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Benefits of Smart Packaging for Indian Manufacturers

Enhances product safety and freshness: Smart packaging helps to keep products safe and fresh by controlling temperature and humidity levels, as well as providing tamper-evident seals and other forms of protection against contamination. This enables manufacturers to maintain the quality of their products, even when they are in transit or on store shelves.
Enhanced customer experience: Enhances customer experience: Smart packaging enables Indian manufacturers to provide customers with high-quality products that are easy to use and that come with useful features, such as interactive labels, QR codes, and digital tracking. This enhances the customer experience by providing them with more information about the product and a better overall experience with the product.
Increases efficiency and reduces costs: Smart packaging allows manufacturers to track their products in real-time, from production to delivery, using sensors and other IoT (Internet of Things) devices. This enables them to monitor temperature, humidity, and location, ensuring product delivery in optimal conditions. This reduces the risk of spoilage or damage. This can lead to significant cost savings for manufacturers.
Helps in counterfeit prevention:  Smart packaging includes features such as barcodes, RFID tags, and holograms which provide unique identifiers that enable manufacturers to track products throughout their entire supply chain. Ultimately, this protects the reputation of the manufacturer by preventing counterfeit products from entering the market.
Enables sustainability and eco-friendliness:   Smart packaging solutions can help Indian manufacturers reduce their carbon footprint by using recycled materials in their packaging. This not only reduces waste but also boosts the company’s sustainability efforts.

By embracing smart packaging, Indian manufacturers can differentiate their products, improve their brand image, and gain a competitive edge in the marketplace.

How technology has been a game changer for candy and confectionery segment across India

There is a lot of scope for the confectionary sector in India and with new technology being introduced, it is expected to take it’s revenue generation to new heights.

Customer expectations are changing at a rapid rate, with personalization and customisation being in demand. To keep up with the same, technology has been playing a key role in the industry. Starting from your manufacturing equipment to keeping a check at the customer requirements or predicting what he/she might need in the future.

With increase in demand, majority of manufacturers are opting for automatic machines to ease out the entire process, resulting in an increase in the speed of production, safety and cost effectiveness. Producing and manufacturing candies is quite hard and especially when there are a number of customisations requirements raised by the customer.

Apart from the technology used to manufacture the candies, the retail segment is also relying heavily on it for marketing, especially after the pandemic. Digital marketing has become prevalent, using a combination of Search Engine Optimisation, Search Engine Marketing, Instagram and Facebook adverts, content marketing, email/ WhatsApp marketing and a lot more. With such assistance, the retailers have got huge amount of data which can be converted in actionable insights for better decision making.

Technology has transformed marketing by making campaigns more personalised for people and creating ecosystems that are more targeted for the marketeers. With the rise in the number of people using internet/ social media platforms for product recommendations, analytical platforms like google analytics, Google tag manager have made the data collection of the consumer behaviour much more organised and easier.
 
Having said that, traditional marketing hasn’t been let go off completely, but digital marketing and technology in marketing has altered everything. With artificial intelligence, the retailers can understand which product excites the consumer more and which other products do they tend to add to cart. It has become essential to recognise the consumer personas and have a firm hold on who the brand’s target audience is.
 
The time spent by the consumer on the internet and it’s gadgets, is directly proportional to how much the brands are relying on the new marketing technologies.
 
One of the biggest challenges the brands are facing is the connection that needs to be made with the consumer through all the devices in real time and create campaigns that work across all marketing segments. Paying more head to the technical part will make the creative side of the marketing fall off. The perfect balance needs to be maintained. Creative marketing helps you understand the consumers emotions, motivations which is then used to create campaigns. In the confectionary segment, this part is very important. To increase the return customer percentage, one has to make an everlasting impact on the consumer and use the technology to further utilise the opportunity.
 
The reaction between the marketer for and the data specialist for the brands needs to be top notch. If you get your forecasting right and loose on the creative side or vice-versa then there are a lot of chances that you will lose out on the revenue.
 
After Meta’s announcement about the Metaverse, brands have got more to play with. Many brands are already making forays into the virtual space. Following the trend of shopping from home, virtual meets, it will be most significant technology development, which will allow brands to engage and aware their consumers with various strategies. Nowadays Brands are focusing on experiential marketing and Meta is giving an amazing opportunity to do exactly that.
 
In another couple of years, we will be seeing a rise in the inclination towards metaverse and the brands will be working on combining the virtual world and the real world. One of the ways in which the confectionery segment can do this is if for example, a customer walks into a store in the virtual world and buys candies/sweets, they can be delivered to him/her in a physical world. To increase engagement further in the virtual world, brands are making video games, to make the customer live the world one wants to offer.