The Problem: QSR & bakery chain wanted to enter premium cookie market. Had product quality but brand tied to fresh bakery sold only through own outlets. No packaged goods branding, no experience scaling beyond stores.

THE PROBLEM

A QSR and bakery chain wanted to enter the premium cookie market. They had product quality. The challenge was everything else.

Their brand was tied to fresh bakery sold only through owned outlets. No packaged goods experience. No FMCG distribution network. No brand architecture for retail. Building traditional FMCG infrastructure would require major capital and time.

THE INSIGHT

The bakery brand was too location-specific to travel. Customers associated it with fresh, in-store purchases. Extending that brand into packaged retail would confuse both equity streams.

Premium cookies were being marketed as family treats. We spotted an opening for individual indulgence positioning targeted at young adults. But one SKU wouldn't justify the investment in FMCG distribution. We needed a broader biscuit brand that could carry multiple products.

The client already had morning bread delivery trucks visiting retail stores across multiple cities. That fleet was underutilized. We could seed packaged products without building new infrastructure.

THE WORK

Built a standalone brand completely decoupled from the bakery chain. New name. New visual identity. Positioned for young adult indulgence, not family sharing.

Used the existing morning bread delivery fleet to seed products in premium retail stores across Jaipur and Ajmer. Reduced the beat load to focus on top outlets. No new distribution infrastructure. No new salesforce. Just repurposed existing assets.

Tested positioning and packaging in owned bakery stores for 3 weeks before the retail launch. Got real customer feedback. Refined the design and messaging for recall.

Launched on quick commerce platforms simultaneously. Drove distinctive design and branding so the products stood out in digital catalogs and physical shelves.

THE OUTCOME

₹30 Crore revenue line within 3 years. That matched the entire legacy bakery business.

The client built a new growth engine without external funding or traditional FMCG infrastructure. The model proved that QSR chains don't need parallel distribution systems to enter packaged goods. They need smarter use of existing assets.