TLDR: Ipsos has launched PRS IN VIVO’s globally recognized, behavioral science-led pack testing solutions in India, following its acquisition of the BVA family. This initiative aims to help brands optimize packaging for enhanced shelf impact, design, communication, and consumer choice in the competitive retail landscape.
Ipsos, a global leader in market research and insights, is proud to announce the launch of PRS IN VIVO’s globally recognized packaging research solutions in India. This milestone follows Ipsos’s recent global acquisition of the BVA family, which includes PRS IN VIVO, a pioneer in behavioral science-led pack testing. The integration of these tools into the Indian market signals a major leap forward in packaging innovation, enabling brands to stay ahead in an increasingly complex and competitive retail landscape.
Sophie Mahe, Managing Director, APAC, PRS IN VIVO on the India debut of its pack testing solutions, said, “The new partnership represents a great opportunity for both Ipsos & PRS IN VIVO to bring the packaging excellence to a new level in India.”
Anthony Dsouza, Country Head, Innovation, Ipsos India, stated, “PRS IN VIVO specializes in pack testing through deep expertise in shopper behavior, combining behavioral science with real-world and virtual testing environments. Covering, shelf impact, design optimization, brand communication, and usability to understand how packaging influences purchase decisions. Helping brands create packaging that stands out, communicates effectively, and drives consumer choice in both modern and traditional retail settings. Combining it with Ipsos’ expertise in packaging research and testing, clients will have access to the best-in-class suite of solutions, revolutionizing pack testing.”
The new PRS IN VIVO suite will empower brands across five core pillars. First, through education and empowerment, Ipsos will offer packaging design training programs and live workshops, ensuring clients are equipped with best practices to make informed decisions. Second, by helping brands immerse and inspire, Ipsos will guide them in reviewing their categories, identifying distinctive brand assets, and engaging directly with shopper behavior to inform stronger creative briefs.
Third, the offer will focus on helping marketers build the brief—ensuring design agencies are set up for success with clear, actionable goals and a defined packaging strategy. Fourth, with screening and optimization, Ipsos will support brands in evaluating multiple design routes, identifying optimization areas, and maximizing visual and functional impact. Finally, with validation and launch, clients will be able to rigorously measure packaging performance against benchmarks and competitors before hitting the shelves—minimizing risks and maximizing in-market success.
“We are thrilled to unite PRS IN VIVO’s unparalleled packaging expertise with Ipsos’s robust capabilities and reach in India,” said Olivier Blanchet, CEO, PRS IN VIVO. “In today’s landscape of fragmented consumer attention, where retail and packaging play an increasingly pivotal role, our combined strengths will allow us to deliver even greater innovation and value to our clients.”
Suresh Ramalingam, CEO of Ipsos India, added, “In this omnichannel world, retail media is one is one of the most powerful shopper touchpoints. It is increasingly difficult to stand out in such a crowded marketplace. PRS IN VIVO’s behavioral science-backed solutions allow us to measure real shopper behavior with unmatched precision—helping our clients build packaging that not only captures attention but also drives positive perception and purchase intent. These tools are not only proven but also incredibly agile.”
“Ipsos completed the acquisition of the BVA family at the end of June 2025. Its expertise in pack testing through PRS IN VIVO is a key global strength, and we are excited to roll it out here in India,” added Dsouza.
With this launch, Ipsos strengthens its leadership position in packaging research, offering clients in India access to cutting-edge methodologies that enhance speed, efficiency, and the quality of insights—helping brands make smarter, shopper-centric decisions that translate into business growth.
