In September 2026, FMCG primarily considers packaging as the first point of interaction; hence, brands these days are working harder to make it a point to be noticed. On quick-commerce platforms, the role of packaging lasts only until the consumer scrolls down to have a look at the next product in the line. While on social media, the same product packaging can be spotted in a reel or in the form of a product haul video. Apart from the name of the brand and product usage, the main goal of packaging also involves mentioning the product ingredients, differentiating the product, and fitting into the brand’s larger visual identity.
The FMCG categories are now becoming more crowded due to rapidly emerging brands. Hence, traditional brands are taking packaging inspiration from the new skincare, beauty, and fashion brands. For example, body washes are now moving beyond the fragrance point of view for attraction and are mainly focusing on ingredients and specific skin concerns. The newer brands are also challenging the visual conventions of categories long dominated by established players.
OPEN Strategy & Design is a branding and design consultancy that works across brand strategy, identity, and packaging. Its recent work includes packaging and branding projects for brands such as ITC’s Vivel, Savlon, and Indian snacking brand Bikaji, while its portfolio also includes work such as the Schweppes Zero, Black Poetry sparkling coffee, and Aditya Birla’s beauty brand Lovetc, among others. Mr. Sinha also states that the changing media and retail environment has fundamentally altered the current role of packaging, especially for the younger brands that may not have the traditional media muscle of large FMCG players.
The media landscape has a major role to play in the packaging industry. In the current era, the responsibilities of packaging have surely risen to build brand perspective. Brands today are mainly focusing on investing funds in digital and many other categories for selling online, especially with quick commerce taking off. He also mentions, “Quick commerce creates an interesting challenge because of the way brands are presented. Packaging is often reduced to a thumbnail, while consumers are searching for a product and choosing from whatever appears.”
Hence, such situations make the competition tense for the younger brands. They don’t necessarily have the opportunity to establish themselves through TV, OOH, or print. They are largely building on digital, whether through e-commerce platforms or Meta and Google, where a lot of spending has become performance-led. Such brands cannot completely rely on retail. The moment they stop spending on digital advertising, their visibility shrinks. Hence, packaging today is no longer just about aesthetics or design. It becomes a business and a brand-building tool as well.
Mokobara in the luggage category was dominated by the established players of the industry, but newer brands managed to create a different kind of excitement around the product and its experience. A similar shift is observed in jewelry and other categories. Social media adds to this experience as well. Mr. Sinha also says that there is almost an invisible camera around us all the time, and consumers are increasingly showing what they buy. Especially in beauty and skincare, the pack itself has to be something they are willing to put in front of the camera. Sinha also says, “You won't share an advertisement in the same way you might share a product you have bought and genuinely like. The consumer can effectively become media for the brand, but the brand has to give them something worth showing.”
Indian coffee and alcohol brands mention that Indian packaging doesn’t mean that one has to be traditional. Subko and Third Wave in coffee, and Indian whisky and spirits brands such as Indri and Rampur, Cherrapunji, have embraced Indianness while creating contemporary identities. They are helping redefine what these categories can look like as they evolve. It is part of the larger shift as digital has democratized distribution and media, and for some categories, even the backend product isn’t necessarily a major differentiator because brands can source from similar places.
Earlier, brands would often benchmark themselves against other large, established companies. Today, they are increasingly looking at newer players creating more differentiated work.
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