First impression is the last impression. Packaging plays a very important role in creating that impression for any product. But when it comes to pharmaceuticals, it has to go beyond looks. Sushmi Dey talks about pharma packaging and its myriad roles

Presentation and looks are crucial when it comes to selling because it creates a feel good factor in the product which convinces the buyer or the consumer to choose that particular product over others on the shelf. The thumb rule is applicable to pharmaceuticals as much as to any other product because packaging of drugs needs to convey that feel good factor to a patient who needs that drug to be cured. However, packaging of drugs is not only about the feel good factor. The packaging of drugs is also used to disseminate important information regarding the drug like its contents or chemical formula, usage, storage, dosage, precautions related to the drug usage, dates of manufacturing and expiry, batch number etc. Besides, packaging of drugs also needs to satisfy consumer expectations. With many Indian pharmacos taking up the FMCG model, the Indian pharma packaging market has also lately undergone a revamp.

According to a report published by the Freedonia Group in July last year, world pharma packaging demand for primary packaging containers is forecast to rise 6.5 percent annually. The market is estimated to reach over $32 billion in 2016. It is also expected that the US, Australia and Europe will absorb the majority of this market because of the presence of the most advanced drug producing sectors. According to Gauri Chaudhari, Brand Consultant, FCB-Ulka Healthcare, American and Australian pharma packaging trends are some of the best in the global market.

Indian pharmacos have also recognized the need of business and consumers lately. "Indian pharmacos are largely responsible and now understand the need of the market. Especially, with pharmacos adopting FMCG model, packaging of medicines is no more a neglected story," says Chaudhari. As drug producing sectors upgrade and diversify, packaging market is also witnessing a rapid growth. The Indian pharma packaging market is now also being targeted by many foreign multinational players of the sector. Many such players have entered the Indian market lately and putting in place plans to tap the Indian pharma packaging segment.

One such recent development is seen in case of a Swedish paper manufacturer Billerud. Recent reports suggest that the $ 1.2 billion company is planning to double exports of soft pulp and medical packaging material to India over the next five years. The company currently supplies about 500 tons of paper packaging for medical devices. According to reports, the estimated requirement for paper packaging in the medical segment is growing at about six percent and is close to 2,000 tons per annum.

In another such development last month, renowned German company, Bosch opened its first packaging division in Goa. While the company announced that its new facility will produce and assemble packaging technology equipment for requirements such as candy wrapping, solid food and biscuit packaging, it will also produce and assemble packaging equipments for pharma products, such as vials, ampoules and syringes.

Faced with competition from MNC players, Indian pharma packaging industry seems to have pulled up its socks and come out with its own kitty of packaging solutions.

The main characteristic of these solutions is that they are consumer friendly, informative, safe and at the same time attractive and make the consumer feel good. Experts believe that the fast growth of the pharma packaging industry in India is to be attributed largely to the increasing availability of better quality technology and new packaging machines in the country.