Athena School of Management

Industrial Marketing
Case Study – 1
Marks 10 Time: 40 minutes

Introduction

As the world and consumers change, the food industry faces several fundamental challenges, from
continuously optimising processing and packaging to offering consumers more sustainable
products. Our customers want to take on all these challenges while having a positive impact on the
planet. At Tetra Pak, we believe innovation is the only way to get there – and we plan to lead the
way. Today’s innovative packaging designs are taking cues from changing consumer attitudes. In
the years that followed, we not only introduced best-in-class technology but also customized it for
the Indian market. This was complemented by a world-class factory that not only produces for
India but also the rest of the world. Our vision to make food safe and available everywhere has
expanded into new dimensions of food safety, food access and sustainability, touching millions of
lives across the country. This journey of staying ahead of the curve together with our customers,
has made Tetra Pak India one of the fastest-growing markets globally. We are proud to celebrate
30 years in India.

Analyse the following as to what made Tetra Pak the only packaging option to major
FMCG firms in India

 To understand the dynamic packaging solutions, they have been providing to their clients
 To look into the innovations introduced by Tetra Pak in Indian market, in order to align
with their client requirements