In June 2026, 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 also put a limelight on the remarkable growth he experienced 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. The main aim of Ghosh’s presentation was to highlight the importance of packaging for each industry and to make everyone realize that packaging is not limited merely to a container. “Packaging is a growth enabler,” he said. “It creates the first impression and carries an emotional connection with the consumer.”
He also emphasized the importance of convenience in packaging design by sharing 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 the consumer age group between 19 and 30 years of age, packaging plays a vital role and also aids in their purchasing decisions. Hence, the packaging should be interactive as well as attractive. According to Ghosh, the unboxing experience of a product for this age group has a major effect on such consumers. 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 is another major factor helpful to build loyal customers for a brand, said Mr Ghosh. The competition between multiple brands in the same category, packaging has a major role to attract consumers, along with reflecting the brand’s authenticity, and to maintain 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 emphasized 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.
According to Ghosh, another major factor helpful to propel the growth of a D2C business is the support ecosystem provided by the packaging suppliers and printers. “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.
Ghosh also addressed that maintaining consistency along with sustainability, to maintain a uniform brand with different printing technologies and sales challenges, is another major challenge for D2C brands. “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, Mr 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 an INR 6,000–7,000 premium product may not be significantly concerned about an INR 20–30 packaging difference,” he observed.
31 July 2026
30 July 2026
30 July 2026
30 July 2026