Branding Idea:

Badge of Trust

Brand Building Objective:

The seafood market in Mumbai had become crowded, confusing, and largely trust-deficient. None of the available options could genuinely assure freshness, authenticity, or transparency about the source of the fish. People were buying seafood from anonymous sources, processed by unknown hands, with no emotional connection or cultural assurance.

The need gap identified was trust. Consumers were actively seeking honest, traceable, and reliable seafood they could confidently serve their families. While many brands spoke about convenience or pricing, no one owned the emotional truth Mumbai has relied on for generations: fish handled by Koli fisherwomen is the gold standard of authenticity and freshness.

The core emotional truth the brand must own is: ‘When it comes to fish, people trust the Koli hands who have been doing this for centuries.’

Based on this, the Brand Building Objective became to turn the Koli identity — her face, her story, her legacy — into Mumbai’s most trusted seafood brand.

Strategic Direction:

To build a brand that celebrates Koli heritage and positions Koli fisherwomen as the original custodians of the sea — the people who ensure clean, fresh, fair, and honest fish. While other players talk about convenience and delivery, this brand must champion trust, legacy, and identity, backed by 600+ years of experience.

The strategy is to create a seafood brand that feels reassuring, local, professional, and deeply rooted in culture, so consumers instantly associate the ‘Koli badge’ with authenticity and confidence in every purchase.

This leads naturally to the branding idea: You know you can trust it when she’s wearing the Koli badge.