“Reet swad ki”: A century of expertise finds a deeper resonance when connected with the culinary culture

Brand strategy + Identity + Print + Web

LG’s Hing legacy begins in 1894 (many years before our independence and the Dandi march) – the company started the journey of the humble hing. The brand has evolved over many generations and it has been a quintessential part of India’s culinary journey. The lasting appeal that the brand enjoys is rooted in the commitment to quality – they call it ‘respect for the raw material.’ This reflects in every part of the process, from sourcing to grounding and packaging – world-class quality protocols and technology work in tandem to deliver the distinctive LG Hing flavour.

Living up to this legacy is the single most important drive for the leadership team. So, when the idea of extending the portfolio came up, the most critical question was the ability to deliver the same level of quality. The company has literally evolved alongside Indian kitchen across generations, they know the market, have access to the finest raw materials, and yet they worked over years before launching this new range.

Culinary experts, food tasters, technology experts, finest farms, most authentic processes and more have gone into creating each spice offering. Over thousands of manhours spread across India, the teams have worked to understand the unique Indian palate and taste. Each spice has been perfected to get the right flavor, aroma, and visual appeal that India seeks. The new range of pure spices are: coriander, cumin, red chilli, Kashmiri chilli and turmeric in powder form. The blended spices are: Garam Masala, Biryani Masala, Chicken Masala, Mutton Masala, Rasam Masala and Sambhar Masala.

With over a century of expertise and experience, LG has launched a new range of five pure spices and six blended spices.

PURE SPICES

Indulge in the taste of nature; unadulterated.

BLENDED SPICES

A century of taste is a beginning to the next

The launch of a new range of pure and blended spices reflects LG’s commitment to a larger roleplay in Indian kitchens. It signals a new journey that will create a refreshed set of associations. To ensure that the overall brand narrative continues in alignment with its legacy, the leadership team has also worked closely us.“

It was important that the expansion does not dilute the core attributes but rather strengthens the associations. To achieve this, the entire brand design and the narrative has been developed.

The story of India’s unique love for food, it’s mannerisms and expressions have been captured to bring alive the brand’s lasting cultural and culinary associations” through the brand film.

Mutton ho toh LG spices ke saath ho