If Borosil stood for trust, why didn’t people believe in Larah?
the situation
Borosil acquired Larah to become more mainstream in Indian kitchens. But before relaunching, it faced a credibility problem. Trade partners distrusted Larah’s quality, designs failed to excite them, and durability concerns slowed sales. These were not just surface issues like packaging or breakage alone, but a deeper problem of trust. The challenge was to excite trade, convince customers to upgrade from melamine, and make “Larah by Borosil” feel right for daily usage.
Angle of inquiry
How do trade partners decide which brands to back?
What would convince people to move beyond melamine?
What can increase salience for opalware?
How do design choices shape both perception and production?
We spent time with wholesalers, observed manufacturing on the shop floor, and ran design tests with customers to see what would rebuild confidence and make opalware desirable again.
What we found
Trade partners distrusted Larah’s quality and hesitated to stock it. Complex, intricate patterns slowed manufacturing and didn’t match what customers actually preferred. Opalware sounded fragile, like it needed a “handle with care” label. Melamine already offered attractive designs, so the upgrade case wasn’t obvious. And plates were treated like commodities, and Larah wasn’t showing how they could elevate food and dining.
The solution
System of solutions
We redesigned their plates with bold, simple patterns that grabbed attention and were easier to produce.
And we showed what Borosil changed, with trade films that made quality fixes credible.
We elevated opalware’s status with the “Restaurant” ad, showing how it could make everyday meals feel special.
We signalled everyday strength, demonstrating real-world durability and busting the fragility myth.
We simplified design selection, creating a sharper portfolio that made choice effortless for retailers and customers.
We signalled everyday strength, demonstrating real-world durability and busting the fragility myth.
