Generally, there is a consensus that the age of conspicuous consumption has to end – or, at least, be reduced. Products need to get smaller, packaging needs to get more efficient, and consumer behaviour needs to shift. While consumer surveys show that modern consumers are willing to make these changes, Manush Barvar, co-founder of Brauzz and one of Paris Packaging Week’s eleven Future Leaders, thinks it falls to innovative companies to help make it happen on a global scale. Interview.
Manush Barvar, one of the co-founders of Brauzz, a brand of plastic-free cleaning products, has been named as one of the Future Leaders that will be put under the spotlights at Paris Packaging Week 2024.
Can you introduce Brauzz to us?
Manush Barvar – At Brauzz, we enable sustainable consumption by developing innovative products that do not compromise on quality, ease of use, or affordability. We do that by banning useless water transport in household and personal care products, using biodegradable ingredients, and eliminating disposable plastic.
What made you choose packaging as a career, and what excites you about the sector?
Manush Barvar – I wouldn’t say that packaging per se is my career, but being in charge of product developments in a company that is all about reducing plastic waste and single-use packaging I am of course strongly involved in assessing and selecting between the various innovations the market has to offer. This requires an understanding of the advantages and disadvantages of different materials and form factors, in terms of ecology but also in terms of functionality, shelf-life, and cost.
What are the packaging challenges that you want to overcome?
Manush Barvar – In our industry hygroscopicity is a huge issue. The innovative detergent concentrates we offer are oftentimes very susceptible to humidity in the air. Finding sustainable packaging solutions that, at the same time, offer strong enough sealant layers and moisture barriers has proven to be a difficulty and remains one of the key packaging challenges we face today. But the market is moving fast, and we can already see more promising solutions today than when we first started a few years ago.
What is the place of packaging in your business?
Manush Barvar – Packaging plays a crucial role in our company because it directly aligns with our mission of sustainable consumption. It’s not just about protecting our products; it’s about ensuring that the packaging itself is environmentally responsible. We approach packaging as an enabler for our business model, which requires that all products need to fit through a letterbox. Through this, we can make sure that our customers do not need to be at home when receiving their products and therefore offer a high level of convenience.
What do you see as the future of packaging?
Manush Barvar – I believe that the future of packaging will be less plastic based. Fibre, cellulose, and other more innovative materials will be used. This will be the result of a mix of regulation and consumer behaviour. But if I had to summarise my view on the future of packaging it would be: “less is more”. Products will get smaller and more efficiently packed, and the overall raw-material consumption will decrease.
What are you most proud of in your career so far?
Manush Barvar – We started with a vision of reducing plastic waste and single-use packaging, and we’ve been able to turn that vision into a reality. Seeing our innovative products on the market and knowing that they are helping to minimise environmental harm is incredibly rewarding.
What piece of advice would you share with young professionals out there looking to make an impact in packaging?
Manush Barvar – The packaging industry is evolving rapidly, and there are always new technologies and materials emerging. To stay on top of everything, it is crucial to connect with experts, attend industry events, and build relationships with like-minded individuals and organisations.
What does it mean to you to be selected as a Future Leader?
Manush Barvar – It signifies recognition of our efforts to make a positive impact in the packaging industry and the broader sustainability movement. It also means that we have a platform to inspire and influence positive change. I see it as a call to continue leading by example, driving innovation, and advocating for more sustainable practices in packaging.
You can hear more from Manush Barvar and the other Future Leaders at Paris Packaging Week, held 17 & 18 January 2024 at Paris Expo Porte de Versailles, Paris. Click here to register for your free visitor’s ticket today.