Nestled in the lush hills of Dhankuta, Nepal, KFPI (Kabita Fruit Processing Industries) has been quietly crafting nature’s goodness into bottled delights for years. But when I first met the team, their story was like a hidden gem waiting to be polished. Their star products? Bael juice and Bael squash are rare, nutrient-packed beverages made from a fruit so underrated that it felt like a secret only the locals knew. My mission? To turn that secret into a sensation.
Here’s how we reimagined KFPI’s brand, brewed creativity into their campaigns, and put Dhankuta’s “fruit magic” on the map.
Unearthing Dhankuta’s Best-Kept Secret: The Bael Revolution
Bael, or “wood apple”, is a superfruit revered in Ayurveda for its healing properties. But outside of regional kitchens, few knew about its potential as a refreshing drink. KFPI’s Bael squash and juice were treasures lost in a sea of generic beverages. So, we decided to make Bael the hero.
Through story-driven content, we highlighted its uniqueness:
- “Ever tried a drink that’s both ancient and exotic? Meet Bael—your gut’s new best friend.”
- Shared recipes (think Bael mocktails, summer coolers) to show its versatility.
- Leveraged health-centric hooks: “No preservatives. No artificial sugars. Just pure Dhankuta sunshine.”
The result? Curiosity skyrocketed. Locals started asking for Bael by name, and even Kathmandu stores began stocking up.
Branding with Roots: Celebrating Dhankuta’s Identity
KFPI isn’t just a company—it’s a reflection of Dhankuta’s agricultural heritage. To amplify this, we:
- Rebranded visuals with earthy tones, orchardscapes, and images of farmers handpicking fruits.
- Crafted a tagline: “From Our Hills to Your Home”.
- Ran hyper-local ads targeting Dhankuta, Biratnagar, and nearby regions, emphasising community pride.
For festivals like Dashain and Tihar, we designed limited-edition packaging and social media campaigns that blended tradition with modernity. Think: Bael squash bottles adorned with rangoli patterns or mango squash paired with stories of “family recipes passed down generations”.
SEO & Google My Business: Making KFPI THE Local Go-To
Most of KFPI’s customers were within a 50km radius. So, we went hyperlocal:
- Optimized Google My Business with keywords like “best fruit squash in Dhankuta” and “natural Bael juice near me.”
- Added posts weekly: product updates, behind-the-scenes orchard tours, or farmer interviews.
- Encouraged reviews from loyal customers, highlighting phrases like “rare Bael drink” and “authentic local taste.”
Soon, KFPI dominated local searches. Even travelers passing through Dhankuta began stopping by!
Why Mango & Bael Squash Stole the Show
While KFPI makes jams, pickles, and more, we doubled down on mango squash and Bael squash. Why?
- Mango squash is a nostalgic favorite—perfect for festive campaigns and summer promos.
- Bael squash was the underdog. By positioning it as a “rare find”, we created urgency.
Weekly blogs and reels showcased these two:
- “Why Bael is Dhankuta’s Answer to Energy Drinks”
- “Mango Squash: Your Summer Escape in a Bottle”
The strategy worked. Sales for these products rose by 40% in 6 months!
The Takeaway: Small Brand, Big Impact
KFPI’s journey taught me that authenticity beats flashy gimmicks every time. By tapping into local pride, storytelling, and strategic SEO, we turned a humble processor into a household name—and made Bael the talk of the town.
Next time you’re in Dhankuta, grab a Bael squash. It’s not just a drink; it’s a sip of the hills.