From Tradition to Tomorrow - Developing Reusable packaging for Namkeen Queens

In India, food is more than just sustenance—it's a celebration, a tradition, a way of life. Whether it's sharing sweets at festivals, enjoying a snack over chai with friends, or the simple pleasure of eating a favorite treat after a long day, food connects us to our roots and to each other. It’s a ritual that feeds not just the body but the soul. This beautiful culture of food inspired us to create a service that captures the essence of home—where family gatherings, temple visits, weddings, and joyous celebrations are woven into the everyday fabric of life. We asked ourselves, how can we bring the joy of India's finest snacks to people, evoke memories of home, and do it all in a way that honors the environment? The answer led us to look at packaging, and here’s the story of how we developed our ‘primary packaging’ with a focus on reusability.

Reusability is one of the nine R-strategies in the circular economy—an economic model that aims to minimize waste and optimize resource use. Unlike the linear economy, which follows a ‘take, make, dispose’ pattern, a circular economy seeks to reduce waste and keep products, materials, and resources in use for as long as possible.

The Tradition of Reusability

In Indian kitchens, the idea of reuse isn't new. Long before "sustainability" became a buzzword, Indian households were practicing it every day. Tiffin boxes—metal lunch carriers filled with delicious, home-cooked meals—are a symbol of care, community, and home. Metal plates, copper vessels, and stainless steel containers have been trusted for generations because they are durable, food-safe, and can be passed down from parent to child. These materials have a special place in our culture; they are practical, long-lasting, and resilient—just like the people who use them.

This deep-rooted tradition inspired us to choose tinplate containers as the primary packaging for Namkeen Queens. Tinplate is a metal that has stood the test of time, trusted for its durability and timeless quality. But choosing the material was just the first step in our journey.

Designing for Reuse: Basic Tinplate container

Selecting a reusable material was the easy part. The real challenge lay in making sure our containers were actually reused, not just once but again and again. We wanted to ensure our packaging could stay in circulation, becoming a part of people’s daily routines and perhaps even their treasured keepsakes. This is crucial because the longer packaging is reused, the higher it ranks in the circular economy hierarchy, indicating a more sustainable system.

How could we ensure our tinplate containers would be reused to their fullest potential?

Our answer was simple: we designed our containers to be plain, timeless, and versatile. We made sure they were strong and high-quality, with temporary branding that could easily be removed.

Why avoid permanent branding? Tinplate containers with permanent branding often don't reach their full potential when it comes to reusability. It may not be used as gift boxes, packaging different products, or entering the secondhand market. 

While branded tin boxes may be visually appealing, permanent logos limit their versatility, often reducing their use to simple storage—a low-value function. It gives the impression that the container is not new, lowering its perceived worth.

Research indicates that emotional connection to items that look and feel new is key to encouraging reuse. A plain, basic tinplate container is part of our strategy to ensure the long-lasting appeal of this valuable resource. We are mindful of the environmental impact of producing tinplate, so our aim is to get the most out of every container—from its first use as a box for Namkeen Queens’ snacks, to all the many uses it can have in its next life cycles.

A design that embraces the tapestry of Indian culture, blending tradition with practicality. Adaptable and compatible beyond the context of its original purpose. Designed for functionality, easy maintenance, and long-lasting durability.

A Commitment to Tradition and Sustainability

In our quest to create the ideal reusable container, we focused on seven out of twenty-five sustainable design strategies. These strategies guided every decision we made, helping us to increase the chances that our tinplate containers would be reused for as many cycles as possible. We wanted to make sure that our packaging could be a part of many stories—whether it’s being passed around at family gatherings, used to package gifts, holding precious keepsakes, or sitting on a kitchen shelf, ready to be used again.

By choosing timeless design and embracing India’s tradition of reuse, we hope our packaging can carry forward not just food, but the memories, values, and spirit of home. Just as a well-used tiffin tells the story of every meal it has carried, we hope our containers will become part of the story of everyday life, one snack at a time.