India Point of Purchase Packaging Market Size, Share, Trends and Forecasts 2031

Key Findings

• The India Point of Purchase (POP) Packaging Market is expanding rapidly as brands increasingly rely on visually compelling, in-store promotional packaging to influence consumer buying behavior at the final decision point.
• Growing retail competition, rising impulse purchase rates, and the need for high-impact brand visibility are driving demand for innovative POP displays in India.
• Adoption of digital printing, sustainable substrates, and interactive design technologies is transforming the POP packaging landscape, enabling high customization and short-run production.
• FMCG, cosmetics, beverages, confectionery, and electronics companies in India are leveraging POP packaging to enhance product differentiation, seasonal promotions, and shopper engagement.
• Evolving retail formats including supermarkets, hypermarkets, specialty stores, and convenience stores are generating widespread demand for versatile POP packaging formats.
• Increasing focus on sustainable POP materials such as recycled paperboard, corrugated solutions, and biodegradable substrates is reshaping market strategies.
• Challenges include high production costs, space constraints in retail environments, and limited lifespan of POP displays due to rapid promotional turnover.
• Collaboration between packaging designers, branding agencies, and retail chains is driving continual innovation and improved merchandising efficiency across India.

India Point of Purchase Packaging Market Size and Forecast

The India Point of Purchase Packaging Market is projected to grow from USD 7.1 billion in 2025 to USD 12.9 billion by 2031, at a CAGR of 10.4% during the forecast period. This growth is fueled by rising retail merchandising activity, expansion of organized retail, and increasing adoption of promotional displays that enhance brand visibility at the shelf level. POP packaging formats such as counter displays, floor stands, PDQs (Product Display Trays), dump bins, and pallet displays play a crucial role in converting store traffic into sales. In India, brands are investing in attention-grabbing displays integrated with bold graphics, QR codes, AR features, and premium finishing. As competition intensifies across FMCG and consumer goods industries, POP packaging is becoming a fundamental marketing channel, supporting impulse-driven sales and strengthening brand reinforcement at the point of sale.

Introduction

Point of Purchase (POP) packaging refers to promotional packaging and display solutions positioned strategically within retail environments to attract consumer attention and drive last-minute purchase decisions. In India, POP packaging includes countertop displays, end-cap units, shelf-ready packaging (SRP), standees, pallet displays, and promotional bins used across supermarkets, convenience stores, pharmacies, and electronics outlets. POP packaging acts as a silent salesperson highlighting key product benefits, seasonal deals, and branding elements. With evolving consumer preferences and intensified competition for shelf space, POP packaging has become an essential marketing tool for FMCG, beverages, snacks, cosmetics, and personal care brands in India. Its ability to enhance product visibility and elevate brand recall makes it integral to retail execution strategies.

Future Outlook

By 2031, the India POP Packaging Market will undergo significant transformation driven by sustainability, personalization, automation, and digital integration. Retailers will demand eco-friendly POP materials such as recyclable corrugated board, reusable modular displays, and lightweight fiber-based structures. Digital and hybrid POP displays incorporating LED lighting, video screens, NFC tags, and QR-based interactive content will gain prominence. Brands will increasingly rely on data-driven insights to design POP materials optimized for shopper demographics and store layouts. Automation in POP production coupled with digital print technology will reduce lead times, enabling rapid creation of seasonal and region-specific displays. With the expected expansion of organized retail and omnichannel shopping in India, POP packaging will remain a key differentiator influencing in-store consumer behavior.

India Point of Purchase Packaging Market Trends

• Growing Adoption of Shelf-Ready and Retail-Ready Packaging (RRP)
  Shelf-ready packaging is gaining traction in India due to its dual function as both transport packaging and in-store display. RRPs help retailers reduce stocking time, enhance product presentation, and improve shelf efficiency. They feature easy-open perforations, high-graphic print, and strong merchandising appeal. As more retailers demand quick replenishment and zero-touch stocking, RRP adoption continues to expand across food, beverage, and household product categories.

• Rising Demand for Sustainable and Recyclable POP Materials
  Environmental awareness is influencing POP design trends in India, with brands shifting toward recyclable corrugated boards, FSC-certified paper, soy-based inks, and biodegradable substrates. Lightweight, mono-material POP displays are replacing traditional plastic-based units. Retailers and brand owners are prioritizing eco-friendly materials to meet sustainability goals and reduce landfill waste. This shift is driving innovation in renewable fibers, molded pulp, and water-based coatings for POP applications.

• Expansion of Digital Printing for High-Impact Visuals and Personalization
  Digital printing enables brands in India to create vibrant, customized POP displays with fast turnaround times. It supports targeted promotions, regional campaigns, and seasonal messaging without the cost of mass production plates. Digital technologies also allow variable data printing for personalized messaging, QR codes, and real-time promotional adaptations. High-resolution graphics and special effects improve shopper engagement and brand differentiation on the retail floor.

• Integration of Interactive and Tech-Enabled POP Displays
  The fusion of technology with POP packaging is evolving rapidly in India. Smart displays featuring NFC, RFID, AR experiences, motion sensors, and LED lighting capture shopper attention and deliver immersive brand experiences. These interactive elements help guide purchase decisions by providing digital content, product information, authenticity checks, and promotional rewards. Tech-enabled POP displays are especially popular for electronics, cosmetics, and premium packaged goods.

• Increasing Usage of Modular and Portable POP Displays
  Modular POP structures offer flexibility for retailers and brands by allowing easy assembly, relocation, and customization. In India, modular POP displays reduce logistics costs, enable space optimization, and support frequent campaign changes. They are particularly useful in smaller retail formats with limited floor space. Lightweight yet robust corrugated systems dominate this trend, driven by ease of recyclability and cost efficiency.

Market Growth Drivers

• Rising Retail Competition and the Need for Shelf Differentiation
  With an expanding number of brands and SKUs competing for attention in India retail environments, companies increasingly rely on POP packaging to differentiate their products. POP displays elevate brand presence, communicate value, and drive impulse purchases. The growing emphasis on in-store marketing directly fuels market growth.

• Expansion of Organized Retail and Supermarket Chains
  Growth of large retail formats such as supermarkets, hypermarkets, and discount stores is boosting demand for POP displays in India. Retailers rely on POP packaging to organize promotions, improve store navigation, and drive thematic campaigns. Increasing retail floor space and promotional zones support sustained demand for POP packaging solutions.

• Growing Consumer Preference for Engaging and Experiential Shopping
  Consumers in India expect visually appealing, interactive, and immersive retail experiences. POP packaging provides an engaging touchpoint, influencing buying decisions at the moment of purchase. Experience-driven shopping behavior, combined with the rise of premium and lifestyle products, amplifies POP demand.

• Technological Advancements in Printing, Structural Design, and Material Engineering
  Innovations in printing, such as UV-curable inks, 3D printing, digital foiling, and high-speed flatbed production, enable brands to create more attractive and durable POP displays. Structural engineering advancements provide lightweight yet sturdy POP units that support heavy products while maintaining aesthetic appeal. These innovations significantly enhance performance and design flexibility.

• Growing Influence of Promotional Campaigns and Seasonal Marketing
  Seasonal festivals, promotional events, new product launches, and brand activations drive continuous need for POP displays in India. Brands leverage POP packaging to highlight limited editions, discounts, and special offers. Seasonal marketing increases store traffic and enhances product visibility, contributing to strong POP market growth.

Challenges in the Market

• High Production and Logistics Costs
  POP displays often require premium materials, intricate designs, and short-run printing all of which increase production costs. Logistics challenges, including space constraints and safe transportation of bulky displays, add to operational expenses. Cost-sensitive brands may struggle to adopt high-end POP solutions.

• Short Lifespan and Disposal Challenges
  POP displays are typically used for short promotional periods, leading to increased waste generation. Disposal of large-volume corrugated or mixed-material displays creates environmental challenges in India. Manufacturers must prioritize recyclable and mono-material displays to improve sustainability outcomes.

• Space Constraints in Retail Environments
  Limited floor and shelf space in many retail stores restrict the size and placement of POP displays. Retailers in India must carefully balance merchandising efficiency with space optimization, making it challenging to introduce large or complex POP structures.

• Design and Durability Issues Under Heavy Use
  POP displays often encounter rough handling, high foot traffic, and varied environmental conditions. Structural failure, fading graphics, or collapsing stands can impact brand image and reduce sales effectiveness. Ensuring durable materials and robust engineering is essential for maximizing POP value.

• Inconsistent Retail Execution and Compliance
  POP campaigns can fail if displays are not placed correctly or maintained properly in stores. Variability in retail execution across locations in India can undermine promotional strategies. This challenge emphasizes the need for clear guidelines, training, and streamlined supply-chain coordination.

India Point of Purchase Packaging Market Segmentation

By Type

• Counter Displays

• Floor Displays

• Pallet Displays

• Shelf-Ready Packaging (SRP)

• Dump Bins

• Hanging Displays

• Standees and Promotional Units

By Material Type

• Corrugated Board

• Paperboard

• Plastic (Recyclable)

• Rigid Paper and Foam Board

• Composite and Hybrid Materials

By Printing Technology

• Digital Printing

• Flexographic Printing

• Lithographic Printing

• Screen Printing

• Gravure Printing

By Application

• Food and Beverages

• Confectionery and Snacks

• Cosmetics and Personal Care

• Electronics and Home Appliances

• Pharmaceuticals

• Apparel and Accessories

• Household Products

By End-User

• FMCG Companies

• Retail Chains and Supermarkets

• Electronics Retailers

• Cosmetics and Beauty Brands

• Promotional Agencies

• E-Commerce and Omni-Channel Retailers

Leading Key Players

• DS Smith Plc

• WestRock Company

• Smurfit Kappa Group

• International Paper Company

• Mondi Group

• Pratt Industries

• Packaging Corporation of America

• Uflex Ltd.

• Menasha Packaging Company

• Display Pack Inc.

Recent Developments

• DS Smith Plc introduced fully recyclable modular POP display systems optimized for sustainable merchandising applications in India.

• WestRock Company launched premium litho-laminated POP units featuring high-impact digital graphics for FMCG brands in India.

• Smurfit Kappa Group partnered with retail chains in India to develop lightweight yet durable corrugated displays for seasonal promotions.

• Mondi Group unveiled eco-engineered POP packaging solutions using renewable fiber materials and water-based coatings.

• Menasha Packaging Company expanded its rapid-prototype POP design services, enabling faster go-to-market execution for brands in India.

This Market Report Will Answer the Following Questions

1. What is the projected market size and CAGR of the India POP Packaging Market by 2031?

2. Which POP packaging formats are witnessing highest adoption across retail categories in India?

3. How are digital printing and sustainable materials transforming POP design trends?

4. What challenges are limiting large-scale adoption of advanced POP displays?

5. Who are the key players driving POP innovation and structural excellence in India?