Value engineering has become the new mantra at East West Pharma. Design Studio, Strategy Cell, Sales Force, Vendors all have been seamlessly integrated to see that the company gives extended value for each product in terms of looks and ease of use- typical example of internal creativity that attempts to exceed customer expectations. “Packaging plays a very important role not only to make the product look good but also to ensure better stability and shelf life .Value engineering begins by asking what value is and what will give a product its value to the customer. This must be a deliberate process that focuses on ways to make appropriate and beneficial changes with customer delight in mind” avers Mr. Mohankumar, MD, East West Pharma.