PACKAGING INNOVATIONS

LuRing a consumer into buying a product has become an axiom of packaging & Pure Magic range of cartons showcase how engaging packaging can be in delivering premium positioning. A perfect blend of latest technologies in designing, printing, varnishing & foil embossing resulted in Pure Magic which aims at broadening the realms of biscuit packaging, giving the product a luxurious feel and intoxicating experience which is way ahead of other cartons.

Development in offset printing & value addition in paperboard cartons, its conversion processes have been effectively used in developing Pure Magic cartons. The value addition in the carton packs across the range viz. the top flap locking, brand name embossing (specifically the cat in the logo), the window UV varnish, the print quality. The product shot & the fitments for the envelopes make it a complete blend of art along with technology resulting in unique pack proposition. A package with an attractive shape, stable structure, and value added at different stages of packing, viz.:

: To give the high fat premium product, the desired shelf life, it is packed in a golden color metallized pouch. The pouch is provided with tear notch with easy opening feature. Paper Envelope: The primary pack produced is inserted in a two color printed foreign art paper envelopes to give it a cover and a premium appeal of exotic offering therein.
Pre-formed pouch Carton with slotsThe individual product/pack in the envelope is inserted in pre-designed cavity/slot made in the paperboard carton. After placing eight such envelopes, the both ends of the carton are closed to give it a compact image. The two triangular slotted structures are packed together in a sleeve which gives good aesthetic impact. Paperboard sleeve: The overall product pack produced is inserted in an eight colour printed, window UV varnished paperboard sleeve with embossing and gold foil stamping to give the final pack format. Thus, the overall pack, with its different layers, gives a unique experience of relishing a premium cookie in its best packaged format.

MOTIVE INNOVATION

Mumbai: : In an effort to better utilise employee innovations for tapping market opportunities, Britannia Industries Ltd (BIL) has deployed a new initiative termed opportunity managers. The rationale behind the initiative, according to the company, is to leverage out-of-the-box ideas of its professionals to drive the business forward. It believes that the uniqueness of this practice lies in the fact that these ideas which the professionals implement need to pro-actively impact the business, more so in the immediate term. Says BIL COO Nikhil Sen: Any innovative concept that professionals want to implement should be something that needs to be implemented within a six- month timeframe. And the deployment of the idea should indicate a judicious use of the companys resources.

Further, according to the company, the initiative is not just meant to institutionalise a culture of innovation in the organisation, but to empower professionals to use their innovative acumen to usher in value for the businesses.

Accordingly, any professional who has a distinct business idea needs to make a presentation to the top management that also comprises the managing director. Informs Mr Sen: Once the idea is considered feasible for implementation, then the individual concerned is given complete control to deploy the idea and generate the promised results for the organisation.

Our vision is to become a larger player in the food space, and as we get into newer products and newer categories, their strength will be derived from the Britannia mother brand," says Durgesh Mehta, who was Britannia's chief financial officer when he was interviewed for this article. He has since moved on to become CFO of Bombay Dyeing, which, like Britannia, is a Wadia Group company. What new areas might Britannia enter? Company officials aren't saying, though speculation includes breakfast items and ready-to-cook and ready-to-eat products. Bali says that Britannia will not look at staples such as rice, wheat flour and sugar. "We will pursue profitable growth opportunities where we can create propositions that are relevant and differentiated from a consumer point of view," she notes. Adds Neeraj Chandra, Britannia's vice president and chief operating officer: "We are looking at categories that gel with our principles of enjoyable and healthy food. We want to participate in as many consumption moments as possible in the food space through both leveraging our current products better and through different kinds of products."