With over 45 packaging innovations to her credit, Shweta Tiwari has emerged as a transformative force in sustainable, consumer-centric packaging. Having led design and innovation projects across top-tier companies such as Unilever, Dabur, and Lipton Tea and Infusions, her work reflects a commitment to purposeful design, efficiency, and environmental responsibility.
In this interview with Usha Benjamin, she shares her insights on scaling sustainability, solving regional packaging challenges, and navigating the complex dynamics of leadership in a fast-evolving industry.
Usha Benjamin:
You’ve led over 45 packaging innovations—could you walk us through one that best exemplifies your philosophy of consumer-focused, sustainable design?
Shweta Tiwari:
One project that reflects my approach was the development of a Netflix Sleeve during my time with Lipton. It was created to support a limited-edition launch without overhauling the carton design. Instead of investing time and resources into a new structure, we designed a lightweight sleeve from paperboard that could be adapted across multiple SKUs.
It delivered promotional visibility while cutting packaging material by nearly 70%. For me, this was the perfect blend of speed, impact, and sustainability.
Usha Benjamin:
In your view, how is packaging evolving in consumer perception, especially across FMCG and personal care segments in the AMET region?
Shweta Tiwari:
Packaging today is not just a container—it’s a medium of brand ethics, experience, and utility. Consumers across AMET are becoming far more conscious. They want intuitive design, clear labelling, and sustainable choices.
At Unilever, Dabur, and Lipton, I’ve seen how packaging shapes brand loyalty. A few years ago, visual drama dominated. Now, consumer gravitate to minimal, recyclable formats and honest communication. Packaging must deliver function and emotion, not just aesthetics.
Usha Benjamin:
How do you balance sustainability with cost optimisation in large-scale packaging projects?
Shweta Tiwari:
It starts at the concept stage. I believe in building sustainability into the design brief, not treating it as an add-on. We select recyclable or compostable materials early, then offset costs through structural simplification, lightweighting, and transportation optimisation.
If a paper-based substrate can replace plastic without compromising performance, that’s a win—both environmentally and commercially.
Usha Benjamin:
What are the specific packaging challenges and opportunities you’ve encountered in the AMET region?
Shweta Tiwari:
The region is diverse—culturally, economically, and environmentally. One major challenge is regulatory non-alignment. Each market has its own compliance and labelling rules. To manage this, I work closely with local partners to map regulations early. Another challenge is sourcing; many materials are still imported. I’ve therefore led initiatives to develop local suppliers and standardise components.
The opportunity lies in the region’s hunger for change—growing openness to refill models, biodegradable solutions, and eco-pack innovation.
Usha Benjamin:
How do you approach branding projects that stretch across multiple geographies?
Shweta Tiwari:
Rebranding requires strategy and adaptability. I begin by studying consumer behaviour, competitors, and legal frameworks in each market. Then we build flexible design systems that adapt across countries while retaining consistency.
At Lipton, I’ve worked on projects where cross-functional collaboration was key—from marketing to regulatory to print vendors. We tested early, ran simulations, and aligned on scalable artwork systems to ensure fast rollout without compromising equity.
Usha Benjamin:
How close do you think we are to achieving fully circular food packaging?
Shweta Tiwari:
We’re making progress, but true circularity needs more than recyclable materials. The gap lies in infrastructure, policy, and consumer behaviour. In many markets, waste segregation remains inconsistent. Even the best packaging can end up in landfill if systems don’t support recovery.
So focus on designing packs that work with existing infrastructure—easy to sort, low in composite materials, and high in recovery potential. Circularity is a continuous design challenge.
Usha Benjamin:
Can you describe your typical approach to the packaging innovation lifecycle?
Shweta Tiwari:
Innovation starts with purpose—consumer need, sustainability, or functionality. I follow a structured yet agile process: insight gathering, opportunity mapping, design, and prototyping.
After feasibility trials and stakeholder buy-in, we test in real environments and refine. I also emphasise post-launch tracking—studying consumer feedback and performance metrics. Innovation shouldn’t stop at launch; it must evolve.
Usha Benjamin:
As a woman in packaging leadership, what has your experience been like—and what advice would you give to young women entering this space?
Shweta Tiwari:
It’s been empowering, though not without hurdles. Early in my career, I had to establish credibility in rooms where women were underrepresented. I learned to lead with facts and confidence.
My advice: own your space. Build expertise, ask bold questions, and don’t wait for validation. The industry needs diverse voices. I follow the motto: “Thrive for excellence—perform while uplifting others.”
Usha Benjamin:
Have you ever had to overcome gender bias in the workplace?
Shweta Tiwari:
Yes. I’ve had moments where my ideas were overlooked or challenged more than necessary. I rely on data, insight, and preparation. When you present well-reasoned solutions, they’re hard to ignore. Turning resistance into collaboration often leads to stronger outcomes and long-term respect.
Usha Benjamin:
What emerging trend will most significantly redefine packaging in the near future?
Shweta Tiwari:
Circular design principles will reshape packaging—from single-use to multi-use, from recycling to regeneration. Improving material loops, working with suppliers on biodegradable formats, and evaluating infrastructure readiness will be critical.
We must think systemically—not just about the pack, but its entire lifecycle. The future lies in solutions that add value to both the consumer and the planet.
— Shweta Tiwari