The Indian Diet – Launching 40 Millet SKUs and Selling Out in Three Weeks

All 40 SKUs sold out in 3 weeks

Context

The Indian Diet entered the market with not one product, not five — 40 SKUs across the millet category, launched at once. Most agencies would have begged for a phased rollout. The brand wanted shelves full from day one.

The Challenge

Launch 40 SKUs simultaneously without confusing the buyer. Make a 40-product range feel like a coherent story instead of a catalogue dump.

The Insight

Forty products is not a content problem — it is a content system problem. If every product gets its own bespoke creative, you drown. If every product is reduced to its core benefit and slotted into a modular grid, you can launch a category.

Our Approach

• Built a modular content system organised by benefit (gut, energy, immunity, weight)
• Designed an “1 Millet A Day” education series to teach the category from scratch
• Activated a UGC recipe challenge to make every customer a content creator
• Sequenced launches by SKU velocity, not by alphabet

Deliverables

• Modular content system (benefit-led)
• “1 Millet A Day” educational series
• UGC recipe challenge mechanics and prize structure
• Launch calendar across 40 SKUs