The project involved developing a business plan, business strategy, marketing strategy, branding and packaging for the sale of salt. The salt is hand-crafted in the Little Rann of Kutch, India, by the Agariya community.
The branding and packaging, aimed to highlight the beauty in the imperfection of the irregular crystals.
The packaging is simple and brings out the hand-crafted value of the salt.
Customers would first be introduced to this product in high-end gourmet restaurants. Tent card, grinder bottle and sachet box would be kept on tables in the restaurants.
This strategy builds on the uniqueness of the artisanal earth salt, And creates a sense of mystery and exclusivity about its availability and use.
"In its essence, salt is what makes food taste better."
Key insight derived from primary and secondary research.
The business plan needed to be fruitful for the farmers, client company ‘Sabras’, as well as the end consumers of the salt. This earth crystal salt is hand-harvested by the Agariya community. Choosing a name that was regionally relevant strengthened the story of the product, brand and community.
‘Ekatra’, means together, or to collect.
Brings all the flavors together
The salt is collected by hand
Community has been living and working together for generations
The project involved several intricacies of Business Design such as planning the business phases, breaking down the cost structures as well as transportation logistics - further details can be found in the project documentation book.
Some of the proposed ideas for transportation, unit costing and business development can be seen below: