What if you are buying premium items like sweets, chocolates or nuts and the merchant packs those in an ordinary package? Would you buy such things if the packaging isn't attractive? Probably not. The point we wish to drive is that it is the packaging that sells things.

Now, if one is familiar with sweets of Indian origin, one knows that these are highly sugary and syrupy types of confections. Some varieties of Indian sweets literally ooze with a lot of ghee (clarified butter) and sugar syrup.

Calorie conscious people please excuse but we Indians like our sweets that way: hundreds of varieties made with rich ingredients like sugar, sugar syrup, jaggery, spices, honey, milk, grains, pulses, flours, fruits, dry fruits and even vegetables!

No, here we don't want to speak about Indian sweets but about how to package them. When Chaitry commenced operations, words 'package' or 'packaging' were unheard of, especially when it came to the highly prized and popular Indian sweets and confectionery. Sweet makers used to pack their stuff in ordinary cardboard boxes unsuitable for such items. Not that they wanted to sell in poor quality packaging. They did not have options as there was a shortage of suppliers of quality and durable packaging materials.

Over the years, the confectioners have progressed and prospered. They now know the value of good packaging. The customers nowadays demand nothing less than things wrapped in pretty packages. Sensing the demands of the time, our promoter Ajjaay M Karia established Chaitry Offsset to cater especially to the confectionery industry.