Haldiram’s - A Concept Project
BRAND ARCHITECTURE
I wanted to challenge myself to develop a standalone product category that could leverage a brand like Haldiram's heritage while establishing its own market presence. India’s most beloved snack came to mind. But something that was just another samosa variant wasn’t going to cut it. I wanted to reimagine an entirely new way of experiencing it.
That’s when I came to my next realisation. In a culture where sharing food strengthens relationships, why not reimagine our most popular snacks to a more communal experience?
Jumbo-sa positioned itself as the celebration catalyst. The snack that transforms ordinary moments into memorable occasions.
The “Jumbo-sa” nomenclature solved multiple strategic challenges.
The generous aunty in the family that always heaped your plate up with extra servings.
Messaging that tells a wholesome story instead of simply listing features.
Activation that encourages user-generated celebrations, treating the product as a social catalyst rather than a simple food item.
With Jumbo-sa, it became obvious that the most powerful differentiation often comes from amplifying what already makes us uniquely ourselves. By creating a complete ecosystem around the sharing experience, traditional Indian brands like Haldiram’s can innovate within cultural authenticity.
