The question
A market-leading Indian health and nutrition brand wanted to defend its number-one position — and needed to understand what was really driving, and threatening, that lead at the level of the individual consumer.
What we did
100 in-home ethnographies across 13 cities over eight weeks. We sat with people in their kitchens and living rooms to watch how nutrition decisions actually get made, day to day — not how people describe them in a survey.
What we found
Individual-level nutrition is the single hardest pain point for people living with a lifestyle disorder. The decisions that matter aren’t made at the shelf; they’re made — and quietly abandoned — at home.
What changed
The brand sharpened how it spoke to that pain point. Brand recall rose, and sales grew 30% in the first year.
The deeper point: dashboards could show that the brand’s lead was under pressure, but not why. The answer lived in people’s kitchens. Sitting in the room is how we found it.