(Re)-Building A Home For Tata Consumer F&B Brands: Tata Nutrikorner

Conversion Rate Optimization | Brand & Communications Strategy |

Tata Nutrikorner is a digital-first platform designed to connect TCPL brands with consumers, offering personalized experiences. We optimized their website by auditing the user journey, redesigning the UI, and aligning it with the goal of becoming a discovery hub and data-driven engine for growth.

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Conversion Rate Optimization

Motivation: To serve as TCPL's bridge to connect brands directly with consumers, acting as a Discovery Hub for insights, purchase behavior, and innovation, while delivering immersive brand experiences.

Builder Moves:

1. Audited the current website & consumer journey pain points

2. Benchmarked top quick commerce players as well as other D2C players

3. Revamped the entire websites wireframe by breaking it down into phases of development. Tech partner: Es Magico

4. Improved website UI with refreshed & engaging content, design and navigation.

5. Overlooked the entire execution making sure the website flow is optimised for CRO POV as well

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Brand & Communications Strategy

Motivation: Tata NutriKorner needed to evolve from a product-led fulfilment platform into a brand-first experience that could unify diverse TCPL categories while building a modern and distinctive identity of its own as a nutrition-forward digital supermarket.

Builder Moves:

1. Defined the new visual direction for the brand, including but not limited to possible colour palettes, special elements etc.

2. Collaborated to redesign the logo to reflect this new, modern, seamless identity

3. Crafted a brand book - spanning typography, elements & patterns, colour palette, iconography, templates for ads & mailers et al

4. Oversaw implementation of said changes on key brand touch points like shipping experience & website