NEW INSIGHTS INTO PACKAGING FOR EXPORTS

Prof. C. S. PURUSHOTHAMAN
MSc, DBM, DOM, Dip.Pkg(INDIA), Grad.I.I.Ind.Engg, Dip.Pkg(NETHERLANDS),
Dip.Ind Safety., M.Inst.Pkg(UK), MASQ(USA), AMIIRSM(UK), MISQ,MIQR, FIC, FCS, L.F.I.I.,
QMS Auditor(UK), Six Sigma Black Belt
RETIRED CHAIR PROFESSOR DIRECTOR - SIES SCHOOL OF PACKAGING
VISITING PROFESSOR & EXAMINER UNIVERSITIES OF MUMBAI & SNDT

BACKGROUND
In this lecture we are addressing the NEW INSGIGHTS INTO PACKAGING FOR EXPORTS. The key words are
Packaging, Export and New Insights. So let us understand the real concept of these words.

WHAT IS PACKAGING & EXPORTS

Packaging means a coordinated system of preperation of goods for shipment, distribution, storage and marketing at
optimum costs, compatible with the requirements of the product. Ensuring safe delivery of product to ultimate
consumer in sound condition at minimum overall costs. Packaging is the art, science nd technology of preparing
goods for market. Packaging should sell what it protects and protects what it sells. The selling can be within the
country or outside the country. Selling within the country is called DOMESTIC Market and selling outside country is
called EXPORTS. The needs for domestic and exports are not same as the scenario is different.

WHAT SHOULD PACKAGING DO

Packaging has several functions, but the core functions are Contain, Protect, Preserve, Identify, Educate, Dispense.

PACKAGING CLASSIFICATION
Consumer / Unit/ Primary Package Touches product and in hands of consumer
Secondary/Intermediate Package contains primary packs for retail distribution
Bulk Package - contains secondary packs for bulk distribution

FACTORS TO BE CONSIDERED
Configuration, Surface Design, Utility, Marketing, Protection and Economics.

TYPES OF MARKET
Domestic & Exports

PACKAGING & DISTRIBUTION

Goods are produced to be consumed. The major
portion of the price we pay to a product is for the
distribution. This portion is as high as 50% of the
price of the product. Distribution bridges the gap
between the manufacture and consumption.
Distribution activity comprises of STORAGE,
HANDLING AND TRANSPORTATION. These
activities by virtue have many dangers or hazards
in built in them. In order to take care of these
hazards, Packaging acts as a co-ordinated
system of preparing goods for safe, secure,
efficient and effective handling, transport,
distribution, storage, retailing, consumption and recovery, reuse or disposal combined with maximizing consumer
value, sales and hence profit. Above all, its fundamental function of containing, protecting, preserving,
identifying ,educating and dispensing the product, the functions of packaging are manifold and complex and
the definition here can be related to three main categories i.e. logistics, marketing and environment.

Logistical function Facilitate distribution

Marketing function
Protect both product and the environment
Provide information about conditions and locations
Graphic design, format
Legislative demands and marketing
Customer requirements/consumer convenience for end use as well as distribution

CONTACT Prof C S PURUSHOTHAMAN cspurush@gmail.com or 09820287264

Packaging may be classified as primary, secondary or tertiary, reflecting
the levels of packaging. These definitions should be used together with the
consideration of packaging as a system, with hierarchical levels. This approach
highlights the natural interaction between the different levels of packaging
and facilitates an understanding of their interdependence.

FUNCTIONS OF DISTRIBUTION
Reach product to consumer in factory fresh condition
Production & consumption are dependent on distribution
There is always a time lag between production and consumption

STAGES OF DISTRIBUTION
Inherently involves certain stages
Storage
Handling
Transportation
These are pillars of bridge of distribution. There is always a time lag during these stages

PROCESS OF DISTRIBUTION
Hazards exist during the various stages of distribution
Inherent by virtue of its process
Hazards exists during the time lag
Time lag itself is an hazard
PACKAGING & DISTRIBUTION
Packaging is a function which attempts to protect the product from hazards ofdistribution. Hence packaging
should be aware of the distribution mechanism to take care of the hazards

WHERE ARE THE HAZARDS

Handling
Transportation
Storage
Climatic
Environmental
HANDLING HAZARDS
Vertical Impact
Handling is not limited to the package itself. At the macro level, an entire shipping container may be handled by
crane. At the intermediate level, a package may be part of a pallet load. These pallets are usually handled by
automated or semi- automated equipment. Individual packages are most often handled by hand. Impact or
Shock is measured as G force, with 1 G representing the normal force of gravity. The greatest shock, in most
cases, occurs during individual package handling. This hazard of distribution can occur when packages are
dropped; strike (or are struck by) other packages or by sorting mechanisms; or shift and fall during transit. In
this environment, there are many shocks of relatively low severity (equivalent to drops from relatively low
heights), with typically only a few impacts equivalent to drops from 30 to 40 inches or higher.

TRANSPORTATION HAZARDS
Vibration
Vertical Impact
Compression
Horizontal Impact
Roll

Most vibration occurs during transport. Vibration may cause a package's contents to settle, which makes
them more vulnerable to shock and compression because of increased void space. Vibration may also cause
migration of some types of packing materials, such as expanded polystyrene. Such migration may leave the product
resting in the bottom of the box, relatively unprotected from shock. Potentially damaging vibration may occur during
transit by road, rail or air. The severity of motion is low compared to shock, but long exposure times (hours or
days) can cause abrasion and scuffing, loosening of closures and fasteners, fatigue and cumulative damage.
Distribution companies use a number of different transport modes, including trucks of various types, trailers
on flatbed railcars, aircraft and others. The modes can have unique vibration characteristics, and packaged
products can react differently to each. Long-haul vehicles are loaded to utilize essentially all of the interior
space. This means that package orientation within the load cannot be predetermined, and therefore, packages

CONTACT Prof C S PURUSHOTHAMAN cspurush@gmail.com or 09820287264

must be able to withstand vibration in any and all directions. Long and flat packages may not be fully supported
along their lengths or faces, potentially causing increased stresses.

STORAGE HAZARDS
Compression
Compression is the greatest hazard to box integrity, and void fill minimizes this risk. Research shows that
packers often use more void-fill material than necessary, just to be safe. Warehouse storage is generally considered
in distribution, but packages are stacked in the long-haul transport vehicles and the resultant compression forces
are dynamic (varying due to vibration) during transit. Dynamic compression can be several times the magnitude
of static compression.

CLIMATIC HAZARDS
Temperature (High & Low) & Cyclic Change of Temperature
Humidity (High & Low) & Cyclic Change of Humidity
Condensation
Salt
Rain

ENVIRONMRNTAL HAZARDS
Microbial
Infestation
Light (High Intensity sunlight)

TESTING & SIMULATION.

All the above hazards are simulated and tested for packages before commercialization.

IMPORTANT
ONLY GENERAL DATA CAN BE GIVEN IN NOTES AS THE
AUDIENCE HAVE DIFFERENT INTERESTS. HOWEVER, YOU WILL
GET MORE DETAILS ON SPECIFIC AREAS DURING QUESTION
SESSION OF THE LECTURE

CONTACT Prof C S PURUSHOTHAMAN cspurush@gmail.com or 09820287264

GOVERNMENT OF INDIA - PLACES WHERE EXPORT GUIDANCE CAN BE SOUGHT

MINISTRY OF COMMERCE AND INDUSTRY/ MINISTRY OF BUSINESS

Departments
Department of Commerce
Department of Industrial Policy & Promotion

Attached Offices
Directorate General of Foreign Trade (DGFT)
Directorate General of Supplies and Disposals (DGS&D)
Indian Patent Office

Statutory Bodies
Export Inspection Council (EIC)
Export Inspection Agency at Delhi, Mumbai, Kolkata, Kochi and Chennai

Autonomous Bodies]
Agricultural and Processed Food Products Export Development Authority (APEDA)
Federation of Indian Export Organisations (FIEO)
Indian Diamond Institute
Indian Institute of Foreign Trade (IIFT)
Indian Institute of Packaging (IIP)
Intellectual property Appellate Board (IPAB)
Indian Rubber Manufacturers Research Association (IRMRA)
Marine Products Export Development Authority (MPEDA)
National Institute of Design
National Numbering Organisation (EAN-India)

Boards
Coffee Board
Rubber Board
Spices Board
Tobacco Board
Tea Board
National bee board[2]

Commissions
Tariff Commission

Promotion Councils
Basic Chemicals, Pharmaceuticals and Cosmetics Export Promotion Council (CHEMEXCIL)
Cashew Export Promotion Council of India (CEPCI)
Chemical and Allied Products Export Promotion Council (CAPEXIL)
Council for Leather Exports
Engineering Export Promotion Council (EEPC)
The Gem and Jewellery Export Promotion Council (GJEPC)
National Manufacturing Competitiveness Council (NMCC)
Plastics Export Promotion Council (PLEXCONCIL)
Project Exports Promotion Council of India (PEPC)
Sports Goods Export Promotion Council (SGEPC)
National Council Of Educational Research And Training (NCERT)

Public Sector Undertakings

Export Credit Guarantee Corporation of India Limited (ECGC)
India Trade Promotion Organisation (ITPO)
Minerals and Metals Trading Corporation Limited (MMTC)
National Centre for Trade Information (NCTI)

Please chech Google for more details

CONTACT Prof C S PURUSHOTHAMAN cspurush@gmail.com or 09820287264

 SPEAKER ROFILE
Prof. C. S. Purushothaman is a Post Graduate Rank Holder in Chemistry from University of Bombay. Later he qualified
himself as an Industrial Engineer and Packaging Technologist from institute in India and abroad is also Qualified Lead
Auditor for Quality Management Systems and Six Sigma Black Belt. He completed his industrial training on Mechanization
of Packaging at Robert Bosch GMBH, Germany. He has studied Packaging Technology in 6 Institutions abroad like EMPA,
Switzerland, IvVTNO, Netherlands, PIRA, UK.
He is experience over 48 years covers over 46 years in the field of packaging. He was the Joint Director at the Indian
Institute of Packaging. He has been a member of Standards Drafting Committee on Packaging and Packaging Related
Products at the Bureau of Indian Standards he was associated with various International projects which include UNDP, CFTC-
SIDA & CFTC projects as Consultant. He has extensively toured around the globe for various projects and had visited more
than 28 countries including Iran, Iraq, Saudi Arabia, Ghana, Nigeria, Kenya, Germany, Sweden, Netherlands, Belgium, UK,
Korea, Philippines, China, Hong Kong, Thailand etc. for education, market survey, sourcing and as consultant.

He is an authority in the Packaging of Food Products and Shelf life Studies of these products in the package. He is a
Research Guide to M.Sc. (Food Science) studentsat the Mumbai & SNDT Universities. He has also worked in Multinational
like Colgate, Palmolive, Hindustan Unilever as a Senior Development Manager heading the Development and Quality
Control. He has rare ability of a Team Builder and as established successful teams in these companies. His Man-Management
ability is remarkable. He has been the member of the task force on various crucial projects of the companies on trouble
shooting and strategic issues in the field of Packaging and Quality Assurance. He has the unique ability to work in a team
and motivate, which is his worthy of mention. He was instrumental with developing packages, packaging system and testing
equipment and has patent to his credit. These patents are the ownership of the organization for which he worked, with, him
as the inventor.

He was trained in the MNCs subsidiaries in Philippines, Thailand, Hong Kong, and Korea. He was nominated for Advanced
Management Programmes by the MNC organisations. He was instrumental global sourcing of moulds and packaging
machinery and has played a role of Technical Expert in negotiations with companies in Singapore, Taiwan, Korea and China.
He was twice awarded the Colgate Chairmans Global You Can Make A Difference Award for his different innovations.
He has authored more than 60 papers and articles and he is associated with various educational institutions and forums as
a faculty and programme co-coordinator.He is a regular speaker at the Bombay Chamber of Commerce, College of Insurance
and NIBM etc on Packaging and Management subjects. He has been a Consultant to Asian Paints, Hindustan Lever, Lakme,
Cussons International Limited, Marico, Ahmed Mills, Castrol India, Parle Products etc. In this new assignment as the
consultant he has completed following assignment for the clients. (a)Exhibitions conducted for clients in Dubai, Delhi, Germany
and Bombay. (b) Market and packaging study for the client ion Aalsameer (Netherlands. (c) Technical meeting and
representation in Mariestead - Sweden, Manchester & London- UK , San Francisco and Chicago - USA, Singapore, Hong
Kong, China, Taiwan and Korea.

In the late nineties as per the request of one of his multinational client Castrol India Limited he become an entrepreneur and
set up the Crest Packaging Private Limited, in which he is the Founder Managing Director. This organization is Professional
Contract Packaging Unit. This company has two units with an investment of Rs. 3.6Crores with a monthly production of 3000
tons of Lubricating Oil.In addition is also a Director of Packaging Professional Group a Packaging Management Advisory
organisation and Nanda Enterprises manufacturing seamless plastic tubes for Cosmetic and stationery industry. All along
his passion for academics and research has made him closely associated with various institutions.
This passion for academics, has made him took up the position of Full Time Chair Professor Director of SIES School of
Packaging and Packaging Technology Centre wherein he has brought in modifications in the academic by bringing out the
industrial approach to the academics so that the students passing out are more useful and acceptable to the industries. His
objective in the institute is to setup the second line of defence with a group of qualified young professional and later work as
their mentor.He was the Programme Director & Chair for the AVERY DESNNISON FOUNDATION USA PROGRAMME atthe
SIES SCHOOL OF PACKAGING PACKAGING TECHNOLOGY CENTRE.

He is a Visiting Professor Examiner at the Universities of Mumbai, SNDT and Government of Kerala for MSc Nutraceuticals,
MSc BioAnalytical, MSc (Food Science & Nutrition), MSc (Food Processing & Preservation). He is a member of the team for
forming the course, Examiner and Moderator at the University of Mumbai. He is a member of American Society for Quality,

CONTACT Prof C S PURUSHOTHAMAN cspurush@gmail.com or 09820287264

Institute of Packaging, International institute of Risk and Safety Management, UK, National Safety Council- India, Fellow of
the Chemical Society of India, Fellow of Institute of Chemist India, and Licentiate of the Federation of Insurance Institute.
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CONTACT Prof C S PURUSHOTHAMAN cspurush@gmail.com or 09820287264