The Business Problem

A well-known bakery chain in North India wanted to enter the premium cookie market. They had the product quality, thanks to a co-packer with global experience. But their brand identity was tied to fresh bakery products sold only through their own outlets. They had no packaged goods branding. No FMCG distribution system. And no experience scaling a product beyond their stores.

What We Uncovered

The existing cookies in their stores had strong trial but no scalable retail identity. Their brand was too bakery-linked to travel. Also, premium cookies were all marketed as family treats. We saw an opening to position this for individual indulgence. Think chocolate: this was a Five Star, not a Dairy Milk.

The Strategic Shift

We built a standalone packaged goods brand, decoupled from the bakery chain. The positioning targeted young adults seeking a rich, solitary indulgence. But a single SKU would not justify distribution investments. So we created a broader biscuit brand architecture, covering their full range of premium offerings.

How We Brought the Positioning to Life

We used the early morning bread delivery fleet to seed products in top retail stores across 5 cities. Reduced beat load. Prioritized premium outlets. Launched on Q-Commerce. Drove design and branding for recall. Consumers loved the indulgence cue. Retailers appreciated the early fulfilment. No distributors needed at launch.

What Changed

A new ₹30 crore revenue line was built within 3 years. The biscuit business now matches the legacy bakery revenues. More importantly, the client built a new growth engine without external funding or traditional FMCG infrastructure.