Pure. Organic. Honest.
Gir Organic had a strong product, but it was being valued like a local commodity. We changed the positioning, brand and experience around it so the business could compete at a premium and grow beyond ghee.
higher recommended
selling price
revenue vs. initial
3-month target
SKUs built across food
categories
initial stock sold
within few months
Gir Organic began as Punam Farms, focused on pure, traditionally made food products.
With 400 kg of A2 Gir Cow Ghee ready for market at a planned ₹1,900/L, the business needed to compete beyond its local market and build for growth.
Problem
The product itself wasn't the problem. The gap was between its quality and perceived value.
At ₹1,900/L, it risked being compared with local ghee brands despite its stronger proposition.
A2 ghee was the starting point, but the brand needed to extend into future categories without being defined by one product.
What needed to change
The product was strong. The gap was between its quality and perceived value.
We needed to move Gir Organic beyond commodity comparison by aligning positioning, pricing and brand experience around its quality and provenance.
Strategy
The strategy was to establish Gir Organic as a premium food brand, with A2 Gir Cow Ghee as its flagship rather than its limit.
We repositioned Gir Organic as a premium food brand, moving the recommended price from ₹1,900/L to ₹3,000/L.
The brand was designed to extend beyond ghee, with D2C and Amazon added to the go-to-market.
Design
We translated the strategy into a brand system spanning identity, packaging and communication.
It brought Gir Organic’s provenance forward, created a more premium presence, and built a recognisable foundation for future products.
Scale
From one product to 40+ SKUs
A2 Gir Cow Ghee was only the beginning. What began as the identity for a flagship product became a system capable of holding an increasingly diverse portfolio together.
The brand expanded into atta, spices, jaggery, oils, nut butters and more, growing to 40+ SKUs.
Outcome
The change gave Gir Organic a stronger commercial position from its first product onwards.
The recommended price moved
from ₹1,900/L to ₹3,000/L.
The initial 400 kg sold within
months of launch.
The brand grew from A2 ghee to
40+ SKUs across food categories.
Sales expanded across India, with
repeat customers increasing.
Gir Organic moved towards a premium market position, with a higher price, wider reach and a growing portfolio. Sales expanded across India, repeat customers increased, and the brand was built to grow.
The design created the system. The impact was in how the business could position, price and grow.
higher recommended
selling price
revenue vs. initial 3-month target
SKUs built across food categories
initial stock sold within few months
