Mumbai, 14th March 2024: In a strategic partnership, Brand Harvest, a leading brand strategy and design company, collaborated with Carbon Black Films to propel LG’s brand campaign to new heights. LG, renowned for its 125-year legacy as a specialist of hing production, takes a significant step to enhance its brand presence by introducing a new array of pure and blended spices.

Since its inception in 1894, Laljee Godhoo & Co. has epitomized quality in every aspect of its hing production. Rooted in a deep respect for raw materials, LG’s journey resonates with generations of Indian consumers. This commitment to excellence is reflected in every part of the process, from sourcing to grounding and packaging, where world-class quality protocols and technology work in tandem to deliver the distinctive LG Hing flavour.

Ms. Riddhi Merchant, Partner at LG, emphasizes, “Living up to this legacy is the single most important drive for the leadership team. When the idea of extending the portfolio came up, the most critical question was the ability to deliver the same level of quality the consumers of our Hing has been used to and more importantly the brand narrative has to carry the LG legacy forward. The company has literally evolved alongside Indian kitchen across generations.”

Drawing on over a century of expertise, LG introduces a diverse range of spices meticulously crafted to delight the Indian palate. Through extensive efforts spanning thousands of man-hours across India, the teams have worked to understand the unique Indian palate and taste. From sourcing premium ingredients to employing cutting-edge technology, each spice undergoes rigorous processes to ensure unparalleled flavor, aroma, and visual appeal.

The new lineup includes five pure spices – coriander, cumin, red chilli, Kashmiri chilli, and turmeric, alongside six blended spices – Garam Masala, Biryani Masala, Chicken Masala, Mutton Masala, Rasam Masala, and Sambhar Masala.

This expansion underscores LG’s commitment to play a pivotal role in Indian kitchens, fostering a renewed set of culinary associations. To maintain alignment with its rich legacy, LG collaborated with Brand Harvest Consultancy for consumer research, strategy, and brand design.

According to Ram Gudipati, the founder of the agency, “It’s important that the expansion does not dilute the core attributes but rather strengthens the associations. To achieve this, a strategic communication has been planned for the launch. The story of India’s unique love for food, it’s mannerisms and expressions have been captured to bring alive the brand’s lasting cultural and culinary associations”

As per John Francis, Director, Carbon Black films, “It was important to capture the emotions we choose to showcase a montage film capturing the essence of people relishing tasty food and that is akin to what LG stands for.”

Partner Ms Hina Bimal, representing LG says, “LG always looks for high quality, raw materials sourcing, blending, processes, taste, and aroma. We are leaving no stone unturned to ensure that this new range of spices finds its place in the homes and hearts of India.”