Repackaging India’s oldest brand of Dals
Strategy + Packaging
In a nutshell
Rentio is a 80 year old brand of DeshiTur Dal which enjoys unmatched popularity in Gujarat. Their speciality is a form of oiled Tur Dal whichishigh in protein and is used in the preparation of traditional Gujarati Dal. The brand is to be found in every Gujarati household,and they even have some foothold in markets like Mumbai. Rentio wanted to expand their presence and portfolio through the introduction of regular Tur dal, and gain share in West India.
What we did
The brand idea emerges from this core functionality of the product and elevates it to celebrate the pride and connect that we feel for our mother tongue. The brand-led communication, therefore, is leveraging various festivals and regional language nuances in its first launch phase in Gujarat.
For Rentio to enter a highly competitive market, they had to build a unique value proposition that would then rest on the equity of being a 78-year-old brand.
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