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Making DESi cool again!

Making DESi cool again!

January 13, 2019

At GO DESi, we bring regional, tradition, 'as is' food/ confectionery products predominantly hand made in rural microenterprises to urban markets. The very nature of the products meant that the products were not identical, looked rustic and by packaged food brands standard which lines the supermarket shelves not "shelf ready". A term we got to hear many times in our little one year journey.

This post is all about how we went about making GO DESi products shelf ready without losing our essence using Imli pops as an example. We wanted to start at a position of strength and hence listed down what are the key things which are working for us i.e. why are consumers buying Imli pop today?

    1. You get what you see- no surprises: The original product is not hidden behind a metalised laminate. If you look at any tapri, thela gaadi selling regional snacks, everything is transparent. My hypothesis is that if your ingredients are fresh and natural they have an innate appeal and hence there is no need to hide them behind shiny packaging.
    2. I know this product, I have memories of eating something like this before: We had to make sure that we exacerbate this feeling, not kill it in process of modernising the packaging.
    3. Organic, natural products are not identical because that is how nature intended it to be. Going organic trend has done a good job to educate the early adopters what to expect when you say something is organics, natural, handmade; very similar to the khadi trend in the apparel industry. The challenge was how do you highlight this 'no two alike' feature as a virtue.

Our packaging had to preserve our strengths and at the same time conform to basic industry standards. We followed a very iterative process and our packaging has evolved over a period of one year taking into account consumer & customer feedback and also resources at our disposal. Some of the tools/ tricks that we used during this process.

  1. We used Simon Sinek's golden circle model & brand archetype to communicate to external partners on what we stand for so as to help them translate our essence visually.
  2. First designs were done on Canva, this tool is a life saver for non-designers who do not have photoshop skills to create somewhat appealing visual graphics.
  3. Bizongo, & & city market (Bangalore) for buying off the shelf packaging. We iterated on the design to create differentiation rather than investing on die/ mould which is big long-term investments and go against our belief of "affordable losses"
  4. Working with offset/ digital printers which are more suitable for smaller volumes and easier to iterate with.
  5. One SKU at a time, we changed packaging design for one SKU, got real-time feedback, and then proceeded with other SKU's and variants. (Can't imagine this being done in a big consumer goods company).

Will not go into how we incorporated our insights and what we wanted the consumer to take away from the packaging as it will defeat the purpose of packaging. I will let the images do the talking :)


IMli pop
Want to know more about Imli pop, read our post on Tamarind Love.


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    FAQ for Shipping:

    How much time does it take for my order to ship?

    We take 1-2 days to process the order and then the products are shipped via courier partners. It takes anywhere between 2-5 days a product to reach.

    Please note that the shipping costs are included in the product price.

    What if I am not happy with the order because of the quality and taste?

    GO DESi follows a transparent, no questions asked returns policy for all full-price products bought from the online store. You can return unused products you have ordered within 15 business days of the date of receipt. Return shipment fees will have to be borne by the customer.

    How can I track my order?

    Once the order is processed from our end and dispatched from our warehouse, courier partner will email you the details carrying your tracking number and the link to track your order.

    What time of day will my order be delivered?

    Our courier partners make sure they give you a call before delivering the product. Please make sure you are available to receive the calls as usually after three failed attempts at delivery followed by an email reminder from our team, the product shall be returned to our warehouse.

    How are GO DESi products prepared?

    We source/manufacture all our products from Micro Units based in Rural India. We work with Farmer cooperatives and Self Help Groups to bring classic Indian recipes and snacks for our consumers. All of the GO DESi products are “As is” i.e. made in the traditional manner by locals with tremendous knowledge about indigenous ingredients, flavors and ingredients giving GO DESi an unparalleled authenticity. 

    How does GO DESi ensure quality parameters at the Micro Units?

    GO DESi not only undertakes the effort to find the lost recipes in the farmlands and rural kitchens but also standardizes these units and their products, paving a way for them to reach the urban markets.

    We identify the Micro unit(s) and inspected them for quality & hygiene standards. Once on-boarded, these micro units are standardized as per GO DESi standards to make sure they meet all the statutory requirements and quality parameters. A quality controller at unit monitors the workers and the manufacturing process on a daily basis and ensures that only the best of products go out in the market.

    Are GO DESi’s products suitable for kids?

    Kids love our products.

    All GO DESi products are made with 100% natural ingredients. None of our products contain any artificial preservatives, colors or flavors, making our products a perfect snack for all age groups alike.

    How are GO DESi products different from other snacks available in the market?

    We at GO DESi, live by the principle of Eat good, Do Good.

    All GO DESi products are made from natural ingredients, are minimally processed, are preservative free, and have no added flavors or colors. Since our products are manufactured as close to the farm as possible, it helps preserve the authentic local flavors & formats tastes of the products.

    While we strive to bring the authentic regional recipes from all over India, we ensure that a minimum of 30% of the final price that you pay goes back to the micro enterprise. This not only, increases the share of marginal farmers in the food value chain but also helps in creation of jobs and sustainable economic centers in rural areas.

    Are GO DESi products vegetarian?

    Yes. All our products are 100% vegetarian and are vegan-friendly as well.

    Rs.20 Packs:

    Except for Imli pop & Ginger Kashaya, the other products are shipped in handy packs of Rs. 20 each. These packs are small enough to carry in your handbag or pocket.