Jewel Consumer Care

Creating immersive product innovations to transform the brand into a new age Tier 1 global supplier
Jewel Consumer Care is a three decade-old family business and one of the largest manufacturers of toothbrushes in India. With consumers favouring mouthwash over toothbrushes and toothpaste, the brand was under tremendous pressure from some of their largest global clients such as Unilever, Walmart and 3M to innovate on product development.

Solutioning and Approach

  • Through a design thinking led methodology, our team was able to create strong fundamental processes for the brand that ensured business scalability
  • We conducted a large-scale consumer and orthodontists insights study across India, USA and Europe to understand consumer triggers, aspirations, desires and challenges in toothbrush usage behavior
  • With a focus on market disruption, these insights were mapped to possible product innovations. Based on end user needs, a structure for actionable ideas was created
  • Marketing & Communication collaterals created, which included an artifact to showcase toothbrush innovations. This was inspired by a pizza box, where the message was delivered through the opening of the box, and prototype innovations was shown inside
  • Internal communication initiatives were also led by our team
  • A global monthly newsletter was shared with Tier 1 Global Customers


1 Million Units Tooth Brushes based on the product innovation prototype ordered by Unilever 

Designed Prototype Artifact for Global Consumers

Holistic Marketing Innovation Kit was created and delivered

Internal comms streamlined through the Design Thinking approach