India
Rakesh Tripathi, director – strategy at MWV India

Manufacturing is expected to be a major driver of economic growth in India — especially since the launch of Prime Minister Narenda Modi’s new campaign, ‘Make in India.’ The aim is to accelerate progress toward a new era of high-quality Indian manufacturing and transform the country into a global manufacturing hub. ‘Make in India’ is directed at developing the market and encouraging global investments, leveraging public-private partnerships and initiatives that improve the ease of doing business in India.

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Strong economic growth also indicates potential for an increased demand in higherquality packaged goods. MWV’s added capacity in India aims to develop high-quality solutions for the unique needs and scale of the Indian market

Rakesh Tripathi, director of strategy at MWV India tells Packaging South Asia that the Indian economy is expected to grow at 6.4% this year, and as it continues to return to higher single digit growth, manufacturing offers significant opportunities for job creation and economic growth. Among the many advantages of manufacturing in India are cost competitiveness and a sizeable working age population, but according to Barron’s, “A disproportionate share of labour works in agriculture, which contributes to around 15% to GDP. Services, which account for 60% of GDP, only employ one-quarter of the labour force.” This drive to grow manufacturing will employ more workers, contribute to the rise in disposable income and drive lifestyle changes for the average Indian citizen, Tripathi says.

Strong economic growth also indicates potential for an increased demand in higher-quality packaged goods. India is the world’s sixth-largest packaging market, valued at US$ 24.6 billion with a growth rate of more than 15% annually — more than double the global average which indicates a very strong future for packaging in India at least.

Tripathi says, “Our global Packaging Matters study data reveals that packaging plays a major role in product satisfaction for Indian consumers across every product category. Indian shoppers prefer to purchase products in-store, where the look and feel of packaged goods can sway consumer opinion. Packaging Matters shows that 65% have tried a product because the packaging caught their eye on the retail shelf, and more than half (55%) have purchased a product again because of its packaging.”

“At MWV, we are investing in our operations accordingly. The entire supply chain is crucial, and we believe that challenges in the pulp and paper sector can be overcome to enhance the performance of the box. Today, our manufacturing facilities in India are home to high quality corrugated paperboard and packaging for FMCG, automotive and engineering goods, fresh fruits and vegetables, household appliances, pharmaceuticals, and chemicals. Our new paper machine will bring a variety of new paperboard products and grades. This added capacity will enable us to develop high-quality solutions for the unique needs and scale of the Indian market,” he adds.

India’s retail market is the fifth-largest in the world and has been ranked as one of the top two most attractive for investments, according to a recent report by McKinsey. Packaging and retail go hand-in-hand, especially where eCommerce is on the rise. While online shopping is less common than brick-and-mortar, India is one of the fastest-growing eCommerce segments in Asia-Pacific. Today, eCommerce in India represents a value of around US$ 3.5 billion and is expected to quadruple by 2016. The burgeoning eCommerce industry has opened up new avenues for consumer packaged goods and by extension, for packaging. “We see significant opportunities for higher quality and more innovative packaging solutions in corrugated markets, and consumer categories such as food, beverage, healthcare and personal care — largely due to new retail channels and a fast growing middle class,” Tripathi concludes.

Packaging South Asia — resilient, growing and impactful — daily, monthly — always responsive

The multi-channel B2B in print and digital 17-year-old platform matches the industry’s growth trajectory. The Indian, South Asian, Southeast Asian, and Middle East packaging industries are looking beyond the resilience of the past three years. They are resuming capacity expansion and diversification, with high technology and automation in new plants and projects.

As we present our 2024 publishing plan, India’s real GDP growth for the financial year ending 31 March 2024 will exceed 6%. The packaging industry growth will match the GDP growth in volume terms and surpass it by at least 3% in terms of nominal growth allowing for price inflation in energy, raw materials, consumables, and capital equipment.

The capacity for flexible film manufacturing in India increased by 45% over the past four years. With orders in place, we expect another 20% capacity addition in 2024 and 2025. Capacities in monocartons, corrugation, aseptic liquid packaging, and labels are growing similarly. As the consumption story returns over the next six months, we expect demand to return and exceed the growth trajectory of previous years. The numbers are positive for most of the economies in the region – and as shown by our analytics, our platform increasingly reaches and influences these.

For responsible and sustainable packaging, with its attendant regulations and compliances, there is significant headroom to grow in India and the region. Our coverage includes the entire packaging supply chain – from concept to shelf and to waste collection, sorting, and recycling.

We target brand owners, product managers, raw material suppliers, packaging designers and converters, and recyclers. This is a large and complex canvas – the only thing that can work is your agile thinking and innovation together with our continuous learning and persistence.

The coming year looks to be an up year in this region, and this is the right time to plan your participation and marketing communication – in our rich and highly targeted business platform with human resources on the ground. Share your thoughts and plans to inspire and mobilize our editorial and advertising teams!

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– Naresh Khanna (25 October 2023)

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