At the recent Elite Plus Conference in Mumbai, The Packman spoke with Rajendra Shelar, sales director, South Asia at Michelman, who shared insights on the company’s sustainability-driven innovations, the evolving Indian packaging market, and the role of coatings in meeting global performance standards.
Discussing Michelman’s current focus, Shelar emphasized that sustainability and circularity remain central to the company’s innovation efforts. “Globally, everyone is talking about sustainability and circular economy products. Michelman is also not new to it – we are developing products that are compostable and recyclable,” he said. While both of these end-of-life options are being transitioned to in Europe and the United States, Shelar noted that in Asia, despite widespread discussion, regulations have yet to drive large-scale adoption. “As soon as the regulations are in place, I think everybody will go and launch products which are recyclable or compostable.”
India’s packaging industry – global alignment with local challenges
According to Shelar, the Indian packaging industry has made considerable progress in aligning with international requirements. “The Indian industry is at par with global customers and their expectations,” he observed. However, he cautioned that domestic market dynamics remain heavily cost-driven. “For local requirements, cost continues to take precedence. A shift in mindset is needed so that locally supplied products can meet the same standards as those produced for export to Europe or the US.”
Advancing water-based coatings and emulsions
Michelman continues to focus heavily on coatings and heat seals for packaging. “We basically develop different types of water-based emulsions. These are not standard emulsions, but functional emulsions that provide barrier properties like moisture vapor transmission, water resistance, or oxygen barrier,” Shelar explained. Such coatings, he said, are key to improving both flexible and rigid packaging performance.
However, adopting water-based solutions presents infrastructure challenges. “Indian packaging manufacturers, including film producers and converters, should look at installing coating machines that provide better coating and drying performance. The coatings are designed to deliver certain performance levels, but without proper machinery, it becomes difficult,” Shelar pointed out, adding that the industry has yet to fully invest in the right equipment.
Trends in flexible packaging
Shelar highlighted that Indian flexible packaging producers are increasingly attuned to global quality standards, especially those catering to export markets. “Large companies producing films are meeting international requirements. They know what the customer needs, and accordingly they are improving their qualities, modifying formulations, and reinventing themselves. I would say we are now at that packaging performance level which aligns with global standards.”
Networking at Elite Plus
Reflecting on the conference, Shelar described Elite Plus as an important platform. “It’s a big show. This year’s edition attracted more than 2,200 participants. It provides an excellent opportunity to engage with customers, competitors, and industry peers. Such events help us stay informed about new developments and trends, which we can then share with our technical teams to inspire new innovations.”
