Jigsaw collaborates with Charcoal Eats to reposition their brand

It is a well-known fact that the only constant in life is change.  And just like everything else the needs and wants of customers today are constantly changing.  Hence, it is imperative that brands recognize the need to stay relevant to consumers and differentiated amidst growing competition. Charcoal Eats, one of the foremost cloud kitchen brands in India, specializes in preparing and delivering authentic Biryani, besides other North Indian fare, has roped in Jigsaw, a strategic brand consultancy to develop a long-term strategy for their brands that will help them not only differentiate themselves but also create a strong foundation in the Indian market. “As we expand, it is imperative that we align our value proposition and brand positioning with a long-term perspective and in sync with our brand philosophy and expansion plans” says Anurag Mehrotra, CEO and Co-founder Charcoal Eats.

Mumbai’s Charcoal Eats is known for its healthy, delectable and authentic flavours and ordering biryani online from here promises to be a unique experience that transcends beyond just taste.  Prepared with bespoke ingredients, the repertoire of Charcoal Eats’ offerings includes the both vegetarian and non-vegetarian varieties of biryani right from the quintessential Hyderabadi biryani to Awadhi and Afghani specialities. The brand has also diversified into offering delectable burgers under their new burger brand called B’Burger. With 31 outlets across Mumbai, Thane & Navi Mumbai, Charcoal Eats which focuses on quality and consistency has a couple of new brand launches in the offing.  

With its holistic and integrative approach, Jigsaw has been mandated to build a strong presence for Charcoal Eats by effectively communicating the brand’s story as it evolves and develops niche products for the Indian market. “It is important that we help articulate the brand’s positioning across the key communication touch points such that customers can identify and connect with us and are clear about the distinctive offerings from Charcoal Eats” says Krishnakant Thakur, COO and Co-founder Charcoal Eats.