Packaging design is already evolving with the millennial generation – Shyam Sunder BK

Tata Elxsi is a design company and a function of the Us$ 100 billion+ Tata Group. Tata Elxsi addresses the communications, consumer products, defense, healthcare, media and entertainment, semiconductor and transportation sectors. This is supported by a network of pattern studios, development centers and offices worldwide. Headquartered in Bengaluru, Bharat, the company has diverse business organization units like broadcast, send, communication, industrial design, medical, etc. Apart from Bengaluru, it also has offices in Mumbai, Pune, Chennai, Trivandrum, Kolkata and Chandigarh. Our correspondent, Mahan Hazarika, recently interviewed the primary packaging designer of Tata Elxsi, Shyam Sunder BK. Here are the excerpts:

Packaging Southward Asia: What are the latest innovations at Tata Elxsi in terms of packaging blueprint and sustainability packaging?
Shyam Sunder BK: Well, our attempt has always been to push dark-green materials into packaging. We have in fact initiated live projects to demonstrate the significant influence green materials can have in the system. When we say 'greenish,' it need not e'er connote bio-degradable materials but information technology could even be originating from a dark-green source. Equally an initiative, nosotros constantly strive to give importance to the sustainability aspect in projects we are involved in and the solutions are derived appropriately.

PSA: What are the major constraints in developing new packaging designs?
SSBK: It is the price factor which I think is a key constraint while developing new and innovative packaging designs. Most of the time companies conceptualize price much before the innovation. Instead, it should rather be considered equally the stop value that the innovation would bring to the brand vis-à-vis the price the customers would pay. Of course, aspects like manifesting the idea into a last product, access to the required technology, total time taken to develop a production are considered every bit part of any new product development.

PSA: Since packaging is no longer just limited to performing the basic functions and is expanding to becoming more than integrated and intelligent, what role does a packaging design visitor like Tata Elxsi play in creating integrated and intelligent packaging?
SSBK: The emerging demand for new and efficient ways to economize on business processes, solve safety and quality issues through the supply chain, reduce product losses, ensure production shelf life extension and hallmark (anti-counterfeiting) are some key drivers for intelligent packaging. The speed at which the technological changes are accelerating is certainly contributing to this evolution of intelligent packaging and is set to revolutionize the consumer experience.

Also, consumers today desire a holistic experience. Imagine driving engagement, loyalty and trust for brands by communicating with consumers on a product level, continuing the human relationship afterwards the initial purchase and ensuring products deliver the promise. On this front, Tata Elxsi is perfectly positioned to contribute and add tremendous value-addition to drive this new wave. Our ability to integrate both design capabilities along with technology know-how gives us an edge to provide customers and brands end-to-end solutions which they require to stay ahead of the innovation bend.

PSA: Do you lot consider sustainable packaging a threat or an opportunity? Faced with pressing issues of overcapacity, low prices and high raw fabric costs, should sustainable packaging be a superlative concern for packaging senior executives?
SSBK: It's non almost sustainable packaging but responsible packaging. For instance, Tata Elxsi has worked on designing the packaging for several leading edible oil brands. While designing the packs, nosotros accept optimized the pack weight thereby making it a responsible pack design. Additionally, we besides consider the reusability aspect while designing the pack, which contributes to sustainability. In my opinion, both established brands as well as new brands can adopt these thoughts finer and employ this as an opportunity to exist more responsible.

PSA: What shifts in packaging design and production might we encounter once the new generation grows upward and wields more economic capital? What will be their idea of retail and how can packaging or packaging design evolve to come across those requirements?
SSBK: Packaging pattern is already evolving with the millennial generation.Design is all nearly user experience; with the rapidly irresolute world—socially, culturally and technologically—the millennial group is changing too. In order to cater to this change, user experience will play a pivotal role.

Innovative digital means which would become through a rapid change and push packaging pattern firms to think about 'what's next in packaging' before coming up with innovative solutions. Branding will not just be express to conventional advertisements, billboards and noise; it volition be more about grasping consumer's attention and creating an date.

Retail could exist more on a digital platform with convincing feel. Also consumerizing the digital reality experience would exist a challenge we need to address. Candy products as well demand a suitable medium to evangelize information technology to the end users. At Tata Elxsi we accept initiated some early thinking in this management to help retailers and businesses remain upbeat with innovation.

PSA: Is there a packaging design community available in Republic of india? What practise you think should be the pressing issues that the community should take upwardly?
SSBK: There are a lot of professionals from the design and technology space who have been supporting these developments. Considering the new-age con- sumers that the businesses would target, focus should be on design forecasting based on the changing consumer needs along with technology push.

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Source: https://packagingsouthasia.com/events/packaging-design-is-already-evolving-with-the-millennial-generation-shyam-sunder-bk/

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