Lead world · Business design, brand infrastructure, STRATEGY
CLIENT
Self-initiated brand strategy project
MY ROLE
Research, business design, naming, strategy, rollout plan
SCALE
12 framework strategy · 3-phase rollout
TIMELINE
2026 · 3 months
The tension
The idea
Instead of another supplement, Scoop is infrastructure:
smart vending machines that make a fresh 25g protein shake in 30 seconds, for ₹70–100, in offices, colleges and malls. A partnership with Amul brings trust people already have.
Why Amul
73% of Indian diets fall short on protein. Before designing anything, I compared nine protein products from seven brands sold in India on cost, format, trust and supply, to find the one partner that could make protein an everyday habit.
73%
of Indian diets are protein deficient
₹2.50
per gram of protein in an Amul shake, the lowest of any ready-to-drink
35M L
of milk collected every day, plus ~3M litres of whey
₹1L cr
turnover in FY26, India’s biggest food brand
What one gram of protein costs you
Rupees per gram of protein, from published prices. Lower is better.
Amul High Protein Lassi
₹30 · 15 g
₹2.00
Amul High Protein Shake
₹50 · 20 g
₹2.50
Amul Whey
sachet
₹2.67
MuscleBlaze Whey
powder
₹3.43
MuscleBlaze Shake
ready to drink
₹3.96
Optimum Nutrition Whey
powder
₹5.08
Epigamia Turbo Shake
₹141 MRP · 25 g
₹5.64
Brooklyn Creamery Milk
ready to drink
₹6.70
RiteBite Max Protein Bar
₹75 · 10 g
₹7.50
01
Long list
Nine protein products from seven brands: dairy, sports nutrition, bars and powders.
02
Filter
Scoop sells from a chilled machine, so it had to be ready to drink. Bars and powders were out.
03
Score
Cost per gram, how much people already trust the name, and whether supply can keep 1,000 machines full.
04
Pick: Amul
Cheapest per gram, a name every Indian family trusts, and 35 million litres of milk a day behind it.
The catch, and the reason Scoop exists
Critical thinking
The strategy got stronger every time I pushed against it. These three problems changed what Scoop became.
THE PROBLEM
Amul’s protein didn’t match its label.
Independent testing showed 61g of protein per 100g against the 78g claimed, and the powder foamed when mixed. Scoop’s trust depended on a partner it didn’t control.
What I did
So I made honesty the product: third-party testing of every batch, results behind a QR code, exact numbers like 24.8g instead of rounding up, and a built-in stirrer for the foam.
THE DOUBT
Data didn’t convince my own family.
If facts couldn’t change minds at my dinner table, a better supplement wasn’t going to change a country’s habits.
What I did
So Scoop became infrastructure instead of a product: a brand people already trust, in places they already go, at a price that fits a daily habit.
THE RISK
A broken machine breaks the habit.
The whole idea fails if the machine isn’t working when Tanya comes back. Power cuts and vandalism are real risks in Indian public spaces.
What I did
So I planned for it: IoT maintenance alerts, a 95%+ uptime target, CCTV-secured locations and an app that points you to the nearest working Scoop.
Building the world
Red on black you can spot across a mall, simple words with no jargon and a voice that sounds like a helpful friend, not a gym coach.
Name & mark
‘Scoop’: one scoop, one daily habit
SCOOP
Pick your shake
The machine
The biggest touchpoint. Walk up, pick, pay, drink in 30 seconds.
Colour
Red for energy, dark grey for focus, lime for fresh.
Type & voice
Practical, warm and inclusive. ‘Protein for everyone’, never ‘for athletes’.
What I learned
© 2026 Kashvi Singhal