We help friends build better
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Collective independent evolves each year. With our focus, abilities and interests changing with what we see as good and relevant each year.
The past few years we have been working with food tech startups helping them build better and more efficiently designed product as well as an ethical supply chain from farm to fork. We also love working in Non-english languages, and believe that indic languages have a long way to go to becoming a globally recognised standard. We also believe that we must be a part of that march
The crew of this collective proudly speaks, Hindi, Tamil, Marathi, Punjabi and English. We have designed in All of the above languages and Kannada, Telugu, Malayalam and Arabic.
Now when I had mastered the language of this water and had come to know every trifling feature that bordered the great river as familiarly as I knew the letters of the alphabet, I had made a valuable acquisition.
Donec magna purus, pellentesque vel lobortis ut, convallis id augue. Sed odio magna, pellentesque eget convallis ac, vehicula vel arcu.
Black Swan Journeys
Saxam is conceived as a multi-lingual brand. Its Indian-ness was its
The monogram, had to be simple, and should feel familiar within any of the languages it got translated into. The “KSHA’ was chose for this very purpose because phonetically it is uniquely Indian. There aren’t many languages that posses that sound giving it both familiarity and its uniqueness.
The boxes had to stand out. Visually, they have to leap out of the shelves, we wanted a feel of premium to them but not alienating. We wanted a forge a connection of quality and familiarity and not of aspiration to these.
We designed 2 sizes, 1, for personal use, and an institutional size, because the lesser we use to pack and ship, the lesser we need to waste. The larger sizes had 2 packets of half kilograms pouches, where as the personal use box had 6 individual pouches that you could carry with you instead of a box.
Millets dont bake like regular glutenous cookies. They are less heat permeable, so for all the flour to bake uniformly, the sugar to flour ratio needed to be readjusted, we shifted the format of the cookie from wire-cut to
We also transitioned from wire-cut to dropped production to ensure a more uniform baking, and a crispier snack.
This made each piece lighter, reduced baking inconsistencies, and reduced wastage during production by almost 30%.
We also set up processes for a reducing the weight of the work on the supply chain network that we had inherited from legacy distribution systems. Instead of using the regular farmer-manufacturer-storage-super distributor-distributor-store-customer, we tried to reduce the distance between the farmer and the end consumer
But we also have another customer. The not so obvious one.
The farmers. The ones from our hometown, the ones who farm around our factory. The ones who grow millets that we buy and make into our delicious snacks. Because if they don’t buy into the idea of growing millets, we will fail.
OrgTree is the big picture company. It looks at health, at sustainability of agriculture, of production, distribution and consumption.
Kiru, makes millet snacks. Kiru focuses on making the tastiest snack it could be.
Kiru is the root word for millet in Kannada. It literally means: to little.
We scaled to traditional forms of distribution of information, the intended audience wasn’t as internet savvy as the new age buyers were. We wanted to tap into the true middle class of india, the ones that save small each month, keep their savings in low risk investments instead of the high risk high rewards portfolios. All our material went analog first, with the whole process broken down into very clear, understandable bits, with our personnel walking them through each step of the way.