In India, packaging is the fifth P...

To keep consumers coming back, packagers in India are becoming more and more innovative.

Sep 13, 2007

One consumer's face appears on a Frito-Lay product after she won a recipe contest. Innovations in liquor and tobacco packaging are downright necessary because advertising of these products is banned in India. Seagram's Fuel vodka looks like a pyramid. And Diageo's Shark Tooth vodka resembles a shark fin. Tobacco company ITC has paired its products with an apparel brand and music genres—rock, jazz, and the blues. Additionally, working women are seen as key consumers, and packagers are taking note. Their demand for health and lifestyle foods have pushed packagers to introduce aseptic packaging into their production. With all this innovation, packaging is jockeying for position among the other "P"s—product, price, place, and promotion in India.

Source: Thestar.com

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