Maharishi Ayurveda undergoes brand re-positioning

05 Jul,2019

By A Correspondent

 

Maharishi Ayurveda has undergone a brand revamp exercise in partnership with Almond Branding that helped them refresh the brand to make it contemporary yet authentic.

 

Said Shashwat Das, Founder, Almond Branding: “Ayurveda has always been intrinsic to Indian culture but has become far more relevant to consumer’s lives today. In the last decade or so, there has been an upheaval in the category. Maharishi Ayurveda has been a research-based organization using authentic ayurvedic formulations and methods to suit modern living conditions. Our brand immersion revealed that they looked at their offerings through windows of modern science to appreciate the holistic concepts that governed Ayurveda through centuries. Hence, our design solutions had to reflect the change from a dated brand to one that brings to life the values of authentic Ayurveda for a progressive lifestyle.”

 

Added Ramesh Yadav, Global Marketing Head, Maharishi Ayurveda Products: “We wanted to re-look at our brand strategy that involved brand revamp and certain strategic priorities in terms of category choices with an objective of making Ayurveda relevant to today’s audience by listening to their needs and requirements. The idea was to reach out to those who are pre-disposed to natural, herbal and Ayurveda, however, may be fussy but are willing to explore the category/products that cater to their lifestyle-related health issues. Almond Branding helped us in the entire rebranding exercise from understanding the objectives to deriving meaningful insights. Distillation of research into one strong concept and designing strategy by Almond Branding were the most critical steps for making this happen. Coming up with packaging solutions which were aligned with the master brand philosophy yet contemporary was the most challenging part of the entire project which was tackled very well by team Almond.”

 

 

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