The launch of a new range of unbelievably delicious curry kits, prompted a recent converation about how TAG helped Inder’s Kitchen bring their vision to market. The following are Inder’s comments about the role TAG played and how insight of design helped bring Inder’s Kitchen, into yours!
If you think about the journey from where we started, the design, the name, the packaging, even the nature of the product itself, it just looks completely different to where we started, but actually I can’t imagine it being any other way now. Its exciting because we just feel that there’s nothing holding us back now.
The curry kits were inspired by lots of customers saying ‘I love curry but it doesn’t matter what I cook, it always ends up tasting the same’. People worry about having to buy lots of spices, having them in the cupboard but throwing them away six months later and never cooking it again because it was a nightmare.
Cooking curry shouldn’t be like that. So I took inspiration from my mum by pre-prepping things in the freezer, so it’s easy to pull out a block of half cooked onions, chopped ginger, garlic, chopped chillies… because as is the way with Indian culture, families, friends and neighbours just arrive on your doorstep, so it’s about being able to conjure up inspired, delicious curry and being able to do it quickly, without compromising freshness or flavour.
The initial idea was to do all this as a frozen product and when we came to you it was a case of, well, we’ve got this great product but no idea of how to get it into production. We didn’t even have a manufacturerand it was only your steer that put us on the right track. Actually after talking to you and your contacts, it became quite clear that we were on the wrong path and it needed to be a chilled or ambient product. That was a game-changer for the outcome of the project and otherwise it would have been a non-starter in many ways.
They’re tangible examples of how you played a vital role in the project but I think for me, it’s just the personal thing, the feeling of confidence in you guys. We always felt that you’re genuinely engaged and enthusiastic and excited about what we’re doing. I mean, obviously we’re going to be excited about a new idea, but you share it in a way that’s very unusual.
That confidence on a personal level, I think is massive, because these things don’t always go to smoothly, but it’s about how people respond when the chips are down. I was really excited about showing you the final kits because I knew you’d be jumping up and down with us. You guys are always there and for a client that doesn’t always know where they need to go or how to get there, you need to have confidence that somebody’s got your back and that they’re doing things for the right reasons. I knew if I ever got stuck you’d do whatever you could to help find a solution, so it was just a feeling of having a genuinely collaborative team, someone to share the ups and downs.