Speaking at the curtain raiser of Bharat Packaging Expo at the Indian Institute of Packaging (IIP), New Delhi, Sandip Kumar Ghosh, head – packaging development at HealthKart (Bright Lifecare), highlighted how packaging can act as a strategic growth enabler for direct-to-consumer (D2C) brands. Drawing on HealthKart’s growth journey, he discussed the role of consumer-centric innovation, trust-building, data-driven decision-making, and sustainability in scaling a modern consumer brand.

Ghosh reflected on the company’s remarkable growth during his eight-year association with HealthKart. “When I joined, the business was much smaller. Monthly sales were around INR 20 crore. Today, we are selling more than INR 200 crore every month,” he said, attributing the growth to continuous innovation and operational agility.

A key theme of his presentation was that packaging should not be viewed merely as a container. “Packaging is a growth enabler,” he said. “It creates the first impression and carries an emotional connection with the consumer.”

Ghosh emphasized the importance of convenience in packaging design and shared an example from HealthKart’s nutraceutical range. Earlier, the measuring scoop supplied with protein powders was placed inside the jar, often settling at the bottom during transportation. “Consumers had to search for the scoop, which created a messy experience,” he explained. To solve the issue, the company developed a “scoop-on-top” feature that keeps the scoop readily accessible when the pack is opened. “It created a significant difference from competitors and improved the consumer experience.”

For younger consumers, particularly those between 19 and 30 years of age, packaging must also be engaging and interactive. According to Ghosh, the unboxing experience plays a crucial role in creating brand affinity. HealthKart, for instance, includes branded stickers within some packs. “Consumers use them on laptops, watch bands or personal belongings. Such elements help strengthen brand recall and encourage repeat purchases,” he noted.

Trust, he said, is another critical pillar for any growing D2C brand. With multiple brands competing in the same category, packaging serves as an important tool for product authentication and consumer confidence. “The consumer should be able to verify whether the product is genuine,” he said. To achieve this, HealthKart uses holograms, variable data printing, security labels and other authentication features. “Trust helps create repeat buying and long-term consumer loyalty.”

Ghosh also stressed the importance of making decisions based on consumer insights rather than assumptions. He recalled a period when rising crude oil prices caused packaging costs to increase sharply, forcing the company to evaluate a shift from rigid jars to flexible pouches. Before making the transition, however, HealthKart conducted extensive market research.

“The feedback was eye-opening. Nearly 70% of consumers did not want the product to move to flexible packaging,” he revealed. Consumers expressed concerns about maintaining freshness during a 30- to 60-day consumption cycle. As a result, the company adopted a selective strategy, shifting only certain products to pouches while retaining rigid packaging for most of its core offerings. “One good decision can take a startup to the next level, but one bad decision can push it back by five or seven years,” he cautioned.

Another important factor in scaling a D2C business, according to Ghosh, is the support ecosystem provided by packaging suppliers and printers. Product launches often require short timelines, making digital printing an important enabler. “Digital printers play a very important role in helping us scale up the business,” he said. At the same time, once volumes increase, the company gradually transitions to conventional printing methods to optimize costs.

Addressing sustainability and consistency, Ghosh noted that maintaining a uniform brand appearance across different printing technologies and sales channels is a major challenge during rapid growth. “Whether a customer buys from Amazon, Flipkart or a retail store, the color, quality and overall experience should remain consistent,” he said. HealthKart also uses QR codes and digital engagement tools to communicate important information and maintain transparency with consumers.

During the interactive session, Ghosh was asked how the company managed rising packaging costs despite consumer resistance to pouch formats. He explained that HealthKart took a product-specific approach. Core products remained in rigid packaging, while some lower-risk categories were shifted where commercially viable. “A consumer buying a INR 6,000–7,000 premium product may not be significantly concerned about a INR 20–30 packaging difference,” he observed.