Etirama partners with M-Tech Print Solutions

Narrow web flexo label presses for India and Sri Lanka

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Ronnie Schröter, commercial director at Etirama

Packaging design to match small shopsMicromax unveils innovative pouch packagingMicromax launched a new line of feature phones – Joy – alongside a new packaging style that uses pouches instead of boxes in February 2015, ostensibly to reduce cost and maintain value for money. The Joy series has been launched with two new handsets, the X1800 and X1850, priced at Rs. 699 and Rs. 799 respectively. “We want to make these phones available in every possible selling point – be it small counters or shops, and general stores. So, we are trying to give a look and feel to the packaging which will relate to these counters. Also the product price is revolutionary and so saving on packaging cost is important. Pouch packaging was an experiment and we succeeded in it,” says Kishor Kumar of Micromax.
The centre of attraction for Micromax’s newly launched cell phones – Joy – are their packaging style, which is just like a pouch, differentiating it totally from the old box packaging. Photo PSAMicromax Informatics is one of the leading consumer electronics company in India and the 10th largest mobile phone player in the world. Over the past decade, Micromax has pioneered the democratization of technology in India by offering affordable innovations through their product offerings and removing barriers for large-scale adoption of advanced technologies. Micromax is currently the second-largest smartphone company in India.

According to Kumar, the cost of pouch packaging is one-tenth of box packaging. While box packaging provides better safety and protection to the material inside, pouch packaging has its own limitations. “Technologically both are completely different processes. In a pouch you need to focus on the protection of the phone inside as there is almost zero protection from outside,” adds Kumar. Micromax’s new pouch is designed to provide optimum protection to the product inside. “Through pouch packaging we are targeting the lower income group customers because packaging high-end phones in pouches will be risky,” he says.

Vineet Taneja, CEO, Micromax Informatics, says, “We introduce products which offer great value to the consumers. With the launch of Joy series, we have taken a lead yet again by offering a unique combination of innovative packaging and great value through our offerings.”

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

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– Naresh Khanna

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