The Cumin Club is an Indian cuisine meal kit service, delivered to your door. Inspired by the founder’s own struggles to find authentic, homemade Indian food during his long days and nights, Ragoth Bala came up with the idea of The Cumin Club. The meal kits created by The Cumin Club are curated by expert chefs across India, with locally sourced ingredients. As The Cumin Club says, they offer a variety of cuisines from India, not Indian cuisine. 

While the founder and The Cumin Club have a strong mission statement to provide their customers with easy to prepare, healthy, soul-nourishing comfort food, it isn’t properly conveyed through their social channels. The team noticed a lack of cohesiveness and consistency with the brand across all touch points.