Bikaji Foods International, best known for its iconic Bikaneri bhujia, is a heritage snack brand rooted in Rajasthan. While it enjoyed strong recall and credibility, it was struggling with shelf presence in an increasingly competitive category against Haldiram’s and Pepsico brands. More importantly, it was losing relevance among younger consumers, who perceived it as a brand for an older generation.

For younger audiences, authenticity is not just appreciated—it’s a marker of trust and identity. Bikaji had a genuine claim to being “the real deal.” Its origins in Bikaner–the birthplace of Bhujia–their marquee product, it’s recipes and taste were a genuine ode to the legacy of Bikaner. We needed to tell the story of being the real deal, local in recipes and ingredients, yet modern and relevant.

We reframed Bikaji’s heritage and authenticity as a strength rather than a limitation. By leaning into its Rajasthani roots, we amplified its authenticity through bold, vibrant colours and distinctive regional aesthetics across product variants. This was paired with a simple, clean design system that cut through shelf clutter. The result was a brand that felt both rooted and relevant—standing out visually while reconnecting with a new generation.