Tetra Pak Brings ‘Smart Packaging’ to India

Tetra Pak, the world’s leading packaging and processing solutions provider is now taking packaging to a new level by taking ‘Smart Packaging’ from a concept to reality in India. Indian brand owners will now have access to a complete smart packaging ecosystem built around Dynamic QR codes which allows each package to be tracked, monitored and interacted with all along the supply chain, thereby creating new opportunities for efficient stock management, distribution and automation. It creates new and exciting opportunities for consumer interaction too.

 

Tetra Pak’s digital package offer for brand owners, therefore, includes three components: code generation and printing on packages, a secure cloud solution for managing the data collected, and a consumer-facing front-end in the form of an app or a microsite on the internet, or both.

India is one of the three Tetra Pak markets to invest in a specialized PICCO printing technology for printing the Dynamic QR codes, which will be done at Tetra Pak India’s manufacturing facility at Chakan, near Pune. Tetra Pak is building the ecosystem in-house, from developing the QR codes, to designing the related apps as well as helping brands gain deeper consumer insights through analytics.

The company is now ready to pilot this technology with two leading F&B brands. The brands will be able to deploy this revolutionary technology to not just engage with consumers in a unique and personalized way, but also to understand consumption patterns and unearth deeper consumer insights. For consumers, this technology allows potential use of augmented reality, real-time promotions, downloadable content and more, making it a more exciting experience.

Ashutosh Manohar, Managing Director, Tetra Pak South Asia said that with the rising number of smartphones and internet penetration in the country, India provides a perfect opportunity for smart packaging technology that uses dynamic QR codes. While food safety and traceability, plant productivity and consumer engagement are the most obvious benefits, this technology can be used for many other benefits like sharing information about recycling, what happens to the carton after use etc. The possibilities are endless.

He added that smart packaging will not only make the packaging more interactive and act as a medium to create conversations. It will also allow brands to trace each package throughout its lifecycle – from production, through the supply chain, all the way to the consumers, gathering valuable insights along the way, thereby making this a truly transformational technology.