MUMBAI

COLLOQUIUM PAPER

Packaging preferences for dairy products

in the Indian market

Research paper by,

Shreya Bangard
MUM13FC23
Fashion Communication 2013-2017
 ACKNOWLEDGEMENT

The research on Packaging preferences of dairy products in Indian market is a part of curriculum for
three semesters in the 4-years Bachelors degree in Communication Design at National Institute of
Fashion Technology, Mumbai.

I have tried my best to present the information as clearly as possible using basic terms that I hope will
be comprehended by the widest spectrum of researchers, analysts and students for further studies.

I have completed this study under the able guidance and supervision of Ms.Shruti Sinha and
Ms.Pradnya Naik. Ill be failed in my duty if I do not acknowledge the esteemed scholarly guidance,
assistance and knowledge that I have received from the Fashion Communication department towards
fruitful and timely completion of this project.

Mere acknowledgment may not redeem the debt I owe to my parents for their direct/indirect support
during the entire course of this project.

I am also thankful to all the interviewees who took out their precious time and helped me in the
completion of the project.

- Shreya Bangard

Packaging preferences for Dairy products in the Indian market 1

 ABSTRACT

Food is the base of life. The jourrney of life begins with food in the form of mothers milk. It is the one
of the first things known to us, even as a child. It is the fastest growing sector in India yet time and
again food is lost due to spoilage and damage. Diary products are one major food of daily necessities
where packaging has excellent and potential growth areas.

Unfortunately, in our country dairy product packaging is still in its infancy and this research study
focuses on finding what problems the consumers are facing with respect to packaging of dairy
products along with their demands and preferences on the same.

The research will give you insights about the real and genuine problems faced by consumers along
with the overall evolution of dairy industry. With growing market competition, this research can be
helpful for innovating new packaging for dairy products, which can further help to provide better
services to consumers and benefits to the company.

Packaging preferences for Dairy products in the Indian market 3

 CONTENTS

1. My Journey
2. Analysis of the Pilot Study
2.1 About the survey
2.2 Analysis of the survey
2.3 Major problems faced by Indian consumers in different dairy products
3. Objectives of my research
4. Scope of my research
5. Secondary Research - Literature Review
5.1 Package Design Workbook
5.2 Agricultural Marketing in India
5.3 Detailed project profiles on dairy and dairy products
5.4 Sustainable packaging gives dairy processors an edge
5.5 The on-shelf option
5.6 SWOT Analysis: Indian Dairy
5.7 Indian Dairy Industry report 2014
5.8 History of Package Development
5.9 Packaging of milk and dairy products
5.10 Five packaging innovation trends that dairy processors should watch
5.11 Indian Dairy industry - A profile
5.12 Key observations from the Secondary Research
6. Pilot Study
6.1 Key observations from the Pilot Study
7. Primary Survey
7.1 Key observations from the Primary Survey
8. Gap Identification
9. Final Solution
9.1 Materials that I propose for dairy products packaging
9.2 Forms/ shapes that I propose for dairy products packaging
10. Bibliography
11. Appendix

Packaging preferences for Dairy products in the Indian market 5

1. MY JOURNEY

6 Packaging preferences for Dairy products in the Indian market Packaging preferences for Dairy products in the Indian market 7
2. ANALYSIS OF THE PILOT STUDY (appendix 11.1) 2.3 Major problems faced by Indian consumers in different dairy products include (according to the
survey conducted) -

2.1 ABOUT THE SURVEY 1. MILK

Material of plastic used for packaging is a problem and low storage capacity of the milk available in
1. Target group for the survey - plastic bag.
(a) Housewives
Age: 35 45 years 2. GHEE
(b) Students living in PGs With the tin can, the size of the lid is a problem because it is too small to pour ghee conveniently and
Age: 19 24 years it is difficult to consume the entire quantity because hands cannot reach out to the ghee with the
small lid provided.
2. Sample size - 18 target interviewees With the plastic package the problem is that, it has to be emptied at once and stored in a different
container.
3. Place of the survey - All over India, majorly Mumbai and Jaipur
3. BUTTER
The material used for packaging is a problem because,
2.2 ANALYSIS OF THE SURVEY (a) The cardboard becomes soggy and mushy once used.
(b) The butter paper used becomes oily because the butter sticks to it.
1. The target group for the future primary collection of data will only include housewives aged (c) Also the product has to be kept in a different container as the life of the package is very short.
between 35 45 years. This is because in the survey, that I conducted, housewives gave more
genuine answers and provided deeper insights about the problems they faced. Also, they 4. CHEESE (BLOCK)
suggested feasible solutions to the problems asked and have more experience with these products. The package designed is not appropriate according to the quantity of the product.
2. The brand that is preferred by maximum consumers is Amul.(Table 1)
3. Maximum packed products used by consumers are milk and butter. (Table 1) 5. CHEESE (SLICE)
5 or in some brands even 10 slices of cheese are packed together as one which makes the shelf life of
the product shorter.

6. CHEESE (CUBES)
The material used for package is a problem (foil) because it sometimes sticks to the cheese and is hard
to separate.

7. CREAM
The package is designed for one time usage only and the product is damaged, if kept in the package
which has been already used.

Table 1 - Consumers of different dairy products of various brands 8. CURD

The foil on the top of the cup is too fragile and the package is designed for one time usage only.
4. Maximum problems faced by consumers are with milk and butter packaging. (Table 2) 16 out of 18
interviewees face problems with the existing packaging of milk and 15 out of 18 interviewees face
problems with the existing packaging of butter.

Table 2 - No. of consumers facing problems with various existing dairy products packaging

8 Packaging preferences for Dairy products in the Indian market Packaging preferences for Dairy products in the Indian market 9
3. OBJECTIVES OF MY RESEARCH 5. SECONDARY RESEARCH - LITERATURE REVIEW

1. To study of evolution of packaging industry in dairy sector. 5.1 Package Design Workbook
2. To analyse the need and importance of packaging in this sector.
Author - DuPuis Steven and Silva John
3. To examine the existing packaging of dairy products in India.
Publishers - Rockport Publishers
4. To analyse consumers reaction to the existing packaging of dairy products.
5. To develop new ideas for packaging of dairy products in India. Major points of the study -
1. Definition of the term packaging
2. The evolution of the packaging industry
3. 6 purposes of packaging
4. SCOPE OF MY RESEARCH
4. Essentials of a package
5. Existing material used for dairy products packaging along with its typical uses and examples
1. This research can give ideas about material and form of packages that can help the existing brands 6. A glimpse of the packaging trend cycle
to improve the packaging of their existing products.
How is it related to my research?
2. It can further help in innovative packaging in dairy sector. 1. An understanding of what needs to be done when it comes to studying the term package.
2. An insight into the current materials used in the industry can prove useful in knowing what is
already there and what new needs to be done.
3. The trend cycle can help me analyse if my solutions will work in the ideal scenario or not.

Key words -
1. Curiosity
2. Preserve
3. Information
4. Convenience
5. Proactive
6. Substitutes
7. Emotional connect

Analysis -
1. Packaging has evolved and various
reasons lead to the changes in packaging.
2. Consumers are a moving target and
marketers have a few seconds to cath their
attention.
3. There are a lot of materials available
for packaging, we can mix-match and
try innovative packaging only by using
different materials.
4. Knowing consumer needs and problems
in advance and connecting with them can
maximise brand loyalty and preference.

Reference- Page 56 of Package Design Workbook article

10 Packaging preferences for Dairy products in the Indian market Packaging preferences for Dairy products in the Indian market 11
5.2 Agricultural Marketing in India 5.3 Detailed project profiles on dairy and dairy products

Link - www.books.google.co.in Link - www.books.google.co.in
Author - Acharya S.S and Agrawal N.L Author - NIIR Project Consultancy Services
Date - 2004 Date - 2012

Major points of the study - Major points of the study -

1. Packing material and new inventions in dairy packaging. 1. Dairy packaging requires special care and attention.
2. Specific materials used for specific dairy and food products. 2. Different dairy products have different packaging options.
3. Transportation and problems in transportation of agriculture products; transportation 3. Consider many factors like protecting the flavours and textures throughout display and distribution
infrastructure. of products.
4. Factors affecting the cost of transportation. 4. Essentials of Aseptic packaging.

How is it related to my research? How is it related to my research?
1. Learning about transportation will guide me to new problems related to packaging. 1. To know in-depth abot aseptic packaging.
2. Knowning about the new innovations in packaging will update my knowledge.
3. Costing will add in more perspective to my research. Keywords -
1. Aseptic packaging
Keywords - 2. Sterlisation
1. Transportation 3. Modified atmosphere packaging
2. Cost
3. Material studies Analysis -
4. Problems with Transportation 1. Aseptic packaging leads to superior quality and long life dairy products.
2. Almost every type of package can now be filled aseptically.
Analysis - 3. Special need plastics can also be used for aseptic packaging.
1. The final product package involves a lot of other costs except the material cost i.e. transportation 4. Modified Atmosphere Packaging can slow down the growth of bacteria and hence increase the shelf
cost, maintainence cost. life of dairy products.
2. The problems in transportation is the main problem in the supply chain.
3. Specific package materials are best for certain dairy products due to the different pershibility
aspects of products.

12 Packaging preferences for Dairy products in the Indian market Packaging preferences for Dairy products in the Indian market 13
 AWARD WINNERS 17 ORGANIC DAIRY 18 SALES OF COFFEE,
Emmi Roth USA, Westby Cows raised on organic
TEA 22
5.4 Sustainable
Cooperative Creamery packaging gives dairy processors
and conventional dairy an edge
Dollar sales and units are 5.5 The on-shelf option
and Giffords Dairy won the farms show no significant on the rise for both ready-
top awards in the World differences in health or in to-drink and refrigerated
Author
Dairy Expo - Tom Egan the nutritional content of
Championship coffee and tea products. Author - Dairy industries international
Dairy Product Contest. their milk, according to
Date - September, 2014
Oregon State University. Date - November, 2015

Major points of the study - Major points of the study -

N EWSLI N E
1. Sustainable package can improve consumers perception and establish greater brand preference. 1. Examples of great on - shelf packages for dairy products, especially cheese.
2. Over packaging and under packaging can both be a waste.
3. Re-used and recycled packages can reduce the amout of waste generated and can be environment How is it related to my research?
friendly at the same time. 1. Innovative ideas, other than aesthetically appealing packages can help me find other viable
nds, marketing, regulations and people in dairy processing.
solutions to the dairy packaging problems in India.
How is it related to my research?

e packaging
1. Being a much hyped topic, sustainable packaging can actually prove to be useful. Keywords -
2. Expand my options when I design new packages for dairy products. 1. On-shelf
2. Cheese

y processors an edge
Keywords -
1. Reuse and recycle
2. Sustainable
3. User-friendly
4. Two-in-one

3. Utility Analysis -
1. Designing packages for multiple uses can attract most of the consumers.
sustainable packaging
Analysis - for dairy products without sacrificing quality. 2. Re-sealable packages are more user-friendly.
1. Suistainable packaging is trending and it is the future of packaging. 3. Consumers prefer to pick up the product that have a transparent packaging, when they can see the
2. Reducing waste through smart packaging is essential and can be environment friendly as well. product through the package.

Photo by Vito Palmisano

dairy manufacturers are under
increase sustainability efforts.
process of making production
e finished product is presented
ive package this is especially
s is non-negotiable. Ultimately,
fe and sustainable package can
ove consumer perception and

ingredients for planning and

n assist dairy manufacturers in
lines. Fortunately, finding solu-
int, without sacrificing quality
ors can find the right tools and
Pack Expo International 2014
o see the latest innovations in
ing materials and operations,
upgrade current equipment,
cross different industries at the
ns all under one roof.
eaner production lines across
is an expected criterion of a
nes that produce them. Leading
e and impact that it has on their
and economically. Thus, manu-
s possible in their operations,
active product to consumers.
-packaging can be just as much
ustain and handle products suf-
throughout the supply chain,
manufacturer. In addition to the
the product, a leak or spill on
A high
A high-speed speed
aseptic aseptic
filler can fillfiler
600can fill 600
bottles bottles in a minute
a minute. Mini trays in triangular shape with user-friendly peel tab, for airline Sealpac Duo can seal two trays with different
Reference- Sustainable packaging gives dairy processors an edge article catering and samples formats and/or heights at the same time
the plant floor, for example, can also cause hazardous conditions Reference- The on-shelf option article Reference- The on-shelf option article
for workers on site. To prevent these scenarios, brand owners must
look for solutions and equipment that can safely and adequately
handle the product throughout the entire supply chain.
Additionally, it is critical for manufacturers to consider what
resources will be utilized to package their products. There are
materials that can properly protect and package food or bever-
age while also being environmentally friendly. Selecting resources
that can be easily reused and recycled can significantly reduce the
amount of waste produced. For example, low-density polyethylene
(LDPE) and polypropylene (PP) which are used for dairy tubs and
lids as well as yogurt cups are easily recyclable.

14 Packaging preferences for Dairy products in the Indian market Packaging preferences for Dairy products in the Indian market 15
5.6 SWOT Analysis: Indian Dairy 5.7 Indian Dairy Industry report 2014

Link - http://www.indiadairy.com/ Link - http://indiamicrofinance.com
Author - Abhay N
Major points of the study - Date - July, 2014
1. 80% of milk produced is flowing in the unorganised sector
2. Bad roads and inadequate transportation creates problems. Major points of the study -
3. UTH Milk gives milk long life 1. Categorization of dairy products
4. Problematic distribution 2. Product innovations are likely to accelerate Indias dairy market.
5. Efforts to exploit export potential are already on. 3. Increasing contribution from new milk variants.
4. Cold storage infrastructure has increased the shelf life of dairy products.
How is it related to my research? 5. Pie chart showing market share of milk and milk products in FY13 in terms of total sales value.
1. SWOT analysis of the dairy industry will help me find reasons for bad delivery of dairy products.
2. It will also help me analyze the new opportunities in this sector, which can be used for packaging How is it related to my research?
innovation. 1. It will help me understand the various products that come under the dairy industry.
2. It defines the new products that have aroused in this sector due to health factors, convenience.
Keywords - 3. The reprt also defines the sales value of various dairy products, which can help me narrow my
1. Perishability research on a few of the dairy products.
2. Logistics
3. Value addition Keywords -
4. Margins 1. VADPs (Value Added Dairy Products)

Analysis - Analysis -
1. The major weakness of Indian dairy industry lies in the supply/distribution chain, transportation of 1. Liquid milk still remains the largest consumed dairy product in India but other value added products
perishable goods being the weakest of all. are no less important.
2. Both national and international opportunities are awaiting our dairy industry as we are the No.1 2. Manufacturers should start paying attention to the packaging of the value added products because
producers of milk in the world. they are the main attractive and distinctive products offered by the dairy industry.

Reference- Indian Dairy Industry report 2014 article

16 Packaging preferences for Dairy products in the Indian market Packaging preferences for Dairy products in the Indian market 17
5.8 History of Package Development 5.9 Packaging of milk and dairy products

Link - http://ecoursesonline.iasri.res.in/ Link - www.dairyforall.com

Date - October, 2012 Date - 2013

Major points of the study - Major points of the study -

1.The first package could be traced when nomads needed containment in which they could carry 1. Functions of packaging materials
food. 1.1 Protect and preserve
2. Wrap of leaves, animal skin, shell of a nut, hollow piece of wood are the earliest packaging 1.2 Attractive
materials. 1.3 Easy to open, store and dispose
3.After that came fabricated sacks, baskets and bags, wooden boxes, clay bowls etc. 1.4 Economical
4. Technical and Marketing functions of packaging. 1.5 Protect the environment
5. All historical changes have had an impact n the way products are bought, consumed and packed.
How is it related to my research?
How is it related to my research? 1. Will help me laud or critisize the existing packaging of dairy products.
1. Studying the history about packaging can help in knowing why certain packages came in. 2. Will help me choose from a wide range of materials available in the market for developing new
2. Taking inspiration fom the past can be a good way of innovation. packages.
3. If I know all the functions of a package, Ill be in a better place to design a new one.
Keywords -
Keywords - 1. Protect
1. Motivate 2. Preserve
2. Dispense 3. Attract
3. Migration 4. Responsibilty of a package
4. Biological life
Analysis -
Analysis - 1. Packaging is no more designed by the manufacturers, it is designed by consumer preferences.
1. Migration was the reason packaging came into being.
2. There are a lot of functions attached to packaging except for containing and protecting.
3. Natural materials like clay bowls, baskets, hollow pieces of wood can serve as a good/ innovative/
fresh looking packaging.

Functions of packaging
Reference- History of package development article

18 Packaging preferences for Dairy products in the Indian market Packaging preferences for Dairy products in the Indian market 19
5.10 Five packaging innovation trends that dairy processors should watch 5.11 Indian Dairy industry - A profile

Link - www.dairyfoods.com Link - www.aavinmilk.com
Date - 2015
Major points of the study -
Major points of the study - 1. Plasic pouches have replaced glass bottles.
1. One must look to Japan, where packaging is regarded as a fine piece of art. 2. Milk packed in plastic pouches have a shelf life of just 1-2 days, that too after refrigeration.
2. Instructions for use on the Japanese packaging. 3. Milk in Tetra packs can be stored for 4 months without refrigeration.
3. Point of Sales is being influenced by addition of innovative features in product packaging 4. The UHT Milk market is expected to grow at a rate of more than 10-12% in the coming years.
4. Providing consumer convenience enhances brand appeal.
5. Packaging solutions that are distinct to the market. How is it related to my research?
6. Flexible packaging can reduce significant costs. 1. This study will help me in getting a fair picture of the Indian Dairy industry.

How is it related to my research? Keywords -
1. This articles updates about the future of the packaging industry in this sector by drawing 1. UHT (Ultra High Temperatue)
conclusions from the present scenario, which can help me in use this data for innovative packaging. 2. Refrigeration

Keywords - Analysis -
1. Innovative packaging 1. Major portions of India still consume non-packed dairy products, which is sold door-to-door.
2. Convenience 2. Western dairy products like cheese,milk powder, condensed milk are gaining popularity.
3. Resealable packages 3. The distribution channel is poor and needs to be updated for better services.
4. Distinctive
5. Flexible
6. Light - weight

Analysis -
1. Steps of insructions should be provided for better handling of the package.
2.Packaging should be designed in a way that consumers can use it even after the product is
consumed.
3. Distinctive and interactive packaging can catch viewers attention.
4. Lightweight packages can solve the transportation problems to an extent.

20 Packaging preferences for Dairy products in the Indian market Packaging preferences for Dairy products in the Indian market 21
5.12 KEY OBSERVATIONS FROM THE SECONDARY RESEARCH 6. PILOT STUDY (appendix 11.2)

1. Transportation faces the maximum number of problems when it comes to the supply chain. Q1. What is your age?
2. Manufactures are moving to more organic packaging like wooden crates, straw board boxes, and
bamboo baskets to promote freshness of products.
3. Aseptic packaging (sterilize) is gaining more attention.
4. Environmental friendly packaging i.e. sustainable packaging is trending.
5. On- shelf packaging in gourmet cheese is a growing trend; it helps to increase the convenience/
usage of the product.
6. The VADPs (Value Added Dairy Products) are contributing more to the innovative packaging in
Dairy products packaging.
7. Flexible, lightweight and reusable packages along with proper use of package instructions are likely
to increase the fondness of dairy products.
8. UTH milk is expected to grow by 10-12% in the coming years.

Q2. What city do you currently live in?

1. Jaipur
2. Jaipur
3. Jaipur
4. Jaipur
5. Kishangarh
6. Bhilwara
7. Navi Mumbai
8. Jaipur
9. Kharghar
10. Hyderabad
11. Jaipur
12. Jaipur
13. Jaipur
14. Jaipur
15. Jaipur
16. Jaipur

22 Packaging preferences for Dairy products in the Indian market Packaging preferences for Dairy products in the Indian market 23
Q3. What is your occupation? Q5. Where do you prefer to buy packed dairy products?

1. Home maker
2. Housewife
3. Housewife
4. Housewife
5. Home maker
6. Housewife
7. Academician
8. Housewife
9. Student
10. Interior Designer
11. House maker
12. Housewife
13. Housewife
14. Home maker Other answers
15. Housewife 1. Local Dairy
16. Housewife 2. I order from Pride of Cows dairy
farm

Q4. While buying dairy products, is packaging an important factor?

Q6. State the reason for your preference of buying packed dairy products? (Choose multiple answers)

Other answers
1. Its amazing taste

24 Packaging preferences for Dairy products in the Indian market Packaging preferences for Dairy products in the Indian market 25
Q7. Do you feel the need to change the packaging of various dairy products in the India? Q9. . Are you aware of the following products? (Choose multiple answers)

Other answers
1. Banishing poly packs completely
and go for glass bottles
2. Dairy cream packing should be in
cups with wider opening

Q8. State the preference of material while buying the following dairy products? Q10. Please provide some suggestions to improve the packaging of dairy products in India.

1. Dairy products should be packed hygenicaly into stiff plastic containers or bottles and expiry date
DAIRY PLASTIC TETRA GLASS TIN STIFF FOIL CARDBOARD TOTAL WEIGHTED
PRODUCT BAG PACK BOTTLES CONTAINER PLASTIC BOX AVERAGE should be mentioned clearly. Prices should be affordable so that common people can avail them
CONTAINER easily. Care should be taken, the plastic that we use to pack dairy products should be of good
Milk 4 6 2 0 4 0 0 16 2.63 quality.
Ghee 0 5 0 7 3 1 0 16 3.69 2. Nothing.
Cheese 0 2 0 3 4 3 2 14 4.86 3. There should be proper handling provisions so that it could be easily carried.
block 4. Avoid use of plastic packing.
Cheese 4 2 1 0 3 3 2 15 3.87 5. Should be aesthetically appealing. Promote Indias fondness of dairy products. Can use
slice environmental friendly material which also promote indianess, freshness and cost friendly.
Cheese 0 3 0 0 3 7 2 15 5.13 6. Dairy products are the most consumed and imporatnt products in day to day life. I suggest for
cubes more and more purest quality of it, so that there is a healthy lifestyle.
Butter 0 2 0 1 6 1 6 16 5.38 7. Packaging should support its content and be reusable if the product is long-lasting like cheese.
Curd/ 2 4 0 0 8 0 0 14 3.57 8. Plastic should not be use for first contact packaging, other packaging materail like foil should be
cream used.
9. Ghee should be in the conatiner with broad opening jar.
Other answers for curd/ cream section 10. Packing should keep the products fresh for a little longer period.
1. Home made 11. Products should be kept properly in dairy.
2. Clay pot

26 Packaging preferences for Dairy products in the Indian market Packaging preferences for Dairy products in the Indian market 27
6.1 KEY OBSERVATIONS FROM THE PILOT STUDY 7. PRIMARY SURVEY (appendix 11.3)

1. People in metropolitan cities buy dairy products from departmental stores only while other small Q1. With respect to dairy products, quality relates to,
cities still prefer local vendors/ dairies.
2. The 2 major factors affecting the purchase of packed dairy products are quality followed by
freshness.
3. Hygiene and proper storage were also some of the points consumers harped upon.
4. Consumers have become so used to the existing packaging that they are apprehensive about
changing it, even if they are facing problems.
5. Consumers are willing to change the materials of the following dairy products,
Ghee should be packed in Tetra packs
Cheese blocks should be packed in stiff plastic containers
Butter should be packed in stiff plastic containers
6. Although there are products like Amul Moti milk available in the market, which has higher shelf
life, people are unaware of it.
7. Avoiding use of plastic bags for packaging was one of the common feedbacks received from the
survey.

Other answers
1. Boh the above

Q2. With respect to dairy products, freshness relates to, (Choose any 2 answers)

Other answers
1. Creaminess or taste related to
childhood memory
2. Quality

28 Packaging preferences for Dairy products in the Indian market Packaging preferences for Dairy products in the Indian market 29
Q3. For butter packaging, which one would you prefer and why? Q4. For ghee packaging, which one would you prefer and why?

(a)

(b)
(a) (b)

(c) (c)

Reasons stated, Reasons stated,

1. Beacause its easy to use and doesnt get spoil. 1. No risk of leakage or spoilage
2. Have been satisfied since years. 2. Because if you are happy and satisfied nothing else needs a justification
3. More convenient 3. Recyclable
4. No use of plastic 4. Easy to use
5. Easy to use and keeps butter fresh 5. It can be transferred easily from such packings to the jar helping in reusing the same jars over and
6. It is fresh and good quality again
7. So that even if butter melts, it is packed inside the plastic wrapper 6. While making chapaatis again and again use of ghee is necessary so can is best option
8. Easy to handle 7. Because if the tin falls, there are chances that it will open and from the last container it will come
9. Convenience out and will leak
10. Simple and comfortable 8. Can keeps it safe
11. Easy to use 9. I make my own ghee
12. It looks convenient to use and the picture relate to being international 10. No to plastic containers
13. Because we can trust on Amul product 11. Airtight and strong
14. Easy to store for long 12. Easy to carry and use
15. Its convenient and quick to use 13. Convenient hygienic and reusable
16. It is good 14. Because in that packaging ghee should be more protected
17. Because it is way more convenient to use in a box 15. Sturdy. Goes for long and can be used later too
18. Known company and taste is also good 16. Less wastage and reusable pack
19. Easy to consume, creates no mess 17. It is safe
20. It keeps butter fresh for last long 18. Because it is easier to take out ghee from a tin type container
21. Easy to store and use immediately when needed 19. Taste is fine
22. Bio degradable 20. Suitable for longer period of time
21. It is better to keep liquid in can so that it does not spill and easy to take
22. Safe to store and no fear of contamination

30 Packaging preferences for Dairy products in the Indian market Packaging preferences for Dairy products in the Indian market 31
Q5. For cheese block packaging, which one would you prefer and why? Q6. Which of the following do you think are tetra packs? (Choose multiple answers)

(a)

(a)

(b)
(b)

(c) (c)

Reasons stated,
1. Easy to use Q7. According to you, which of the following materials comprises/ makes tetra pack? (Choose any 1)
2. Up to the mark
3. Hygienic and attractive packaging
4. Easy to eat and use
5. It keeps cheese fresh
6. Easily portable
7. Maybe because I can see the product clearly without even opening it
8. Looks reusable
9. Lightweight and easy to handle
10. Easy to reuse
11. For blocks its easier to take out for spread option
12. Because in that packaging product should more protect
13. I dont like any. None of them are storable once opened
14. Protective container and easy to store
15. It is nice
16. As it is better this way, easir to grate
17. Taste is good and goes well with fast foods
18. Keeps it fresh for longer duration of time
19. It is nice to keep cheese in a box
20. Easy to store

32 Packaging preferences for Dairy products in the Indian market Packaging preferences for Dairy products in the Indian market 33
Q8. If a company provides you safe/ long lasting package, but at a little high cost, would you still prefer 16. We can make some logo.
to buy it? 17. We can make it look more beautiful and patriotic by adding the tricolour of the Indian flag on the
packaging.
18. Make it taste just like its made at home.
19. Colour
20. Add few more designs, patterns similar to Indian handicrafts
21. You may make the packet design in traditional way.
22. Different shapes and sizes

7.1 KEY OBSERVATIONS FROM THE PRIMARY SURVEY

1. Quality for consumers is both fresh products from farm and packed products in departmental
stores.
2. Freshness = Taste + Odour
3. In the pilot survey, people suggested that the packaging of butter in India should be changed, but
when presented with 2 pictures of new packaging and 1 of the old one they still preferred the old
one. The brand name in India sells the most instead of great packaging.
4. For ghee, tin cans with larger opening were chosen due to its re-usable quality.
5. For cheese block, stiff plastic container was suggested as the best package for its self-storage
quality.
Q9. What features will you add to a dairy product packaging to make it look more Indian and regional? 6. Consumers have low knowledge about what a tetra pack actually is.
7. Consumers are ready to pay a little extra just so that they get good quality and safe packages in
1. One can add any sort of such packaging looks that it displays our tradition and culture.
Dairy products.
2. I think you can change the packing theme colours to look it indian and regional like yellow for
8. The dairy products tasting like home and packaging experimental with shape and material was
Rajasthan or adding pictures of famous places like Hawa Mahal, Golden deserts of Rajasthan etc
will also add up. high in demand.
3. I wouldlike to prefer less use of plastic
4. The packaging should be simple so that the contents can be easily transferred to the jars and the
packaging should not have those unnecessary expenditure so that the price remains low this is
what all Indians want best quality at low price.
5. Background should be Indian flag
6. Colours/ shape of packing
7. Quality
8. Well since dairy products are the most crucial and important product in our daily diet and also for
kids nutritional wise too. So I would always prefer purity and good packing over pricing. Plastic
thing is most avoidable.
9. Put some pictures of our tradition on packaging material
10. It should be colourful and logo should be more Indian.
11. Reusable packaging because Indians believe in recycle and if you can do away with plastics
12. We can use less polythene packaging
13. You can probably come up with a unique Indian motifs on the pack or Indian shape of the box like
matka, lottas etc.
14. Indian prints
15. More Indian ways of presentation like clay pots, handi etc.

34 Packaging preferences for Dairy products in the Indian market Packaging preferences for Dairy products in the Indian market 35
8. GAP IDENTIFICATION 9. FINAL SOLUTION

The gaps that I have identified during my research are,
1. People in metropolitan cities are facing the problems as only they buy from departmental stores.
2. Problem with the packaging material and form of ghee, butter and cheese block.
3. Lack of awareness of new technologies in dairy packaging material.
9.1 Materials that I propose to use in dairy products packaging include,
1. Paper and paper based products
Includes kraft paper, grease proof paper, vegetable parchment paper, glassine paper, wax coated
paper, plastic coated paper, paper boards, solid fibre boards, liner boards, box boards etc.

Advantages of the material

Weightless
Capability for printing on the surface
Low cost
Easy disposability

Disadvantages of the material

Low wet strength
Low tear strength

2. Tin
A thin sheet (0.025 mm thick) of mild steel coated on both sides with a layer of pure tin; an internally
lacquered can, which provides better resistance to corrosion.

Advantages of the material

Good strength
Excellent barrier properties

Disadvantages of the material

Heavy weight
Difficulty in disposal

3. Glass
Advantages of the material
Strength
Rigidity
Ability to have a barrier for water and gas
Inertness to chemical substances

Disadvantages of the material

Heavy weight
Fragility

36 Packaging preferences for Dairy products in the Indian market Packaging preferences for Dairy products in the Indian market 37
4. Aluminium foil 9.2 Forms/ shapes that I propose to use in dairy products packaging include,
Thickness of the foil will be 0.012 0.015 mm. To increase corrosion resistance, it may be lacquered
(coated with lacquer) or a thin film of plastic can be applied for packing dairy products. CHEESE BLOCK

Advantages of the material

Good barrier properties
Grease proof
Non-absorption
Shrink proof
Odourless
Tasteless
Hygienic
Non toxic
Opaque to light
Bright in appearance

Disadvantages of the material

Low tear strength
Susceptibility to strong acids and alkalis

5. Edible plastic
A new, clear, edible food covering, made of casein from cows milk mixed with citrus pectin from fruit,
blocks oxygen and slows spoilage more effectively than conventional plastic wrappings.
The team started by just using casein protein to form the plastic, but found it was too difficult to
handle and easily degraded by water.
Citrus pectin, a type of polysaccharide extracted from citrus fruits, was added to strengthen it. They
ended up with a plastic with smaller pores, so allowed less oxygen in than conventional plastics,
making it a more effective preserver.
After a few modifications, the plastic looked similar to regular plastic but was less stretchy, a better
oxygen blocker and completely edible.

Advantages of the material

Effective preserver; allows less oxygen
Edible
Biodegradable
Less stretchy
Generates less waste

Disadvantages of the material

Needs extra care while storing
Need to keep it away from water/ wet surfaces

1. Material - Tin and edible plastic (cheese block will be wrapped in edible plastic)
2. Size - 5 diameter; 5 height (with lid); 3 height (without lid)
3. Approximate bulk cost of one piece (without branding and the product) - Rs.15 - Rs.20
4. Features/ attributes -
4.1 Detachable grater
4.2 Storage for keeping the cheese block or grated cheese (below the grater)
4.3 Can be reused for other kitchen purposes

38 Packaging preferences for Dairy products in the Indian market Packaging preferences for Dairy products in the Indian market 39
BUTTER GHEE

1. Material - Tin and glass

2. Size - 3.5 upper diameter; 5 lower diameter; 6 height
3. Approximate bulk cost of one piece (without branding and the product) - Rs.25 - Rs.30
4. Features/ attributes -
1. Material - Tin 4.1 Microwavale container
2. Size - 1.5 diameter; 7 height 4.2 Easy to pour nozzle available
3. Approximate bulk cost of one piece (without branding and the product) - Rs.10 - Rs.15 4.3 Reusable
4. Features/ attributes -
4.1 Roll-On butter sticks
4.2 No need to buy the entire body again and again, can use refil butter sticks
4.3 Easy to use and less messy

40 Packaging preferences for Dairy products in the Indian market Packaging preferences for Dairy products in the Indian market 41
10. BIBLIOGRAPHY 11. APPENDIX

BOOKS 11.1 PILOT STUDY

1. DuPuis Steven and Silva John, Package Design Workbook, United States of America, Rockport
Publishers

E-BOOKS
2. Acharya S.S and Agrawal N.L, Agricultural Marketing in India, 4th edition, New Delhi, Oxford and
IBH Publishing Company Pvt. Ltd., 2004
3. NIIR Project Consultancy Services , Detailed project profiles on dairy and dairy products, 2012

E JOURNALS
4. Gorski Donna , Packaging dairy foods, January 1997
5. Richmond Mike , Packaging Innovation in Dairy, August 2007
6. Tom Egan, Sustainable packaging gives dairy processors an edge, September 2014
7. Dairy industries international, The on-shelf option, November 2015

WEBSITES
8. http://freepages.genealogy.rootsweb.ancestry.com/~ksdecoursey/cream/packaging. html
9. https://books.google.co.in/books?id=8tlEAgAAQBAJ&pg=PA32&lpg=PA32&dq=need
+and+importance+of+dairy+products+packaging&source=bl&ots=nEjT1q_t-
w&sig=oONMELR3as0unEVHhJuwJju71_4&hl=en&sa=X&ved=0CDMQ6AEwBmoVCh MIhabj-
PDzxwIVigSOCh0zggaM#v=onepage&q=need%20and%20importance%20of%20dairy %20
products%20packaging&f=false
10. http://www.dairyprocessingcaft.com/wp-content/uploads/2013/03/Advances-in- Packaging-of-
Dairy-and-Food-Products-2003.pdf
11. http://www.dairyforall.com/package.php
12. http://www.euromonitor.com/dairy-packaging-in-india/report
13. http://www.aavinmilk.com/dairyprofile.html
14. http://ecoursesonline.iasri.res.in/mod/page/view.php?id=147968
15. http://www.dairyfoods.com/articles/90596-packaging-innovation-trends-that-dairy-
16. processors-should-watch
17. http://indiamicrofinance.com/indian-dairy-industry-report-2014-pdf.html
18. http://www.indiadairy.com/ind_swot.html

42 Packaging preferences for Dairy products in the Indian market Packaging preferences for Dairy products in the Indian market 43
11.2 PILOT STUDY

11.3 PRIMARY RESEARCH

44 Packaging preferences for Dairy products in the Indian market