Pack.Nxt: Trends that are shaping the future of packaging

The second edition of Pack.Nxt was held in Mumbai on 17 December 2024. The theme for the conference was Connecting Brands, Co-Creating the Future of Packaging: Sustainable, Intelligent, and Active. The conference served as a platform for industry leaders to convene, share ideas, and discuss the industry's strides, the latest packaging trends, the opportunities, and what lies ahead.

On the sidelines of the conference, a panel discussion on Intentional and Choiceful Packaging: Designing for Sustainability and Impact was curated. The participants for the discussion included Sanjay Ghoshal, head of packaging, packaging sustainability & strategic packaging productivity at Diageo India; Abhishek Arora, group head, of strategic sourcing and packaging at LT Foods Limited; Riddhi Patil, packaging engineer at Glenmark Pharmaceuticals; and Dr Geetal Mahajan Choudhari, global sustainable packaging lead at Kenvue. The session was moderated by Ramu Ramanathan, editor of WhatPackaging? and PrintWeek magazines. 

Ramanathan initiated the conversation by discussing how reducing packaging materials can drive sustainability while maintaining efficiency and product protection. The intentional choices of materials and connected ecosystems that explore innovative approaches can help minimise waste, enhance recyclability, and support circular economy initiatives.

Sustainable packaging, circular economy
The participants emphasised the urgent need for packaging innovations that are in line with the circular economy principles. Dr Choudhari highlighted how Kenvue has created refillable packaging, giving an example of Neutrogena jars with replaceable pods, which help reduce waste. She remarked, “Co-creating with consumers drives sustainable packaging innovation.”

Arora showcased how LT Foods has developed mono-layer recyclable rice bags and jute-based packaging. “These solutions not only enhance recyclability but also address cost efficiency and durability,” he noted.

Materials recyclability, material efficiency
One significant trend that stood out during the conversation was the use of post-consumer resin (PCR) and lightweight materials. Ghoshal shared how Diageo has been successful in launching 100% RBT bottles for one of their products once FSSAI gave clearance to use recycled plastic in food packaging. He said, “The launch of a PET bottle with RBT wouldn’t have been possible without the high-quality recyclers as partners.”

He further highlighted how they have been able to reduce the weight of their alcoholic beverage bottles from 850-grammes to 180-grammes. 

Patil mentioned the need for design optimisation in the pharma sector; she said, “Minimalistic designs and innovative packaging ideas are crucial for regulated industries like pharma.”

Consumer experience enhancement  
The speakers also highlighted the need for consumer-centric innovations and interactive packaging. Dr Choudhari stressed that sustainable packaging should provide superior experiences to consumers. She said, “Better designs improve material efficiency and functionality.”

She cited the example of OGX bottles, which provide improved dispensing and recyclability.

Arora highlighted the LT Foods augmented reality (AR) campaign on World Biryani Day, where the consumer can cook alongside Chef Sanjeev Kapoor virtually. He said, “This enhances consumer engagement and builds brand loyalty.”

Digital technologies, product traceability
The integration of digital technologies in packaging has evolved, which has helped the industry leapfrog. One such transformation has been the usage of QR codes, which are widely used for consumer engagement, education, and recycling guidance. Arora mentioned that voice-enabled QR codes could be the future of interaction with consumers in their languages. He said, “Voice-enabled QR codes in regional languages could further enhance accessibility.”

Ghoshal spoke about the potential of digital product passports that help track raw materials not only for production but also for the end user. He added that the West Bengal government has allowed the implementation of QR codes on alcoholic beverages for authentication and supply chain tracking. This has not been done in any other Indian state, as alcohol is a prohibitive beverage. 

Challenges
The panel addressed the challenge of greenwashing, which is done by the majority of the industry stakeholders. Arora said, “Greenwashing is widespread in India, and clearer definitions and stricter standards are needed.”

Policies should continuously incentivise the progress made to reduce the impact of packaging. Generally, there is always resistance to change; the perception of sustainable alternatives is that it is an added cost. This should be promoted in a structured manner.

Ghoshal mentioned that policy incentives are crucial to driving sustainable practices. He called for structured support in the same manner as electric vehicles are being promoted in the country. He argued, “Incentives can offset the higher costs of sustainable alternatives and accelerate adoption.”

Collaborations and innovations  
Collaboration among stakeholders is one way that the industry can move forward, as innovations can disrupt the industry and have a positive impact. Dr Choudhari urged collaboration among converters and brand owners to create meaningful solutions. “Packaging innovations should benefit the entire ecosystem, including consumers and the environment,” she stated.

Sharing more on the need for balance in innovation, Ghoshal cautioned, “Sustainability cannot be so over-engineered that it becomes commercially unviable.”

The discussion concluded with a vision for the future and the need for a balanced approach to sustainability, consumer needs, and economic viability. Patil said, “Digitalisation and collaboration will be pivotal in shaping sustainable packaging.”

While highlighting the role of technology in fostering circularity, Arora noted, “From IoT-enabled sensors to augmented reality, digital tools enhance functionality and promote sustainability.”

In conclusion, Ghoshal stated that a balanced, strategic approach is key to achieving meaningful change.