Little Farmers of Kissanpur

Background

Kissan Ketchup was facing a number of different challenges. Firstly, the entire category was shrinking. Secondly, there were an increasing number of cheaper sauces and white labels available. And thirdly, home-made chutneys and pickles were regarded as both fresher and healthier.

The brand story had been based on communicating 'made from 100% real tomatoes' but while its loyal users valued this, non-users were unconvinced.

How could Kissan position itself as completely natural?