Orange Tribe Elevates Miraj’s Global Appeal with Youth-Centric Ready-to-Eat Packaging

Q. How can a traditional brand attract a younger audience and expand internationally? A. By aligning the product offering with consumer needs and preferences tailored to new markets. Miraj, a trusted household name in India, aimed to launch its ready-to-eat product range internationally. The focus was on key markets like the USA, Canada, and UAE, targeting the Indian diaspora. The brand’s positioning must evolve to resonate with younger, globally aware consumers. Market research and customer interviews revealed key insights and two user personas: Indian Young Adults: Students seeking convenient, affordable meals that feel like home—Working Professionals: Settled abroad, craving authentic Indian flavours and home-style food. The design divided the available space strategically, ensuring all