Indian FMCG companyIn today’s dynamic marketplace, the way a product is described and positioned can transform its entire perception, popularity, and price point. Beyond just a name or label, branding shapes emotions, trust, and perceived value. The difference a strategic branding move can make is astonishing and few case studies demonstrate this better than the transformational description of traditional Indian Shrikhand into “Greek Yogurt.”
Greek Yogurt vs. Shrikhand: Different Names, Same Roots
At the heart of this product description story lies an ironic truth: Greek yogurt and Shrikhand are, in essence, the same thing. Both are made by straining regular yogurt to remove whey, resulting in a thick, creamy, protein rich dairy dessert. The primary differences are in how they’re flavored or sweetened and, crucially, how they’re marketed.
Shrikhand is a centuries old Indian delicacy, typically sweetened with sugar and flavored with cardamom, saffron, or nuts. It’s eaten as a dessert or side during festive occasions, often sold in small containers or loose in local dairies. Traditionally, it’s positioned as an everyday, affordable treat.
Greek Yogurt, as branded for the global market, is marketed as a health-focused, protein-rich dairy product often unsweetened or lightly flavored to position it as a “superfood” for fitness and wellness-conscious consumers. Packaging is minimalist and premium, targeting urban and global audiences.
Despite nearly identical production methods, when “Shrikhand” is rebranded as “Greek Yogurt,” by an Indian FMCG company it instantly commands a much higher price and is perceived as a premium, healthy food option. Consumers who might hesitate to pay ₹50 for Shrikhand will gladly pay ₹100–₹200 for the same quantity labeled as Greek yogurt.
The Product Description Alchemy: Value Multiplied
This transformation reveals the immense potential of strategic product description:
- Perception of Origin: “Greek yogurt” evokes an exotic, aspirational, and health-forward origin story, even though the process is universal—straining yogurt is part of many food cultures.
- Target Market Shift: By switching from “Shrikhand” to “Greek Yogurt,” brands target fitness-conscious, premium buyers creating a lifestyle product rather than just a dessert.
- Packaging and Positioning: Modern, minimalist packaging, health claims (high protein, low fat), and influencer marketing further contribute to the premium allure.
Thus, a humble local product, when thoughtfully repackaged and re-described, breaks the glass ceiling of pricing and audience.
Other Striking Examples: When Product Description Changes the Game
1. Fitkari (Alum) to Crystal Deodorant Stone
Ordinary fitkari, long sold as a cheap hygiene staple in Indian markets, has been rebranded on e-commerce platforms as “Natural Crystal Deodorant” or “Organic Stone Deodorant.” Presented in elegant boxes, it is now marketed for ₹2000–₹6000 (or more), compared to loose fitkari at ₹5–₹10. The function is the same, but the language of branding transforms it into a luxury “natural” personal care item.
2. Coconut Water: Farm Stand to Lifestyle Icon
Local nariyal paani (coconut water) was once a roadside refreshment. Brands like Paper Boat and Raw Pressery bottle and label it as a “nutrient rich, low-calorie hydration solution,” selling at massive markups in supermarkets and airports.
3. Haldi (Turmeric): From Kitchen Staple to Superfood
Every household has turmeric; in the West, it is sold in chic jars as “Golden Powder,” an anti-inflammatory health supplement at prices several times that of regular haldi.
4. Mineral Water: From Tap or Well to Status
Water, possibly the most universal commodity, is sold for a steep premium under brands like Evian or Bisleri—simply through visual cues of purity, exclusivity, and safety.
Why & How Product Description Makes All the Difference
- Creates Emotional/Aspirational Connect: Branding attaches stories and aspirations to the product—be it health, purity, tradition, or luxury.
- Quality Perception: Packaged, branded products are trusted for uniformity and hygiene.
- Market Segmentation: Branding lets businesses move up-market, attract new demographics, and justify premium pricing.
- Globalization: A product rebranded and packaged for Western tastes (e.g., Shrikhand as Greek yogurt) unlocks export opportunities.
Product Description as Value Creation
Whether it’s Shrikhand transformed into Greek yogurt or fitkari recast as a luxury stone deodorant, branding/ product description is more than aesthetics it’s a catalyst for value creation. The next time you see a familiar product in new packaging and at a new price, remember: behind the change is the force of creative branding, remaking the ordinary into the extraordinary.
Referenced in FMCG industry case studies and market comparisons explaining the price and value differential caused by product description in dairy and traditional foods.
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