ROLE OF INDIAN INSTITUTE OF PACKAGING IN EXPORT PACKAGING The packaging standards of Indian products should match the standards

required by the sophisticated markets and effectively compete with the packaged products coming from the developed countries. It is also very important that the materials and devices used in packaging of the products should be such that they ensure safe transit of the export goods. Taking into consideration the present limitations in the packaging standard for eye-appeal and the standards of packing for safe transit, the Government of India, in collaboration wirh the industry, set up the Indian Institute of packaging (IIP) in 1966. The Indian Institute of Packaging (IIP) was set up as a national Institute jointly by the Ministry of Commerce, Government of India and the Indian packaging industry and allied interests in 1966 with the headquarters and principal laboratories in Mumbai. The institutes endeavour is to improve the standards of packaging needed for promotion of exports, conservation of resources, preventiom of losses and damages to the products distributed in the domestic and export markets and help create infrastructural facilities for achieving overall packaging improvement in India through R & D, problem-solving, training and education, testing, information dissemination and other promotional efforts. The main aims or objectives of the Institute are : (1) (2) (3) (4) (5) (6) (7) To undertake research on raw materials for the packaging industry. To keep India in step with international development in the field of packaging. To organise training programmes on packaging technology. To stimulate consciousness of the need for good packing. To organise consultancy services for the industry. To provide testing facilities for quality control in packaging. To organise seminars, conferences, workshops in respect of new development in the field. The India Institute of Packaging (IIP) which is the premier organisation in the field of packaging, has done considerable work in developing appropriate packaging for several traditional and non-traditional exports from India. Functions of Indian Institute of Packaging (IIP) : Following are the functions of the Indian Institute of Packaging : (a) Research and Development : IIP undertakes research and development programmes for creating and improving overall infrastructural facilities for achieving packaging improvement so as to prevent losses during transportation. It also undertakes self-sponsored and industry participated projects for improving the designs of packages and substitution of packaging materials with environmental friendly materials. (b) Educational Programmes : IIP after a Number of couses in packaging ranging from a 2-year post graduate Diploma in packaging to a 3-month Certificate Course in packaging. It also offers 18 months course in packaging through distance learning for working professional. This course is recognised by the World Packaging Organisation and accredited by the Asian Packaging Federation.

(c) Training Programme : IIP organises a number of short training programmes, seminar and conferences at its head office as well as regional centres in various parts of the country. IIP is probably, the first packaging institute in the world to hold a training programme exclusively for women entrepreneurs. It also organises a one-month Entrepreneurship Development Programme once a year. (d) Consultancy and Projects : IIP offers consultancy services for package design and development and cost effective packaging. It also undertakes on-the spot advisory visits, techno-economic feasibility studies and market research to study the potential for new projects. It has also launched a joint project with the Coir Board of India to promote nature based packaging such as coir composite board and cushioning media for packaging applications. (e) Testing facilities : IIP laboratories extend testing facilities to industry for domestic distribution and for export, as per national and international standards. Like the Bureau of Indian Standards (BIS), International Standard Organisation (ISO), British Standards (BS), American Society for Testing Materials (ASIM) and others. IIP also issues UN certification of export packages for hazardous goods and equipment calibration standardisation certificates. (f) Exhibition and Design : IIP organises INDPACK, annual national exhibition at various cities, to offer the packaging industry an opportunity to display developments in the machinery and materials sector. It also organises INDPACK International, a collaborative effort with exhibition organisers from overseas, once in 2/3 years. It has permanent exhibition centres in Mumbai, Chennai and Delhi which offer display outlets for the products of the industries. (g) Awards : IIP has instituted a number of rewards to encourage innovations in the industry and motivate new entrepreneurs. The INDIASTAR Award and the PACMACHINE Award are the recognisations of excellence in packaging development. The INDIASTAR entries are also eligible to compete for the ASIASTAR and the WORLDSTAR Awards. (h) Information and Publications : PACKAGING INDIA, the official journal of the institute, published six times a year, is an invaluable source of information for the packaging industry. IT is mailed free to cost to members of the institute, packaging and related Instituitions all over the world. Indiviual subscriptions are also available on request. Monographs and text books, seminar papers and directories are published periodically. (i) Library and Internet Services : IIP has one of the best reference libraries in the world that houses books, international periodicals, bound volumes of journals besides a large number of reports, national and international. Database on products and materials and reprographic facility are also available. Library facilities are open to the members of the institute, itsstudents and faculty. IIP has its own web-site http://www.iip-in.com that provides up-to-date information on packaging developments.

(j) Internatinal Membership : The institute is closely linked with international organisations. It is recognised by the United Nations Industrial Development Organisation (UNIDO) and the International Trading Centre (ITC) for consultancy and training. It is a Member of the Asian Packaging (IOP), UK; Technical Institute of Packaging (IOP), UK; Technical Assistance of Pulp and Paper Industry (TAPPI), USA and the World Packaging Organisation (WPO). (k) Other Functions : It carries out graphicdesigning for international products. It advises the Government of India for all export related packages. It collects information on various packaging and packaging strategies and disseminates them to the exporter for their benefits. It has an environment cell, which guides exporters on usage of environmentally-friedly packing materials.

(D) FACTORS FOR PACKAGE DESIGN IN INTERNATONAL MARKETS The factors to be considered for package design in international markets are : (1) Physical characteristics : The physical characteristics of the product like the physical state, weight, stability, fragility, rigidity, surface finish etc. affect the packaging decisions. (2) Physio-chemical characteristics : Certain physio-chemical characteristics like the effect of moisture, oxygen, light, flame, bacteria, fungi, chemical action, etc. on the product are very important factors to be considered while making packaging decisions. (3) Language : For the product package to perform the promotional function, the label must be printed in the local language. The purpose of package label is achieved, when a consumer can read what is written. (4) Colour : Consumers preference for colour differs from one country to another. In the Islamic countries, green is supposed to be a favoured colour. Greek like both while and blue, but there are considered to be colours of mourning and sorrow in the Far East. (5) Size : Package size should be determined only on finding out the buying characteristics of the consumers. If the buyers shop regularly at close intervals the size of the package will have to be smaller. If the target consumer do not have freezers, the preferred unit size is likely to be smaller. (6) Economy : While packaging is very important in marketing, it is costly also. There are a number of cases where the packaging cost is more than the content cost. The increasing packaging cost is a matter of serious concern. Thus every effort should be made to reduce the packaging costs as much as possible without impairing the packaging requirements. (7) Container : The developed markets especially, generally prefer disposable containers. The regulatory agencies sometimes insist that containers should be made of material which will not have undesirable environmental effects due to environmental pollution. Many consumers in the developing countries prefer reusable containers since they like to use them for storage purposes. Consumers would prefer a reusable container to a non reusable container. (8) Length of the distribution channel :

The channel structure is another important factor in the packaging decision. A long distribution channel means a longer time between production and find consumption. Higher is this time difference, greater is the necessity of providing better and strong packaging. (9) Convenience : From consumers viewpoint, packaging should have the convenience quality. Thus, besides functionalal needs, a good package should have certain characteristics like easy to open and close,easy to dispense, easy to dispose off, easy to recycle, easy to identify, easy to handle, convenient to pack, convenient to stack, convenient to display, etc. (10) Climate : In package decision, the climate in the target market has also to be considered. A country with a hot humid climate will require different packaging, especially for perishable items, than what is required in a country with a cold climate. (11) Accepted Norms : If consumers in a specific market are used to purchase a product, say, After-shave cream in a specific form like a tube, it would be easier to market a new brand of after-shave cream in a tube rather than in a jar. (12) Miscellaneous factors : Besides, the above mentioned factors, packaging decisions may be affected by a number of other factors. For example, if there is any statutory regulation in respect of packaging, it will have to be followed. The socio-cultural factors could influence the package decision. Consumer attitudes also have to be given due consideration. The growth of consumerism in a number of countries also suggests that packaging decisions should be very carefully made. Special factors in package design : (1) Regulations in the foreign countries : Packaging and labelling may be subject to government regulations in the foreign countries. Some countries. Some countries have specified packaging standards for certain commodities. The trend towards requiring labelling in a countrys native language is growing. If such regulations are not strictly followed, the goods may be confiscated or may be attract some other punitive action. (2) Buyers specifications : In some cases, buyers, like the importers may give packaging specifications. While incorporating such specifications, it should also be ensured that packaging satisfies other statutory requirements. (3) Socio-cultural factors :

While designing the packaging for a product, socio-cultural factors relating to the importing country like customs, traditions, beliefs, etc. should also be considered. Certain beliefs of values attached with different colour. In some socities should be considered in packaging design. (4) Retailing Characteristics: The nature of retail outlets is a very important FACTOR IN PACKAGING DESIGN. In some of the foreign markets, as a result of the spread of super-markets and discount houses, a large number of products are sold on a self service basis. Therefore, the package has to perform many of the sales tasks and hence, it must attract attention, describe the product features, give the consumer confidence and make a favourable overall impression. (5) Environmental Factors: Packaging decisions are also influenced by certain environmental factors like weather and climate. The impact of such factors in the place where the product originates, while the product is in transit and while it is in the market etc. should be considered. The package should be capable of withstanding thr stresses and hazards of handling and transporting, stacking, storing, etc. under diverse conditions. (6) Disposability: Attention should also be paid to the aspects relating to the disposal of packaging. One of the qualities required of a good package is that it could be easily disposed off or recycled. In some of the developing countries like India, many packaging materials easily find some other use or are recycled. But, the situation is different in other countries. Indeed, the disposal of packaging materials is causing environmental problems in a number of countries. Reusable packages carry the risk of misuse for selling bogus products.