Agenda Haldiram’s entry into the ready-to-eat meals category in 2004 is typical of the company’s experimentative attitude.
Problem For Haldiram’s, a highly trusted provider of traditional savouries and sweets, the extension to meal-time favourites was natural. Our definition of the problem: Haldiram’s brand equity was concentrated in ‘conservatives’ who were suspicious of convenience foods, while the ‘modernisers’ that wanted this convenience imagened Haldiram’s as lacking in modernity.
Solution ICD’s reflection on changing eating habits awoke to the changes taking place in the urban kitchen in the 2000s. Microwave oven sales were picking up fast, led by modernisers, but with the conservatives catching on gradually. Thus the microwave became a design theme for the brand. The pristine whiteness also signals microwave readiness while being a siren for a modern way of living. The name Minute Khana perfectly pairs the promise of modernity with the comfort of familiarity.