How does a Ghee brand, synonymous with purity and trust, extend into the Indian sweets category?

Parag Milk Foods leveraged the goodness of Gowardhan Ghee with a thoughtful rebranding, delivering high-quality sweets for today’s discerning consumers.

Objective: Position Gowardhan Sweets as the go-to choice for authentic, high-quality sweets, in a category dominated by Amul, Haldiram’s, Bikaji, Bikanervala and other state cooperatives.

Consumer Insight: Ghee is a key ingredient in several Indian sweets. With quality and authenticity being the major pillars of this category, consumers prefer products that are made with traditional recipes using pure cow Ghee. Gowardhan meets this need by offering a range of sweets, with uncompromised trust and authenticity.

Approach: Our task was clearly cut out. The objective was to harness the equity of Gowardhan Ghee and create a distinct and premium looking packaging concept! The process involved an in-depth Nomenclature exercise with several conversations with various stakeholders. The challenge was to come up with a traditional (Hindi) name that is universally understood (in India). After much deliberation, ‘Khushiyan’ was shortlisted for launch, as it resonates across the TG and is apt for all celebratory occasions.

The New Look: While the category is littered with extremely bright and saturated packs, we decided to go with a subtle beige background, inspired by the golden hues of Ghee. A vibrant variant colour strategy brings the range alive. This enabled the packs to stand out on the shelves. We even showcased a Gowardhan Ghee bottle on the packs, to reinforce the purity of the product. The packaging blends traditional elegance with modern gifting cues. Gold accents add a premium touch, which makes this an ideal choice for gifting occasions.

The Result: Parag Milk Foods launched this range just in time for the Diwali season. On the back of the Ghee’s distribution strength, this pack was made available in several retail outlets that led to a hugely successful launch and hence, sales!