Private View: Dasara Pure Mysuru Agarbathi

Amit Kale, associate vice president - packaging and automation, Reliance Retail

The rectangular box gives the product a premium feel and also justifies the cost of product. It is made from recycle paperboard, with an additional kraft sleeve inside, to reinforce the box.

Both the panels of the box depict luxury associated with Mysuru, through the image of a procession of king on elephant. The box is printed with veneer (wood) finish portraying sandalwood. One panel of the artwork is gold-embossed and the other is embossed with ivory colour.The inner pouches are surface printed with gold metPET/poly, and are in continuation with the outer box.

The brand ‘Cycle’ is a popular name in the incense stick segment, and it should have been printed on the top and side panels. For the first time, I have seen 'how to use' instruction on an incense stick, and I highly appreciate it.

While the product is well protected, usage of a higher gsm white/grey back paper would have increased the print quality and would also have eliminated the need of an internal sleeve.

Soma Roy, senior manager, packaging development, Bizongo

The components used for packaging is a mono carton and laminate.

The pack design communicates the art heritage encrypted on Puranas.

However, there is a scope of improvement on the texture and finish of the wood grains.

In addition, the brand name printed in white appears dull and creates a lower impact. The pack deceives the number of units packed inside. Overall, the package design has to be much-more optimised.