What is Essel Propack’s strategy for the Indian markets?
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Roy Joseph
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Essel Propack (EP) first introduced laminated tube technology in India 30 years ago and continues to be the market leader for the last three decades. In the last decade, we have expanded our offerings beyond the oral care segment and have bought new packaging solutions in the beauty care, pharmaceutical, food and industrial categories.
In the beauty care and pharma space, we have launched customised solutions in the last two years with innovative products like Egnite, Fusion, Click-Tube and Elite
These solutions are in line with Essel Propack’s overall strategies which are focussed on ‘Elevating Brands and Improving Performance’, which we strongly believe will add immense value to the brand owners and product consumers.
Could you substantiate on your focus ‘Elevating Brands and Improve Performance’ and how it will help your customers?
We are observing a trend in the industry where tubes are becoming the point of sale packaging replacing cartons. We see this trend gaining more traction with the growth in modern trade in India and continued focus on sustainability. We believe that in this transition we as tube suppliers could contribute in improving the brand perception through design and printing of innovative graphics, surface finish and brand protection solutions, which will help deliver products with superior consumer appeal.
On the ‘Improving Performance’ Part, Essel Propack with its strong knowledge on material science , polymers, molecules is in a position to design, develop and supply customised laminate structures for tubes that will retain the product efficacies and increase product shelf life.
How does pharma tubes fall within the overall market driven strategy?
For pharma products of semisolid formulations like ointments, creams and gels, tubes are the best packaging formats that could be used. However, like the oral care industry three decades ago, 75 per cent of pharma tubes are in aluminium and only 25 per cent are in laminated tubes. The four important needs that the industry would be looking towards to make this shift are: continuity of supply with shorter lead times; hygiene and good manufacturing practises, comparative prices and product stability.
EP in its pharma offerings have tried to meet these expectations including co- developing special small tube machines, building clean room tube facilities and investing in R&D to develop new material, laminates that give stability and costs advantage.
We have specialised offerings both for the OTC drugs as well as prescription drugs and our global footprint and knowledge in supplying to stringent regulated markets of the west are helping us to develop these capabilities faster in India .
Due to new patent procedures, the Indian pharma industry are investing more on research and development (innovation). The industry demands New Drug Delivery Systems (NDDS) and packaging technology for better protection of their formulations (stability) and product differentiation from competition. Essel is the perfect solution provider for such customised developments and innovations with the strength of having a global R&D centre located in the outskirts of Mumbai.
Is there any particular part of the pharma industry where you see a better advantage in using the lamitube technology?
Yes, the sterile tube packaging for ophthalmic ointment and gels where EP gives tamper evident long nozzle tubes. It can be GAMMA processed for sterile formulation packaging.
Does EP’s global presence helps in growing lamitubes business and faster adaptation in India?
EP is associated with leading pharma companies globally and has experience in doing large scale projects for development of customised packaging, complying with the regulatory norms. EP’s global harmonised manufacturing practises and standard Fitness for Use (FFU) gives benefits to global customers by offering same packaging solutions in different geographies as per their request. Essel develops laminates as per product/ formulation properties to ensure its stability and efficacy throughout shelf life. Essel Propack gives documentation and filing support to customers while registering their products in regulated markets like USDMF.
What leverage EP has over other suppliers of tubes in India?
Global presence, CGMP and HMP, USDMF registered plants in India. Class D clean room facility state-of-the-art R&D facility, extractable leachable study capabilities , end to end manufacturing (no outsourcing of componentry), Use of FDA Grade Polymers , patented anti-counterfeiting solution for brand protection are some of the features that EP offers compared to other players in the tube industry. Apart from the same, it also offers tubes from four tube factories in India for an efficient supply chain.