Research

FOR CYBERWAVE

Uncovering hidden narratives in the wardrobes of the everyday Indian

An ethnographic inspired approach was innovated to provide a view from the ground up of fashion in young India. Extensive photo, audio and video documentation was curated to provide fashion brand and strategy teams a deeper understanding of the cultural, social and economic factors influencing Indian fashion consumers. 

For global fashion brands looking to enter or expand in India, this research helps their teams build cultural sensitivity and better brand response to form bridges with the host culture.

Presenting at
BoF VOICES 2023,
United Kingdom

60

In-depth home interviews and conversations

4

Cities: Delhi, Bangalore, Bombay, Coimbatore

45

Personal wardrobe explorations and walkthrough

FOR TATA CONSUMER PRODUCTS LIMITED

Identifying service landmarks of an Indian chai experience

To truly understand India’s chai cultures, our research team traveled to chai spots across the country, whether on the streets or to high end experiences. Armed with a specially designed research diary and help from recruited locals in each city, we stepped into kitchens, learnt chai recipes and uncovered the real chai experience.

These insights helped identify service landmarks that were unique, helping us craft a compelling brand proposition and design to develop the Tata Cha experience.

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3

Formats piloted in 2017 in Bangalore

100

Food and beverage outlets visited

7

Cities across the country explored for their chai culture

14

Stores established across Bangalore

FOR DUROFLEX

Devising a product design strategy marrying customer needs and brand language

Extensive Design Research was undertaken to uncover a design language that the brand could own, based on consumer aspirations. A Visual Stimulus with hypothetical collections was curated and tested to understand functional, aesthetic and color material finish preferences.

Research insights from a customer’s point of view helped define a design strategy manual for the brand’s product categories and structure a design language, with guidelines for hard language, soft language and surface language.

40

In-depth interviews to test the developed visual stimulus

8

Cities visited across the country

FOR DESIGN CAFE

Discovering needs to position a new brand of modular home interiors

Extensive research involving in-depth interviews helped us discover relevant categories of needs, aspirations and associations that homeowners aspire for, when they move into a new home.

This insight inspired our strategy to develop a brand name hypothesis and values that were tested before finalizing, informing the final brand proposition and applications across brand assets.
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India’s first direct-to-consumer brand of modular home interiors‍

7

Focus interviews with customers and contractors

CONFIDENTIAL

Unearthing women’s associations with jewellery

To refresh the brand’s visual identity and positioning in the market, we immersed in research to discover the relevant TGs motivations to own jewellery and better understand their perceptions of the current brand logo and retail experience. We developed a strategy, born out of real-person inputs, to reposition the brand to be closer to modern femininity.

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13

Extensive interviews with respondents across Bangalore

3

Detailed store visits for better brand understanding