Organic India
Organic India is a family business founded with the vision of creating top quality, wholly organic chilled ready-meals and accompaniments.

The brief
The requirement was to utilise an existing identity within new packaging, creating a look that would express the brand’s USP.

However, our activity rapidly expanded to include advising on ranging decisions, product formulations, taste profiling and price points.

Our solution
Following extensive product and category analysis, we recommended that products should avoid being ‘me too’, and should use whole meat portions and lamb, which is rarely seen in Indian ready-meals althogh very much a part of restaurant menus.

Our re-design focused on communicating the quality and lightness of the dishes using clean, simple typography on a white ground and featuring mouthwatering images of the dishes.

Once in place we created detailed marketing plans and represented Organic India in presentations to the multiples. The result? A nationwide listing with Sainsbury's. Our consultancy activity extended to assisting Organic India with the set-up of retailer EDS systems, logistics procedures and processes and organised product sampling and review panels with buyers and food technicians. Marketing support was provided throughout, an advertising campaign was planned, created and implemented and price promotions co-ordinated and administered.

The results
Organic India rapidly established a consistently high level of sales and their distribution was signiicantly increased. Range extensions followed plus two Supermarketing Magazine Q Awards.

Testimonial
"Their strategic capabilities are complemented with excellence in design – a very hard to come by combination."

Mamun Rashid, Managing Director, Organic India