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The Vatsal Chronicle
Project file — Discount Tadka India Limited — page 04FMCG — beverages

DV9 Sutra Instant Tea

Two minutes to a cup of chai — an FMCG vertical positioned around time and thrift.

CompletedBusiness

An instant tea product whose stated USP is roughly two-minute preparation while using less tea than traditional brewing.

Business context / industry
An FMCG beverage vertical inside the Discount Tadka group.
Business problem
A new instant format needed a clear consumer proposition and a coherent digital shopfront.
Objective
Establish product positioning and a coordinated web and social presence during the launch cycle.
Vatsal's role
  • Project management
  • Website coordination
  • Branding coordination
  • Product positioning support
  • Digital presence coordination
Team / collaboration
Coordinated with in-house design, content and web teams.
Process / execution
  1. Defined the product proposition around preparation time and quantity used
  2. Coordinated website structure and content
  3. Coordinated branding and packaging communication
  4. Coordinated reel content for the associated tea account
Solution & features
  • Product website
  • Positioning and messaging system
  • Social content programme
Tools / technology
WordPress ecosystem · Meta Business Suite · Excel
Visual evidence

From the archive

Photograph slot[PROJECT SCREENSHOT — DV9 SUTRA INSTANT TEA]Real photograph to be placed here — no stock imagery used.
DV9 Sutra Instant Tea — real screenshot slot.
Social proof

Watch the Work

Source: @desitadkachai
Loading reel…
@desitadkachai — watch on Instagram
Loading reel…
@desitadkachai — watch on Instagram
Learning
In FMCG the proposition has to be sayable in one line at the shelf — everything else is support.
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