Hassia’s innovative filling products

German technology manufactured in India


Hassia provides packaging machinery to industries such as food, dairy, and pharma. It is a fully owned subsidiary of Oystar, the German based process and packaging group. “Product dosing is our strength. We focus on applications, rather than brands, handling applications efficiently and ensuring high speeds and most importantly, with minimal give away.” So has Hassia acquired the big players of the branded segment? “Yes we have among our customers, P&G, Unilever, and others. It took a lot of time and some chutzpah, but we finally acquired these big names among our customers.” An interesting anecdote Ravi shared with us was how he got an entry in Unilever. Having met a senior person, he was bluntly told that they already had listed suppliers. And since Unilever had all the equipment, the only probable way in was to offer a 20% discount over the competition’s price. Ravi based on his understanding, instead offered to provide a machine that would increase the filling of a particular product to 60 per minute from the current 50.
Significantly, his proposal also showed how to reduce the give away, say from 10 grams (for a 500 gm pack) to 6 grams leading to savings of over Rupees one crore a year. This eventually led to Hassia’s first deal for 4 machines. Today, Hassia is part of the Unilever global supply chain.
The value proposition
The experience with Levers’ dovetailed with Hassia’s new ‘triangular’ value proposition of providing technology at the right speed, accuracy and price. “In India the biggest challenge is price points. German engineering, though par excellence, is priced high.
The Indian market doesn’t support the high price point. Hence the challenge for us initially was to provide great technology at the right price,” adds Ravi. Hassia began by scouting for outsourcing partners. Now, most of the machines are made locally. Since its first installation in 2000, the company has installed over 200 machines across India — 35 machines are installed in Unilever in the food (tea and coffee) and detergent segments and 22 machines are installed in Procter & Gamble in the HPC segment. Hassia claims that some of these companies may even use its machines for their global needs in the future.
Hassia Packaging set up its Indian operation in Shirur in 1997. The company in its very first year of operation won the Pac machine 2000 award given by the Indian Institute of Packaging for excellence in design and development. However with over two decades in the industry, Ravi has a grouse. He believes that the food industry is not as professional as the pharma and cosmetic industries. He was surprised by the relatively low brand presence especially in the rice segment. But, he finds huge prospective growth and dreams of packaging each and every food product.
Internal factors
Internally, Hassia Packaging strongly believes and practices continuous improvement in manufacturing processes through constant interaction between internal teams, customers and vendors for achieving the best standards. Every individual is assigned process improvements goals, which are regularly reviewed and rewarded. People are encouraged in the organization to come up with new ideas and initiatives. Ravi has put in place a goal for every individual, what he calls B-Match. The idea is to come up with innovations that would value maximize with customers. Hassia Packaging does not believe in quality examination, it rather highlights continuous process improvement and controls, through empowerment of its technicians and customers by providing them with effective tools and training. Hassia has taken an initiative to educate customers by starting customer-training programs.
Built internally, the integrated ERP system used at Hassia Packaging has been a key to its success. It offers easy accessibility and control and is optimised by logging enquiries and purchase orders. Hassia Packaging has installed a lab room in its own plant which provides facilities to customers to test and judge the ideal filler machine for their particular application and purpose depending on the physical attributes of a product. The lab room is equipped with the latest equipment like DFR-3044 for studying the flow properties of products and a vacuum test machine for pouch strength testing. Static charge meters, air and nitrogen flow meters and angle of repose tests are also available to help the customer decide the right equipment for their needs. These tests are conducted to analyze and sample the customers’ products on the machines, to achieve best speeds and reduce give-away, thus, offering good value proposition to customers.
The future
“The future of packaging, in my opinion, is what I call dashboard dining. There will be a day, when, thanks to packaged food, one can warm and have his packaged dinner while on the way home thus enabling quality time with his family. I also see tablet packaging as futuristic. It was at this store in London that I saw detergent in the form of a capsule meant for 4-5 cloth items. There is huge scope for all this in India. Packaging technology must enable all these packaging innovations,” says Ravi. According to him, Hassia would provide ‘Pizza Hut’ style technology where in buyers can order technology based on requirements. “So one can demand different types of toppings (specifications) based on requirements and Hassia would provide that technology easily,” he says. The company is thinking ahead.

The impact, resilience, and growth of responsible packaging in a wide region are daily chronicled by Packaging South Asia.

A multi-channel B2B publication and digital platform such as Packaging South Asia.is always aware of the prospect of new beginnings and renewal. Its 16-year-old print monthly, based in New Delhi, India has demonstrated its commitment to progress and growth. The Indian and Asian packaging industries have shown resilience in the face of ongoing challenges over the past three years.

As we present our publishing plan for 2023, India’s real GDP growth for the financial year ending 31 March 2023 will reach 6.3%. Packaging industry growth has exceeded GDP growth even when allowing for inflation in the past three years.

The capacity for flexible film manufacturing in India increased by 33% over the past three years. With orders in place, we expect another 33% capacity addition from 2023 to 2025. Capacities in monocartons, corrugation, aseptic liquid packaging, and labels have grown similarly. The numbers are positive for most of the economies in the region – our platform increasingly reaches and influences these.

Even given the disruptions of supply chains, raw material prices, and the challenge of responsible and sustainable packaging, packaging in all its creative forms and purposes has significant headroom to grow in India and Asia. Our context and coverage engulf the entire packaging supply chain – from concept to shelf and further – to waste collection and recycling. We target brand owners, product managers, raw material suppliers, packaging designers and converters, and recyclers.

In an admittedly fragmented and textured terrain, this is the right time to plan your participation and marketing support communication – in our impactful and highly targeted business platform. Tell us what you need. Speak and write to our editorial and advertising teams! For advertisement ads1@ippgroup.in , for editorial info@ippgroup.in and for subscriptions subscription@ippgroup.in

– Naresh Khanna

Subscribe Now