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A Glimpse into Hapli Earth
Low trial hesitation around millet-based FMCG products among Gen z consumer.
PROBLEM
Research and Content strategy
ROLE
Consumer interviews, behavioral design, gamified engagement, guerrilla distribution
METHODS
Increased engagement, clearer flavor and actionable GTM insights.
OUTCOMES
Consumer Insights Driving Engagement
Context
Hapli Earth is a sustainable startup brand offering millet-based (Muesli) cereals positioned around health and nutrition. While the category aligned with broader wellness trends, on-ground adoption remained inconsistent.
The challenge was not awareness; it was uncertainty.
The brand lacked clarity on:
- Why consumers hesitated at the point of trial
- What actually triggered first interaction
- Which product and design cues reduced resistance
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