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The Ayurveda market in India was valued at INR 300 Bn in 2018, and is expected to reach INR 710.87 Bn by 2024, expanding at CAGR of ~16.06%, during the forecast period (2019-2024).
In 2018, around 75% of Indian households used Ayurvedic products as against 67% in 2015.
A key factor driving the Indian Ayurvedic products market is increasing popularity of natural and organic medicines and their benefits among the consumers. Factors such as rising health concerns and awareness on the side-effects of western medicines are further driving the consumer preference for ayurvedic products in the country. Moreover, catalysed by economic growth and rising incomes, per capita expenditures on healthcare products have increased significantly over the past few years, creating a positive impact on the ayurvedic products market.
Source: Research and Markets | Netscribes
We’re all aware that despite it’s bitter taste, nothing cures everyday ailments as well as the Kadha.
Why, then, do we not consume it now, as often as we did before?
Even the senior generation has shifted to western medicine… albeit with some hesitation.
We are all aware about the goodness of Ayurveda… so what prompts us to pop pills ever so often?
We spoke to lots of consumers and our research led to the key foundations we built this brand on: Nostalgia + Knowledge + Credibility.
Our research first approach gave us deep insights into our target market’s minds. We understood their existing perceptions about Kadha and their apprehensions about consuming it in a never seen before form.
Given that nostalgia was a big part of our brand, we surely wanted to make the association with grandma in the name, we went through a few options, however, given the pan India presence of the brand we zeroed in on Grandma’s Kadha.
Based on our findings, established the brand strategy, story, identity, supporting brand language and brand communication for Grandma’s Kādhā.
When we were tasked with bringing the Kadha back to our lives, we knew we had to toe the line between using nostalgia marketing (for those who are familiar with the Kadha) and easy introduction for those who haven’t consumed much of it.
Stories, simpler times and potent home remedies were revisited as we pieced this exciting innovative product’s brand strategy together.
The new, reimagined Kadha, the first of its kind, had to have a credible and experienced brand voice.
Perusing through old recipe books, fragrant with knowledge and nostalgia… we found the essentials of our new brand’s aesthetic – warmth, comfort and simplicity.
This new innovation is backed by 5000+ years of Ayurveda, presented in a 2020 appropriate format.
On speaking to consumers, we found there to be a lot of doubts about how the goodness of the Kadha can be found in one small tablet.
We had to address each ingredient and health benefits on the packaging as this would be the consumer’s first introduction to our product.
The structure was preset to a narrow tube, and there was a lot of regulatory information needed on each panel. The first step, therefore, was to explore multiple ways of orgranizing the information & building the information architecture.
The brand language was created to convey all information in a detailed, easy to follow manner, inviting nostalgia and showcasing credibility. We explored multiple directions, conversational, factual, visual, graphic & illustrative.
However, going back to the consumer, we thought it was best if the consumer saw each ingredient and health benefit in detail, so we divided the small space available to us in even smaller panels, and the humble homely Kadha was ready to meet the on the go generation.
Connected packaging is seeing renewed interest, driven by growth in ownership of connected devices worldwide and advancement in technologies that can link packaging to the online world.
We leveraged this concept by adding a QR code to every brand touchpoint. From the packaging to the posters, leaflets, brochures. The supporting text used, in sync with the brand tone of voice “scan because grandma knows best” started the conversation with the consumer.
We created a brand film that can be viewed by scanning the code, the brand film is the story of the kadha from grandma’s point of view.