After launching a subscription service featuring a diverse array of Indian specialty dishes, SpiceCraft identified a niche in the market. Customers particularly enjoyed preparing authentic Butter Chicken, a classic Indian dish, but often struggled to achieve the correct balance of flavours. The provision of authentic spice combinations, coupled with easy-to-follow instructions through an engaging booklet and online videos, made transitioning to a retail offering a feasible option.

However, the elaborate packaging designed for the subscription box was not cost-effective for a retail environment, despite its popularity among SpiceCraft’s client base. While Woolworths expressed interest in the product, the price point was deemed too high for their customers.

In response, SpiceCraft curated a selection of Indian favourites, as determined by customer preference, and transformed them into compact cooking kits. A unique naan bread mix was also introduced to enhance the overall offering.