In an exclusive interaction with The Packman magazine, Sanjay Gupta, senior vice president – corporate procurement and packaging development at DS Group, discusses how the company is reimagining its packaging strategies to meet the fast-paced demands of quick commerce. Gupta highlights DS Group’s shift toward agile, tamper-proof, and recyclable packaging formats across brands like Pulse, Catch, Pass Pass, and LuvIt, aligning speed and sustainability with regulatory compliance and operational efficiency.

Manash Das: How is DS Group aligning its packaging strategies to cater to the growing trend of quick commerce?

Sanjay Gupta: At DS Group the packaging team has observed that quick commerce is reshaping FMCG delivery dynamics, with over 75% of Gen Z and millennials now expecting orders within 30 minutes (BCG, 2024). To keep pace, DS Group has re-engineered its packaging across key brands to meet the demands of speed, safety, and shelf-readiness. Its packaging lab has developed compact, tamper-evident formats for Pass Pass sachets, Pulse sticks, and Catch pouches. Pulse now uses fin-sealed laminates with tear-notches to ensure product integrity during high-speed transit, while Catch Sprinklers leverage lightweight PET bottles with reinforced necks for durability and handling ease. LuvIt bite packs use heat-resistant flow-wraps ideal for temperature variations in last-mile delivery. These innovations not only enhance pick-and-pack efficiency but also reduce transportation costs, material waste, and support compliance with EPR and recyclability norms – aligning packaging agility with sustainability and operational performance.

Manash Das: What key challenges do you see in packaging for quick commerce, and how is DS Group addressing them?

Sanjay Gupta: Quick commerce puts unique stress on packaging – speed, dense stacking, and frequent handling create higher risk of damage and demand rapid identification. Packaging must be compact, durable, and compatible with automated sorting systems. DS Group has engineered formats across brands to meet these demands. Pulse and Pass Pass single-serve packs are transit-tested and optimized for dark-store operations. Catch Sprinklers are fitted with tamper-evident shrink bands for safety in last-mile delivery, and LuvIt bars now use dual-layer foils with rigid sleeves for added protection. DS Group simulates rider delivery conditions and benchmark against McKinsey’s Q-commerce standards to validate performance. These upgrades also contribute to lower transportation costs and better compliance with EPR and recyclability regulations — balancing resilience with sustainability.

Manash Das: How do you see the role of EPR influencing your packaging strategies?

Sanjay Gupta: DS Group sees Extended Producer Responsibility (EPR) as evolving from a regulatory requirement into a strategic driver for packaging innovation. It’s no longer just about post-consumer recovery – it is influencing material choice and design decisions right at the concept stage. DS Group’s packaging division has moved towards mono-material pouches for Pass Pass, integrated 50% recycled PET in Pulse jars, and adopted single-polymer formats for Catch Sprinklers. LuvIt is piloting paper-based wrappers to reduce plastic dependence. These choices simplify recyclability, reduce EPR fees, and align with Deloitte’s circular packaging benchmarks. To ensure traceability, the team tracks SKU-level footprints through digital dashboards. Ultimately, this approach not only supports compliance but also improves material efficiency and transportation economics – aligning sustainability with business performance.

Manash Das: What major trends do you foresee shaping the future of packaging in the FMCG sector?

Sanjay Gupta: FMCG packaging is undergoing a shift driven by sustainability, customization, and digital integration. DS Group has noted five dominant trends take shape – mono-materials, personalization, digital codes, light-weighting, and circularity. The organization is integrating these into packaging formats across brands. LuvIt gift packs now feature personalized sleeves with QR-linked content, Catch is adopting bag-in-box mono cartons, and Rajnigandha and Pass Pass use digitally printed festive wraps for hyper-seasonal appeal. The packaging lab’s work also extends beyond DS Group – as visiting faculty to leading IITs, we help bridge academic research with industry implementation. These innovations aren’t just about aesthetics or compliance – they help improve recyclability, reduce logistics costs, and build consumer engagement in a cluttered market.

Manash Das: What are your thoughts on the evolving packaging regulations in India and globally?

Sanjay Gupta: Packaging regulations, both in India and globally, are moving rapidly toward stricter mandates on recyclability, recycled content, and end-to-end traceability. India’s evolving PWM Rules and EPR frameworks increasingly reflect global movements like the EU’s PPWR and US state-level reforms. DS Group takes a forward-looking approach. Pass Pass zipper pouches now use recyclable PET, Catch’s bag-in-box mono cartons use FSC-certified recycled boards, and Catch Sprinklers are being redesigned for global recyclability norms. Beyond compliance, we actively engage with regulatory bodies and packaging institutions to help shape practical, scalable solutions for the industry. The intent is clear: create packaging that meets tomorrow’s regulations today, without compromising consumer experience or operational viability.

Manash Das: How are DS Group’s packaging solutions evolving to ensure product protection while maintaining lightweight and compact formats for faster deliveries?

Sanjay Gupta: DS Group believes that packaging must do more with less in today’s hyperlocal delivery landscape. It has to protect, perform, and move fast. Hence, the organization has engineered formats to meet these demands without compromising product integrity. Pulse laminate films now use high-barrier recycled structures that are 12% lighter, while LuvIt trays are designed to prevent chocolate breakage without extra fillers. Catch Sprinklers have shifted to linerless seals for tighter closure, and Rajnigandha exports now use micro-flute cartons that reduce air gaps while maintaining structural strength. Every format undergoes drop, compression, and thermal testing to validate durability in real delivery conditions. The outcome is packaging that’s lighter, leaner, and logistics-ready – designed for speed without sacrificing quality.

Manash Das: What sustainable packaging initiatives has DS Group undertaken to reduce its environmental footprint?

Sanjay Gupta: At DS Group, sustainable packaging is rooted in using environmentally responsible materials and processes that reduce our overall footprint. The organization follows a structured 5R model – Rethink, Reduce, Replace, Recycle, Recover. These are to guide packaging design across categories. Catch’s bag-in-box mono cartons reduce plastic use by 28%; Pulse PET jars now contain 50% recycled content; Pass Pass wraps feature bio-based films; and LuvIt is piloting compostable wrappers. Each design undergoes lifecycle assessments through our Packaging Lab to ensure measurable impact. These initiatives help us drive down material usage, simplify recycling, and align with evolving compliance frameworks such as EPR and recyclability mandates.