Chakravarthi highlights change in pharma packaging at Envision

AVPS Chakravarthi, CEO and Managing Director of Ecobliss, said, “Every product innovation in each sector has paved the way for packaging evolution. Most packaging innovations have helped new products reach consumers.”.

He emphasised the nature of people and packaging. He highlighted that we live in an interconnected world where global consumerism is on the rise, and India is no exception. The country’s unique demographics, growing population, expanding middle class, increasing income levels, and widespread internet access all contribute to this surge in consumerism. And here packaging helps to maintain safety, extend the shelf life of products, and facilitate transportation and distribution.

In India, the packaging industry is growing at an annual rate of 22-25%, according to the Packaging Industry Association of India. It stands as the fifth largest sector in the country and is a key driver of consumerism.

When discussing pharmaceutical packaging in the Indian context, Chakravarthi pointed out significant gaps. These include a lack of recognition of packaging’s role in enhancing patient convenience and compliance. Government-fixed prices overlook the benefits that specific packaging solutions, despite their costs, can offer.

He said “The benefits of patient-centric packaging go beyond just making it easier for patients to take their medication. Studies have shown that patients who use patient-centric packaging are more likely to adhere to their medication regimen, leading to improved health outcomes and reduced healthcare costs.”
Pharmaceutical companies face diverse roles, including focusing on packaging solutions that improve patient convenience with government support. For example, packaging designs such as easy-to-open caps for arthritic patients, colour-coded medicines for the elderly, and child-resistant features are important.

Chakravarthi said, Packaging should also support patient compliance. Potential solutions include integrating all co-prescription drugs into a single strip (where regulatory permits), calendar packs, and packs with visual cues to help track medicine consumption and adherence to dosage regimens.

Another objective in pharmaceutical packaging is ensuring that packaging graphics and design accurately reflect the brand’s identity to prevent trade switch-overs to unfamiliar brands. It is advised that design elements like fonts, sizes, and graphics remain consistent with the brand’s image.

Counterfeiting remains a major challenge in pharmaceutical packaging, pointed out Chakravarthi. To ensure security, packaging must incorporate security printing techniques to prevent tampering and maintain product integrity. Educating consumers through smartphone QR codes, which provide digitised information about products and diseases, has proven to be an effective and accessible trend in the industry.

He signed off his presentation by saying, “It’s packaging that binds the world together. How responsibly we use it is our choice!”