One of India’s largest manufacturers and exporters
of beverages - Rasna International wanted an absolutely alluring packaging for
its fruit powder concentrate. With this straight-forward brief, Rasna tasked
Uflex – a company with whom it has had an association for over two decades, to
come up with a unique packaging solution.
What Uflex in turn came up with is all set to take
the brand to the next level of customer delight. An all new spouted profile
stand-up pouch with side handle carrying Rasna Fruit Powder concentrate has pleasantly
stirred up the retail shelves not only in India but overseas as well.
Explaining about the metamorphosed packaging, Mr.
Arun Anand, Executive Vice President Marketing at Uflex Packaging said, “Fruit
powder concentrate is extremely hygroscopic. The powder has to be immaculately
protected from moisture. Rasna wanted something very unique, enunciating strong
customer pull at the point-of-sale (POS). We created a four tier profiled
packaging structure comprising Polyester/ Aluminium Foil / Polyester /
Polyethylene. While the foil imparts perfect barrier to water vapour and oxygen,
we have incorporated two layers of polyester in the structure to lend
sturdiness to the pouch carrying 750 grams of powder concentrate ensuring that
the side handle does not snap while holding the pack. In this hourglass shaped
profile pack, the handle has been provided with the help of a high precision
tool on our sophisticated pouch making machine. This handle is formed inline
and is pretty much a part of the overall torso of the pouch, making this
packaging quite unique.
The importance of aesthetics in FMCG remains
paramount; therefore intricate profiling of the pouch has been done by the
design engineers at Uflex. Rasna International banked upon our capabilities in
making the pouch shape much more enticing for the consumers at the POS. Rasna’s
stand-up spouted pouch with side handle and a bottom gusset is an 8 coloured
rotogravure printed job with the inks manufactured by our Chemicals Business.
High performance adhesives also manufactured at Uflex Chemicals ensure high
bond strength. The rotogravure cylinder has also been manufactured in-house. We
have a specialised, high calibre pouch making machine that is capable of
rendering various profile shapes to the packs ensuring uniform and fool-proof
seal-integrity to protect the fruit powder concentrate.
The Dispensing Spout has been fused with the
laminate using extremely high precision equipment under optimized temperature
and pressure coordinates to ensure that the fusion is fool proof. The spout
paves way for immense convenience to the consumers in pouring out just the
required quantity of fruit powder concentrate to make that perfect and
refreshing drink.”
Talking about the product that has hit the retail
shelves in unique packaging manufactured by Uflex, Piruz Khambatta, Chairman
and Managing Director, Rasna Private Limited said, “Millennials who now form
the most significant cohort of the global consumer demographics have grown up
drinking Rasna as their favourite refreshing drink. Our association with Uflex
is over two decades old and we are very glad that the packaging engineers at
the company worked closely with our merchandizers to create a unique packaging
for our Fruit Powder Concentrate with an eclectic combination of aesthetics and
pack functionalities upholding the ethos of Brand Rasna. The new packs look
terrific on the retail shelves. We cherish our relationship with Uflex and look
forward to exciting times ahead.”
Expressing delight about the transformational
packaging developed by the company for Rasna Fruit Powder Concentrate, Mr.
Ashok Chaturvedi, Chairman and Managing Director, Uflex Limited said,
“Packaging is the skin for a brand. Not only this skin represents the
characteristics of the product but also resonates with the underlying spirit of
the Brand. Being fully integrated flexible packaging materials and Solution
Company, my engineers across various verticals in perfect collaboration with
each other developed a functionally deft and visually striking packaging
solution celebrating the persona of brand Rasna.”
