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Dabur Chyawanprash Lickables

Dabur Chyawanprash

These packs can be introduced temporarily for promotion to attract kids and non-chyawanprash users to try it, offering them a quick and healthy snack option to boost immunity. The goal is to convert them to the container packs later for long-term usage.

Bigger Branding

Fit & Strong Form body

Ayurvedic Connection

User can dispense the chyawanprash directly into their mouth, bowl, glass of milk or kid’s mouth according to their requirement and preference, eliminating the need of another spoon.

Suitable for Bachelors as well as Family Lifestyle & consumption

User can scoop the chyawanprash from this spoon just like a normal spoon.

One hand usage

changing

consumer

behaviour

Delivering hygienic, easy & faster functionality was a key requirement. This new dispensing spoon ensure users to appropriately & neatly scoop a preferrable serving of chyawanprash and dispense it in a mess- free & faster way.

The scooping action is consistent since users wants to make sure they have scooped all chyawanprash from the container till the last usage. However, the dispensing and consuming action is changed making the process faster & neater by eliminating the need of another spoon.

The spoon will be sold as part of a combo pack with the container to attract customers. Containers without the spoon will also be available.

Customers only need to buy the combo pack once and can reuse the same durable spoon for future purchases, saving on wastage and cost.

Stand-Out Branding Area

The concept for the Chyawanprash container is inspired by the traditional mortar and pestle. The container's design mimics a mortar, while the threaded lid acts like a pestle. Opening the lid by rotating replicates the grinding action, unveiling the Chyawanprash inside, connecting to ancient methods.

People can strongly relate ayurveda with mortar and pestle , which helps them form a stronger connection with Ayurveda and the preparation of chyawanprash.

Smaller Packs (single serving / 100gm / 250gm) could be designed as a promotional pack where it preferably eliminates the need of spoon so that it would attract new users to try out and people in a fast paced lifestyle to quickly get their daily dose of immunity without any hassle even when they are on the go.

Larger Packs (500gm / 1kg / 2kg) are used and shared among multiple family members and kept at home. It should offer the necessary durability and resealing capability to preserve the Chyawanprash and prevent it from spoiling over time. It could explore a new way of mess-free dispensing.

Design Formats

Format-1

Format-2

Playing around the design of a spoon that is attached to the container and could dispense chyawanprash in a mess-free, hygienic way; eliminating the need of taking and washing another spoon everytime, could be a viable solution.

Format-1

Container Redesign (form & usability enhancement) + New Attached Spoon (functionality & design)

Container + Spoon

Problem Areas

Young adults (specially living alone) don’t consume it regularly & skip a lot due to the hassle in washing spoon on every use & busy lifestyle.

Sharing a single jar among multiple users (or family members) is challenging as everyone has to take different spoons for themselves, increasing the task of washing up. It also increases the risk of cross contamination and a fear of the product going bad.

The process can be messy, often resulting in sticky and dirty hands, especially during the last usage and when consumed by kids.

Many potential new customers (who have never tried chyawanprash) avoid buying the 1kg, 500g, or even 250g packs of Chyawanprash because they are unsure if they will like the taste or not.

Mouth of the container is too small resulting in unhygienic experience and accidental scratches.

Traditional practice + Modern challenges

It should attract the new young audience, while appealing to the loyal older audience as well

Opportunity Areas

Opportunity in exploring a better dispensing way that preferrably eliminates the use of spoon

More than 50% of Chyawanprash consumers are people from the lower and upper middle income groups above the age of 35. To expand its reach to younger and more diverse income groups, the product needs to enhance its lifestyle appeal and convenience factor

Oppurtunity to explore small sized sample/ promotional packs for non-chyawanprash users

Design Brief

To Redesign Dabur Chyawanprash Packaging that appeals to our existing loyal customers (older demographic) and attracts new, younger audience by being hassle-free, easy to be dispensed and used in a fast-paced lifestyle while maintaining that classic feel of being the oldest and most popular chyawanprash brand in the market since 75 years.

Must to Have

Nice to Have

Eliminate the use of spoon

Cost Effective

Elevate lifestyle factor

Mess-free & Hygienic Process

Faster dispensing

Ease of Use

Fits both - modern & older lifestyle

Redesigning Dabur Chyawanprash packaging to attract new, younger audience and appeal to existing loyal customers of older demographic.

Dabur Chyawanprash

2024

About Chyawanprash

When you scoop out chyawanprash from a jar, it is dense and does not flow easily. Instead, it holds its shape and sticks to the wall.

The texture is thick, sticky, and somewhat granular due to the presence of herbal powders.

The density thickens over time, which hardens the paste even more.

Chyawanprash Properties

Chyawanprash is a traditional Ayurvedic formulation that contains a combination of herbs, spices, and other natural ingredients. It is meant to be consumed to support overall health, boost immunity, and provide a source of various nutrients.

Chyavanaprash tastes sweet and sour at the same time. The taste is dominated by the flavors of honey, ghee and amla, and the smell by ghee and other spices including sandalwood, cinnamon and cardamom.

People mostly associate chyawanprash with AAMLA as it comprises 30% - 50% of the chyawanprash composition

1980

Plastic containers were used later, giving a feel of traditional medicinal and ayurvedic supplement showing rishi-munis in graphics & advertisement.

Targeting the kids and the old, the communication revolved around the daily boost of immunity

In 2000’s, the pack was changed to the current existing silhouette in a mix of white & red color. The brand repositioned itself as a ‘holistic health provider’ rather than immunity builder

2000

Dabur Chyawanprash was first introduced in tin packs

1949

It changed it’s graphics showing the phenomenon of ‘double immunity’ for the entire family through Dabur Chyawanprash targeting all genders and cutting across age groups.

2013

2007

There was a misconception among youth that it was only for kids and elderly for cold and cough resistance.

Hence,it positioned itself as a stress reliever and energizer for working adults with the tagline - Fit body, Active mind.

It also revamped the packaging boasting red in abundance which also signified activity and alertness.

Pack Evolution

Mostly bought in the areas of North & Central

250gm

Sales

General Trade

(Grocery/Pharmacy shops, Kirana stores)

SIZES (available in original flavour)

OTHER BRANDS IN MARKET

Offline + Online

Online

More than 80% Sales

Red pack has

Modern Trade

(Smart Bazaars, Hypermarkets)

E-Commerce

(Amazon, Flipkart, Bigbasket, Zepto )

500gm

950gm

2000gm

Most Sold

Chyawanprash is kept under the Adults health supplement section - a kid does not usually force parents to buy chyawanprash like they do for BournVita and other flavored drinks

Modern

Trade

Supermart, Hypermarkets

Dabur, Baidyanath, Swamala, Zandu, Patanjali, and Saffola were the most available chyawanprash brands in General Trade.

According to shopkeepers, people think that Baidyanath & Swamala are the most effective but Dabur is most popular and most sold, followed by Baidyanath, Zandu and Patanjai.

Kirana Shops, Medical Stores

General

Trade

It's mostly stored in the upper shelves, while everyday essentials are placed on eye-level shelves for increased sales, given their necessity. Chyawanprash is considered more of a preference than a necessity by people.

People mostly associate it with cold and cough, that’s why eat it in winters.

950gm size is mostly sold and bought by families. Small size (250gm) is mostly bought by students/bachelors.

User Preferences

“Most of the people like to lick the spoon clean while having chyawanprash”

Kids

Kids are likely to follow their parents' example. If they see adults in the family consuming chyawanprash, only then they’re willing to try.

Visual appeal matters to kids. They incline more towards sweeter and visually interesting packs & eatables

They don’t take it by themselves or ask parents to buy chyawanprash. Parents take a scoop and give it to kids.

Kids are messy eaters and chyawanprash being sticky, even makes the process more messy for kids while eating. They need a visually appealing pack that initiates mess-free eating.

If like the taste, they eat it anytime, like a energy booster/snack sort of thing But, they do not consume it everyday.

They might incorporate chyawanprash into their daily routines if it fits seamlessly, such as having it as a quick snack during a study/office break.

They skip eating it, due to the extra effort and hassle of washing the spoon afterwords and prefer something which is effortless to eat, specially when they live alone. They need a convenient, effortless and easy to carry packaging format.

Teens & Young Adults

Adults tend to incorporate chyawanprash into their daily health regimen, consuming it regularly to reap its long-term benefits.

Older adults often look for foods and supplements that support their health. They value chyawanprash for its potential to boost immunity, improve digestion.

Older adults would prefer chyawanprash in easy to open & easy to consume packs. They are used to seeing chyawanprash selling in a jar/container since childhood, which might move their preference for a container pack.

Adults & Old Aged

Directly consume from the container using spoon

Pair with milk

74%

26%

Yes

Sometimes

Reuse their chyawanprash container for storing other kitchen items after removing the label

47%

For easy access and reminder, many people prefer to store it in convenient locations like kitchen top, shelve, dining table, top of refrigerator or living room cupboard

Kitchen cupboard/Top

Top of Refrigerator

Living Room Cupboard

Dining Table

Usability

Too much pressure on finger while removing the side of the seal, If cut from knife/spoon/fork - the sides are left

Chances of a piece of foil seal falling inside the mixture, while tearing and removing the seal and going unnoticeable

Some people scrape off the access mixture from the spoon on the mouth of container - resulting in accumulation of chyawanprash on the side walls

After multiple uses, the mouth of the container looks dirty with the mixture sticking to the wall

The fingers get scratched by the side rim

The mixture sticks to the hand, fingers or inside nails, posing the need to wash hands after the usage.

User Journey Mapping

Activities

Touchpoints

Experience

Pain Points/Erros

Root Cause

Container, Lid, Both hands

Container, Knife, Hands, Foil

Container, Spoon

Container, Bigger spoon

Container, Lid, spoon, 1 hand

Container, Lid, spoon, 1 hand, mouth

Spoon, water, soap, scrubber, both hands

The lid does not open easily

Difficult to open by hand, pressure on fingers

Cannot remove side seal, if using a knife or sharp object to open

Mixture getting stuck on the side of rim & side walls - Gets messy

Fingers getting scratched by the side rim

Last remaining of the mixture is diff. to scrape & scoop

Cannot keep the used spoon back in the container

Opening Lid

Opening the foil

Scooping from spoon

Closing Lid

Consuming

Washing spoon

First time

Mid Usage

Last Usage

Post Activity

Pre Activity

During Activity

Greasy/sweaty hands

Lid was closed too tight last time

No texture/grip/matte surface

No affordance given to open

Sealed tightly on the side, to prevent leakage

A fear that the product will go bad and will get very messy

Mostly lick the spoon and eat

The inner circumference of the mouth is small & the color of the mixture is dark

It sticks to the side while taking it out or scraping off the access

🙂

😐

😀

☹️

Chyawanprash - Thick & Tall Proportion, Vertical Profile, Circular Cross- Section, Characterstic/Traditional curve in the slope

Adult Health Supplements

Profile Study

PediaSure, Ensure, Protinex - Wide Proportion, Horizontal Profile, Elliptical Cross- Section, Straighter Slope

Better for Usability

Bournvita, Horlicks, Complan - Thin & Tall Proportion, Vertical Profile, Circular Cross- Section, Slight curve in the slope

Outcome

Modern form with a straight profile with slight curves

Overlapping

Overlapping the outlines of the all popular Adult Health Supplements

Overlapping

Overlapping the outlines of the popular Chyawanprash

Outcome

Ayurvedic & classic form with slightly tapered body and a bulge at bottom

Overlapping

" This project was part of my graduation project with Dabur India Limited. The designs showcased here were developed specifically for my academic requirements and differ from the final designs delivered to the company. "

Paper Mockup

Scraper Angle

(To understand working & mechanism - Not to scale)

Angular slider scraping chyawanprash from both sides of spoon

After Refinement

Ideation - Spoon Attachment

Integrated Spoon like Attachment

I experimented by cutting the front part of syringe in such a way such that we could scoop in like a normal spoon instead of filling in chyawanprash through plunger. But then it didn't dispense properly because it needs a closed space to create a vacuum to dispense it all.

The user can take this spoon, scoop that serving amount accordingly (1tsp for adult & 1/2tsp for kids) from the container and then dispense it in the mouth/bowl/glass by pushing the scraper directly or pushing the slider that pushes the scraper in front to dispense.

Standalone Spoon Dispenser

Push Dispenser

Refinement

Container Visibility & Form Usability

General Spoon Height : 15-18cm

Ideal Height of the container (considering scooping usability) <= 18cm

16cm

6.5cm

Atleast 8-10cm for easier access

Larger mouth diameter helps in easy scooping and reduce the mess

Top Diameter

The side rim decreases the top diameter

Shelf Visibility

Ideal Height to be easily visible on shelf : 15-20cm

(Protinex Height - 14cm) <15cm containers have less visibility on shelf in terms of branding

8-10cm

16-18cm

Slope & Proportion

Cross - Section

Most User-Friendly proportion

Curved slopes for better grip and scooping

Curved rectangle/square

Elliptical

Remind users of pedia sure and other adult protein health supplements

Better scoop ability for top

Circular

More stable

Tapering from top

Wide Top

Curved Trapezium

Ayurveda

Attributes

The tradition of Chyawanprash reflects the rich heritage of Ayurveda and its emphasis on using natural ingredients to promote holistic health and well-being.

BALANCED

Symmetry, harmony, visual weight distribution

DOMINANT

Strong, prominent silhouette with bold lines

DYNAMIC

Strength & sense of movement through dynamic transitions

TIMELESS

Classic design elements with elegant proportions

VIBRANT

Bold, vibrant colors

PROTECTIVE

Convey a sense of protection & security

Moodboard

Mortar & Pestle

Padmasana

Vrikshasana

Ayurvedic Massage Oil Vessel

Traditional

Kamandal

exploringraphics

Chyawanprash

years

Celebrating

New Combo Pack

The Spoon Cap maintains hygiene, protects from dust, and attaches spoon to the container, eliminating the need for immediate washing.

Angled Scraper

The Slider allows the user to slide the Silicone Scraper to dispense the collected chyawanprash.

The Spoon Cap design incorporates a hook that allows the users to hook/attach the spoon to the lid side ring.

The Side Ring on the Lid allows attaching the spoon and stackability of other containers on top.

Blow Moulded HDPE Container Jar + Injection Moulded Polypropylene Lid + Food grade Polypropylene (PP) Spoon Dispenser Body with Silicone Scraper Part and PP Slider Part