2025-12-22

Pharmaceutical packaging has undergone a significant transformation in the past few years, especially in response to the growing threat of counterfeit medicines. In an exclusive interview with Pharma Industrial India, Manoj Kochar, Director and Co-Founder, Holoflex, sheds light on cutting-edge anti-counterfeiting technologies and explains his perspective on the industry’s increasing willingness to invest in advanced packaging and authentication solutions.

Q. How has pharmaceutical packaging evolved in recent years? Could you share some of the new solutions that have enhanced product authenticity and helped prevent counterfeiting?

Manoj Kochar: Counterfeit medicines can seriously affect patient health and, in some unfortunate cases, even lead to death. Fortunately, we’ve seen considerable technological advancements that are helping the pharma industry combat counterfeiting more effectively. What’s encouraging now is that the industry’s readiness to adopt advanced packaging and authentication technologies has increased significantly. Even though these solutions may add a small incremental cost, companies are far more open to investing in them today.

Several innovative packaging solutions have been specifically developed for the pharma sector. Holograms, for instance, are now widely used on pharmaceutical products as a key security feature. We also have intricate security design patterns, such as printed stripes or patches, which make duplication extremely difficult.

Another major advancement is tamper-evident labeling. These labels are designed so that if a box has been opened or tampered with, it leaves a visible mark—making it immediately clear to the consumer that the seal has been broken.

Additionally, QR codes have gained prominence after being mandated by the government for the top 300 brands in the country. Many companies now include QR codes on their labels and cartons.

Overall, the pharmaceutical industry today is more willing than ever to collaborate with solution providers to explore next-generation packaging innovations.

Q. Could you explain how holograms help combat counterfeiting?

Manoj Kochar: The best part about a hologram is that it has multi-layered security features.

Overt Features: These are meant for consumers. When you look at a hologram from different angles, you can see changing images, letters, or hidden messages. This makes holograms highly interactive and engaging for consumers. Once consumers get used to identifying these patterns, they can instantly spot any irregularities the next time they purchase the product. This instinctive recognition is what makes holograms such an effective first-level security feature.

Covert Features: These are not visible to the naked eye and require a simple tool, such as a decoding film, or a hand held reader or magnifying lens to verify the authenticity.

Forensic Features: These consist of nano-scale elements that can only be studied under a microscope. These forensic markers are particularly valuable in legal cases involving counterfeiting, as they provide conclusive proof of authenticity.

Beyond their security benefits, holograms are also tamper-evident, meaning any attempt to remove or alter them leaves a visible mark.

When we talk about holograms, it’s important not to limit the concept to just a “hologram label.” Holography is an extremely versatile technology that can be integrated into various packaging materials and formats. For instance, at Holoflex, we produce holographic blister foils—these look and function exactly like regular aluminum blister foils but incorporate holographic elements across the entire surface. This means the foil itself becomes a security feature rather than simply having a hologram label or stripe attached to it.

Holography can be applied as a thin holographic stripe, typically around 7 to 10mm wide, that runs along the blister pack. This approach is increasingly visible in the market, with several leading pharmaceutical companies adopting it. Holograms are mostly silver coloured, but can also be produced in any colour at all, including colours such as copper, or gold or even transparent.

Q. As a drug manufacturer, what are the solutions one should consider to protect their products from counterfeiting?

Manoj Kochar: Beyond holograms, security printing and design form another crucial part of product authentication. The current trend is increasingly in favour of a PHYGITAL approach, which merges physical security features such as a hologram or security printed patterns with a digital element such as a QR code, non clonable codes and even RFID.

A QR code, at its core, is primarily a traceability technology—and a very effective one at that. However, it’s important not to mistake it for an authentication tool unless it has a non-clonable aspect.

We shouldn’t underestimate counterfeiters; they are smart guys with resources and money. Therefore, the industry must continuously raise the bar by introducing new and more sophisticated security features.

Q. Despite all these solutions, counterfeit and substandard drugs continue to rise in India. What factors are driving this growth, and where is India lagging in addressing the problem?

Manoj Kochar: The brand protection and authentication solution providers have formed an industry association called the Authentication Solution Providers’ Association (ASPA). ASPA regularly studies market trends related to counterfeiting. In 2022, ASPA collaborated with CRISIL, a well-known credit rating and market research agency, to assess the state of counterfeiting in India across multiple sectors, including pharmaceuticals. The findings revealed that about 20 percent of Indian consumers believe that counterfeit medicines are present in the market.

There are several reasons behind this rise:

Weak Supply Chain : The supply chains in India are not as tightly controlled as those in developed countries. Strengthening supply chain integrity is critical to preventing counterfeit medicines.

Limited Consumer Awareness : Many consumers are not aware of the authentication features on medicine packs. Brands must take the lead in educating consumers on how to verify authenticity. Consumers should be alerted that they should always check their purchases, look for any obvious printing or spelling mistakes on the pack, always compare the product details and the batch number printed on the product to what is printed on the medicine itself. The moment the local chemist realises that the consumer is becoming more vigilant, he will desist from pushing in counterfeit medicines. Perhaps the Regulators and the Consumer Affairs Ministry should undertake mass campaigns such as Jago Grahak Jago to alert the consumer and ask them to be more vigilant while buying medicines.

Inconsistent Enforcement of Laws : In India, there are a hundred something laws and acts that empower authorities to tackle counterfeiting. But these policies must translate into concrete action on the ground.

Q. Where do Indian pharma companies stand in adopting advanced anti-counterfeiting technologies compared to their global peers?

Manoj Kochar: Since regulatory frameworks in developed markets are stricter and instances of counterfeiting are relatively limited, the need for stronger anti-counterfeiting measures is not as pressing. However, whenever a new or high-value “blockbuster” drug is launched, companies usually anticipate the risk of counterfeiting and incorporate strong security features into the packaging.

In India, the situation is quite different. Here, even widely used medicines like paracetamol are often duplicated, requiring pharmaceutical companies to adopt multiple layers of protection and more rigorous anti-counterfeiting measures.

As for where counterfeit medicines are most prevalent, they tend to circulate more in tier 2 and tier 3 towns and rural markets, where consumer awareness and regulatory oversight are generally lower. High-footfall areas such as railway stations and bus terminals are also hotspots for fake medicines.

Q. As a provider of authentication solutions, what are the challenges that you face while convincing the manufacturers to adopt your solutions?

Manoj Kochar: First and most obvious is the cost. Brands have always been averse to additional expenses, and we frequently have to remind them that investing in authentication technology is not merely a cost — it’s an investment in brand protection and long-term value. While it may appear as an expense in the balance sheet, the long-term benefits of that expense are huge.

Companies spend crores on advertising and brand building, yet authentication features serve a similar purpose—they protect brand integrity, customer trust, and ultimately, market share.

The next challenge lies in integrating these security features seamlessly into existing packaging lines — whether that involves blister foils, strip foils, tamper-evident labels, shrink sleeves, or induction seals. This may require some R&D collaboration between our team and the manufacturer’s production line. However, these are manageable, technical challenges that can be easily overcome with proper coordination and expertise.

Overall, cost remains the biggest challenge. Beyond that, most other obstacles are relatively manageable.

Q. What would you highlight as your Unique Selling Proposition (USP) when pitching your products to potential clients?

Manoj Kochar: At Holoflex, our biggest USP lies in the fact that we do everything entirely in-house—from holography and printing to developing and integrating advanced security features. Nothing is subcontracted, which means we maintain complete control over quality, security and delivery at every stage. If something goes wrong, the responsibility lies solely with us—there’s no passing the buck.

With over 35 years of experience, we’ve built a strong global reputation for excellence, exporting our products to various countries around the world. We’re also a certified secure manufacturing facility, adhering to the stringent standards set by TuV:ASPA.

Another key differentiator is that we don’t just rely on holographic security—we also specialise in printed security features, combining both technologies to deliver robust, multi-layered protection.

Q. What are your expansion plans? Have you undertaken any new initiatives this year, or are you planning strategies to grow your business and expand your client base?

Manoj Kochar: At Holoflex, we continuously invest in new technologies and equipment to stay ahead of market needs. We believe in maintaining close engagement with brands through trade shows, conferences, and industry collaborations, which allows us to anticipate future requirements and tailor our solutions accordingly.

In the past couple of years, we have implemented software upgrades, enhanced our hologram master origination system, and added advanced conversion equipment. At present, we’re at a stage where we see the need for an additional manufacturing facility in another part of the country. While we haven’t begun construction yet, plans are underway to establish this new plant, likely next year. This expansion will enhance our capacity and enable us to serve regional and national markets more efficiently.

For now, our focus remains within India, but in the next five years, we may even consider establishing an overseas presence.

Q. Finally, where do you see the Indian pharmaceutical industry in the next five years, and how do you envision Holoflex contributing to this journey?

Manoj Kochar: India has rightly earned the title of “Pharmacy of the World,” being a leading supplier of both bulk drugs and finished formulations. India is an important player and it will keep expanding its presence as the industry grows. However, one major challenge that must be addressed is the menace of counterfeit medicines. Counterfeit drugs—whether found domestically or linked to India abroad—damage our country’s global reputation.

In the coming years, I believe Indian pharma companies will focus on tightening their distribution and supply chains, adopting stronger authentication systems, and collaborating more closely with regulators.

I believe regulators will become more stringent with enforcement, which will ultimately benefit the industry. Counterfeiting may not be completely eliminated, but I’m optimistic it can be significantly reduced within five years.

At Holoflex, we will continue to support the industry with advanced branding, authentication, and digital packaging solutions.

Overall, the outlook is positive—for both the Indian pharmaceutical sector and solution providers like us who help protect its credibility and ensure patient safety.