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Encouraging Initiatives - Pharma Packaging

Federal Bureau of Investigation has referred counterfeiting as a crime of 21st century. World wide, in comparison to counterfeiting bank robberies account for less than $ 100 million per year. With in a decade the flow of counterfeit goods is nearly 100 times what it was 20 years ago.

COUNTERFEITING affects us all:

• Permeates almost all of legitimate businesses & industry. 
• Among the fastest growing global economic crimes — second only to drug trafficking or dealing in illicit firearms. The commercial crime is growing faster than international trade.
• Virtually a parallel market — growing 8-10% yearly - faster than int’l trade.
• Frequently plays a part in laundering of drug money.
• Has developed into a sophisticated network of organized crime & terrorism.
• Often leads to human tragedies. 
  

COUNTERFEITING RESULTS INTO A HUGE LOSS:

Loss to economy:

• Globally FMCG sector looses USD $ 650 million per year due to counterfeiting.
• Indian economy loses USD $ 200 million in FMCG sector due to counterfeiting.
• In the USA a report released by Institute of Policy Innovation (IPI) - US economy loses $ 12.5 million due to global piracy of music.
• India Software industry loses USD $ 1250 million due to software piracy.
• A drop in counterfeiting auto parts will add 210,000 jobs to US Auto industry (US Federal Trade Commissions).
• Russia economy looses $ 1 billion due to non-payment of taxes, excise duty, octroi etc.
• 10% of the personal care products traded worldwide are counterfeit.
• 10% of the major soft drinks sold in India are fakes, 10-30% of cosmetics, toiletries and packaged foods are fake.
• Major international alcohol brands lose $ 300 million per year due to counterfeiting.
• The auto-component industry is roughly worth Rs 41,000 crore (Rs 410 billion), which puts the fake market between Rs 15,170 crore (Rs 151.70 billion) and Rs 19,270 crore (Rs 192.70 billion).

STATISTICS RELATED TO COUNTERFEITING

Counterfeit and Pirated Products Index:
$295.07 Billion

Market Overview

28 Counterfeit Products Listed

Product Average: $10.53 Billion

Counterfeit and Piracy Market Index

Source:   Calculation of available products in the country. Products listed below, with source of figure listed on product page.

Counterfeit and Pirated Product

Counterfeit and Piracy Market  Index:
$527.01 Billion

Market Overview

59 Counterfeit Markets Listed

Average Market: $8.77 Billion

Counterfeit and Pirated Products Index

Source:   Calculation of available products in the country. Products listed below, with source of figure listed on product page.

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Hong Kong 2007 036

Pharmaceutical counterfeiting and purchasing medicines from illegal distributions channels have become more and more common and a big problem in our country. Difference medicines and drugs are involved. An alarmingly high proportion of anti-malarial drugs brought in pharmacies and shops are counterfeit, and the problem has only increased significantly in recent years. Recent and widespread appearance of counterfeit artesunate tablets in several countries in South-East Asia including India poses a serious threat to health in this region. In some countries, up to 50 percent medicines are fakes, according to the World Health Organization (WHO) the growing counterfeit drug market is going to be worth a hefty $75 billion globally by 2010.

The difficulty to monitor the spread of fake drugs is that counterfeit medicines are easy to manufacture- they look like genuine drugs in packaging and labeling. Another problems is the wide availability of controlled drugs-narcotics, benzodiazepines, amphetamines and other internationally controlled drugs are easily developed in many developing countries. In addition, countries with weak regulations are most vulnerable to the marketing of counterfeit drugs. Illegal pharmacies and the sale of medicines over the Internet have aggravated the problem further. The rapid expansions of unregulated markets has dramatically worsened the situation. The problem of counterfeit medication and abuse of pharmaceuticals containing controlled substances bought without prescriptions has increased alarmingly and poses graves risks to public health.

The counterfeit drug industry is currently booming with estimates that the black market would reach $75 billion by 2010. Radio frequency identification (RFID) tags, barcodes and various other solutions have been offered to the industry as security measures. New holograms products like the ones manufactured by an innovative new platform technology which can react to simple stimuli such as breath or water to reveal a hidden image or change colour to confirm a product's authenticity, promise to be a novel arrow in the quiver of the pharma industry in its attempts to shoot down drug counterfeiters. These smart holograms as they are called, use a variety of polymers between layers of film which are turned to react to different stimuli. The polymers swell as a result of the stimuli and light is refracted in a different way, giving a visual response to verify authenticity. The smart holograms can be integrated into a supply chain to any extent a manufacture chooses, as the hidden image can be designed to fade and reappear as the stimulus is re-applied at a later stage, or employed as a single use feature with the revealed image remaining permanently.

The holograms can be used as a track and trace mechanism. and combined with specialization as well as hidden images to produce both overt and covert security features. The extensive technological research that has gone into the product and the manufacturing complexity will make it an unattractive option for counterfeiters, as is being fervently hoped by the industry.

Packaging is the dress code of any brand.  According to wikipedia "Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation, and production of packages. Packaging is heavily integrated into our daily lives, we see it all around us, on everyday items such as chocolate bars and potato chip (crisp) packets. The main use for packaging is protection of the goods inside, but packaging also provides us with a recognizable logo, or packaging, we instantly know what the goods are inside. If you get it right, you are sure to impress all those who matter. In this age of cut-throat competition nothing cuts through the clutter like unique packaging. Not every good packaging idea comes with a price tag. A little creative thinking is all that is needed.

Now, Welcome to the new age of holographic packaging - The art of future dressing up of brand.

It’s not often that a simple design element can be so flexible in its use and so remarkable in its effectiveness.

The impact of holography on packaging is immediate, getting the attention of your customers and moving your product off the shelf. In this era the innovative use of holographic packaging has a proven track record of increasing sales.

Brach & Brock Candy Company projected a three-fold increase in sales using holographic packaging.

"Sparkling hologram bags that practically glow on the shelf to catch shoppers' attention." That's how Brach & Brock Confections describes the packaging for its new Street Sharks Gummy Candies and Batman & Robin Fruit Snacks and Gummy Candy."

An example: Blanton Whiskey added a hologram to its bottle and this led to an instant and increased sale .

The holographic packaging provides eye catching visual impact, authentication, and added value. In reality, all products are subject to counterfeiting. Hence proper holographic packaging on consumer goods serve an important way for brand protection.

In February 1999, when Colgate-Palmolive Canada decided to enter the whitening toothpaste market for the first time, it knew it had to capture attention quickly in a lively, competitive environment ... and the Colgate name alone wasn't going to carry the day. The company hoped to win over loyal users of competitive brands, and persuade even users of its own standard toothpaste to upgrade to its new brand, "Colgate Sensation." As a late entry into the marketplace, it was likely to be facing an uphill climb. Colgate-Palmolive's global headquarters in New York recommended using a holographic package to break through shelf clutter, grab consumer attention and establish the presence of the new product in the market.

According to Philip Durocher Director of Marketing “ We wanted to present the public with a premium package,A package that would reflect what people think their smiles should be like--sparkling and dazzling."

Holographic packaging films are ideal for flexible or rigid packaging. In an already crowded marketplace, the ability of a product to get noticed due to the sheer packaging is an invaluable tool to retain and increase market share. Application of holographic packaging is already extremely diverse ranging from toothpaste packaging to chewing gum wrappers. Hologram packaging includes flexible packaging, board packaging, rigid box, pack packaging etc. There are several reasons why holographic packaging is becoming crucial in today's context. Both the ethical and OTC environments demand better, more efficient packaging. There are many reasons which improves the usage of holographic packaging. 

The advantages of holographic packaging are manifold:

• Inherent security of holography against counterfeit
• Customer perceives higher value addition
• Greater & High impact at the point of sale
• Enhanced aesthetics ensuring a Premium look

"According to recently published report by PIRA hologram types and geographic markets will show the highest levels of growth and offer the most opportunities to hologram manufacturers."

Problems of packaging terrorism and product piracy are increasing. The use of  holography is a cost-effective way of countering these which, at the same time, adds to the attractiveness of the pack. ACROSS THE whole range of packaging applications, there is no more creative or secure medium than holography.

Global Packaging Industry is worth US$424 billion. Our holography industry share in packaging is $ 1.9 million.

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