Bluemarlin India
For over 13 years, our India studio has been a strategic hub within the global network, driving brand success across one of the world’s most dynamic consumer markets. We combine a deep understanding of India’s regional, cultural, and retail dynamics with a global perspective on category and consumer behaviour.
Our team blends strategic rigour with design agility, partnering leading FMCG and consumer brands to deliver cutting-edge, commercially effective solutions that span strategy, positioning, architecture, and design creating brands that live in the hand, heart and mind of consumers.
“We design in the tension between tradition and tomorrow.”
In a market that moves in many directions at once, we translate cultural complexity into brand clarity.
A billion lives,
infinite purchase paths.
We understand the Indian consumer – Modern yet rooted, Digital yet price-sensitive, Indulgent yet mindful. We design for emotion, aspiration, and affordability; all at once.
Codes of India
Code 1
Culture
Understanding semiotics, symbols, and social shifts that shape FMCG
buying behaviour.
Code 2
Desire
Mapping emerging aspirations – health, beauty, indulgence, sustainability, across tier-2 and metro consumers.
Code 3
Choice
Designing packs, structures, and experiences that cut through India’s crowded shelves – from Kirana Stores to Quick Commerce
Code 4
Change
Where innovation, NPD, and foresight shape the next decade of FMCG in India.
Case Studies
Connecting a Nation
Keeping it real
Ayurveda meets Science
How we create
We align business strategy with design execution –
connecting brand purpose to performance.
From insight to impact;
design that delivers.
Process
Strategy & ArchitectureDefining brand roles and meaningStrategy & Architecture is where a brand finds its centre. We uncover the purpose and power at the heart of your brand, then shape it into a sharp, memorable architecture. With clear roles and simple storytelling, we align your portfolio to your ambition, so every brand knows what it stands for and what it must deliver. The outcome is a strong, unshakeable foundation that guides design, innovation and experience. It helps teams move faster, make smarter choices and build a brand that stands tall and speaks with conviction.
Strategy & Architecture is where a brand finds its centre. We uncover the purpose and power at the heart of your brand, then shape it into a sharp, memorable architecture. With clear roles and simple storytelling, we align your portfolio to your ambition, so every brand knows what it stands for and what it must deliver. The outcome is a strong, unshakeable foundation that guides design, innovation and experience. It helps teams move faster, make smarter choices and build a brand that stands tall and speaks with conviction.
Design & ExperienceFrom pack to shelf and screenDesign & Experience transforms strategy into impact. We build bold, expressive identities and immersive experiences that win attention and earn trust. From packaging that pops on a crowded shelf to digital journeys that feel effortless, we craft design that works hard in every moment. Every detail is intentional, made to attract, delight and stay with people long after the first look. The result is a brand presence that is unmistakable, cohesive and ready to perform anywhere: In hand, In-store or On screen.
Design & Experience transforms strategy into impact. We build bold, expressive identities and immersive experiences that win attention and earn trust. From packaging that pops on a crowded shelf to digital journeys that feel effortless, we craft design that works hard in every moment. Every detail is intentional, made to attract, delight and stay with people long after the first look. The result is a brand presence that is unmistakable, cohesive and ready to perform anywhere: In hand, In-store or On screen.
Innovation & NPDFinding whitespace and future categoriesInnovation & NPD is where brands break routine and dream forward. We spot the shifts, tensions and unmet needs that others miss, revealing whitespace with real potential. Through fast exploration and sharp brand fit, we turn insights into smart concepts and future-ready ideas. Everything is anchored in your brand’s meaning, ensuring innovation builds equity, not noise. The result is a purposeful pipeline of products and experiences that spark growth, open new doors and keep your brand ahead of the curve.
Innovation & NPD is where brands break routine and dream forward. We spot the shifts, tensions and unmet needs that others miss, revealing whitespace with real potential. Through fast exploration and sharp brand fit, we turn insights into smart concepts and future-ready ideas. Everything is anchored in your brand’s meaning, ensuring innovation builds equity, not noise. The result is a purposeful pipeline of products and experiences that spark growth, open new doors and keep your brand ahead of the curve.
Cultural IntelligenceDecoding India’s consumer signalsCultural Intelligence is our instinct for India. We decode the moods, motivations and micro-cultures shaping how people choose, spend and aspire. From the emotional codes of small towns to the fast-shifting desires of urban youth, we translate cultural signals into clear opportunities for brands. Our insights fuel sharper strategy, braver design and more relevant innovation. The outcome is work that feels distinctly Indian, rooted in reality, alive to change and deeply connected to the people who make this market unlike any other in the world.
Cultural Intelligence is our instinct for India. We decode the moods, motivations and micro-cultures shaping how people choose, spend and aspire. From the emotional codes of small towns to the fast-shifting desires of urban youth, we translate cultural signals into clear opportunities for brands. Our insights fuel sharper strategy, braver design and more relevant innovation. The outcome is work that feels distinctly Indian, rooted in reality, alive to change and deeply connected to the people who make this market unlike any other in the world.
Brands We've Worked With
