Indianmart

The Celebrity Introduction
to the Indian Culinary Culture
industry
Food and
E-commerce
Project
Branding &
Merchandising
Medium
Web / Mobile

A one-stop solution for all Indian cuisine enthusiasts in the UK, Indianmart is a community that welcomes one and all to share their knowledge of and learn more about the Indian culinary culture, and its diverse flavours.

The website is the go-to place for anyone seeking to source authentic Indian food items and ingredients. The revamped website transformed from merely an e-commerce store to a community for connoisseurs and novices alike, showcasing the diversity of the cuisine from state to state and providing insight into the special dishes associated with each festival. The users can also share recipes and add the items required for a particular recipe directly to their cart.

First-time visitors to the site are welcomed with a video that celebrates the joy, colors, and sensory delights of cooking Indian food. The video was shot in collaboration with the Marriott Group of Hotels. A series of montages were captured to show the various processes and ingredients involved in cooking Indian food. These clips were stitched together in a quick-cut montage and synced with Indialucia's Raag 'n Ole, a fusion experimental track that reflects the Indianmart Team's playful approach while preparing Indian food.