Choosing goodness as a brand strategy.

Founded in 1985, the Namdhari’s Group is a food production company who strive towards the betterment of the community, the environment, the customers and the farmers. With their commitment to nature and the loyalty that has been bestowed upon them by their stakeholders, their enterprise has grown and diversified over three decades. Simpli Namdhari’s is the retail wing which offers farm-fresh produce, groceries, and a live kitchen, all of these coming together to operate as a one-of-a-kind food destination. Our team came aboard this project to position the brand in such a way that it highlights an integral aspect of Simpli Namdhari’s—that they are a farm first retail pioneer.

As we began to work on this project, we gathered that one of the central problems is in the brand not being able to communicate this crucial aspect about their identity. It was imperative for the client to be able to put across the message to their customers that their purchases were coming from the farms owned by the Namdhari Group. During the research process, we found that there is a gap to be filled, that there is an emotional story to be conveyed to the customers. We realised that what Namdhari and their practice stands for is goodness—with their commitment towards providing the best produce and products to their customers, their dedication to the progress of each and every one of their stakeholders, and their deep respect and value towards living in harmony with mother nature. Thus, the brand tagline was born out of the core of what they represent: Choose Goodness.