sustainability
Sumit Gupta, founder of Bravado at Cosmoprof India 2023 in Mumbai

Making eye-catching designs while factoring in sustainability in packaging tops the priority list of most brand owners and converters, who are experimenting with a variety of monomaterials to figure out which one would provide the best barrier property. In this context, post-consumer recyclates (PCR) hold significance, especially in the cosmetic packaging category for tubes.

Sustainable aesthetics in packaging refers to the design and visual appeal of packaging material and products that prioritize environmental sustainability. It involves combining visually pleasing design elements with eco-friendly material and practices to create packaging that has a minimum impact on the environment.

Bravado, a provider of men’s grooming products, is making a paradigm shift in packaging to blend minimalism with premium craftsmanship. As Sumit Gupta, founder of Bravado says, “Our designs embody simplicity, sophistication, and functionality, redefining user experience. By integrating these elements, we create packaging that not only reflects our commitment to quality but enhances the overall aesthetic appeal.”

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Bravado’s designs aim to embody simplicity, sophistication, and functionality, redefining user experience

Gupta said the company’s product design blends simplicity and sophistication. “It achieves an understated elegance that goes beyond aesthetics – it’s a statement of premium quality. Each design element is meticulously curated to not only be effective but also to create a lasting impression. Our uniqueness lies in delivering a product design that is both refined and impactful.”

Bravado says its commitment to sustainability and premium aesthetics is reflected in its thoughtfully curated packaging materials. The product portfolio claims a combination of high-density polyethylene (HDPE) rigid and co-extruded seamless tubes crafted from a blend of HDPE, LDPE, and LLDPE, integrating up to 25% post-industrial recyclate (PIR).

The innovative 3-layer tubes feature a PIR barrier in between layers, while the outer layer showcases Bravado’s refined artworks through screen printing technology. For bottles and jars, HDPE is the material of choice, crafted through the extrusion blow-molding process. This not only ensures strength and lightweight characteristics but also allows for customizable shapes and sizes that align with the company’s brand concept, the company explained.

Mahika Packaging, a Mumbai-headquartered plastic packaging solutions provider with an additional manufacturing facility in Gujarat, supplies packaging material to Bravado, mainly for tubes, bottles, and jars. The packaging manufacturer operates in five verticals — seamless tubes, laminated tubes, labels, bottles, and caps. In the seamless tubes segment, the company manufactures single to five-layer tubes in sizes ranging from 5 ml to 300 ml. It manufactures HDPE, LDPE, and PP bottles ranging from 5 ml to 1000 ml. In the caps segment, Mahika Packaging manufactures flip-top caps, screw-on caps, bi-color flip-top caps, tamper-proof caps, and metalized caps.

sustainability
Mahika Packaging supplies packaging material to Bravado, mainly for tubes, bottles, and jars

The company says the packaging for Bravado’s range of products has 25% PIR (post-industrial regrind) and PCR (post-consumer regrind) — a significant move toward reducing, reusing, and recycling plastic. For this initiative, Mahika Packaging won the ‘Star Award 2023’.

Businesses can’t exist without challenges, Gupta says. “From navigating market fluctuations and evolving consumer preferences to maintaining a competitive edge in a dynamic landscape, the path to sustained growth requires continuous adaptation. Challenges arise in areas such as supply chain management, brand positioning, and staying ahead of industry trends. However, these challenges are seen as opportunities for innovation and improvement. Embracing a proactive mindset and fostering a resilient organizational culture are key strategies in overcoming obstacles and ensuring long-term success and growth.”

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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