The Business Problem

A large legacy snacks brand from Rajasthan was category dominant in its home state. It owned the codes of quality, trust, and authenticity. Yet it faced two big threats. Inside Rajasthan, aggressive regional players were attacking its trade network using low price packs and heavy promotions. Outside Rajasthan, especially in Uttar Pradesh, the brand’s heavy media investments were yielding no traction. Despite a celebrity-driven campaign and strong media presence, consumers did not bite. The brand was being ignored in India’s largest namkeen market.

What We Uncovered

We went into homes and stores across Rajasthan and UP. In Rajasthan, consumers saw the brand as the face of the category—so even generic promotions by others boosted this brand. But in UP, the same messaging backfired. Here, another incumbent owned the category codes. When our client repeated those messages, the benefit went to the market leader.

We also learned the 5 and 10 rupee packs were not just for on-the-go snacking. Mothers preferred them for in-home use to control portion sizes. And while the brand viewed potato chips as western, consumers considered them desi—just like bhujia.

The Strategic Shift

We advised the brand to stop copying Rajasthan’s playbook. Instead of focusing on quality and heritage, we proposed a new positioning rooted in everyday life. One that put the woman of the house at the center—not as a demographic, but as the real decision maker. The brand needed to enable her to bring delight to her family through namkeen.

How We Brought the Positioning to Life

We positioned the brand as a way to transform the mundane moments of daily meals into magical ones. This gave namkeen a wider in-home role, beyond just tea time. It gave the brand an ownable idea that no one else in UP was claiming.

We also worked with the team on price pack architecture. The 5 and 10 rupee packs were reframed not as trial units, but as functional, family-friendly formats. Large packs became symbols of generosity and variety.

What Changed

The new positioning helped the brand break out of the tea time trap in UP. It shifted focus from shouting in mass media to shaping in-home habits. The business is now poised to expand beyond Rajasthan, equipped with a more meaningful positioning, a consumer-led price pack strategy, and a new narrative that respects both culture and occasion.