Client:

Daawat.

Company Website:

http://www.mjengo.com/

Daawat is an Urdu word which means “Invitation to a Feast”.

Daawat Basmati Rice has been instrumental in shaping and boosting the Basmati segment, which now has a 19% category share against a 1% category share in 2001.

Daawat is marketed under the family brand “Malbros”, which represents a seal of quality. The transparent packaging allows consumer to see the quality grains, giving new customers the confidence to try the brand.

The Daawat brand, owned by Mjengo Ltd, currently has the highest brand equity in the organised rice category and has the highest brand recall among consumers.