CPP INSIGHTS - SEPTEMBER 2021

INSIGHTS 15
Celebrating
anniversary
Issue 7 | SEPTEMBER 2021
World's First Concept-Oriented Print and Packaging Magazine
CPP
www.creativeprintpack.com
NEXT
BIG
THING
STEPPING TOWARDS
SUSTAINABLE PACKAGING
STRATEGY
SPECIAL
BOARD

World's First Concept-Oriented Print and Packaging Magazine
EDITOR IN CHIEF
CONTENTS
RAGHU KACHARAGADLA
raghu@creativeprintandpack.com
CPP INSIGHTS
WRITER
CPP Insights Team
insights@creativeprintandpack.com
GRAPHIC DESIGNER
CPP ID Team
design@creativeprintandpack.com
DIGITAL TEAM
Think Beyond Creativity
tbc@creativeprintandpack.com
FOUNDER AND
MANAGING DIRECTOR
KONDAIAH CHOWDARY P
Copyright© 2021 CPP INSIGHTS
OPTIMIZE PACCKAGING DESIGN USING AI: P7-P9
How To Optimize Packaging Design Using AI
AI IN PACKAGING : P1 -P5
How artificial intelligence is driving the packaging industry forward
SMART CONNECTIVITY: P11-P13
Smart Packaging vs. Connected Packaging: What’s the Difference?
EMBOSSING-DEBOSSING: P14-P16
How Embossing Debossing Adds Value to Your Folding Cartons
LAMINATION: P18-P20
How Specialty Coatings Elevate Your Folding Cartons
SPECIAL BOARD: NEXT BIG THING

Make
your
brand an integral
part of customer
life with innovative
packaging.
marketing@creativeprintandpack.com
E N H A N C E
Y O U R
B R A N D
we at CPP, design and manufacture packaging
solutions with #weloveyourproduct concept. It
helps to enhance your brand to the next level.
creativeprintpack.com

Artificial intelligence (AI) was once considered the future but has now become a part of
daily life. Automation has made processes easier, more agile, and faster. These are
important factors that have led many industries, including packaging, to gravitate
towards implementing pioneering AI systems. CPP Insights talks with industry experts
on the potential of AI within the sector.
AI IN PACK AGING
Transforming the grocery trade
The internet is transforming the grocery trade, just as it has revolutionized so
many other retail sectors. Technology is transforming both supply chains and the
consumer’s relationship with shopping and products alike, and packaging has a
key role to play in this. This is according to Kondaiah Chowdary, Managing
Director at Creative Print and Pack speaking with CPP Insights about the benefits
of AI.
1
How artificial intelligence is driving the packaging industry forward
CPP INSIGHTS - SEPTEMBER 2021

First, via the use of analytics and predictive tools that will allow a better
match between demand and supply by recognizing patterns and analyzing
fluctuations on the consumer-demand side and allocating supply capacity
along the value chain in time.
Second, on a production level, AI tools can optimize technical parameters to
drive higher output and improve the reliability/technical availability of
equipment (e.g., predictive/prescriptive maintenance).
And last, he says, moving forward in digitizing the pack itself, for example, AI
will enhance the customer experience by personalizing the content associated
with a specific pack.
AI will impact packaging in three distinctive ways.
1.
2.
3.
“Messages and interactions triggered by scanning a pack can, for example, be
specific to the shop the product was bought at or the location the product is
being used at.
2
“While the primary purpose of packaging will always be one of protection and
preservation, it now offers great potential for personalization and a consumer
experience that can both surprise and delight the consumer. Thanks to smart
packaging technology, every package sold can now carry a unique digital
identifier, creating the opportunity for direct one-to-one conversations with
consumers, as well as helping drive efficiencies across the entire supply chain,”
Via innovative radio frequency identification (RFID)
applications on packages, e-retailers have seen up to 30
percent increases of a specific brand’s sales, he explains. E-
retailers are able to leverage their deep customer data to
identify the most desirable, and profitable products and this is
contributing to an ongoing shift in the balance of power from
brands to e-retailers, who possess the biggest store of
personal data and can, therefore “own” the consumer
relationship – while developing their own private label offering.
“Brands are using customer data collected across digital touchpoints, be that
when they order online, or through smart packaging features, to solve complex
and personal challenges for consumers one-on-one. Data can also be used to
create custom products in smaller batches to meet ever more specialist needs”
Sustainability in AI
A major overarching trend in packaging is sustainability.
“Recyclable Design” was tipped by Innova Market Insights as
the number one industry trend for 2021. How AI fits into this
trend is the question that remains.

BE
NE
FIT
S
Mr. Chowdary explains that from an e-retailer perspective,
secondary packaging, such as film wrap on product trays, adds
considerable time and complexity, and some e-commerce pure
players report that removing such packaging before repacking
for fulfillment accounts for 10 percent of a product’s costs.
As online grocery sales increase, food and beverage
producers will need to have a closer look at their
secondary packaging and come up with new solutions
to create value in an increasingly omnichannel marketplace.
“Over the last year, CPP Insights [associated with Creative Print and Pack] has
been working on a research project with a packaging design and manufacturer to
explore new ways of creating value in this space, and one concept that we have
developed is the online grocery-ready package. This concept aims to either
redesign secondary packaging to reduce complexity or reinforce primary packs
to remove the need for secondary packaging entirely.”
“Looking ahead, the increased use of robots to pick and pack products for
shipment emerged as the number one trend for 2025 in our e-retailer survey.
Robots are already widely used by Ocado (English online supermarket) and also
by Amazon, which has deployed more than 100,000 Kiva robots in 25 of its around
150 CFCs worldwide, helping to cut the ‘click to ship’ cycle from roughly 60-75
minutes to 15 minutes.”
Limiting parameters
Despite its many reported benefits, there are certain limiting parameters of AI
that are not easy to tackle. According to Mak, AI requires sufficiently specific data,
meaning that data collection is a prerequisite for applying AI tools. Therefore,
packaging companies need to identify use cases before generating and storing
data.
“AI will trigger and accelerate trends
that positively impact sustainability,
such as increasing system efficiency,
which goes usually hand-in-hand with
an environmental footprint reduction.
Additionally, predicting demand and
consumption, for example, based on
weather data can help improve food
supply efficiency by reducing
avoidable food losses from field-to-
fork.”
According to one of the survey, 80
percent of consumers in South Korea –
the most developed country for e-
commerce – and 74 percent in the US
say they would avoid goods that are
wrapped in several layers, for
environmental reasons. “The industry
must, therefore, respond accordingly to
meet these changing demands,”
3

“Often, this involves investments into sensors, connectivity, cloud solutions, etc.
Identifying those use cases with the biggest business impact and a compelling
financial case will determine the uptake of AI in the packaging industry.”
Additionally, “fast-growing online grocery will be a major disruption for the industry
– with double-digit growth in online grocery expected in the next four years,” says
Carvalho. Offline and online are merging to create both a better consumer
experience and better efficiency for the entire supply chain.
“Online grocery today is still largely for stock-up. But we expect that to change as
delivery becomes faster, prompting the shift to convenience shopping that
dominates physical retail stores. As an ever-growing number of consumers are
going online, this brings new opportunities for food and beverage brands to engage
consumers directly and stay relevant.
In this space, a smart, digitally-enhanced shopping experience has become a reality
in supermarkets after the strategic partnering of Israeli start-up company
Supersmart and packaging and labeling innovators Bizerba.
How companies are innovating
The top technology trend identified in a retailers survey in 2021’s Index were data
carrier systems such as RFID and QR (Quick Response) codes, which are key
enablers of a transformational data chain for the company’s customers.
Creative Print and Pack [CPP] is currently piloting RFID to transfer packaging
material information between its factories and filling machines at customer sites.
This has a number of benefits, such as reduction of operator dependence through
the automatic reading of tags, mitigation of incident risk by automatically matching
packaging material and filled product content, increased traceability, optimized
logistics and warehousing, and waste reduction.
In the same space, CPP is applying AI tools to improve its own capabilities to better
meet customer demand. This includes the introduction of machine data-based
predictive maintenance and the digitization of CPP’s production.
“At a later stage, CPP will integrate AI into its solutions portfolio for Smart Factories
and Connected Packs. This includes the consideration of ways to use this technology
for further lowering CPP’s environmental footprint and increase benefits for
society,”
4

should be
there.
The future of AI
Looking ahead, the increased use of robots to pick and pack products for
shipment holds a lot of potentials. The whole process, from parcel sorting to
loading onto trucks, could well be fully automated. The use of robots to pick and
pack products increases the capacity by about four times that of human-run
centers.
“The packaging industry might see the introduction of dynamic pricing along the
value chain, thereby optimizing economic value for the industry players.”
“e-retailer survey also suggests that the use of technology in order fulfillment and
the last mile could cut delivery times to within 10 minutes of purchase by 2025. This
would significantly change consumer attitudes to online grocery shopping, driving
them to buy in smaller amounts, more frequently, often for immediate
consumption; to store less and to be much more conscious of food waste.”
As technology moves forward, automation, e-commerce, and how AI fits in the
equation will be a topic that will continue to pique industry interest.
5
experience
the refreshment
of unboxing
boxing
or
unboxing
refreshment
Let's start
experience here....
we are the world's first
concept-oriented
mono cartons
manufacturer
drop a mail today

HOW TO
OPTIMIZE
PACKAGING
DESIGN USING AI
AI-driven design is now at the
bleeding edge of today’s
packaging industry.
Understanding its benefits and
implications in the creative
process – and harnessing its
power – can help a business to
identify valuable opportunities to
drive efficiency and free up
human resources.
Here are three key ways in which
an AI tool like CPP AI can help
you to optimize your packaging
design by using visual analytics:
AI – or Artificial Intelligence – is
sweeping through modern life,
improving many aspects of both our
personal lives and businesses and the
design world is no exception.
1) Visualizes attention
Predictive heatmap technology like Dragonfly
AI and the resultant attention metrics that it
aggregates, shows you precisely which part of
your design grabs the most attention from
your customer.
You can apply our AI analysis to a
prototype of your product, or if you want
to do a live walk-through – you can use our
app to show you exactly how your product
will look in-store and precisely where a
customer’s attention will focus on it.
You get to see your product in the context of
its environment exactly as it will be seen by a
customer. What’s more, you can apply
CPP AI to your website or e-commerce store
to show you which package design attracts
the most attention from a user.
7
By quantifying attention through a series of metrics, you can start to optimize
your product packaging based on what is (or what is not) drawing the most
attention from customers.
There are three main metrics that we analyze when creating attention heatmaps
at CPP AI. These are:
Probability of Perception (PoP)
Location Attention Score (LAS)
Share of Attention (SoA)

For example, if you notice that a core message within your packaging is scoring
less than the rest of your design, you can optimize that messaging by changing its
position or colour.
Furthermore, CPP AI allows you to test up to 26 variations of a design, thereby
enabling you to compare different designs while learning which one is most
effective at winning attention for whichever core message you are trying to
promote.
2) Speeds up design workflows
Our AI-driven predictive heatmaps and the visual analytics that they produce help
to speed up your design workflows. You get to analyze the efficacy of your
product’s packaging before it’s ever actually seen by a real-life customer. This can
be especially beneficial for agencies or large teams comprising multiple decision-
makers needed to sign off on multiple artworks.
With our AI-powered analysis, everything is
examined from the core messaging of your
product to the product label. CPP AI gives you
real-time feedback on all of these design
analytics simultaneously, helping you to
optimize your packaging design before it
reaches the physical or digital shelf, which
saves both money and time.
8

3) Helps you to validate your decisions
Our use of a predictive heatmap is especially revolutionary in that it gives you
instant feedback regarding the exact changes needed to improve a product’s
visibility, resulting in a truly data-driven design informed by cutting-edge AI
technology that is unbiased by personal opinion.
A tool like CPP AI can negate the need for a focus group.
It helps you to make decisions faster and more
efficiently by removing the time wasted in the weighing
up of different opinions presented by the various
individual members of a traditional focus group.
For designers who want the freedom to
experiment creatively with different
designs, our predictive heatmaps can
provide validation through attention data
that helps you to communicate your ideas
directly to clients or internal stakeholders.
Interested in seeing our technology for yourself?
drop a mail today at
9
The future of AI and the
packaging industry
As the only AI provider for
product engineering, we
believe so far we have only
seen a glimpse of how
machine learning can change
the landscape of the
packaging industry just like
robotics did in 1956.
However, we think that AI exists to assist
humankind and not entirely replace it. So, while
errors can be decreased and processes can be
streamlined, the future belongs to humans and AI
working collaboratively together.

SMART
CONNECTED
Smart Packaging
“Smart packaging” is an umbrella term that describes packaging that uses
technology to do things that go beyond just housing a product. Smart packaging is
usually embedded with technology that can sense or provide information about the
product or brand. Smart packaging describes a large category of packaging that
leverages technology to provide functionality that goes beyond simply housing a
product.
Marketers of retail and packaged goods
regularly hear about new packaging options
and the terms that relate to them, like “smart
packaging,” “active packaging,” “intelligent
packaging,” and “connected packaging.” What
do those terms actually mean, and what are
the differences among them?
In this guide, we’ll explain what
each term means and how these
types of packaging benefit
specific types of products and
companies, so you can decide
which ones matter most to you
and your business.
Intelligent Packaging
“Intelligent packaging” is one type of smart packaging that’s typically used for
food, beverage, and pharmaceutical products. Intelligent packaging may include
sensors that can detect the freshness or temperature of the package contents.
Freshness or time/temperature indicators or sensors can be integrated inside or
outside the packaging to show retailers and customers if an important limit has
been exceeded.
For example, a color change in the packaging could
indicate bacterial growth, leaky packaging, or temperature
disruption. In the pharmaceutical industry, intelligent drug
packaging with built-in RFID chips, LEDs, and tiny
loudspeakers can register the removal of pills and sound
an alarm if they are taken incorrectly. Medication
packaged with NFC chips allows customers to read
package inserts and reorder medication using a
smartphone.
11
WHAT’S THE DIFFERENCE?
PACKAGING

Active Packaging
Also popular in the food and beverage industry, “active packaging” goes a step
further than intelligent packaging to allow the package to interact with its contents
in order to improve product shelf life or the quality of the contents during storage.
Light filtering materials, oxygen and ethylene absorbers, antimicrobial surface
coatings, and moisture-regulating materials can be integrated into the packaging
or added separately as an insert.
For example, active packaging may release antimicrobial agents to prevent
bacterial growth when it senses that a product’s freshness is being compromised.
Some beers packaged in plastic bottles contain oxygen absorbers in the screw caps
that can extend the beer’s shelf life from three to six months. Film packaging with
ethylene absorbers can absorb the ripening hormone ethylene while the food is
being stored to ensure a longer shelf life.
Connected Packaging
By contrast, “connected packaging” isn’t limited to food and beverage products—it
has applications in almost every retail product category, including toys, cosmetics,
gaming, and apparel. In connected packaging applications, a special code is printed
on or within the product’s package. Consumers can activate this code with a mobile
device to receive exclusive content.
For example, Smashbox Cosmetics used Touchcode’s conductive ink to embed an
invisible code on a card that was included in its eyeshadow packaging. The card
invited customers to visit a website, touch their mobile device to the card, and
unlock a series of exclusive online video tutorials where they could learn
professional makeup tips.
Because the code was invisible to the consumer, it did not interfere with the graphic
design or copy on the card. Consumers simply typed a short URL into their mobile
device, then touched the “connected” card to the screen to unlock the content. The
campaign achieved a 23% activation rate, with a return user base of 50%, and
increased website traffic by 1,300%.
Other brands have used connected packaging to offer exclusive content and
collectible items.
P.M.I., Israel’s leading producer, marketer, and distributor of branded leisure
products for children and teens, integrated Touch code into the market-leading
soccer card game iSupergol. The collectible cards allowed soccer fans to scan an
invisible code and get direct access to exclusive content via a digital app.
The app was downloaded 22,000 times in the first five weeks of the campaign.
Within two weeks of launch, 7.5 million products in iSupergol booster packs, which
included stickers and Touch code cards, sold out completely.
Brands also use connected packaging to deliver coupons, offer collectible items,
and allow consumers to confirm whether a product is authentic.
12

be smart
CPP designs and manufacture
packaging solutions with
touch code concept
Smart Packaging: Umbrella term to describe packaging with enhanced
functionality through technology.
Intelligent Packaging: Contains sensors to determine the condition (e.g.,
freshness or temperature) of the product. Primarily used in food and beverage
applications.
Active Packaging: Interacts with the package contents to alter its condition,
especially to extend freshness or shelf life. Primarily used in food and beverage
applications.
Connected Packaging: Allows consumers to interact with a product through a
code on the package that can be activated with a mobile device. Used by
brands to deliver exclusive content to its customers.
Let’s Review the Terms
Connected packaging applications are gaining popularity with marketers due to its
ability to create deeper relationships with customers to elevate brand loyalty and
increase customer lifetime value.
Smart Packaging Enhances Your Brand
Smart packaging is a great way to help customers
connect in new ways with your brand by leveraging
technology to create new experiences. Touchcode’s
connected packaging solutions offer brands the
opportunity to create and share unique digital
content with customers.
Ready to learn how smart packaging can help your
brand create deeper relationships with customers?
Contact us today at
13

HOW
EMBOSSING
DEBOSSING
ADDS VALUE TO
YOUR FOLDING CARTONS
There are many ways to help your product get noticed more than other brands,
and effective packaging is one of the primary means. Hot foil stamping and cold
foil stamping, sustainable paperboard, and specialty coatings might be a few
familiar ways.
Today, we’re talking about the benefits of embossing or debossing, and what they
can do to improve your brand's appeal among consumers. First, let’s discuss
exactly what these effects are.
What Are Embossing & Debossing?
Embossing involves raising a design
element on a substrate, causing the area
to literally stand out. Conversely,
debossing means lowering a design
element into a substrate to create actual
depth. Both techniques provide additional
texture or character to a project,
enabling them to really jump out at
consumers when seen on a shelf.
To accomplish these elegant design features, a custom die must be created. Once
the die has been installed into an emboss/deboss machine and markers set to
ensure proper alignment, an operator presses the die directly into the substrate.
High pressure and heat create the desired features and shape.
14

This decorative effect can be partnered with hot foil stamping or spot gloss UV for
additional polish—typically employing metallic silver and gold colors to
communicate luxury or high-end value.
What to Know Before Embossing or Debossing Folding Cartons
Naturally, processes will vary from printer to printer, but there shouldn’t be too
much variance from the following if you’re working with an experienced packaging
company.
Begin with a vector file. This format is key to any graphic design and is favored for
its smooth and continuous vector lines. By contrast, bitmap images and non-vector
artwork have a tendency to pixelate or create jagged lines that compromise an
image’s integrity. Vector files avoid those blemishes.
Don’t overwork the graphics. Put simply, exercise caution when embossing or
debossing otherwise subtle or complex graphic designs. Generally speaking, the
more complicated your design, the simpler embossing elements should be. For
instance, when embossing a photo or graphic, be sure the sculpted section mirrors
the graphic area being embossed. You could also explore blind embossing, where
you can emboss an area without any print behind it. It’s an elegant treatment when
done well.
Collaborate with your printer. A printing and packaging partner who ideates and
guides you throughout the entire process is worth more than their weight in
stacked paperboard. Their experienced perspective is worth consulting regularly.
Okay, you get the gist of how embossing and debossing work, but how do these
add value to your folding cartons? Read on.
Embossing & Debossing Add Real Value to Folding Cartons
Although embossing and debossing are not exclusive to luxury brands, their
decorative effects can contribute significant value to brands that tend toward the
chic and ornate.
Here are just a few ways embossing or debossing can elevate your packaging:
Communicate a sense of scarcity. Embossing or debossing demonstrates a certain
degree of excellence that outshines traditional folding carton designs. Since they're
less common as a design element, the packaging signals to consumers that the
product is scarce—it’s unique and, therefore, a level above more common brands.
First impressions matter with packaging, especially if you’re a health and beauty
product. Furthermore, given the personal nature of these products, consumers
identify with the traits evoked by folding carton designs. Consider how you can use
embossing to reflect style and dignity.
Stand out on the shelf. Similar to the previous point, embossed or debossed
folding cartons attract attention. Embossing and debossing appeal to both sight
and touch, providing consumers with a more immersive and engaging experience
with your brand.
15

Reflect on the lingering effect a folding carton will have on consumers who pick
your product off the shelf and feel the raised graphic designs. It’s the little things
that can be the difference between meeting expectations and delighting
consumers.
Reflect a higher product value. If your product is of the quality that justifies a
higher asking price, and the current packaging is a little underwhelming, then it
would definitely be worth considering a redesign that includes embossed elements.
Embossing or debossing isn’t appropriate for every brand or product, but if you
want to communicate a sense of scarcity, stand out among more common brands,
and reflect a higher level of quality, then it may be right for you. Just don’t go
overboard. Keep it simple and memorable.
Creative Print and Pack [CPP] is a printing and packaging company with more than
15 years of experience. Equipped with advanced capabilities and a commitment to
excellence, we are eager to help you determine your next folding carton design
and manufacturing. Contact us today at marketing@creativeprintandpack.com
16

www.creativeprintpack.com
world's first
concept oriented
packaging
company.
Cheers
C E L E B R A T I N G 1 5 Y E A R S O F E X C E L L E N C E
Dear Valid Patron....We may have been the
perfect showstopper for all these years but it was
always you behind the curtain.
- Kondaiah Chowdary P
Founder & Managing Director
CPP GROUP
Celebrating
15
anniversary

HOW SPECIALTY
COATINGS ELEVATE
YOUR FOLDING CARTONS
All that glitters may not be gold, but the glimmering shine of a folding carton
certainly grabs consumers’ attention. Specialty finishing, specifically lamination,
creates the gleam that invites consumers to further consider the treasure that sits
inside the packaging—your product.
Let’s look at lamination and what it can do to elevate your folding cartons and,
ultimately, your brand.
What Is Lamination?
Lamination involves bonding a plastic film covered with a heat-activated layer to a
substrate using pressure and high temperatures. This film typically consists of
polyester, nylon, or polypropylene.
Polyester is utilized in large runs, especially for two-sided applications, making it
perhaps the most popular film used in lamination. Due to its flexible nature—
specifically its ability to preserve graphic integrity despite folding and bending—
polyester could be considered the gold standard for folding cartons.
Nylon’s separating feature is its breathability. Sometimes other laminates can trap
moisture, causing folding cartons to curl or wrinkle. Nylon is typically the more
expensive option, but when your product contains moisture, it may be your best.
Polypropylene is very conducive to additional specialty coatings and layered
lamination. The least expensive of the three films, it facilitates the brightest colors
and is frequently used in one-sided applications.
LAMINATION
18

Lamination or UV Coating?
It’s not uncommon for brands to use lamination and UV coating for similar projects
since both give the substrate a glossy, matte, or soft-touch finish. However, some
key differences remain between the two. UV coating spreads a liquid glaze over the
substrate, which is then cured using ultraviolet light in line during the printing
process. On the other hand, Lamination requires an additional step in the process to
apply the film to the paperboard.
Elevate Your Folding Cartons
Folding cartons already serve vital functions on their own, providing protection
against the elements and empowering brands with plenty of marketing space to
communicate with and engage consumers.
Specialty finishings extend those benefits in several ways.
Enhancement
In addition to giving your graphics vivid coloration, you can also incorporate
specialty finishings that are tactile in nature—yet another way for your brand to
make an impression. You’ll want that to avoid your product being lost in a mass of
colorful, attention-seeking shelf mates, however. If you really want to peacock,
consider using rainbow holographic lamination to give your packaging a full
spectrum shine. A high level of attractiveness is vital for cosmetic brands.
Durability
Lamination transforms your substrate into a tear-proof piece of packaging (within
reason). This added security protects the product inside the carton, so you don’t
have to worry about the usual wear and tear damaging your packaging. Some
laminate films, such as LuxeFilms®, ScuffProof®, and Karess™ SmudgeProof, are
specifically designed to protect packaging as it passes through the chain of
custody.
All this to say, lamination is for full coverage of a folding carton while UV can be
used as a spot coating treatment to provide an eye-catching element to specific
areas. UV spot coating’s best use may be to amplify particular parts of a folding
carton, such as the area containing a logo or product name.
19

In summary, lamination enhances your packaging, adds durability and rigidity to its
structure, and expands visual options for your brand. With this collection of
benefits, it’s easy to see why so many brands are turning to lamination and other
specialty finishings to help their folding cartons jump off the shelves.
Protection
Even if your product survives shipping, it’s still vulnerable to scratches and tears
when handled by merchandisers or customers. Lamination gives your folding
carton an invisible cloak of protection to shield the graphical designs from being
scuffed and dulled. Your boxed product will likely be handled several times by
customers before it’s purchased. You don’t want those interactions to undermine
the alluring shine of your visual designs.
Rigidity
Akin to protection, lamination strengthens the actual structure of your folding
carton, providing additional durability and thickness. This is especially important
for products that contain heavier or pricier items. Consumers want to feel assured
that what they are buying has been secured and protected. In their minds, the
strength of the packaging should mirror the monetary value of the product inside.
Versatility
When partnered with other specialty finishings, lamination can multiply visual
options, alongside other specialty packaging options. Try it with embossing,
debossing, hot foil stamping, and cold foil techniques. By layering specialty
coatings, you can deliver consumers unique visual blends that help your brand
stand out among the pack.
Creative Print and Pack is a printing and packaging company with more than 15
years of experience. Equipped with advanced capabilities and a commitment to
excellence, we are eager to help you determine your next folding carton design.
Contact us today via marketing@creativeprintandpack.com.
NEXT
BIG
THING
STEPPING TOWARDS
STRATEGY
20

NEXT
BIG
THING
STEPPING TOWARDS
STRATEGY

NEXT BIG THING
MANAGING DIRECTOR LETTER
Dear Beloved Success Partners,
At Creative Print and Pack [CPP], we are
committed to delivering Paper based
sustainable consumer packaging solutions that
enable environmentally responsible choices. We
deliver on this promise through a high-
performance culture that embraces diversity
and inclusion (D&I), promotes a growth mind-
set and values safety and well-being.
Remaining resilient as an essential business
The year 2020 was shaped by an uncertain
political, societal and economic landscape —
and most certainly by the pandemic.
Throughout the year, CPP remained resilient. At the start of the pandemic, we
were classified as an essential business, which amplified the critical nature of
the packaging we make. Not only did our packaging solutions need to be
environmentally responsible; there was a higher calling: our supply chain
needed to be resilient and intact to provide packaging for Pharmaceutical,
food, beverages, and household products that are necessary for everyday life.
With a strong work ethic, perseverance, and dedication, the CPP team
delivered and maintained continuity of supply for customers so that
pharmaceutical and food store shelves remain stocked.
Keeping our employees safe
Our commitment to safety allowed us to quickly adopt new COVID-19
protocols to keep our employees safe and healthy. Our manufacturing plants
implemented enhanced safety procedures, and many team members worked
remotely. This allowed us to seamlessly meet our customers’ expectations and
packaging needs while keeping the health and safety of our employees a
priority. We adapted in real-time to elevated at-home consumption demand
patterns and the resulting higher volumes in Pharmaceutical, food and
beverage businesses and expedited timelines.
Delivering meaningful progress on our Environmental, Social and Corporate
Governance [ESG] commitments
While we were meeting our supply chain partners’ expectations, we also
delivered meaningful progress on our ESG commitments. We developed and
commercialized innovative and sustainable Paper based consumer

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packaging solutions contributing to the four percent increase in net organic
sales growth for 2020. These solutions helped our customers meet their goals
with circular economy packaging and removed maximum non-renewable,
difficult-to-recycle plastic packaging products with renewable and easily
recyclable packaging. We continue to experience exceptional marketplace
acceptance. Embracing technology, our innovation team has connected
virtually to develop the next generation of solutions resulting in an even more
robust innovation pipeline. Our adoption of technology and the real-time
connectivity will allow CPP to increase our innovation efforts and reduce
development time.
We also took additional steps to address climate change and the associated
risks. Our leadership team participated in a Climate Change Enterprise Risk
Assessment. This assessment was a precursor to our Materiality
Assessment and provided keen insights on potential climate change risks and
opportunities for CPP. Furthermore, it reinforced our strategic plan‘s
effectiveness in addressing key risks and opportunities.
Doing more to address racial inequality and diversity and inclusion
At CPP, we know we can do more to address and eliminate racial inequalities.
We are on a thoughtful path of learning and adaptation to ensure that our
culture is accepting of diverse insights and inclusive to all. To enhance our
understanding, we joined the socio-economic environmental acts. This eco-
friendly based initiative will bring helpful insight as to how we can engage with
communities to address racial equity. Further, we developed a D&I strategy
including a framework, roadmap and key metrics to track our progress for a
multi-year D&I program.
We enhanced the charter for our Board Compensation and Management
Development Committee to include an annual review of the company’s
practices related to workforce D&I programs, as well as initiatives to drive
equitable treatment of all employees. We know that if our culture encourages
diverse thinking, embraces inclusion, and supports a philosophy that all can
contribute, we can be a role model for the communities where we operate.
I consider 2020, in many respects, an inflection point on ESG-related matters.
Our society and the CPP team met an extreme challenge with the pandemic. As
I write this letter we are starting to see indications that we will return to a
semblance of normalcy, which has been aided by the rollout of vaccines. Much
more work, however, remains around climate change, racial inequality and

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other ESG issues that are important to our business and our success partners. I
know the CPP team has the resolve and commitment to continue advancing
our ESG program and to meet the challenges to deliver inspired packaging with
Think Beyond Creativity Concept.
Kondaiah Chowdary P
Founder and Managing Director,
CPP Group.

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WHO WE ARE
CPP is a global leader in the Garment, Food, Beverages, Electronics,
Agriculture, Pharmaceutical, Beauty, Cosmetics, and Confectionery product
packaging sectors. We produce the Folding Cartons [eg: Coffee/Tea/Biscuit
Boxes] that held your coffee this morning, the microwave tray that heated
your meal at lunch, and the carton that holds the craft beer you may enjoy
tonight.
We have two facilities across the India producing innovative and sustainable
paperboard packaging solutions that enable our customers, some of the India’s
most recognized brands, to:
 Reach their sustainability
goals
 Accommodate changing
consumer preferences
 Stand apart from competitors
 Achieve brand loyalty
We are as committed to our customers as we are to:
 Supporting and empowering our almost 500+ employees
 Protecting the environment by developing a product portfolio
emphasizing renewable, recycled, and recyclable materials
 Giving back to the communities where we live and work
Our growth and continuous improvement over our more than 15 year history
reflect our deep-seated dedication to innovation, quality, sustainability, and
service. These priorities, along with our Core Values, remain integral to CPP’s
strategic focus.
The future of packaging
The world of packaging is dynamic and ever changing. New ideas, technologies
and above all, customer needs, guarantee that a career in packaging will never
be dull or put on the back-burner. At CPP we recruit people with Talent Hunt
concept and it is purely under CSR policy.
Your perfect packaging is just a click away
With leading experts, specialised packaging know-how and experience with all
types of customers all around the world, AR Packaging is here to help you find
your ideal packaging solution. Enter your information below and you will find
innovations and inspiration to rethink what’s possible for your product, your
packaging and your business.
Excellent and Tailored Service for All Your Packaging Needs
CPP Carton has an agility that belies its size. Our goal is to be of the greatest
service to our customers, and in our 15+ years of doing business we have come
to understand that means very different things to different people. We tailor

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our service to be scalable to address the distinct needs of our customers, and
well bring you comprehensive yet nimble service for needs both large and
small. Working with us, you’ll find the CPP
Experienceincludes:
 Multiple state-of-the-art production facilities
 Fully integrated design-to-delivery approach
 Expert graphic and structural design services
 Fast production
 Safe, clean warehousing
 Customizable inventory management
 Responsive, efficient customer service
From concept to automation assistance, you can trust we’ll help with all your
packaging needs.

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MISSION, VISION AND VALUESI
CPP strives to be a leading partner
to our customers, bringing them
value through our comprehensive
product offering and unique
packaging innovations. We take a
holistic approach to doing business,
with a committed team of
employees who are driven by our
core values:
 We strive towards a more
sustainable tomorrow
 We bring knowledge and
improvement
 We are open and innovative
 We act with a sense of
urgency
MISSION: We invent concept oriented packaging solutions with passion to
enhance the quality of product life and expand brand value.
VISION: By FY 2025, we will become the most aspirational Indian packaging
brand, consistently winning, by…
• Delivering superior quality product
• Driving sustainable print and packaging solutions
• Exceeding customer expectations, and
• Creating a highly engaged work force
VALUES
Core values are the cornerstone of our culture and guide us as we work
together in achieving success.
 INTEGRITY
Integrity means honesty,
leading by example. Keeping
promises, meeting
commitments, and taking
pride in what we do.
 RESPECT
Each person’s unique skills
and abilities are valued. We
actively solicit each other’s
ideas and honor diverse
opinions. Everyone’s
contributions are appreciated
and accomplishments are
always recognized.
 ACCOUNTABILITY
Each individual is personally responsible for doing their job to the best of
their abilities and delivering on results. We never quit in meeting our
commitments to shareholders, customers and employees.

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 RELATIONSHIPS
We have an unwavering
commitment to listen to and
meet the needs of our
customers and create
innovative solutions that
result in shared prosperity.
 TEAMWORK
The strongest teams share
common goals and work
together to achieve them. We
encourage everyone’s
involvement and support
each other’s ideas. Team
members help others without
being asked.

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WHAT WE DO
Our global portfolios of sustainable, paper-based packaging
solutions are inspired by consumers and the dynamic
marketplace. We support the circular economy by providing
high-performance; innovative solutions made from renewable and recycled
materials — which are designed to be recycled. This approach benefits our
customers worldwide who expect solutions that deliver an optimal balance of
sustainability, branding, and performance.
At CPP, we take a global and integrated approach to packaging solutions that:
 Strengthen our worldwide capabilities and supply chains for local and
international customers
 Allow us to innovate and commercialize new solutions regionally and
globally
Specifically, the commercial capabilities and innovative solutions we provide
our customers are to:
Design and Manufacture
 Mono Cartons
 Corrugated Boxes
 Price Tags
 Cascades
 PP and PET Boxes
 Paper Carry Bags
 Photo Cards
 Roller Packaging
 Rigid Boxes
Printing Facilities
• Sheet Fed - Offset Printing
• UV Printing
• PET/PVC/PP Box Printing
• Screen Printing
• Digital Printing
• Variable Data Printing
• Hot Foil Stamping
When it comes to cartons, we can improve your product line, supply line, and
bottom line. Using attention-getting, high-impact graphics, we build an
emotional connection with consumers that brand stakeholders seek in
packaging design. Our innovative ideas and turnkey solutions can make a
measurable difference. We offer cartons for Garment, Food, Beverages,
Electronics, Agriculture, Pharmaceutical, Beauty, Cosmetics, and Confectionery
industries and more.

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INNOVATION
To lead the way in creating and commercializing innovative packaging solutions
for our customers, industry, and the marketplace, we:
 Invest significant capital into research and development (R&D)
 Support our talented, knowledgeable, and dedicated R&D teams
 Facilitate creative thinking and inspired design at Creative Pro-Packaging
innovation centres.
 Integrate sustainability into our innovation process through our Design
for the Environment (DfE) initiative
INSIGHT. INSPIRATION. INNOVATION.
 Great packaging ideas start with consumers.
 Their lifestyles and preferences provide the insight that inspires our
creative teams.
 We have a long history of bringing innovation to our customers and our
industry. And innovative ideas continue to drive our business today.
PRODUCT INNOVATION
Customers utilizing our innovative solutions include many of the world’s most
widely recognized companies and brands in Garment, Food, Beverages,
and other consumer products. Benefits we provide all of our customers
include:
 Cost-effective solutions
 Innovative solutions designed to meet consumer expectations
 Circular solutions that are better for the environment
We take pride in the fact that billions of consumers rely on our circular
packaging solutions to make their daily lives easier and more sustainable. We
are committed to constantly innovating to develop new recyclable or
compostable, easy-to-use packaging solutions with enhanced safety and
performance.
We also have multiple solutions in our product innovation pipeline that we’re
developing.
OUR INNOVATION PROCESS
Using a collaborative and iterative approach, we filter ideas through a series of
design phases and evaluation criteria
– a stage gate process, if you will. By merging your stage gate processes along
the way, we can accelerate the development process and create breakthrough
packaging ideas.

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RESEARCH
To add value to your brand promise, first, we need to understand your
customers. Where they live. Where and how they shop. How they spend their
leisure time. Their hopes and aspirations. We also review and understand your
manufacturing processes.
CREATIVE DESIGN
Next, our team of structural designers starts building a solution inspired by the
consumer insights. We recognize that adding functional benefits can change
the relationship with your customers. Whether we add a handle where there
was none before, or change the way your product is placed on the pantry or
refrigerator shelf, changes will impact how consumers emotionally connect
with your product at every touch point.
PACKAGE INNOVATION
The result of our innovation process is a superior packaging solution that
improves your consumer’s experience, builds brand equity and reinforces
customer loyalty.

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INNOVATION CENTRES – CREATIVE PRO-PACKAGING LABS
We have five Global Innovation Centres dedicated to facilitating our innovation
and design process. They’re strategically
located across India. This is where
creative thinking becomes an inspired
design that showcases your product and
accelerates your brand’s performance.
Each Innovation Centre unites a wealth of packaging know-how with a world of
fresh design ideas, leading technologies and new materials. With packaging
samples from around the world and state-of-the-art collaboration tools, our
facilities allow us to work seamlessly with design; machinery and
manufacturing to ensure new designs are feasible in the marketplace.
COPSTM
A unique system combining reverse printed film that can be metalized and is
laminated to board to create a high gloss, durable, scuff resistant, package
with an improved barrier. COPS™ can be combined with inserts or liners to
create effective strength solutions.
 Premium appearance provided by gloss of laminated film and metallic
shine
 Excellent resistance to tearing and scuffing thanks to printing behind the
film
 Film can be metalized for highly reflective visual effect
Material Enhancements
With material enhancements, we create folding cartons on a
variety of unique substrates which create a stunning overall
effect and make the package jump off the shelf. Perfect for
product differentiation and delivering an elevated visual
impact.
Material Enhancements Options
 Gloss Lamination
 Matter Lamination
 Holographic Metalized Board
 Metalized Board
 Spot UV
 Embossing
 Debossing
 and more

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MEET PACKAGING’S NEXT BIG THING
CPP is a leading provider of packaging solutions for Garment, Food, Beverages,
industries and much, much more. We develop creative carton board and
flexible packaging solutions that help our customers add value to their offering
and achieve success through packaging.
 A leader in the Indian market, with a growing footprint that includes
Asia, America and Europe
 A broad product portfolio with innovative carton board and tailored
flexible solutions
 Advanced technical expertise and state-of-the-art printing & finishing
capabilities
 Complete packaging system solutions with all necessary machinery and
materials
 Sustainable solutions in all shapes and sizes, to meet the demands of
virtually any product
 Serving global blue-chip companies as well as national brands in a wide
range of industries
THE POWER OF COMBINED SKILLS
The new CPP combines decades of knowledge and experience from leading
packaging specialists all around the world. By bringing together several well-
known brands under one unified name, we give our customers access to deep
product and market expertise as well as unique technical competencies. It’s
how we help you find your ideal packaging – and create all new possibilities for
your business.
CREATING THE NEXT BIG THING FOR NEARLY A CENTURY
The origins of today’s CPP date to 2007, when Kondaiah Chowdary founded a
business on the revolutionary idea of reshaping Indian retailing with pre-
packed goods. Their drive for change has shaped the company ever since,
leading to such well-known developments as the very first “concept-oriented
packaging” for all major industries. It’s the same innovative spirit that
continues to drive every element of what we do today.
Since implementing extensive operational changes in 2018, CPP has been on
an exciting journey of transformation. We have optimised our product
offering, allowing us to focus on the development of sustainable and
innovative new solutions that are once again reshaping the packaging business.
At the same time, we have expanded our global presence through strategic

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expansions in Europe, America and Asia. This dual strategy is enabling us to
better support our customers in all new ways.
QUALITY AND SUSTAINABILITY
ENSURING QUALITY IN EVERY PACKAGING PRODUCT
Quality in both product and service is the key to keeping customers happy. At
CPP, we employ a corporate-wide Quality Management System designed to
ensure excellence at every step of production.
Quality Control Managers at each of our facilities oversee the implementation
of our program and the Current Good Manufacturing Practices (CGMP) it
requires. Our plants further utilize the latest equipment, both on the
production line and in our quality control labs, to verify consistent high quality
in our products.

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Our innovative, high-quality packaging solutions serve a wide range of
industries, with our certifications including SQF food safety (GMA-Safe, AIB,
ASI) ISO 9001-2015, G7, FSC and GMI.
COMMITTED TO SUSTAINABLE & CHARITABLE PACKAGING
CPP is proud to be a leading corporate citizen in the packaging industry. Our
comprehensive sustainability program ranges from waste reduction to
corporate social responsibility:
Waste Reduction
We recycle 100% of the scrap and excess material generated in our
manufacturing facilities to reduce the amount of waste sent to landfills. Along
with our paperboard, 100% of other by products including printing plates,
shrink wrap, metal containers, banding, wood pallets and paperboard roll
cores are all recycled.
Energy Efficiency
To reduce the amount of energy consumed by our plants, we’ve invested
heavily in modern high-speed equipment as well as low-energy lighting and
heating systems.
Business Practices
CPP continually expands our environmental sustainability efforts beyond our
doors. We educate our customers about eco-friendly packaging options and
work with them to reduce and recycle any waste related to our products. We
also learn innovative sustainability practices from our suppliers and customers
who are a terrific resource for respectful environmental practices.
Community Development
CPP supports local non-profits focused on the development of communities
where we operate through corporate philanthropy and a donation matching
program that encourages our employees to join us in giving back.
SUSTAINABILITY STRATEGY
We make sustainable, inspired packaging that meets the needs of consumers
and our planet. And we’re committed to making we love your product
concept every step of the way.
INSPIRED PACKAGING
At CPP, the core of our business and our impact is our sustainable, circular
products. Inspired by consumers and the ever-evolving world around us, we
create innovative, Paper based solutions designed with the future of the planet
in mind. Our sustainability journey has been thoughtful and intentional as we

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have divested non-renewable, non-recyclable materials and focused on Paper
based products. We design our packaging concepts by considering their full
lifecycle and performance. This design approach creates solutions that not only
meet our customers’ needs, but are made with the right renewable resources,
recycled content, and circular properties to sustain our world. We focus our
portfolio on the following:
Paper based: Our products are
made from nature, providing
sustainable solutions consumers can
feel good about.
Renewable: Our raw materials are
continuously replanted, supporting
the future of healthy, biodiverse
forests.
Circular: Our packaging is designed
to be recyclable and circular,
supporting a future with less waste.
Climate-Conscious: Our products
are made from trees, nature's most
reliable resource for sequestering
carbon and helping to tackle climate
change.
Think Beyond Creativity
Beyond our products, we are committed to making a brand world by
empowering people, improving the planet through our operations, growing
with our partners, and delivering profit and value for all. We are executing a
sustainability strategy that is fully connected and integral to how we operate
our business and thrive as a company. Our ingrained sustainability mind-set
and approach to how we run our business amplifies our positive impact and
our growth as a company.
As a vertically integrated company, we incorporate a sustainability mind-set
into all steps of the manufacturing process, from the forest to the paperboard
mill to the folding carton manufacturing plants, and at the end of use with the
consumer. Our vertical innovation strategy sets us apart and allows us to
develop unique solutions that consider each step of the process and how they
interact. This sets us apart and allows us to develop unique solutions.
We understand that our impact on stakeholders — employees, communities,
vendors are essential to our sustainability as a company, and we are
committed to ensuring they are enriched by a lasting relationship with
Genuine Progress Indicator [GPI]. As a concept-oriented manufacturer of
innovative packaging solutions, CPP knows that success can be achieved by
engaging in environmentally responsible activities, promoting stewardship of
our natural resources, producing products that add value to our lives, and
creating positive experiences for the people we interact with along the way.

NEXT BIG THING
VISION
2025
CPP ION – Intellectual Opportunities Network

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WHY CPP? WHAT IS CPP VISION 2025?
For more than 15years, we’ve been at the forefront of designing, packaging,
delivering superior customer experiences fueled by impactful insights,
innovative products, and rapidly scalable services that ensure our customers’
products stand out on the shelves.
We design Vision 2025 with sustainable concept, follow the details
CERTIFICATIONS AND SOCIAL RESPONSIBILITY
Goal: our entire folding carton
manufacturing units in compliance
with cGMP, PPC, GMI, Social
Compliance Sedex Member Ethical
Trade Audit (SMETA).
Progress
83%
Under Audit
WASTE DIVERSION
Goal: Drive out waste in all our
operations
Progress
92% of our carton
manufacturing plants
engaged in a waste
diversion program
SAFETY
Goal: Continue progress toward
aspirational target of zero incidents,
ensuring that safety remains a top
priority
Progress
Recordable incident rate
0.81 in 2020
BEST-IN-CLASS CUSTOMER SERVICE
At CPP, we develop a true understanding of the customer, as an organization,
and as individuals, building a plan for delivering exceptional experiences. We
know that every brand has a unique vision and unique challenges they’re
facing. That’s why we bring to the table a range of innovative services and
superior products that can be delivered at the rapid pace you need to succeed.
So, what could a relationship with CPP mean for your brand?

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WE’RE EXPERTS AT CONNECTING INSIGHTS FROM THE MARKET TO SPECIFIC
PACKAGING FORMATS, CONCEPTS, AND INNOVATIONS.
By identifying key trends and the impact they have on consumers, we help
brands deliver leading-edge packing designs that stand out on the shelf.
WE CAN HELP YOU SETTLE ON A NEW FORMAT OR PACKAGING SOLUTION
FOR YOUR PRODUCT.
After that, we’ll guide you through our best-in-class on-boarding experience,
designed to bring your new concepts to life and scale flawlessly up to
commercial production.
AND WEWON’T STOP ONCE YOU’RE UP AND RUNNING.
Our approach to continuous excellence ensures you’ll have ongoing access to
new and evolving recommendations to improve your packaging and your
supply chain.
Throughout your partnership with CPP, we’ll offer you fresh insights
and innovations, packaging format improvements, and process enhancements
— all designed to deliver more value to your business.
OUR PURPOSE: PRESERVING AND ENHANCING PEOPLE’S LIVES
Our purpose is deeply rooted in our Philosophy and Core Values, and there is
nothing more fundamental to what we do than preserving and protecting the
product that our customers produce.
TRANSPARENT PARTNERSHIP
We’ve forged partnerships with major brands across many markets—and when
we say partnership, we mean it. Collaboration is the foundation of everything
we do at CPP. We take the time to build an unparalleled understanding of each
customer’s business, their needs, and the critical challenges they face.
MARKET INSIGHTS
With market and product insight, we anticipate future needs with our partners.
Our comprehensive portfolio of services and capabilities is ready to help your
brand grow and connect with consumers regardless of the hurdles your
business needs to overcome today—or those you expect to encounter
tomorrow. We take a proactive and flexible approach to resolving issues,
sharing, and connecting critical market insights to packaging innovation.
GET IN TOUCH WITH US!
Ready to learn more about all of the ways we can work together to connect
your brand with consumers, drive sales, and uncover new opportunities for
sustainable packaging? Reach out to the CPP team today

CPP INSIGHTS - SEPTEMBER 2021

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