Brand Tone

Friendly, Community-Oriented, and Authentic

Brand Values

• •Authenticity
• •Variety & Quality
• •Community & Connection
• •Value for Money
• •Accessibility

Best Practices

• •Always Use "Community-First" Language: Frame messages around the customer and the community. Use words like "your," "we," and "our community" to foster a sense of belonging. Instead of "We sell spices," try "All the spices for *your* favorite dishes.
• •Embrace "Ghar ki Baat" (A Taste of Home): Consistently use this tagline or similar sentimental phrases that evoke nostalgia and the comfort of home. This emotional connection is a powerful brand differentiator.
• •Stay Authentic in Visuals and Text: Showcase real products, real staff, and the real store environment, especially on visual platforms like TikTok and Instagram. Avoid overly polished, corporate stock imagery. The authenticity of the products should be matched by the authenticity of the content.
• •Balance Promotions with Connection: While discounts are important, ensure they are often tied to community events, holidays (like Ramadan or Diwali), or seasons. This makes promotional content feel less transactional and more like a celebratory offering.
• •Maintain a Bilingual Approach Where Appropriate: Continue using a mix of German, English, and occasionally words in Hindi/Urdu in social media captions. This reflects the multicultural nature of the customer base and makes the brand feel inclusive and familiar.

Social Perception

The public perception of Apna Supermarkt is largely positive, viewing it as a vital local resource and a well-regarded source for South Asian and African foods. It's seen as a go-to spot for cultural ingredients and a taste of home, with positive online engagement and a good image from sustainability efforts like "Too Good To Go".

Copy Examples

• •The Flavors of Home, Delivered to Your Doorstep. From aromatic spices to the freshest produce, Apna Supermarkt is your connection to the authentic tastes of India, Pakistan, and Africa. Shop our collection and bring your favorite family recipes to life.
• •📢 Fresh Arrival Alert! The wait is over – sweet, juicy mangoes have just landed at Apna Supermarkt! 🥭 Perfect for lassis, desserts, or just enjoying on their own. Stop by our Neukölln store or order online before they're all gone! #ApnaSupermarkt #MangoSeason #BerlinFood #IndianGrocery
• •Weekend feast idea! Craving the perfect evening snack? 🤤 All the ingredients for these delicious vegetable samosas are waiting for you at Apna Supermarkt. Visit us and get inspired! #ApnaSupermarkt #GharKiBaat #SamosaLove #BerlinEats #EveningSnacks
• •What's on the menu tonight? (Image of different lentils/daals) Poll: Team Daal Makhani vs. Team Tadka Daal! Link to our 'Lentils/Daal' category on the website.
• •Subject: Get Ready for the Weekend with 10% Off! Hi [Customer Name], planning a special meal this weekend? Stock up on all your essentials, from Shan spices to fresh naan, and get 10% off your order of €50 or more. It’s our way of saying thank you to our wonderful community. Happy cooking!