Shark Tank Rejected This Brand Over Packaging | Business Masterclass with Shekhar Amberkar

What really makes a product successful — the product itself or the packaging around it?In this insightful episode of Expert Talk with Bhavya Desai, we deep-dive into the world of packaging with Shekhar M. Amberkar, Deputy Director & Head - International Packaging Center at Indian Institute of PackagingFrom how Indian packaging standards work, to why some brands win purely because of great packaging, Shekhar breaks down the science, strategy, and business behind what we see on shelves every day. We also discuss patents vs trademarks, sustainable materials, quick commerce challenges, and even react to real-world examples like BIRA and FoodPharmer.If you’re a brand owner, marketer, entrepreneur, designer, or just curious about how packaging influences buying behaviour, this episode is packed with value.

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Timestamp:

00:00 - What's coming up?

01:15 - Bhavya x Shekhar begins

02:10 - What does IIP do?

05:20 - IIP certifies every Indian product package

09:00 - BIRA collapse

10:20 - What is Successful Packaging?

13:40 - Consumers change preference due to packaging

15:00 - Successful product packages

17:00 - Shark Tank doesn't care about packaging

19:30 - Successful packaging vs successful product

22:00 - Reacting to FoodPharmer’s Protein Powder

31:00 - Can everyone replicate FoodPharmer’s packaging?

33:00 - Patent vs trademark in packaging

35:00 - Patenting a package for Bengali sweets

39:00 - Is Patenting hard?

41:30 - Oxygen barrier in food

43:00 - Things to keep in mind while designing packaging

47:00 - Recyclable & Sustainable packaging

50:00 - Quick commerce packaging

53:20 - Cost of packaging

54:40 - Materials in sustainable packaging

59:00 - Colgate’s Packaging materials

01:02:10 - Compliances & Regulations

01:04:20 - FSSAI and other bodies

01:06:30 - Where brands fail

01:08:00 - Smart packaging

01:12:20 - Norms being flouted

01:16:00 - Innovation in Pharma

01:23:20 - Final words

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▶ About Expert Talk with Bhavya Desai - "Expert Talk with Bhavya Desai" is a podcast channel where curiosity meets expertise! and our host Bhavya Desai, a curious and enthusiastic podcaster, talks to different experts and brings out the best in his guests, ensuring that every episode is packed with valuable takeaways. This show aims to connect people who love learning with professionals who have a lot of knowledge and experience.