Brand Tone

Authentic, Appetizing, and aspirational, using descriptive and evocative words that emphasize traditional roots and 'royal' quality, combined with a welcoming and passionate voice.

Brand Values

• •Authenticity
• •Quality
• •Convenience
• •Heritage & Tradition

Best Practices

• •Always anchor the copy in the brand's commitment to "real" Indian flavours and traditional recipes. Use words like "authentic," "traditional," "hometown," and "heritage."
• •Describe the food in a way that engages the senses. Use words related to taste, texture, and aroma (e.g., "creamy," "velvety," "aromatic," "simmered," "zesty").
• •The name "Shahi" is a powerful asset. Use it to convey a premium, high-quality experience without being unapproachable. Phrases like "a feast fit for royalty" or "a royal indulgence" reinforce this value.
• •Frame the "ready-to-eat" aspect as a benefit that makes authentic food accessible, not as a shortcut that compromises on taste. For example: "Authentic Indian flavour, without the hours in the kitchen."
• •All copy should sound like it's coming from the same person: a passionate foodie who is proud of their heritage and excited to share it with the world. The voice should be warm, knowledgeable, and genuinely enthusiastic about the food.

Social Perception

Shahi Feast is perceived as a specialized provider of authentic Indian meals, targeting those who miss the taste of home-cooked Indian food or wish to explore genuine Indian cuisine conveniently. The perception is largely positive, especially among the Indian diaspora in the US and UK.

Copy Examples

• •Taste Royalty. The Real Flavours of India, Ready in Minutes. Don't just eat, indulge. Our Shahi Paneer is crafted from a time-honored family recipe, bringing a truly authentic and royal feast to your dinner table. No shortcuts, just pure, delicious tradition. Order now and experience the difference. #ShahiFeast #AuthenticIndianFood #ReadyToEat
• •Your Indian Bazaar, Now Online. From rich, aromatic curries to essential pantry spices, Shahi Feast delivers the authentic taste of India directly to your door. Skip the hassle, not the flavour.
• •Shahi Feast - Homestyle Dal Makhani. Slow-cooked for hours, just like it’s meant to be. Our Dal Makhani is a creamy, rich, and flavorful blend of black lentils and kidney beans, simmered in a buttery tomato gravy. A true taste of North Indian comfort, ready to be enjoyed whenever you crave it.
• •Visual: A short, appetizing video of steam rising from a bowl of Biryani. Text & Poll: "What's your go-to comfort food? A) Rich & Creamy Curry B) Aromatic & Fluffy Biryani".
• •Subject: A Feast Fit for Royalty Awaits You. This week, we're celebrating the heart of Indian cuisine: our spices. Each Shahi Feast meal begins with freshly ground, aromatic spices sourced to bring you the most authentic flavour possible. Discover the magic in our kitchens and bring it into yours.