Tetra Pak has introduced its first-ever locally manufactured holographic packaging material in India. The packaging, called Tetra Pak Reflect, has been launched in partnership with Warana, a leading co-operative dairy, for their 1-liter ghee (clarified butter) packs. The artistic package is designed to help food and beverage brands add a new eye-catching dimension to their packs. For the first time, the holographic packaging material will be produced at Tetra Pak’s manufacturing site in Chakan, Maharashtra.
Warana is among the leading dairy cooperatives in Maharashtra and also exports its products to gulf countries like Kuwait, Saudi Arabia and Sarah, African countries, Bangladesh and China. In India, the company offers milk, lassi and buttermilk in Tetra Pak cartons. This is the first time, they have introduced ghee in Tetra Pak cartons. The Warana ghee in Tetra Pak cartons will first be available in Maharashtra, with a major focus on Mumbai, Marathwada and Vidarbh. The 1-liter pack is priced at INR 570 and is available across traditional and modern retail outlets.
Ghee is a traditional food in India, linked with purity and richness and in recent years, this product has gained immense prominence. Adulteration of food items, especially edible oil and ghee, is a big challenge in India, and increasing demand for ghee is leading to malpractices like counterfeiting, leading to quality concerns.
“Warana Ghee is made from the best quality milk, with very good aroma and flavor. The Tetra Pak carton package protects the goodness of the ghee and is also tamper-evident, which helps minimize chances of adulteration and counterfeit. The holographic effect makes it stand out on the shelf, making Tetra Pak Reflect the perfect fit for our Ghee range. What’s more, these packs are paper-based and environmentally sound, which is an important priority for us,” says Mohan Yedurkar, managing director, Warana Dairy.
Praneeth Tripurari, marketing director, Tetra Pak South Asia, says, “Ghee is an intrinsic part of the Indian kitchen, and we are pleased to partner with Warana Dairy in bringing safe, authentic, high-quality ghee to the discerning Indian consumers, using our state of the art packaging and processing technology. We are especially proud that the Tetra Pak Reflect packaging material is now being made in India, at Chakan, making it a truly local for the local offering.”
