Problem Statement
- Kusha is a premium spice brand that procures its spices directly from the farmers.
- All their products are 100% natural with 0 chemicals and preservatives.
- Our main challenge was to come up with a unique brand positioning that would bring the brand to life in an already cluttered market.
- We also had to figure out the right Go-To-Market strategy for them.
- We first conducted extensive market research to identify the white spaces in terms of products, brand positioning, narrative, etc.
- We then worked on bringing the brand to life through different marketing stimuli like packaging, BTL activities, digital campaigns, performance marketing, etc.
- For the Go-To-Market strategy, we identified the low-hanging fruits from the trade channel perspective- online & offline and went after them.
- Lastly, we determined the right distribution strategies for the brand which we first launched in Mumbai and then Pan-India.