We deliver tangible results by ensuring end-to-end execution

FMCG major incubates new snack brand that achieves 18X revenue growth

A traditional B2C food and beverage brand in India partnered with an international snacking company to introduce an exotic snack brand, to the Indian market. NorthSide was brought in to lead the venture incubation process, from crafting a strategic market growth and execution plan to positioning and growing the venture in a competitive market. Key areas of focus included establishing a strong brand identity, defining a clear target audience, and managing execution to create an impactful digital and social media presence. NorthSide Approach Developed a full-fledged strategy covering developing the right product sensory appeal using sensory testing, brand positioning, and a go-to-market plan. Conducted in-depth research to identify the target audience and crafted a compelling brand proposition that highlighted the product as an exotic, premium snack option. Identified a key consumption occasion to focus on Positioned the product in a way that broke through clutter and drove persuasion to encourage consumption within the target audience Helped create a packaging that highlighted the key physical attributes of the brand and established its brand equity Helped build the e-commerce and quick-commerce distribution Developed creative assets, including static and short-form video ads, to capture attention and communicate the brand’s exotic appeal. These creatives were tailored to engage the audience across digital touchpoints and to drive traffic to sales channels. Key Insight Focusing on a consumption occasion can help position a snack option and tailor brand messaging in a competitive FMCG market. Results 18x growth in revenue achieved within 10 months of launch 15X growth in volume units sold achieved No. 1 bestseller in key marketplaces in the category

FMCG major incubates a new brand that achieves a growth of 80% month-on-month

An FMCG major looking to extend their business into new categories engaged NorthSide to incubate a new brand and execute it in the market till it achieves a product-market fit. NorthSide Approach Mapped the opportunity spaces in the market Used proprietary research techniques that combined the occasion opportunity with the sensory appeal and product attributes that are required in the occasion. Identified a discerning consumer segment and specific occasions as the target segment & occasion Used product sensory tests to develop a differentiated formulation that meets the consumer's need Maximized the product's right-to-succeed and determined the price premium. Developed a positioning concept and tagline for the product, in line with the target segment and key occasion insight. Helped redesign the packaging and pack construct to suit the targeted occasion. Developed the creative assets required for launch across consumer touchpoints that included offline and online retail channels. Launched the product in the market. End-end execution of the marketing programs on key e-commerce, quick commerce and select offline channels done by the NorthSide in-house team Key Insight Discerning consumers look for products for specific consumption occasions but most products available are not designed keeping specific occasions in mind. There was an opportunity to find a sizeable occasion and design the products for that. Results Identified a large consumption occasion to target. Developed a positioning, key visual, and tagline. End-to-end opportunity mapping to market execution done within 9 months. Ensured uniform execution across all consumer touchpoints with an integrated marketing approach. Month-on-month revenue growth increased and reached 80% within 3 months of launch.

Incubated a new category from idea to launch for a mid-sized FMCG company

A mid-sized FMCG company wanted to leverage its core brand equity to enter new categories and diversify its portfolio. With a limited but focused distribution network, the company needed to identify categories that aligned with its existing channels, complemented its brand image, and offered long-term profitability and scalability. NorthSide was engaged to appraise, select, and incubate high-potential category opportunities, guiding the brand's strategic growth. NorthSide Approach Identified a new category with significant potential for the brand. Analyzed 22,000 consumer transactions using cloud-based software to size and segment the category. Segmented the category based on various criteria, including source, benefits, price, and usage occasions. Identified key physical attributes that consumers use to assess quality and source. Developed a product concept that leveraged the brand's equity to meet consumer needs. Helped design the 7Ps framework for the product launch. Successfully took the product to a commercial launch. Key Insight Consumers are seeking proof points but are willing to pay a premium for high-quality products that ride on the core equity of the brand Results Identified and validated a new category where the company could enter and gain a competitive advantage. Developed the opportunity by segment sizing, pricing, and validating the right to succeed through consumer research. Assisted the client in designing the 7Ps for the launch, including developing the packaging, communication, and go-to-market strategy. Took the project from concept to launch within 6 months. Within 3 months of launch, the product was rated 4.5 stars out of 5, the highest in its category.

Incubated India’s first talent platform for the hospitality sector

During the COVID-19 period, our client, with experience in the hospitality sector, sought to launch a new venture. Our industry research revealed that job seekers in the hospitality sector primarily look for opportunities within their specific domain. However, existing talent platforms were too generic, making it challenging for employers to find the right talent and for job seekers to secure relevant positions. During the post-COVID recovery phase, hospitality operators were forced to reduce fixed personnel costs, while many job seekers who had lost their jobs during the lockdowns struggled to find employment again. NorthSide recommended that the client launch a specialized talent platform tailored to the hospitality industry. NorthSide Approach Identified the need for a scalable hiring process for middle management and lower-level positions. Conducted in-depth interviews to understand the needs and pain points of both candidates and employers. This revealed that candidates often do not receive closure or responses to their job applications, leading to disappointment and resulting in them setting for roles that are suitable for them. Determined that a 'skills'- based application and shortlisting process could reduce the feedback loop and expedite closures. Designed specifications for matchmaking services for both job seekers and employers. Created a user-friendly UI/UX platform. Developed standardized job postings with greater transparency for candidates, including key criteria such as expected pay, hours, and skills. Tested the launch platform and successfully took it live. Key Insight Both hiring and getting hired in the hospitality sector are challenging due to a broken matchmaking process, multiple intermediaries, unstandardized skill definitions, and unclear hiring criteria. Results Developed a blueprint and user experience to address the evolving recruitment needs of the hospitality sector and job seekers. Developed the UI/ UX for the platform. Partnered with the client to launch the platform. The platform became the fastest-growing job platform in the industry.

Brand Scaling

We help your brand scale by using creative insights and driving innovation

Pre-acquisition study to determine the potential to drive growth via distribution expansion for a snacking brand

A consumer goods company approached NorthSide to explore distribution-led growth opportunities as part of its strategy to enter the snacking market. The company sought to identify key distribution channels and expansion opportunities to ensure a successful market expansion. NorthSide was tasked with conducting a pre-acquisition study to map these opportunities, enabling the client to strategically position its brand in the competitive snacking space and maximize growth potential through optimized distribution strategies. NorthSide Approach Conducted a comprehensive segmentation analysis of the snacking industry to identify high-potential market opportunities, focusing on key customer segments and demand drivers. Mapped the distribution ecosystem by analyzing the structure of distributors, assessing their manpower, capabilities, and trade margin profiles through in-depth interviews with trade partners and extensive industry research. Evaluated the distribution cost structure to identify inefficiencies and areas for optimization, providing a clear understanding of cost drivers and opportunities for margin improvement. Developed strategic recommendations for scaling the business, including a targeted distribution growth plan, focused on maximizing reach in the snacking market. Key Insight A detailed analysis of the distribution structure and industry segmentation uncovered key growth opportunities, enabling a targeted, cost-efficient market entry strategy for the snacking business. Results Mapped the organization and margin structures to uncover key efficiencies and potential synergies within the distribution network. The insights empowered the organization to successfully acquire a snack player and seamlessly implement a tailored distribution strategy, driving accelerated market growth.

Identified 5 new categories to drive growth for an MNC using advanced research and analytics

An MNC in the consumer goods sector partnered with NorthSide to explore potential opportunities for portfolio expansion across global and local markets. The company sought to identify high-growth categories and untapped spaces that could align with its strategic objectives. NorthSide Approach Undertook extensive secondary research and analyzed over 400,000 online transactions across four countries to identify potential categories for leverage. Carried out a first-level assessment of the company’s existing supply chain to evaluate its adaptability and scalability for the identified categories. Validated global portfolio to identify existing products that could be adapted for the Indian market. Mapped price points to determine affordability and competitiveness within the local context, ensuring alignment with consumer purchasing power and preferences. Developed a strategy deck with recommendations for the India team to present to global leadership. Key Insight Data-driven insights identified untapped growth opportunities and optimized supply chain strategies for accretive portfolio expansion. Results Identified two individual vectors that each brand could leverage for expansion. Identified 5 new categories for the global brand to expand into.

Master brand proposition drives innovation, market share gain and 30% efficiency in marketing spending for a mid-sized FMCG company

A mid-sized FMCG company selling products under various brands and sub-brands with similar benefit areas was experiencing suboptimal marketing performance and rising media investment compared to industry benchmarks. NorthSide was engaged to help drive innovation while increasing the efficiency of marketing spending in a competitive market. NorthSide Approach Identified the core portfolio of the brand by undertaking specialized research that highlighted the brand's strengths and how the portfolio could benefit from the mother-child branding approach. Identified a core equity benefit that could support the portfolio without diluting the existing sub-brands. Identified innovation opportunities that could leverage the core equity benefit proposition. Developed a core brand positioning. Conducted consumer testing of the brand positioning concept for performance using qualitative and quantitative testing models Developed brand advertising for mass media based on the new brand positioning. Key Insight Marketing campaigns were experiencing poor performance due to suboptimal spending across many brands, making the portfolio less competitive. This also prevented the company from capturing innovation opportunities that could be better executed under a single brand rather than multiple brands or sub-brands. Results Achieved an efficiency of 30% on marketing spending while maintaining brand health KPIs on awareness, consideration, and equity metrics. The revenue market share of the company increased following the execution of the new positioning. Developed and executed an innovation pipeline with the new master brand. Achieved significant growth in revenue from innovation as a percentage of total revenue.

New Positioning delivers an organic growth of 3X for a healthcare company

The client sought to position a product and develop an innovation pipeline based on a novel concept. NorthSide assisted the company in positioning their brand within the competitive healthcare space, developed a compelling consumer claim, facilitated regulatory approval of the claim, created a pipeline of products, and executed new packaging. NorthSide Approach 1. NorthSide designed and executed qualitative consumer research using offline and online tools, which unearthed a usage occasion and a use quantity that led to the development of a health claim for the product. 2. The health claim was then validated using medical protocols and submitted to regulators, receiving approval for use. 3. The NorthSide team helped develop new packaging featuring the approved claim, which was rolled out into the market. 4. A plan was developed and implemented to focus messaging through free-to-use social media and drive public relations efforts around the new claim resulting in a 3x increase in sales within two months without any marketing expenditure. Results Achieved revenue growth of 3X within two months. Obtained regulatory approval for the health claim. Executed the new packaging in the market.

Creative Services

Craft unique brand stories that connect with your audience at every level

Visual identity and packaging design for a new brand in personal healthcare

Oja Rituals, a wellness brand rooted in Ayurvedic traditions, sought to establish a strong visual identity that conveys its commitment to natural ingredients and traditional wisdom. NorthSide collaborated with Oja Rituals to create a design system that included: Logo Design: A balanced and visually clean logo with a unique "A" symbol representing natural flow. Color Palette: A calming set of greens and earth tones, aligning with the brand's Ayurvedic roots. Typography: Elegant yet readable fonts for headings and body text, ensuring legibility and sophistication across packaging. Iconography and Illustrations: Custom icons inspired by the seven chakras, tailored for each product category. Packaging design: A visually clean design using OJA “green” color and highlighting the core ayurvedic ingredient (hand-drawn illustration)

Brand visual identity design for a dental clinic

An established clinic with a rich heritage sought to refresh its brand identity to appeal to new and existing patients. The challenge was to create a brand identity that balanced modern appeal with the reliability associated with its legacy. NorthSide Method NorthSide developed a comprehensive visual identity honoring the clinic’s heritage while projecting a fresh, contemporary image. The logo was designed to be modern and simple. A calming blue color palette was chosen to convey trust and professionalism, while a subtle gradient added a dynamic, youthful touch. The brand style guide extended this identity across various touchpoints, including stationery, signage, and digital media.

Purpose led marketing campaign helps launch a category innovation

NorthSide was asked by Livpure to develop a 360 marketing campaign that highlights their innovative water-saving technology. The NorthSide team executed a 360-degree campaign, which positioned the RO as the world's first RO capable of saving 20,000 liters of water annually. It additionally reinforced the benefit of saving water and how it could address the social problem of children not being able to attend school because of water shortage. The campaign reinforced Livpure’s commitment to sustainability by addressing water conservation, a critical environmental issue. The execution effectively captured consumer attention, differentiating Livpure in a competitive market.

E-commerce and Quick commerce Services

Helped identify ‘speed of action’ as an important variable

In the cluttered category of mosquito repellents, where most players play on the proposition of ‘power’, NorthSide helped identify ‘speed of action’ as an important variable that would allow the brand to differentiate. Using ‘study time’ as an occasion to own, this insight was taken forward, and the creative was executed with agency partners.

E-commerce and Quick commerce Services

Create impactful visibility and scale your brand

Launched home furnishing brand in South Asia and U.S.A

A premium Indian home furnishing and decor brand aimed to broaden its international presence by launching on Amazon Singapore and USA. Their objectives included listing all products on these marketplaces, achieving rapid sales growth, and selling out inventory within six months to avoid Amazon’s Long-Term Storage Fees (LTSF). NorthSide was engaged to manage the process end-to-end, focusing on product listing optimization, issue resolution, and effective promotional strategies. NorthSide Approach Conducted SEO research to identify top keywords and updated product titles, descriptions, and bullet points to enhance visibility and appeal. Actively monitored stock levels to avoid LTSF fees, provided timely stock reports, and implemented strategies to liquidate slower-moving items within 4-5 months. Leveraged Amazon’s promotional tools (e.g., Lightning Deals, coupons) to boost visibility and attract customers, with activities tailored to market trends in each region. Worked directly with Amazon account managers for streamlined issue resolution and strategic guidance, ensuring seamless operations and optimized advertising. Key Insights Strategic product listing optimization, proactive inventory management, and region-specific promotional tactics are essential for a successful international e-commerce launch. Results Achieved first-page rankings for top keywords through listing optimization and strategic promotions, increasing organic visibility and sales. Sold most top-selling items within 30-45 days of arrival and successfully liquidated slower-moving products by the 4th or 5th month, effectively avoiding LTSF fees.

E-commerce and Quick commerce Services

Snack brand achieves 20X revenue growth on e-commerce and quick commerce

NorthSide was engaged to develop a growth plan for a premium new snack brand by focusing on e-commerce and quick commerce as key channels NorthSide Approach Developed a full strategy and month-wise execution sales and advertising plan to drive growth on the channels. Launched the product on various e-commerce and q-commerce platforms focusing on increasing geographical reach through pin code expansion Created demand on e-commerce and q-commerce platforms using static and creative visuals in the form of banner advertisements and spotlight advertisements. Integrated social media presence that helped drive traffic to e-commerce sales platforms Created a target pool of an incremental 500K consumers within 4 months to target Remarketing to consumers who have considered the brand using multiple creatives in-line with the brand positioning Performed in-depth analysis of inventory turnover rates and stock-out occurrences across e-commerce and quick-commerce platforms to optimize stock levels and maintain continuous product availability. Conducted iterative consumer trials through sampling initiatives on e-commerce and quick-commerce platforms, using feedback to refine product offerings and enhance market share in the competitive snacking industry. Key Insight A targeted, data-driven approach to e-commerce and quick-commerce, focused on brand positioning, market reach, and 360 consumer engagement, can yield exponential growth even in competitive markets. Results 20X+ revenue growth achieved within 12 months of launch 17X+ growth in units sold achieved Developed a robust marketing system to create an incremental audience pool of consumers who are considering the brand No. 1 best seller within the category in select marketplaces

E-commerce and Quick commerce Services

Home & kitchenware brand grows e-commerce sales by 12X

After achieving initial traction at the time of launch, a home and kitchenware brand's sales had stagnated. The brand was operating in more than a dozen, highly commoditized product categories, facing cut-throat competition on price and value. NorthSide was engaged to revive momentum and build sustainable demand for the brand's products by developing and executing a strategy in the market. NorthSide diagnosed that the brand needed a fresh positioning to break through the clutter in the commoditized space and justify premium pricing while remaining relevant and appealing across its diverse product categories. Key Insight Despite a variety of brands to choose from, Indian homemakers are disappointed by the level of understanding that brands display toward their needs, often offering poorly designed products. NorthSide Approach Identified the usage drivers & barriers for 12+ categories and subcategories. Defined the 'where to play' area for the brand using NorthSide's proprietary 7Ws and Competition Framework. Identified key consumer insights that cut across categories. Identified 'hero products' that consumers perceived were differentially better than the competition to serve as the core of the brand. Developed four concepts and identified one winning concept that was differentiated and relevant for the brand through consumer testing. Developed the tagline, visual identity, and communication for the brand. Created a communication and messaging architecture at the brand level, tailored down to each product category. Developed and executed a launch campaign on social and digital media. Executed an e-commerce relaunch strategy and launched the Amazon store. Increased distribution on e-commerce to three platforms. Leveraged consumer acceptance of the positioning to direct the innovation pipeline and drive revenue growth. Results E-commerce sales grew 12X within 8 months of in-market execution. E-commerce contributed 20% of overall sales. First-time product trials generated in 10+ new cities. Added 5 percentage points to the growth rate in offline retail channels.

Market Segmentation

Identify price-benefit segments and consumption spaces to drive revenue and innovation

Segmenting the market for diabetes care and identifying unmet needs

A health-focused platform selling diabetes related medical products and services approached NorthSide to drive growth for its platform brand. NorthSide recommended segmenting the market for diabetes care and focusing the solution on underserved areas by capitalising on the rising demand for personalised health management tools in the chronic disease space. NorthSide Approach Conducted a comprehensive mapping of the 90+ steps typically followed by diabetic patients to manage their condition, identifying critical touchpoints and gaps in existing management solutions. Performed a detailed segmentation analysis to categorize underserved, over-served, and appropriately served outcomes among diabetes patients, utilizing insights from a large-scale quantitative survey and advanced data analysis techniques. Identified key barriers to effective diabetes management, including gaps in current market offerings, patient education, and access to personalized solutions. Assessed competitor solutions in the diabetes management space, evaluating their strengths, weaknesses, and opportunities for differentiation to ensure the proposed platform could meet untapped consumer needs. Developed a tailored digital solution framework, integrating user-centric features that would address the identified pain points and enhance engagement, adherence, and overall outcomes for diabetes patients. Key Insight A deep understanding of the multi-step process of diabetes management, combined with consumer segmentation, revealed significant gaps in existing solutions, highlighting the need for more personalized, tech-driven approaches. Results Identified a large underserved cohort within the diabetic population, providing a focused target segment for the new solution. Mapped the importance and satisfaction of 90 diabetes management outcomes to pinpoint critical areas for product development and consumer engagement. Developed a product strategy and positioning based on key consumer pain points, ensuring alignment with market needs and differentiation in the competitive landscape.

Identified more than 10 new consumption spaces for a market leader playing in the Food and Beverage category

NorthSide was approached to identify key consumption spaces and demand attributes for the identified consumption spaces to help build a strategic growth plan for a market leader playing in a competitive food and beverage category. NorthSide Approach Gathered and analyzed more than 1.5 million consumer purchase and demand data points using cloud-based software analytics. Segmented the data into more than 10 consumption spaces for the brand. Identified specific product demand attributes that define the reason why consumers consume the product in a particular consumption space. Validated the findings through offline research covering more than 10 cities in India. Using the findings, NorthSide was able to identify 10+ distinct consumption spaces that the brand could tap into to drive growth and innovation using its brand equity. Key Insight Consumers use products and their variants for various needs such as enhancing their health, enhancing taste, and cultural reasons that meet their functional and emotional needs. Results NorthSide’s analysis enabled the client to pinpoint over 10 specific consumption spaces. NorthSide’s recommendations helped inform the client’s strategic roadmap, ensuring that product offerings align with evolving consumer demands and position the brand for growth in a competitive market.

Segmented the market for staples in India for a large industry player

NorthSide was approached to segment the market for a large staple by identifying domestic consumption patterns and demand for the export of the staple. NorthSide Approach Gathered data on food, grain, and staple consumption trends across regions and states to understand variations in per capita consumption by population strata and region. Analysed production statistics to assess trends and potential supply constraints and surplus in the domestic market by variety of grain. Analysed the impact of supply and demand on India's inflation over the last 12 years. Studied countries that are reliant on Indian food grain export over the long term and determined India's competitiveness in World Trade on the staple. Developed a framework and segmented the staple market to balance the need for domestic consumption and export without impacting domestic inflation. Key Insight Carefully balancing domestic food security with global export commitments is crucial for India’s long-term economic stability. Results Using the insights gained, NorthSide recommended a framework that helped India gain market share in the international market and gain international goodwill without adversely impacting domestic inflation. Helped build goodwill with internal industry stakeholders.