Case Studies
Thavidari Rice Premium Packaging by Dawer Propack Pvt. Ltd.
- Project Overview
IMAX Gold, a premium rice brand known for its commitment to authentic taste and consistent quality, collaborated with Dawer Propack Pvt. Ltd. to create an upgraded and distinctive packaging design for its Thavidari Rice range. The brand wanted a modern, practical, and visually strong packaging solution that would reflect the premium quality of its rice while standing out on store shelves and performing efficiently across domestic and export markets.
The project required a fine balance of functionality and aesthetics — a pack that not only preserved freshness but also conveyed the brand’s values of purity, excellence, and trust. Dawer Propack, with its proven expertise in flexible packaging innovation, took on the challenge to deliver a solution that embodied IMAX Gold’s legacy while adding a contemporary edge suitable for global retail spaces.
- Challenge
IMAX Gold faced multiple challenges during the development of the Thavidari Rice packaging. As the brand expanded into new markets, it needed a packaging format that could meet high logistical and aesthetic demands simultaneously. Some of the major challenges included:
Durability and Protection
The packaging needed to safeguard the rice from environmental factors such as moisture, humidity, and air exposure that could compromise the grain’s quality during transport and storage.
Export-Ready Standards
The pack had to be suitable for long-distance shipments, ensuring that it maintained its structural integrity, visual appeal, and product freshness.
Ease of Handling and Functionality
Large rice packs are often heavy and inconvenient to carry. The new design needed to make transportation and consumer use more comfortable.
Premium Aesthetic Appeal
IMAX Gold wanted the packaging to project a sense of richness and sophistication to compete effectively in the premium rice segment.
Brand Consistency Across SKUs
IMAX Gold’s product range includes multiple variants, each with its own flavor and positioning. The design system had to maintain uniformity while allowing subtle differentiation between SKUs.
These challenges required an innovative, multi-dimensional approach combining design creativity, structural engineering, and material science.
- Solution
Dawer Propack’s solution was a meticulously designed side gusset and bottom gusset flexible rice bag with a resealable front zipper and a sturdy plastic handle. This structure not only enhanced practicality but also reinforced the brand’s premium positioning through a blend of functionality and luxury aesthetics.
- Structural Design
The side gussets provided additional strength, allowing the bag to expand efficiently when filled and stand upright for improved visibility on shelves. The bottom gusset ensured a stable base, making the pack self-standing and stackable, ideal for modern retail display requirements. The inclusion of a front zipper gave consumers the convenience of resealing the pack after opening — preserving the aroma, texture, and freshness of the rice for extended periods. The top plastic handle, ergonomically designed, added portability, making it easier for consumers to carry heavy packs comfortably.
- Material Engineering
A multi-layer laminated film was used for the bag construction. This advanced material composition provided superior barrier protection against moisture, oxygen, and light exposure, ensuring the rice remained fresh and flavorful from factory to kitchen. The material also offered excellent printability, puncture resistance, and durability—key factors for maintaining quality during export logistics.
- Visual & Graphic Design
The packaging design adopted IMAX Gold’s signature rich red and golden color scheme, a timeless combination that signifies prosperity, trust, and premium quality. The bold “Thavidari” branding, complemented by product imagery showcasing cooked rice and paddy fields, evoked authenticity and freshness. Dawer Propack utilized rotogravure printing technology to achieve sharp, vibrant graphics with metallic finishes and a luxurious sheen. The subtle background patterns added depth to the design, while clear labeling in multiple languages enhanced its global appeal.
- Packaging Details
- Packaging Type: Side gusset + bottom gusset stand-up pouch
- Features: Front resealable zipper, top plastic handle for portability
- Material: Multi-layer laminated barrier film (moisture and puncture resistant)
- Printing Technology: Rotogravure high-definition printing with metallic gold accents
- Color Scheme: Deep red base with golden and white highlights symbolizing heritage and purity
- Functional Benefits: Resealability, strength, stackability, and premium shelf visibility
- Sustainability: Optimized material thickness for resource efficiency without compromising durability
- Results / Outcome
The launch of IMAX Gold’s new Thavidari Rice packaging received overwhelmingly positive feedback from both retail partners and consumers. The upright, gusseted structure gave the pack a strong presence on shelves, immediately differentiating it from competitors. The easy-carry handle and resealable zipper proved to be major conveniences, especially for customers purchasing larger quantities.
From a logistical perspective, the packaging’s durability reduced transit-related damages and losses, improving supply chain efficiency. Export distributors highlighted the pack’s resilience in humid and high-temperature conditions, ensuring the rice arrived in excellent condition even after long-distance transportation.
In terms of branding, the new packaging enhanced IMAX Gold’s premium market image, helping the brand expand its footprint in both domestic and Middle Eastern markets. The improved aesthetic presentation also led to better consumer recall and higher sales conversion rates at point-of-purchase locations.
- Packaging Impact
The success of the Thavidari Rice packaging underscores Dawer Propack’s ability to merge creative design, technical precision, and consumer insight into impactful packaging solutions. This project reinforced IMAX Gold’s brand identity as a leader in quality and authenticity while demonstrating Dawer Propack’s strength in delivering practical yet sophisticated packaging for the global food market.
The combination of advanced materials, user-centric functionality, and premium aesthetics created a packaging design that elevated IMAX Gold’s competitive edge. The collaboration stands as a benchmark for how thoughtful packaging can transform a product’s perception, enhance consumer trust, and strengthen brand value in a highly competitive category.
- Conclusion
Through this partnership, Dawer Propack Pvt. Ltd. delivered far more than just packaging — it delivered a complete brand experience. The IMAX Gold Thavidari Rice pack exemplifies how innovation, craftsmanship, and strategy can come together to tell a story of quality and pride. With this project, Dawer Propack reaffirmed its position as a trusted partner for premium, high-performance, and visually compelling packaging solutions in the food and agri-product industry.