Unbox Before It’s Gone: Why Limited Edition Packs Are Creating Collector Mania in Indian Retail

Packaging

July 28, 2025

Image of cadbury — Unbox Before It’s Gone: Why Limited Edition Packs Are Creating Collector Mania in Indian Retail

What do sneakers and snack packs now have in common? Numbered drops.

With fast-moving goods flooding the market, brands in India will now be using limited-edition and serial-numbered packaging to stand apart in a powerful way. Once a hallmark of fashion and tech, this tactic is now trending in food and beverage — and the hype is very real.

Take Cadbury’s IPL special packs or Paper Boat’s Holi editions. Some premium dessert brands are numbering their jars: “Pack 78 of 250.” Others offer pre-order windows with waitlists, influencer countdowns, and Instagram reveals. It’s not just about the snack — it’s about being part of a drop culture once reserved for hypebeast sneakers.

The psychology is simple but effective: scarcity drives urgency. A product that’s numbered feels rare, personal, even collectible. Add packaging that looks different — metallic finishes, festival-inspired prints, signed boxes — and you’ve turned an everyday FMCG into a mini keepsake.

And in a world where social sharing equals status, owning a “limited drop” is clout. Consumers don’t just eat the product — they post it, unbox it, and tag the brand. The packaging becomes part of the content loop.

It’s working particularly well for D2C startups and premium niche brands. They don’t just release new SKUs — they launch “editions.” Everything is time-limited, batch-based, and designed to sell out in 3…2…1.

For brands, the upside is twofold: faster sell-through and deeper loyalty. For consumers, it adds a thrill to what could’ve been just another protein bar.

Because in 2025, packaging isn’t just about what’s on the shelf — it’s about what’s not there for long. And that little number in the corner? It’s no longer a production code. It’s the reason they bought it.

Not Just a Wrapper: How DIY Packaging Is Letting Indian Consumers Craft, Create, and Reuse

Packaging

Online Desk

July 28, 2025

Image of TagZ — Not Just a Wrapper: How DIY Packaging Is Letting Indian Consumers Craft, Create, and Reuse

Food packaging in India is no longer a one-way street. Consumers stomach it by touching the packaging, playing with it, drawing on it, and scanning it. The new-gen interactive packaging designers treat the box as an equal participant in art-the container.

From snack boxes that become board games to ice cream tubs that can be peeled off and drawn upon, the brands are questioning consumers to engage a step further beyond eating. Gen Z, especially, loves packs that feel personal — something they can customize, scan, or share.

Take TagZ, which has printed trivia and brain teasers on pack sleeves. Or Slurrp Farm, which includes colouring corners and jokes. Even drink brands are adding QR codes linked to music playlists, AR filters, or comic book episodes.

It’s not just fun — it’s functional branding. Interactive packaging increases the time spent with the product, turning every pack into an experience. That’s a goldmine in today’s attention economy.

Brands are also using interactivity to promote reuse. Boxes that fold into storage, jars that double as plant pots, labels that peel into stickers — it’s packaging that stays relevant beyond consumption.

Importantly, this isn’t just about kids. Even adult-centric brands are experimenting with customisable sleeves, “write your name” jars, or social prompts printed under lids — making every interaction feel personal.

The outcome? Higher shareability, stronger memory retention, and an emotional hook. Consumers feel like co-creators, not just customers. And when someone doodles on your box or keeps it on their desk — you’ve officially extended your brand’s shelf life.

Because in 2025, a pack that entertains, surprises, and interacts isn’t an extra. It’s expected.

And in a world full of passive wrappers, the DIY dabba is the one that sticks around.

Just Enough: How Portion-Smart Packaging Is Reshaping Eating Habits in India

Packaging

Online Desk

July 28, 2025

Snack is not the issue — portion is.

With becoming health conscious being a way of life, Indian consumers nowadays have started questioning not just what they eat but also the amount they consume in one go. And brands have noticed. Cue the rise of portion-smart packaging — not as a diet trap, but as a design strategy that helps consumers make guilt-free, guided choices.

Today’s smart packs aren’t nagging anyone to “eat less.” Instead, they’re saying: here’s the right amount — now enjoy it, no strings attached.

From pre-portioned nut mixes and single-serve ghee pods to granola bars that snap neatly in half, food packaging is no longer just about containment — it’s about behaviour. These designs make moderation feel normal, not restrictive. Even some go further: introducing dotted tear lines, reseals for the option to “save for later,” and QR codes for mindful eating tips. It is a small change in design but a big change in his attitude. In a culture that believes food is love, portioning is often misconstrued as deprivation.

Startups like EAT Anytime, Open Secret, and The Whole Truth are leading the charge. They’re designing packs that align with wellness, without ever looking like “diet food.” The key is balance — bright, playful aesthetics on the outside, intelligent portioning inside. Because no one wants to be told how much to eat — but they do appreciate when the brand helps them not overdo it.

What lends greater verve to this shift is when it respects the autonomy of the consumer and health goals at the same time. This is akin to empowerment, and certainly not shame.

In other words, the food packaging of their future will not so much be about packaging becoming smaller but more about the size making us think, pause, and appreciate what we are about to eat.

Beauty in a Biscuit Box? How Food Packaging Is Taking Cues From Skincare to Win Shelf Space

Packaging

Online Desk

July 28, 2025

Image of Skincare. — Beauty in a Biscuit Box? How Food Packaging Is Taking Cues From Skincare to Win Shelf Space

It looks like a serum. It sits next to your face wash. But it’s actually… almond butter?

As wellness merges with beauty and lifestyle, Indian food packaging is taking cues from skincare design — borrowing from a world where minimalism, matte textures, and ingredient-led branding reign supreme.

From cold-pressed oils in dropper bottles to protein powders in apothecary-style jars, the “beautification” of food packaging isn’t just about aesthetics — it’s about premium perception. The message is simple: if it looks like skincare, it must be high-quality and good for your body.

A few such frontrunners in this crossover include Kapiva, The Whole Truth, and Cosmix. The packaging, really, is engineered to mimic that of beauty brands — pastel tones, amber bottles under glass, and sleek fonts. Ingredient names in giant letters: “Ashwagandha,” “Chlorophyll,” “Turmeric + Collagen.” It’s beyond food — it is functional, clean-label, ritual-worthy.

Why does it work? Because consumers today expect food to feel aspirational and intentional. If you’re starting your day with a spoon of ghee or a turmeric shot, the packaging needs to match the wellness lifestyle you’re projecting.

This crossover is also helping food brands land in non-traditional retail spaces — beauty boutiques, curated wellness pop-ups, vanity sections in lifestyle stores. Packaging is the passport.

Even D2C unboxings are changing. Instead of snack haul vibes, brands are leaning into “self-care” moments — where opening a food pack feels like unveiling a skincare product.

Because in 2025, good-for-you food doesn’t just belong in the kitchen — it belongs on your bathroom shelf, your Instagram feed, and your lifestyle story. And packaging? That’s the entry point.

Radhika Gupta Slams Dior for ₹1.7 Crore Coat Featuring Lucknowi Mukaish Embroidery Made by 12 Indian Artisans: No Credit, No Mention of India

Business

Online Desk

July 28, 2025

Image of Radhika Gupta — Radhika Gupta Slams Dior for ₹1.7 Crore Coat Featuring Lucknowi Mukaish Embroidery Made by 12 Indian Artisans: No Credit, No Mention of India

Edelweiss CEO and Shark Tank India judge Radhika Gupta has once again raised her voice against global fashion giants overlooking India’s rich artisanal legacy. This time, she’s taken aim at Dior for selling a coat worth $200,000 (₹1.7 crore) adorned with traditional Lucknowi Mukaish embroidery — without acknowledging the Indian artisans behind the craftsmanship.

Posting on X (formerly Twitter), Gupta called out the French luxury brand for what she sees as another instance of cultural erasure. The overcoat, which features delicate Mukaish work, was painstakingly made by a dozen Indian artisans over 34 days — yet there was no mention of India, no credit given, no context shared.

“One more handloom, one more headline,” she wrote. “Dior sells a $200K coat using Lucknowi Mukaish embroidery. 12 Indian artisans. 34 days of work. No credit. No context. No mention of India.”

Her frustration is clear, as she went on to say, “The world celebrates Indian craftsmanship, but rarely acknowledges the hands that create it. Branding and storytelling stay in the West — while our artisans remain invisible.”

Gupta used the moment to make a larger point about soft power, drawing comparisons to Japan’s global design influence and Korea’s pop culture dominance. “India needs to do the same with its craft. From being a sourcing hub, we must become a storytelling nation. A home to global brands. The lion has to come out. And roar.”

This isn’t Gupta’s first time calling out fashion labels for cultural appropriation. Not long ago, she criticized Prada for showcasing luxury sandals that looked strikingly similar to India’s Kolhapuri chappals — again, with no credit to the original artisans.

“₹500 chappals sold for ₹1 lakh — and not a word of acknowledgment,” she wrote in another viral post. “This is why I choose to wear and speak up about handlooms. Everyone knows Prada and Gucci. But hardly anyone in a room can name a Himroo, a Sambalpuri, or a Narayanpet weave.”

Gupta’s posts have sparked widespread conversation online, with many echoing her call for proper recognition of India’s diverse textile traditions. “Our craftsmanship is a treasure trove,” she wrote, “but unless we learn to tell our stories, the world will keep celebrating the hunter while the lion stays silent.”

Zorawar Kalra Launches ‘Salad Life’ with Guilt-Free Granola Tiramisu & Signature Vegan Bowls

Business

Online Desk

July 28, 2025

Image-of-salad — Zorawar Kalra Launches ‘Salad Life’ with Guilt-Free Granola Tiramisu & Signature Vegan Bowls

Massive Restaurants Pvt. Ltd., the group behind popular brands like Louis Burger and Slyce Pizza, has launched a new clean-eating concept called Salad Life. This innovative brand aims to cater to the growing demand for health-conscious meals among modern Indian consumers. By offering chef-curated salads and wholesome bowls, Salad Life seeks to elevate the idea of healthy eating far beyond basic greens.

Salad Life’s menu features bold flavors, balanced nutrition, and fresh ingredients designed for today’s fast-paced lifestyle. It includes a wide variety of vegan, vegetarian, and non-vegetarian dishes, from signature salads and grain bowls to wraps and guilt-free desserts like the Granola Tiramisu Parfait. Every item is served with transparent ingredient and calorie information, making mindful eating both accessible and enjoyable.

Founder Zorawar Kalra emphasized the brand’s vision, stating, “We’re responding to what our audiences are genuinely craving: food that nourishes but doesn’t compromise on taste.” The initiative aligns with a rising trend among Indian diners who are actively seeking convenient, healthy, yet flavorful meal options.

Currently, Salad Life is available for delivery across New Delhi through major platforms like Zomato and Swiggy. The brand focuses on thoughtful packaging and delivering freshness straight to customers’ doors.

By launching Salad Life, Massive Restaurants is not only bridging the gap between health and taste but also positioning itself as a game changer in the evolving landscape of clean eating in India. As demand for nutritious yet satisfying food continues to rise, Salad Life appears poised to become a favorite among health-focused urban diners.

India’s E-Commerce Set to Jump from 9% to 17% by 2030: McKinsey Highlights Surge in Quick Commerce & Social Shopping

Business

Online Desk

July 28, 2025

Image of e-commerce. — India’s E-Commerce Set to Jump from 9% to 17% by 2030: McKinsey Highlights Surge in Quick Commerce & Social Shopping

India may have one of the largest online populations in the world, but when it comes to online shopping, the country is still warming up. A recent study by McKinsey & Company shows that out of 850 million internet users, only around 20 to 25 percent are actually buying products online. Compare that with places like the U.S. or China—where over 85 percent of people with internet access are active online shoppers—and it’s clear there’s a long runway ahead.

But that gap is closing, and fast. India isn’t just borrowing from global e-commerce trends—it’s building its own playbook. Take the explosion of “quick commerce” services, which promise deliveries in under an hour. What started as a novelty is quickly becoming the norm in urban centers.

As of the financial year 2023, e-commerce still made up less than 10 percent of total retail sales in India. But that number is expected to jump to 15–17 percent by the end of the decade. The growth isn’t just about more people shopping online—it’s about how they shop and what they’re buying.

Innovative models like social commerce (shopping via apps like WhatsApp and Instagram) and instant delivery platforms already make up more than 15 percent of India’s e-commerce space. By 2030, their share is expected to cross 25 percent.

What’s more, online platforms are venturing beyond the usual mix of groceries and gadgets. Many are adding services like home repairs, health consultations, and beauty appointments—pushing the definition of “e-commerce” into entirely new territory.

Tanisha Jatia’s Urban Jungle to Invest ₹20 Cr for 15 New Experience-Led Stores Across Indian Metros by 2026

Growth

Online Desk

July 28, 2025

Image of urban jungle. — Tanisha Jatia’s Urban Jungle to Invest ₹20 Cr for 15 New Experience-Led Stores Across Indian Metros by 2026

Urban Jungle, the newest venture from Safari Industries, is betting big on India’s young, design-savvy shoppers. The brand, led by Tanisha Jatia, is carving out its niche by focusing on style, practicality, and the growing appetite for curated lifestyle experiences.

Jatia shared with ETRetail that Urban Jungle plans to invest ₹20 crore over the next 12–18 months to open 15 exclusive brand outlets (EBOs). The first store has already launched in Pune, and the upcoming outlets will be located in top metro cities like Mumbai, Bengaluru, Delhi, and Kolkata — specifically in malls and high footfall high streets. Each outlet will span around 550 sq. ft., offering a compact yet immersive retail experience.

“We noticed a clear gap in the market. Young consumers today want products that are not only functional but also an extension of their identity. They’re traveling more, earning more, and looking for brands that match that energy,” said Jatia. “Our stores are designed to offer more than just products — they’ll bring our brand story to life and help justify our premium positioning.”

Targeting Gen Z and millennials aged 20–35, Urban Jungle already has a strong presence across 134 shop-in-shops in department stores like Lifestyle and Broadway, and is working with 120 premium distributors across the country.

E-commerce is also a key focus. The brand is available on Amazon, Flipkart, and even quick commerce platforms like Blinkit. While quick commerce currently brings in about 5% of their revenue, Jatia says that segment is growing by 50–60% month-on-month and is expected to double in the next 6–8 months.

Urban Jungle’s average online order value is ₹5,500, while in-store purchases average around ₹6,500 — a clear sign that customers are buying into the full experience.

The Belgian Waffle Co Turns 10, To Open 280 New Stores With ₹20 Crore Investment

INVESTMENTS

Online Desk

July 26, 2025

Image of The Belgian Waffle Co. — The Belgian Waffle Co Turns 10, To Open 280 New Stores With ₹20 Crore Investment

Celebrating a decade in business, The Belgian Waffle Co is gearing up for a major expansion drive. The dessert chain is planning to open 280 new outlets over the next two years, backed by an investment of around ₹20 crore, Managing Director and CEO Ankit Patel revealed in an interview with ETRetail.

The brand already boasts a strong footprint with 700 outlets across 230+ cities in India, and it’s not slowing down. “We open anywhere between 100 to 120 outlets annually. Last year, we opened nearly 140 stores, and the pace will stay consistent over the next couple of years,” Patel said.

While the brand has so far followed a balanced model—with 50% of its outlets being company-owned and the rest operated by franchise partners—its future plans are more metro-focused. Of the 280 new stores, 100–110 will follow the COCO (company-owned, company-operated) model, primarily targeting India’s larger metro cities. The remaining outlets will be franchise-driven, with a focus on Tier III and Tier IV cities, where the brand continues to see strong demand for partnerships.

Patel also mentioned that The Belgian Waffle Co is taking inspiration from international F&B giants to streamline its operations and replicate success across geographies, especially through franchising.

The brand operates across three formats—kiosks, takeaway counters, and full-fledged cafés—giving it the flexibility to adapt to varying locations, customer needs, and real estate dynamics.

With consumer appetite for on-the-go dessert options rising, The Belgian Waffle Co’s expansion strategy seems to be in sync with evolving urban and semi-urban trends.

Nicole Kidman Signs On as the New Face of Clé de Peau Beauté, Bringing Her Signature Elegance to the Japanese Luxury Label

Online Desk

July 26, 2025

Image-of-Nicole-Kidman — Nicole Kidman Signs On as the New Face of Clé de Peau Beauté, Bringing Her Signature Elegance to the Japanese Luxury Label

At this point, Nicole Kidman doesn’t just take on roles—she defines eras. Whether she’s lighting up the screen in a prestige miniseries or hypnotizing cinema-goers with a now-iconic AMC ad, she has a magnetic pull that’s hard to ignore. Now, the Oscar-winning actress is lending that same star power to the world of high-end beauty. The 58-year-old Australian icon has officially joined Clé de Peau Beauté as their new Global Brand Ambassador, the company announced today.

With her porcelain skin and ever-evolving but always elegant style, Kidman is a natural fit for the upscale Japanese skincare and makeup house. But this partnership goes deeper than just flawless skin. In a statement, Clé de Peau said that Kidman captures the spirit of what they call “Radiance”—a fusion of purpose, intelligence, and artistry. The brand sees her not just as a celebrity, but as a thoughtful figure who stands for more than just surface beauty.

Kidman, never one to attach herself to just any campaign, said she was drawn to the brand’s belief in celebrating individuality. “Clé de Peau Beauté sees beauty as something that shines through every part of a person’s life,” she said. “That’s the kind of message I want to be part of.”

This isn’t her first foray into beauty endorsements, either. Back in 2017, Kidman teamed up with Neutrogena, and she’s also served as the face of Swisse Wellness and Balenciaga. Now, she’s stepping into a more luxe territory with Clé de Peau, signaling what might be a new phase in her brand partnerships—one that leans into grace, refinement, and a certain quiet power.

A teaser video featuring Kidman has already been released, offering a glimpse of what this collaboration might look like. But if her track record is any indication, this is likely just the beginning of something visually stunning—and unmistakably Nicole.

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