Naidu Panjabi

Client Brief

Over the last 40 years, local roasteries grew into small brands and became regional players of roast and ground coffee, the trade term for packaged filter coffee. Today in the South, there is just one national brand of roast and ground, and that is Bru, the rest are regional brands. This is the opportunity that the CCL leadership spotted, and our goal was to deliver a brand that would take on a National giant.


Malgudi was the winning name, given how well it conjured up thoughts of something traditional, something old-fashioned, something trustworthy and most importantly, something pan-South Indian. The sentimental driver, was this woman’s longing for something that is dependable and at the same time trendy or “attractive” - to quote a highly-cited research term. The rational driver, was this woman’s need for a go-to coffee for her me-time moment at the end of her morning rush hour.


One of the toughest challenges working on this project was working our way around a similar but highly nuanced, multi-lingual market. We sat through several groups, met tens of consumers as part of research, to get a better grasp of likes, preferences, motivators, and such. Along with the client team we tested several communication planks that would sit readily with the name and not just be believable, but also be liked by millennial homemakers.

Naidu Panjabi


  1. Mumbai



Category Experience


1-10 Employees

Other Projects
Terra Farm Fresh
BRAND Terra Farm Fresh, 2017

PROJECT Terra Farm Fresh...

We were tasked with a brand overhaul starting with identity design, packaging and a brand tone of voice that would make eating fresh produce ...

Specialty Teas
BRAND Chai Point, 2018

PROJECT Specialty Teas...

Teas by Chai Point is a range of Organic teas presented in handcrafted, 100% cotton tea bags. Needless to say, our task was to differentiate this l...

Made for chai
BRAND Chai Point, 2019

PROJECT Made for chai...

Made for Chai is a range of snacks, that we designed from the ground-up. Our mandate was to create a brand with high tea affinity and design logo a...

Loose leaf teas
BRAND Chai Point, 2018

PROJECT Loose leaf teas...

The Chai Point flask, by now was the veritable go-to accessory for every post-funding start up worth their salt. We were engaged for a small, test ...