Packaging has acquired great significance in the marketing of goods and services, due to the following reasons: 

a. Rising standards of health and sanitation: Because of the increasing standards of living in the country, more and more people have started purchasing packed goods as the chances of adulteration in such goods are minimised. 

b. Self-service Outlets: The self-service retail outlets are becoming very popular, particularly in major cities and towns. Because of this, some of the traditional role assigned to personal selling in respect of promotion has gone to packaging 

c. Innovational Opportunity: Some of the recent developments in the area of packaging have completely changed the marketing scene in the country. The scopes for the marketing of many products have increased due to modern packaging. 

d. Product Differentiation: Packaging is one of the very important means of creating product differentiation. The color, size, material of package makes real difference in the perception of customers about the quality of the product.