What consumers needed was more sophistication and superior solutions with greater differentiations and thus strong descriptive sub-brand names (Pure Spices/ Traditional Pickles/ Authentic Masalas/ Breakfast etc.) were developed with visual headers, regional stamps or coined names and identities for the varied product portfolio. Authenticity was also built through mnemonics on the Packaging that cued in serving suggestions, ingredient depictions and Quality Check iconography. Mood lighting in photography accompanied by white cutlery, category colours and visual headers differentiated all product categories and every image used on the packaging told a visual story aiding in impulsive product purchase.