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Persistence Pays

We recognize Rudradev Dasgupta for our first unofficial “Edison Packaging Award” for his remarkable persistence. Dasgupta is packaging development manager for Emicos Intl., Dubai, UAE, which he describes as the largest cosmetics manufacturing company in the Middle East.

Rudradev Dasgupta
Rudradev Dasgupta

This is his story: “I had an experience designing a countertop display that held six window cartons with a flap at the top like a book. The cartons had to be kept open for the products inside to be seen. We were using a vacuum formed tray earlier with six slots to hold the open cartons in place. But we needed to reduce the cost as well as make the pack environmentally friendly. Hence I was trying to eliminate the inner tray and to incorporate self-erected fingers in the display to hold the cartons. My goal: Design the display in one piece with the fingers. There was a lukewarm response to my concept as almost everyone thought that this was not possible. I tried numerous options, but nothing worked. After almost 28 trials I also started feeling that I was wrong and it was not possible. Then I came across the following saying of Thomas Edison. After he was unsuccessful for 6ꯠ times before he invented the electric light bulb, a young journalist challenged Edison, ‘Mr. Edison, why do you keep trying to make light by using electricity when you have failed so many times? Don’t you know that gas lights are with us to stay?’ To this Edison replied, ‘Young man, don’t you realize that I have not failed, but have successfully discovered six thousand ways that won’t work!’

That really changed my thought process and gave me rejuvenated vigor. After testing 39 design options, I successfully designed a unique, cost-effective and eco-friendly display. The lesson learned: Never give up. Nothing is impossible.”

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