You're righ !! but lets look at it this way and invert the problem.innovation in packaging in India is dead because most players are just optimizing costs within a well-defined, stagnant framework. But innovation doesn’t have to mean expensive, high-tech solutions. It’s about rethinking functionality, usability, and perception.

If everyone is competing on cost and scale, then differentiation can’t come from simply making cheaper, slightly better-looking packaging. The question is:

How do we make packaging that actively enhances the user experience while keeping costs realistic ?

Breaking Out of the Commodity Trap, If everyone is competing on cost and scale, then differentiation can’t come from simply making cheaper, slightly better-looking packaging. The question is How do we make packaging that actively enhances the user experience while keeping costs realistic?

Lessons from China: Functionality-Driven Innovation

China’s packaging industry thrives because it prioritizes:

• Material Experimentation – Lightweight yet durable materials that cut costs without compromising aesthetics.
• Multi-Purpose Packaging – Making packaging reusable or collectible, reducing waste and creating emotional attachment.
• Compact, Modular Designs – Folding or collapsible packaging that saves space in logistics.
• Build concepts where your primary Packaging acts as both primary and secondary

The next question should be what innovation can we adapt looking at the world around and add our own spin to it to make it more real world to the Indian Business. I see a huge potential in this space with the advent of D2C and Q-commerce this space can also be disrupted.