MUMBAI: If taste had a strategy and smell could sell, brands would already be halfway to market glory. At a Mumbai session titled “Winning With The Senses: How Sensory Science Drives Market Success”, industry experts dived nose-first into the subtle science of sight, sound, touch, taste, and smell, and how these sensations can turn ordinary products into emotional experiences.
The panel brought together Supriya Dang, independent consultant and ex-Unilever strategist; Sandeep Budhiraja, director and promoter of Spark Sensory; and Nirmala Metwal, consumer sensory insights leader at Mondelez International. Moderated by Sunder, the discussion explored how brands can quite literally strike the right chord, or scent, with consumers.
Supriya opened the floor by showing how sensory design acts as a bridge between product and perception. She cited Surf Excel’s packaging “click,” the lid’s sound mimicking a washing machine shutting, as a clever cue for reliability and completion. Touch also took the spotlight, with tactile beads in handwash formulations creating a more interactive, premium experience. And who could ignore the irresistible pull of freshly baked cookies? Their aroma, Supriya said, doesn’t just smell good, it sells.
Sandeep followed with a more technical look at how sensory science replaces guesswork with data. From quantitative descriptive analysis to temporal dominance tests, he explained how trained sensory panels map out taste, texture and aroma, turning subjective preferences into measurable insights. He noted that in a market flooded with “me-too” products, sensory cues are the secret ingredient for differentiation. “When brands blend science with storytelling, loyalty follows,” he said.
Nirmala brought in the brand perspective, sharing how her Mondelez team cracked what “refreshing” really means for an orange drink. It wasn’t just about flavour, it was about the right hue of orange, a balanced sweet-sour taste, and a smooth mouthfeel that left a clean finish. Aligning sensory cues with consumer expectations, she said, is what keeps products both loved and remembered.
As the discussion wrapped up, all agreed that in today’s cluttered market, sensory science is no longer just about testing, it’s about translating feelings into formulas. From the satisfying click of a cap to the comfort of a familiar scent, brands that appeal to the senses are the ones that make sense to consumers.
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