M i n u t e K h a n a p a c k a g i n g
Serving a quality meal, straight out of the microwave, has never been this easy!
Partner-in-charge, Creative Director & Design Concept Itu Chaudhuri | Design Development & Production Geetika Arya
Haldiram’s entry into the ready to eat meals category in 2004 is typical of the company’s experimentative attitude. ICD’s reflection on changing eating habits awoke to the changes taking place in the urban kitchen in the 2000s. Microwave oven sales were picking up fast, led by modernisers but with the conservatives catching on gradually. Thus the microwave became a design theme for the brand. The pristine whiteness also signals microwave readiness while being a siren for a modern way of living. The name Minute Khana perfectly pairs the promise of modernity with the comfort of familiarity.
read more about this project at www.icdindia.com
