set up across the country. This has resulted in companies now paying enough attention to packaging of products in a bid to attract customers to these high visibility areas.

The new strategy by companies has come as a boon for the packaging industry in the country.

At present, over 750 million aseptic packages are being sold across all brands and categories in the country. The number of filling machines has almost doubled, year on year over the past three years.

Talking to Business Standard on the company's growth, Drummond Rimmer, business development director, Tetra Pak India, said, "There is no magic recipe for successful growth, but a clear strategy with passionate people behind it can make anything work. The Indian market is still growing and will benefit everybody. Growth in any market is down to pure belief in products and meeting consumer needs. All markets grow with increasing awareness of benefits, on the relationship change from cost to value, and through growing consumer awareness."

There are around 50 players in the market at the moment, of which, around 20 have entered the market in the past three years.

"A package creates a visual contact with the customer, it drives the appeal for the product. Hence, it has always got a prominence. Companies are now also providing a lot of information and interesting trivia, recipes on the pack to make it more customer-friendly," said Rimmer.

Tetra Pak provides packaging solutions for almost all major national and regional players such as Amul, Nestle, Pepsi (Tropicana), Coca Cola (Mazza), Parle, Dabur, HLL (Lipton Ice Tea), Amrit Foods, Tunip Agro, Balan Foods, Jagdale and Milkfed among others.

On the role of packaging in enhancing a product's brand appeal, Rimmer said, "A package offers more than a visual appeal. The innovative aseptic packages keep milk and juices safe and bacteria-free without the use of preservatives for four months. Packaging not only keeps the products safe but it also communicates the product's attributes. All leading marketers give high priority to packaging. A package will convey information about the product, the company and will additionally have information, contests etc to involve the consumer."

Tetra Pak provides packaging in a six-layer form. Aseptic packaging combines the best attributes of paper, plastic, and aluminium, locking out light and air, sealing in nutrients and flavour, and allowing its contents to remain un-refrigerated for months.

"The company uses ultra-heat treatment (UHT) process, which ensures that the liquid food can be preserved for 45 to 180 days at room temperature prior to opening of the aseptic packaging. The process eliminates the need for use of additives or chemical preservatives. The aseptic product thus obtained is termed as 'processed' and not 'manufactured', as it does not involve the addition of any material to alter the composition or physical form of the product," said Rimmer.