With the increasing competition across all industries, packaging will become a key tool in the hands of brand managers as a means to differentiate. Studies show that in developed economies where super stores are commonplace, 70% of the purchase decisions are made in the store. Packaging plays an important role in differentiating competing products and can be decisive in influencing the purchasing choice of consumers. As packaging is the first thing that one notices about the product, packaging has become as important as the product itself. The pre-packaging and labeling of products, enabled by the can and other containers, will help change the shopping experience. Previously, the storekeeper stood behind the counter and between the consumer and the goods setting prices and measuring out parcels, now the availability of packaged items allows the shopper to see and choose goods themselves. This has placed Packaging at the heart of Marketing Strategy.

The future points to new and exciting developments in can technology and manufacturing. Soft drink producers, brewers and producers of other consumer goods are looking for a unique image for their products with high profile cans all shapes and sizes imaginable, with enhanced graphics and textured finishes. Easy-open ends have put convenience at the fingertips of the consumer, soon even a tin opener will be too much trouble by comparison.

The industry is working on several other innovations such as the self cooling can, which has been inspired by Nestle's self heating canned coffee 'Hot when you want'. Furthermore, steel and tinplate producers are expected to playa more active role in promoting the use of tin cans. In this direction, Rasselstein Hoesch have already teamed up with a Dusseldorf-based advertising agency to launch their 'Brands meet steel' campaign. The idea is to combine an existing product with steel packaging in an effort to open new markets. This initiative of theirs has already met with some success with their 'Get One' concept where a full gherkin is packed in a single serve can with an Easy open end. The 'Get One' concept has met the customers need to consume on the move. Moving ahead with times, TAT A Tinplate has repositioned itself a solution provider to meet customers packaging needs. A separate division has been created to popularize new packaging concepts; as well as to address packaging needs to large FMCG companies. Technical tie-ups with two of the world's largest producers of tinplate is a step in this direction.

There is no denying the fact that the tin can packaging industry in India is poised for a phenomenal growth. This will be a natural outcome of the rapidly changing life style of Indian consumer, growing urbanization, nuclear families and increasing double income households. The huge potential of tinplate packaging in terms of exports to satisfy rapidly growing agro and processed foods industry remains untapped. The unique properties of tin can packaging that make it an ideal packaging solution viz product protection, longer shelf life, cost effectiveness, consumer convenience and many more (as discussed above), are fast being understood by the packaging decision makers.

Whether at home, office, or outdoors, tin can is fast emerging as the most reliable, versatile and recyclable packaging option. No doubt, new opportunities and challenges will continue to arise. And if the past is any indication of what is to come, the tinplate producers and can manufacturers will be prepared to satisfy the evolving needs of the modern day consumers and industries they serve.