Masti
Type: Brand Strategy, Packaging Design,
Product Repositioning
Role: Concept, Strategy, Visual Identity,
Packaging Design
Timeline: Fall 2024
Thesis
Mithai is as universally delicious as chocolate — but its ornate presentation and traditional branding create a barrier to entry for global audiences. Masti reintroduces Indian sweets as contemporary, shareable delights by simplifying both form and design.
Value Proposition
Ergonomic Packaging
Made to Share
Cultural Context
Mithai has historically been tied to celebrations, rituals, and hospitality in Indian culture.
According to research on Indian food habits (Mintel or Euromonitor), traditional sweets are primarily consumed during festivals and weddings, not as everyday snacks.
Globalized Indian communities still associate mithai with nostalgia and gifting, not daily indulgence.
Market Research
The Indian sweets and snacks market is worth over $5 billion USD (2024 estimates)
However, modern packaged brands like Haldiram’s and Bikano dominate, and their design language remains ornate, gold-heavy, and heritage-driven, signaling “tradition,” not “modern lifestyle.”
There is a gap between tradition and modern global packaging - mithai hasn’t yet found its “chocolate bar” or “mochi” equivalent.
Target Audience
Multiverse, founded by Euan Blair, aims to offer young people and career-switchers an alternative to traditional education pathways through high-quality apprenticeships.
User Personas
Multiverse, founded by Euan Blair, aims to offer young people and career-switchers an alternative to traditional education pathways through high-quality apprenticeships.
Customer Feedback
Multiverse, founded by Euan Blair, aims to offer young people and career-switchers an alternative to traditional education pathways through high-quality apprenticeships.
Strategy
Multiverse, founded by Euan Blair, aims to offer young people and career-switchers an alternative to traditional education pathways through high-quality apprenticeships.
Product & Value Creation
Multiverse, founded by Euan Blair, aims to offer young people and career-switchers an alternative to traditional education pathways through high-quality apprenticeships.
The 3 Flavors, Chocolate, Boondi, Kajoo (left to right)
Packaging
Marketing / Activations / Visual Systems
Multiverse, founded by Euan Blair, aims to offer young people and career-switchers
an alternative to traditional education pathways through high-quality apprenticeships.
Animations
Illustrations
Boondi Texture
Feedback & Reflection
Multiverse, founded by Euan Blair, aims to offer young people and career-switchers
an alternative to traditional education pathways through high-quality apprenticeships.
All Work On Site © samarth.nyc 2025 [samarthbhatia3@gmail.com]
