1. Brief KALA – THE ART OF

2. the art of cooking Prelim logo

3. PURPOSE Kala – our purpose is to make a positive difference, one meal at a time. Kala will achieve its purpose by: 1.Creating food that doesn’t compromise quality for convenience. Kala believes food should be made with nothing but food. Kala will only create delicious products that use simple ingredients from the kitchen. Kala’s products will never have any artificial colors or preservatives. 2.Giving consumers the opportunity to feed a person in need by choosing our products. Kala will donate a meal with every purchase to people in need.

4. WE BELIEVE IN Purity of food : Food is fuel for our bodies and we shouldn’t have to compromise on the thing that nourishes us. Simple ingredients: Food should only contain; FOOD. It should be the way it was made before convenience took precedence over quality. Conscious capitalism: Business are meant for a purpose beyond profit. In the words of Darden school of management professor and Conscious Capitalism, Inc trustee Ed Freeman, “We need red blood cells to live (the same way a business needs profits to live), but the purpose of life is more than to make red blood cells (the same way the purpose of business is more than simply to generate profits).”

5. KALA IS FOR Socially conscious Prefers clean labels – fresh products Foodie – food adventurer Mostly in urban multi cultural centers Second generation Indians who grew up with Indian flavors but don’t know how to cook.

6. PRODUCTS Cooking sauces: Butter Chicken, Palak Paneer, Chicken Tikka masala and Vindaloo

7. COMPETITORS Several competitors in Shelf stable serving cooking sauces in similar flavors. Some have clean labels as well.

8. If we are unable to commercialize refrigerated sauces we can consider launching shelf stable sauces. Just like Pasta sauces exist in both shelf stable and refrigerated section. Kala will be pioneering fresh Indian sauces and soups – glass jar vs plastic tub WHITE SPACE Refrigerated saucesShelf Stable with clean label

9. PACKAGING INSPIRATION Love the look of the inspirations above for two reasons: 1.Simplicity - Kala products will always be simple and clean 2.Artisanal – the image on the right has the handcrafted artisanal appeal that will be a key characteristic of Kala products

10. Interesting names and hierarchy of brand vs product PACKAGING INSPIRATION

11. Clean and clear – easy to see product

12. PACKAGING INSPIRATION Artisnal look and feel

13. PACKAGING INSPIRATION Possible places for branding – lid or the sticker on side