The Womb’s appointment came after protracted conversations on ways to create a strong brand that can then be the bedrock on which various products and extensions can be built.
A spokesperson from Puro Wellness said, “Salt is like air and water. It is a primal need for life, yet so taken for granted. As India’s first clean-label company, we wanted a partner who could create dissonance even with a habitual purchase like salt, and in The Womb, we have found a thoughtful agency who not only get the emerging needs of Indians but also are adept at weaving diverse strands of thinking into cohesive brand stories. Commonly used refined salts are not only unhealthy; they are laden with harmful chemicals which are harmful in the long run. Puro’s brand challenge was very different but we could see the passion and enthusiasm in The Womb team to take this challenge head-on towards achieving Puro’s vision of a Healthy India. We are confident that our healthy food solutions coupled with The Womb’s strategic and Creative skills will help us build a connect with the masses and achieve our goal.”
Navin Talreja, founding partner, The Womb, said, “We are super excited to become Puro’s custodians. At the heart of the Puro brand is a great product – a salt that is infinitely better than all other salts. It is not just our pleasure, but also our responsibility to position and communicate the brand in such a manner that audiences take notice, and action. We, at The Womb, are proud to be increasingly associated with ‘good’ products.”
Puro Wellness was established in 2016 with a vision of ensuring a healthy India being India’s first clean label company. Puro is recognised by the government of India under the start-up India initiative for its innovative products which are healthy, pure and tasty. Puro’s products are inspired by the ancient wisdom of consuming food in its natural form and straight from the source – pure, unrefined and chemical-free, preservative free.
The Womb is a two-year-old communications and innovations company started by Navin Talreja and Kawal Shoor. They work on brands like Fogg, Asus, Honeywell, Ossum, Saregama and RSPL. The Womb also works across projects with USL Diageo and Star India.