Q. How can a traditional brand attract a younger audience and expand internationally?
A. By aligning the product offering with consumer needs and preferences tailored to new markets.

Miraj, a trusted household name in India, aimed to launch its ready-to-eat product range internationally. The focus was on key markets like the USA, Canada, and UAE, targeting the Indian diaspora. The brand’s positioning must evolve to resonate with younger, globally aware consumers.

Market research and customer interviews revealed key insights and two user personas: Indian Young Adults: Students seeking convenient, affordable meals that feel like home—Working Professionals: Settled abroad, craving authentic Indian flavours and home-style food.

The design divided the available space strategically, ensuring all essential information was presented while maintaining a clean, friendly aesthetic.

We infused Indianness into the photography by incorporating a clay pot with traditional Indian motif patterns and thoughtfully placed ingredients. This approach evoked a sense of connection and attachment, making the food feel authentic and comforting to the audience. RTE products have so much to convey—ingredients, nutritional benefits, and sustainability claims.

It’s easy to overdo it. Overloading the packaging with information can create confusion, making it harder for consumers to connect with what truly matters.

We followed a simple approach: the rule of thirds. Think of it as a three-part conversation between the brand and the consumer By breaking down the messaging into these sections, we created packaging that communicates essential details concisely and leaves space for the design to breathe.