Serac, a global leader in filling and packaging technologies, made a strong presence at ProPak India 2025, demonstrating its deeper commitment to the Indian and South Asian markets. At the forefront of this initiative were Rose Graffin, Chairman of the Board and CEO of Serac, and Paul Heskens, Managing Director of Serac Asia. In an exclusive conversation during the show, the two leaders laid out Serac’s vision, adaptability, and long-term strategy for the region.

India: A strategic market with long-term commitment

Serac’s participation in ProPak India 2025 was not just about showcasing machinery—it was a strategic move to affirm the company’s dedication to India and the broader South Asian region.

“For us, being here is about ensuring we are engaging the right target market,” said Paul Heskens. “We are here to confirm our understanding of our customers, observe competitors, and most importantly, highlight what we do differently.”

Rose Graffin echoed the sentiment, adding, “It’s also a statement—we want India and Asia to understand that Serac genuinely cares. Being physically present, meeting customers and partners, and building real relationships is how we show that commitment.”

Adapting high-end technology to local market realities

One of the key themes Serac addressed at the show was adaptability—especially as global technology meets local market expectations.

“We are known for our reliability, which naturally comes with a price,” Heskens noted. “However, we are actively fine-tuning our offerings to ensure that Serac technology remains accessible without compromising quality.”

He explained that the Indian market is increasingly seeking flexible, fast-to-market solutions. "Customers want machines that can handle multiple SKUs and formats—sometimes five or six product types with different bottle shapes—all with quick turnaround times."

Graffin emphasized the balancing act: “Everything comes with a cost, and we are not here to undercut. Instead, we are staying close to suppliers and engineering teams to create smart adaptations—locally assembled machines with core Serac components. This helps us reach the right price point without diluting the essence of our technology.”

Unique Value Proposition: Precision and Partnership

Serac’s net weight filling technology remains its flagship offering and a differentiator in the market. Heskens provided an example from a recent venture into a new segment sector in India.

“Many local companies used to buy machines for around +/- $100,000. But as they shift from glass to PET, the importance of net weight filling increases. When they approached us, our solution initially seemed expensive—maybe five times their budget. However, we worked closely with them to identify the essential features and areas where adjustments could be made. The result was a win-win solution—still a premium, but one that worked flawlessly.”

He underlined that this adaptability never comes at the expense of Serac’s technological integrity. “We don’t cut corners. Components like the filling turret, capping turret, and weighing systems—those are non-negotiable. But the cabinet or the frame? Those can be produced locally. That’s where we reduce costs without touching the technology.”

Educating the market: Beyond CapEx to long-term value

One persistent challenge Serac faces in India is price sensitivity. “Too often, customers focus solely on CapEx and ignore OpEx,” Heskens said. “We have seen this play out—customers go for cheaper machines and then struggle with performance or quality during Factory Acceptance Tests or real operations.”

Serac actively educates customers on return on investment (ROI), using real-world comparisons to highlight the long-term benefits of their machines. “We illustrate how our solutions are designed to prevent common operational challenges, helping customers clearly see the added value and understand why the premium is worthwhile.”

Graffin added, “We are not just selling machines. We are helping customers make informed decisions. You can buy a cheap machine and face product loss, hygiene issues, or frequent breakdowns — or you can invest wisely and save a lot over time.”

Key market trends: From pouches to bottles, glass to PET

Heskens pointed out a clear shift in packaging trends, with consumers transitioning from pouches to rigid formats, such as HDPE and PET bottles—a change driven by rising incomes and evolving lifestyles.

“In the past, people bought milk in pouches. Today, they shop at supermarkets and prefer the convenience and safety of bottles. The same is happening with edible oils and other food categories. With rising purchasing power, consumers are opting for better packaging—and that’s where Serac fits in.”

He also highlighted significant growth opportunities in aseptic and convenience food packaging, particularly in rapidly developing markets such as Vietnam, Thailand, and India. “India might not be a major sauce market yet, but the potential is huge. We are also seeing quick growth in probiotics. Local brands are popping up alongside established ones like Yakult, making a lively and growing market.”

Collaborations & local partnerships: Growing with India

Serac is already partnering with Indian companies to localize its solutions. For example, it collaborates with Indian end-of-line solution providers like Alligator Automations to offer complete line integration.

“Indian customers appreciate having local support and local touchpoints,” Heskens said. “We have a service team in India, and our machines are assembled in Malaysia—but by integrating local partners, we create the right balance between global quality and local accessibility.”

Sustainability: A vision with realistic execution

While sustainability remains a buzzword across the packaging industry, Serac approaches it with realism and responsibility.

“On paper, sustainability is beautiful,” Graffin said. “But in practice, it’s difficult. Our customers need to serve consumers who prioritize affordability. So, we focus on reducing our footprint behind the scenes—less water, reduced carbon, localized manufacturing, and online meetings to cut travel emissions.”

The message is clear: Serac is not greenwashing—it is practicing sustainable business within economic realities.

ProPak India 2025: A window into a fast-changing market

Both leaders were impressed by the rapid development they witnessed in Delhi and the quality of interactions at the show.

Graffin added, “The customer quality here is outstanding. From day one, even with the rain, we were busy. We are meeting real decision-makers—customers, suppliers, and partners. This year, we brought a full team, including board members and our sales director, because we want India to see that we are fully committed and serious about this market.”

Flexible, scalable, and customer-centric

As Serac deepens its investment in the Indian market, the company’s message to customers remains clear: Value matters more than Price.

Heskens emphasized, “It’s not all about price. Price is important, but first, we need to discuss what you truly need. Start with a step-in model, and as you grow, we will grow with you. Sometimes, spending a little more upfront helps avoid spending much more later in operations.”

Graffin concluded with a strong reassurance of Serac’s commitment, “Yes, you can buy a cheaper machine, but that often leads to product loss or hygiene issues. Our machines are built to protect both product quality and profitability. While the upfront cost might be higher, the operational savings are considerable. Serac is the ‘Voice of Packaging.’ We are here to listen, offer solutions, and partner with customers in India and South Asia.”