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Client

TATA Consumer

Project

Brand Promotion and Consolidation of Existing Markets

Industry

Consumer Packaged Goods

Services

Brand Experience (Bx)

Content and Creative

Customer Experience (Cx)

Background

TATA is one of India’s leading food & beverage companies, featuring top brands, including TATA Tea, TATA Salt, Tetley, and more. TATA Chemicals and TATA Global Beverages merged to create TATA Consumer Products, placing all consumer products’ interests under one umbrella.

Brief

TATA aims at creating an FMCG enterprise aspiring to serve more than 200 million households.

Goals

Promote the brand & consolidate growth in existing markets and bring focus on the domestic FMCG Market.

Challenge

The new corporate website needed to strengthen TATA’s online presence. This was accomplished by refreshing the brand identity and aligning with the “For Better” philosophy of improving lives through quality products.

A Mobile-First Delivery

Keeping design in mind, BORN focused on building a mobile responsive website that provides a seamless user experience.

Re-Branding Identity

BORN aligned the website with the “For Better” philosophy, re-iterating commitment to improving lives through quality products.

Improving Engagement

BORN refreshed the corporate website on Drupal 8.8 to create a more robust user experience.

Modules Library

BORN collaborated closely with Tata’s Consumer design team to create a library of modules to support special offers, campaign pages, templates, and more.

Solution

BORN conducted a technical discovery with the team at TATA Consumer to define key priorities, user personas and brand communication and arrived at a detailed set of creative designs and the MVP for launch.

Outcome

BORN redesigned the website with a component-driven approach for reusability and reduced turnaround/delivery times. We provided input to UI/UX partners to ensure the website uses Drupal’s best set of features. Finally, added responsiveness to the website for a better user experience from any device.

Long-term value

Without additional licensing costs, BORN designed a scalable and reusable solution housed on the open-source platform Drupal.