Polyart’s strategic expansion in India is setting a new standard for premium labels

India’s packaging market is transforming, fueled by rapid economic growth and rising consumer expectations. The industry, estimated to be worth over USD 50-billion, is characterised by diverse needs spanning traditional packaging to luxury products. With consumers becoming more discerning about the environmental impact of packaging, the demand for sustainable and high-performance labels has never been higher.

“India's market is vibrant, adaptable, and increasingly focused on sustainability and premium quality,” says Bruno Millery of Polyart. “With nearly EUR 80-million in revenue, Polyart’s commitment to India is part of a broader strategy aimed at sustainability and premium market penetration, especially within the wine and spirits sector.”
 
The Deco Range for high-end labels

Polyart’s Deco Range is at the forefront of its Indian expansion, offering unique label solutions made from high-density polyethene (HDPE) that replicate the texture and aesthetic of premium paper but with superior durability. Unlike chromo paper and polypropylene (PP) labels, HDPE labels are more resilient to environmental challenges, such as humidity and heat, which are prevalent in many parts of India.

“The Deco Range is not just another label; it’s a solution that redefines what premium labels can do,” explains Gerald Iannone of Polyart. “Printers and brands have long sought a product that offers luxury aesthetics without compromising on durability or performance. With this range, we’ve addressed that need by ensuring the textured effects remain intact after multiple print processes, maintaining a high-end appearance that lasts.”

The range is particularly suited for high-value industries, including wine, spirits, cosmetics, and luxury beverages, where visual appeal is critical. Shweta Chhabra, Polyart India’s sales and marketing director, notes, “Our Deco Range offers a unique value proposition by providing textures and coatings in Pearl, Gold, and Silver. These features elevate a product’s visual impact, creating a lasting impression on consumers.”

Shifting paradigms in Indian packaging

Traditionally, the Indian label market has been dominated by lower-cost options, driven by a price-sensitive landscape. However, with the growth of middle- and upper-class consumers, the demand for premium, luxury packaging is rising. The shift is also evident in sectors such as the spirits industry, where brands are moving away from outer cartons and placing more emphasis on the label itself to capture attention on crowded shelves.

Chhabra elaborates on this trend: “The liquor industry has begun phasing out outer cartons, which typically had a budget of Rs 25 to Rs 35 per package. Now, labels are doing the heavy lifting to differentiate products in stores. Our Deco Range fits this shift perfectly, offering a cost-effective yet premium option that brands are willing to invest in.”

This paradigm shift has also led to increased attention to export-quality packaging. Many Indian manufacturers target global markets, requiring packaging that meets international standards. “We are seeing a growing number of brands in India investing in premium labels for their export products. The quality of the label can make or break a brand's first impression in international markets,” notes Iannone.

Collaborating for success

Polyart’s strategic approach involves deep partnerships with converters and brand owners, which sets it apart from many competitors who focus solely on converters. Millery explains the rationale: “Engaging with brand owners allows us to present the full value of our products. If we only focus on converters, the conversation often revolves around price. By working directly with brands, we can sell the concept, emphasising a premium label's impact on consumer perception.”

This collaborative model is reinforced by Polyart’s local presence. The company maintains a warehouse in Mumbai and provides on-ground support for sheeting, slitting, invoicing, and delivery. Chhabra points out, “Having these facilities allows us to meet local demand efficiently, offering products without the need for a distributor. This approach has been crucial in establishing strong relationships with both converters and brands.”

Partnering with Innovia

The Polyart Group’s collaboration with Innovia, part of the CCL Group, marks a significant strategic partnership aimed at strengthening Polyart’s position in the Indian market. Innovia, known for its high-quality injection moulding products, complements Polyart’s extensive range of labelling solutions, creating a synergy that benefits Indian converters and brands alike.

The decision to partner with Innovia is rooted in shared goals and complementary product offerings. Millery explains that they chose to collaborate with Innovia because their product is comparable to Polyart's, a commodity injection coating of very high quality. “By combining Innovia’s strengths, we can offer a comprehensive range of blow moulding and injection moulding solutions tailored for the Indian market.”

Through this partnership, Polyart now stocks and supplies Innovia’s high-yield, low-density injection moulding films — products previously unavailable to Indian manufacturers. Chhabra notes that Indian manufacturers in the in-mould labelling (IML) space do not currently produce low-density, high-yield IML film. “With Innovia’s support, Polyart can now offer these advanced films, providing a cost-effective solution for moulders and brands seeking high-quality options.”

This collaboration brings a range of advantages to the Indian market. Polyart, already known for its high-end synthetic paper and specialty label solutions, now adds Innovia’s injection moulding products to its offerings, enhancing its market presence. 

Additionally, Polyart’s team in India, led by experienced professionals, provides technical support for both blow moulding and injection moulding processes. Chhabra says, “This ensures that converters have access to expert guidance when integrating these products into their operations.” One of the standout features of this collaboration is the ability to offer smaller quantities of high-quality products. Millery points out that they can now promote and sell Innovia products in India, even in smaller quantities. This flexibility aligns with Polyart’s strategy of supporting local brands and startups with accessible solutions,” explains Iannone.

The combined capabilities of Polyart and Innovia address a crucial market gap: the need for specialised, high-performance IML solutions in smaller volumes. “This collaboration allows Indian converters to access premium injection moulding films that support a variety of industries, including pharmaceuticals, chemicals, and luxury packaging,” says Chhabra.

Solutions for digital and analogue printing

Polyart’s offerings are designed to be versatile and compatible with both digital and traditional printing methods. This flexibility is particularly important in India, where converters may use a mix of printing technologies. "Our Deco Range is suitable for offline adhesive coating and has a top layer that supports both flexo and HP Indigo presses," says Chhabra. “This means converters can seamlessly integrate our products into their existing workflows.”

By partnering with digital printing leaders like HP Indigo, Polyart has further positioned itself as a forward-thinking player that understands the nuances of modern printing needs. This collaboration enables the company to offer digital printers unique label solutions at more competitive prices.

Tailored solutions for an evolving market

Polyart’s adaptability is evident in its decision to develop products specifically for the Indian market. Historically, the company imported European-made products and adapted them for local use. However, as Millery reveals, “Our mindset has shifted. We are now focused on developing solutions that cater directly to the needs of Indian converters and brands.”

This shift has paid off with the success of the Deco Range, which offers high performance in small quantities—a rarity in the market. Iannone adds, "With minimum order quantities starting at 500 square meters, we provide accessibility that’s unheard of for premium products. This flexibility empowers smaller businesses and startups to access high-quality label solutions without the financial burden of bulk purchasing."

Elevating an Indian spirits brand

A prime example of Polyart’s impact is its work with a leading Indian spirits brand that sought to modernise its packaging to compete internationally. The brand had previously used standard PP labels but faced challenges with durability and maintaining the label’s appearance in humid conditions. By switching to Polyart’s Deco Range, the brand sees a marked improvement in shelf appeal and customer feedback.

“The results are immediate,” says the brand’s chief packaging officer. “Our new labels maintained their quality over time, and the textured look added a touch of luxury that resonated with our customers. After launching the new packaging, sales increased by 15% in the first quarter.”

Sustainability as a pillar of innovation 

At the heart of Polyart’s development efforts is sustainability. The Deco Range’s use of recyclable HDPE aligns with environmentally conscious practices, positioning Polyart as a leader in sustainable innovation. Beyond this, the company’s Fibre Skin Tag showcases its commitment to eco-friendly alternatives. Millery explains, “The Fibre Skin Tag is a tear-resistant, compostable label made from FSC-certified paper. It’s part of our push to support a circular economy.”

Polyart’s focus on sustainability resonates with Indian consumers, who are increasingly aware of the environmental impact of their purchases. This awareness is driving brands to seek out suppliers who prioritise eco-friendly solutions. 

Competitive landscape and industry challenges 

Polyart’s move into the Indian market comes as competition intensifies. While there are established players in the premium label space, Polyart’s unique approach—offering specialty labels at accessible MOQs and emphasising sustainable practices — differentiates it from its peers.

“The challenge in India isn’t just about entering the market; it’s about educating stakeholders on the value of premium and sustainable labels,” says Iannone. “Many converters are used to low-cost, high-volume options. Our role is to demonstrate that investing in high-quality labels is not just about aesthetics but about long-term brand value and sustainability.”

A vision for growth 

Polyart’s strategic initiatives in India are just the beginning. The company is already exploring the introduction of additional products that cater to emerging sectors, such as pharmaceuticals and chemicals. These industries, which demand specialised label properties, represent a significant growth opportunity for Polyart.

“We aim to establish a long-term presence in India by continuing to innovate and adapt our offerings,” says Millery. “Our goal is to remain at the forefront of the market, offering products that combine technical excellence with sustainability.”

As Millery says, Polyart’s foray into the Indian market is more than a business expansion; it is a redefinition of what premium, sustainable labels can offer. “By collaborating with converters and brand owners, maintaining a flexible and accessible product range, and prioritising eco-friendly practices, Polyart is setting new standards in the packaging industry.”

As the market evolves, Polyart’s blend of new solutions, strategic partnerships, and local investment positions it as a leader poised to shape the future of labelling in India.