FROM A START-UP FOUNDER TO A CATEGORY LEADER

THE TASK Juices have been a part of Indian households for a long time, however due to lack of knowledge and understanding, most people have settled for options that either compromise the taste or the freshness of the product. With big brands dominating this space at a value price point, it was important to build a premium for RAW Pressery through a disruptive narrative. We set out with a task to position Anuj Rakyan as a thought leader in the FMCG Industry.

INSIGHT

We built our strategy on the following insights and jobs to be done:

Product to Brand: A growing set of discerning Indian consumers and millennials buy brands that share in their beliefs and values.

Category Building: Raw Pressery had pioneered the cold-pressed juice category, which needed to be decoded for the Indian media and consumer and owned by the brand.

WHAT WE DID

We successfully built a leader brand narrative for Anuj that was credible, relevant and trustworthy.

RESULTS