Yes, we’re growing. But what next? How can we build a proposition for the company that will act as a compass for long-term growth?

  • πŸ’ Evaluated where we stand vs competition
  • πŸ’ Mapped out the current and potential consumer journey map.
  • πŸ’ Conducted a series of workshops, walked the market, talked to employees and the extended ecosystem and built a growth hypothesis for the future
  • πŸ’ Developed several alternative concepts, evaluated each against business priorities and growth potential, recommended way forward

  • πŸ’ Brand proposition and Growth Strategy for the future
  • πŸ’ Brand Key – to guide all communication, innovation, consumer engagement programs
  • πŸ’ Conducted a series of workshops, walked the market, talked to employees and the extended ecosystem and built a growth hypothesis for the future
  • πŸ’ Buy-in from the leadership team across functions, for easier deployment


We do a lot of good work that only we seem to understand. How do we help the world at large see the scale and impact of what we do?

Worked together over several workshops to craft:

  • πŸ’ Mission, Vision and Brand Purpose for the company
  • πŸ’ How are we different from perceived competition and why we stand taller
  • πŸ’ Content Plan for Brand Building on Social Media
  • πŸ’ Corporate Pitch Deck to prospect with clients for partnerships
  • πŸ’ How to pitch to Speakers

Best in Supriya's words...

Vani helped us develop brand and business strategies for key milestones such as our five-year anniversary, our first institutional round of fundraise and the launch of our first book! While her stellar reputation as an industry leader precedes her, we were pleasantly surprised by her curious, child-like spirit. Vani is never hesitant of getting into the thick of things and lending a helping hand, wherever it is needed. Her deep knowledge about marketing and communication techniques blended with fresh insights into our target audience have helped us tremendously. In very little time, she has become an important member of the Josh family and I look forward to continuing our amazing, insightful sessions together.


We make high quality premium snacks with β€˜good-for-you’ ingredients like kale and quinoa. How can we build a viable and differentiated business by identifying the right consumer, defining what market should we play in, crafting the brand, packaging, media strategy and go to market?

Worked with them as an external co-founder and CMO to put together all the building blocks of a brand and the business. Why are we different

  • πŸ’ What the brand must stand for and all the elements that help define the brand
  • πŸ’ A New Packaging and logo identity.
  • πŸ’ Crafting and defining the right consumer, research with consumers, store managers, internal promoters to gather a rich library of insights.
  • πŸ’ Short and long term Innovation line up for the future with a defined role for each platform in the business.
  • πŸ’ Co-created new product innovations through a process of continuous feedback while optimizing the P&L.
  • πŸ’ Creative Campaign Idea, Communication and Media Strategy.

  • πŸ’ Build conviction with investors that the market is bigger than imagined for conventional snacks – as we crafted a positioning for the brand that allows it to play beyond health snacks without compromising on its product goodness.
  • πŸ’ Raised Series A investment and are now equipped with a comprehensive plan to deploy the funds. (Shortly after COVID ensued, stalling their expansion plans for now)

The Baker's Dozen

Who is the consumer and why?

Talked. Talked. Talked. To consumers, staff, sales promoters, employees, competition sales promoters, founders… but mostly consumers.

  • πŸ’ On phone and in person (face to face)
  • πŸ’ At TBD owned stores and at Modern Trade stores like Foodhall and Big Bazaar.
  • πŸ’ Stood and observed how consumers interact with the category and brand.
  • πŸ’ And then did some more consumer research.

  • πŸ’ Best explained in the words of the founder, Sneh:
    We wanted to know exactly who our customer was and why they were buying our products? A simple question it might seem at first glance and something which should be common knowledge to an entrepreneur, but Vani and the CherryPeachPlum team exposed us to the intricacies within this. Her methodical approach, personal interviews with our customers and staff, market research and resulting insights have helped us sharply define what our brand stands for in the minds of the consumer. Further, she has helped convert this insight into actionable points as part of a marketing strategy which our team can effectively implement. Thanks again to her and her team in helping us reinvent our brand in the minds of the consumer.

If we must build a scale food business in India what new food spaces can we explore? To explore and craft a business plan to know what's worth chasing?

We scanned the entire food landscape in India, arrived at viable spaces via secondary research, social media analysis, talking to food bloggers and influencers, industry experts and others. We developed prototypes through an iterative process, solved for manufacturing and capacity, and even developed near and future out packaging options.

We developed not one but seven different platforms of food solutions – we had product porotypes against each, packaging options, shelf and merchandising strategy, go to market plan, commercial roll out plan, and financial numbers drawn up for each! All in just over three months!

How can we recruit the right profile of wealth advisors?

How can we position ourselves with consumers such that we stand tall amongst the many wealth advisors out there?

After gaining an in depth understanding of the category, talking to experts in the industry, and a couple of creative workshops with the leadership team at Wealthy.

  • πŸ’ We crafted insight statements and propositions which we tested in research
  • πŸ’ Identified distinct personality types amongst wealth advisors in the industry
  • πŸ’ Built a consumer proposition on the one thing that matters most to our identified set of wealth advisors

The profile of wealth advisors applying for positions at Wealthy has radically transformed. They are high performers, passionate in bringing the best to their clients, and always eager to learn more so they can deliver better. Our pitch to the applicants is much sharper and clearer.

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