Brief – website content GOOD FOOD FOR GOOD

PAGES Our Story What is gffg Why - Belief/Purpose and Values Who – prashant Richa Our PRODUCTS Categories Items and recipes REVIEWS CONTACT

Is in the business of making a difference – one meal at a time. good food – Food the way it should be, made with natural ingredients and free Of any added preservatives and colours. business for Good – Business beyond profit – Business to fight world Hunger. Inspired by the One for One model – we will donate a meal to fight hunger with every purchase. Is a line of Indian cooking sauces/salad dressings/dips and soups. Kala – the art of cooking Products will always be made with fresh ingredients without any artificial colors and preservatives. good food for good

OUR STORY White space: Abundance of convenient food that is loaded with chemicals but not many options when you don’t want to compromise quality for convenience. Offering Inspired by ToMs model since the first time we discovered it 4 years ago. Believer in Conscious capitalism. Grew up on fresh food all our life. When moved to NA and had a kid, lack of time made us look for convenient options. Dissatisfied with what we found we wanted to create something good. Something that reflects our believes. I have always been creative in the kitchen, even growing up every time I had to cook I would look up for a new recipe to try. Loved entertaining all my grown up life as it gave me an outlet to share my creations with family and friends. Working in a packaged food company gave me a better understanding of what not to eat, of all the things these organizations have to add to increase the shelf life. Food that nourishes us and helps us be who we want to be is treated like a machine part. Its all about efficiency, how much more can be produced and for how long can it last so we produce fewer times in a year.

PURPOSE our purpose is to make a positive difference, one meal at a time. Kala will achieve its purpose by: 1.Creating food that doesn’t compromise quality for convenience. we believes food should be made with nothing but food. gffg will only create delicious products that use simple ingredients from the kitchen. Gffg products will never have any artificial colors or preservatives. 2.Giving consumers the opportunity to feed a person in need by choosing our products. Gffg will donate a meal with every purchase to people in need.

WE BELIEVE IN Purity of food : Food is fuel for our bodies and we shouldn’t have to compromise on the thing that nourishes us. Simple ingredients: Food should only contain; FOOD. It should be the way it was made before convenience took precedence over quality. Conscious capitalism: Business are meant for a purpose beyond profit. In the words of Darden school of management professor and Conscious Capitalism, Inc trustee Ed Freeman, “We need red blood cells to live (the same way a business needs profits to live), but the purpose of life is more than to make red blood cells (the same way the purpose of business is more than simply to generate profits).”

PRODUCTS Cooking sauces: Butter Chicken, Palak Paneer, Chicken Tikka masala and Vindaloo

KALA IS FOR Socially conscious Prefers clean labels – fresh products Foodie – food adventurer Mostly in urban multi cultural centers Second generation Indians who grew up with Indian flavors but don’t know how to cook.

COMPETITORS Several competitors in Shelf stable serving cooking sauces in similar flavors. Some have clean labels as well.

If we are unable to commercialize refrigerated sauces we can consider launching shelf stable sauces. Just like Pasta sauces exist in both shelf stable and refrigerated section. Kala will be pioneering fresh Indian sauces and soups – glass jar vs plastic tub WHITE SPACE Refrigerated saucesShelf Stable with clean label

PACKAGING INSPIRATION Love the look of the inspirations above for two reasons: 1.Simplicity - Kala products will always be simple and clean 2.Artisanal – the image on the right has the handcrafted artisanal appeal that will be a key characteristic of Kala products

Interesting names and hierarchy of brand vs product PACKAGING INSPIRATION

Clean and clear – easy to see product

PACKAGING INSPIRATION Artisnal look and feel

PACKAGING INSPIRATION Possible places for branding – lid or the sticker on side