Ghadi, a brand owned by RSPL Group, is a well-known and respected name in the Indian detergent market. With a presence in more than 48% of Indian households annually, Ghadi has established itself as a category leader. The brand prides itself on its superior cleaning capabilities, setting it apart from its competitors. Its tagline, "Pehle istemal karein, fir wishwas karein," reinforces the brand's confidence in its quality and encourages consumers to give it a try.

Ghadi wanted to expand its reach to new geographies and increase penetration in existing ones. To achieve this, the brand needed to create an identity that resonated with its multilingual target audience and fostered strong connections through regional languages. Additionally, the brand needed to develop a packaging experience that was consistent across different product formats such as cakes, powder, and machine wash variants.

The challenge with Ghadi was to balance its iconic legacy with its future ambitions. We needed to conduct a thorough brand audit that accounted for both the emotional and rational aspects of the brand's identity. This involved analyzing the established memory structures associated with the brand packaging and understanding our target audience in depth. Only after gaining these insights could we embark on the redesign exercise and create a new packaging system that paid homage to the brand's heritage while positioning it for future growth.