Sustainability, recyclability and innovations to lead the future

Reckitt Benckiser Group is a British multinational consumer good company headquartered in Slough, England. A producer of health, hygiene and home products, it was formed in 1999 by the merger of the UK-based Reckitt & Colman and the Netherlands-based Benckiser NV. Its Indian operation under the name of Reckitt & Colman started in 1951 althrough it has been selling its products in India since 1911. The company was rebranded as RB India in 1999. Packaging South Asia spoke to Basudeb Routh, regional packaging director – Asia, RB, about the changing role of packaging and its evolution within the company. “Whatever packaging we develop should have a unique story and a distinct personality – which is a challenge. The language and design of the product should have an emotional connect with the consumer. The visual brand language is very important nowadays and it must keep in mind the familiarity of the customer with a product. For example, consumers relate Dettol with a bottle having a green label,” says Routh. The next big thing to impact packaging…

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