From Invisible to Irresistible™

We grow brands

for ambitious owner-managed businesses

See the products Take the free Brand Audit

The Curry Nation team at an offsite, in matching white T-shirts — **The Curry Nation team** · strategy, creative, media and growth under one roof

Trusted clients worldwide

what we do

Growth and outcome-based products

Four ways we grow an owner-managed business. Each product is built around one outcome, priced up front or scoped after a short call, and can be bought on its own.

Brand-led

When buyers can’t tell you from the next supplier, they choose on price. We make you the brand they ask for by name.

Outcome: Premium pricing and preference that doesn’t depend on a scheme.

Brand AuditFreeTwenty questions, about ten minutes. Your score out of 40, your tier, and what your two weakest areas cost you.Brand Positioning6 weeksDiscover, Define, Express. Find the reason to choose you that no rival owns, prove it, and launch it in 90 days.Challenger Workshop for Leadership2-day offsiteThe founder names one problem. Senior operators challenge each decision-maker on it, then the team agrees a 90-day plan in the room.Challenger Workshop for Business~7 weeksFive weeks of customer, trade and rival evidence first, then the workshop, so the plan is built on facts.

Founder-led

When the business is ahead of the founder’s public authority, every new buyer, partner and hire starts cold.

Outcome: Context before contact: conversations that start warm.

Founder Authority Audit₹5,000Where the founder’s authority stands today. Scorecard, gaps and a 90-day opportunity map in 10 working days.Action PlanOn callWhich kind of authority matters in your market, where to show up, and in what order.System Build4 weeksPosition, narrative, content, profile and a working AI workspace that you own.ImplementOn callYour team runs it, we guide it, or we manage the monthly rhythm.

Performance-led

When sales grow but profit doesn’t, the media is buying orders, not contribution.

Outcome: Growth judged by contribution after fees, returns and discounts, not by in-platform ROAS.

Growth Audit3–4 weeksMargins, accounts, tracking, listings and stock reviewed. An opportunity map and a 90-day action plan.Market Launch90 daysA managed pilot: campaigns, creative tests, better product pages, weekly reviews and scale or stop rules.Scale PartnershipOngoingMeta, Google, LinkedIn and marketplaces managed together, with decisions tied to inventory and contribution.Growth PlannerFree toolModel reach, visits and potential orders by platform, market and budget before you spend.

Design-led

When you look like a commodity on the shelf and the screen, you get priced like one.

Outcome: A brand identity and pack people recognise before they read a word.

Brand Identity SystemOn callLogo, visual system, typography, colour and guidelines your team and vendors can follow.Packaging & ShelfOn callPacks, labels, back-of-pack claims and point-of-sale that justify the price.

brand-led · for leadership teams

One problem. Two days. Every decision-maker in the room.

The Challenger Workshop for Leadership starts with one problem the founder gives us. At an offsite, senior operators matched to each function challenge your decision-makers on it, then the team works the problem through and agrees a 90-day plan, with the founder in the room.

See how it works Talk to us

1problem statement from the founder

2days at an offsite, never your premises

5senior operators, one per function

90day plan with named owners

case studies

Work that moved the business

Six brands, six different problems, from category creation to repositioning. Results are from past campaigns and do not imply guaranteed outcomes.

The Laughing Cow · Bel campaign creative

The Laughing Cow · Bel · Cheese

Owning the tiffin box

The challenge: A European cheese brand entering India with cheese in a sachet, against established players like Amul and Britannia.
What we did: Instead of being everything for everybody, we owned the tiffin box. Mascot, influencer and 360° in-store activations.

+30%brand awareness and usage

#2cheese brand in the country

50%+retention after first purchase

10%share in key retail accounts

Kinder Joy · Ferrero · Confectionery

“Imagination ko Jodo”

The challenge: Build a distinct preference among children and mothers in a market dominated by established confectionery giants.
What we did: Positioned the toy as an investment in a child’s imagination, with TV films, a Diwali 360° campaign and social storytelling.

The resultA pioneer of play with indulgence, and a community of parent advocates creating their own content

Eva · Women’s deodorant

The confidence enabler for teens

The challenge: A market leader losing share in a cluttered deo market full of new entrants and price challenges.
What we did: Targeted teens, an unaddressed segment, stepping into a new world. TV commercials with Rashmika Mandanna.

The shiftFrom one more deo on the shelf to the brand teens choose for confidence

Oicia · Premium kitchenware

From kitchen utility to modern dining

The challenge: Strong products and premium design, but buyers still saw a good utility brand.
What we did: Rebuilt the brand lens around premium modern living, with campaigns built on dining, gifting and hosting.

The shiftUtility products → a modern dining aesthetics brand

Selsun · Abbott · Anti-dandruff shampoo

“Bade problem ka simple solution”

The challenge: Win metro millennials with acute dandruff, who reach for home remedies first.
What we did: Social campaigns with celebrity influencer Rohan Mehra, taking on the traditional remedies.

2Mviews

36,000Amazon store visits

+15%unit volumes

+20%sales, month on month

BKT Tires · Off-highway tyres

Becoming “Bharat Ka Tire”

The challenge: A global off-highway tyre leader, one of the last to enter India, and seen as foreign.
What we did: Rebranded BKT as Bharat Ka Tire, with video-led product stories rooted in Indian identity.

6.2Mimpressions

4.3Mreach

96.7Kengagements

1.75Mvideo views

about curry nation

Hi, we’re Curry Nation!

We’re not just an ad agency. We’re India’s only brand transformation partner focused exclusively on owner-managed commodity businesses.

From PNG Jewellers to BKT, Sollatek, RL Steel and Bindwel, we’ve helped businesses like yours become the brand everyone’s talking about.

Our founders built Havells, Halonix, Greenply, Camlin and Ambuja Cements, turning trade-led products into customer-demanded brands.

Large campaigns250+advertising campaigns executed

Ad films400+across TV and digital

Projects75+MNCs, Indian firms, SMEs, start-ups

Awards30+for creative and marketing work

**Nagessh Pannaswami**Founder · Brand growth strategist
30+ years transforming FMCG, durables and industrial brands. Built Bindwel, Mosil, ACC, RL Steel, BKT, Halonix and Camlin. Author of the Amazon bestseller *From Commodity to Brand*.

**Priti Nair**Co-founder · Creative leader
36+ years. Launched BBH in India, ECD at Lowe, creative head at Lintas. Behind “What an Idea Sirji”, “Shock Laga” and “Red Bindi”.

**Navin B**Head of Growth
10+ years turning marketing into measurable growth across e-commerce, social, paid media and conversion funnels.

Know more Explore our work

awards won

Real results. Proven impact.

30+ awards for work that moved the business, most recently Product Launch Campaign of the Year at the AdAura Awards 2026, for Good Home.

AdAura Awards 2026 trophy for Good Home — AdAura Awards 2026 · Marketing MindProduct Launch Campaign of the YearGood Home · “Bathroom Nahi. Freshroom.” · Integrated Marketing Excellence

Two e4m Indian Marketing Awards trophies for The Laughing Cow — e4m Indian Marketing Awards · Silver · 2022Best Product Launch and Best Category CreationThe Laughing Cow cheese · “The Lost Hunger” and “Mom, one more please”

e4m Health Marcom and Inkspell trophies — e4m Health Marcom · Gold · 2022Best Integrated Campaign, Food & BeveragesThe Laughing Cow · plus Gold at Inkspell Masters of Modern Marketing

Inkspell Masters of Modern Marketing trophy — Inkspell · Masters of Modern Marketing · 2022Best 360° Marketing CampaignThe Laughing Cow cheese sachet

LACP Vision Awards · Silver trophy — **LACP Vision Awards · Silver**Ambuja Cements · Annual report · 2020

Times Power of Print · First runner-up trophy — **Times Power of Print · First runner-up**Croma · Print · 2019

Times Power of Print · Winner trophy — **Times Power of Print · Winner**Nestlé · Print · 2018

National Creative Excellence · Silver trophy — **National Creative Excellence · Silver**Laadli, “Ashamed” · Design · 2020

Goafest Creative Abby trophy — **Goafest Creative Abby**Nirlep · Radio · 2014

Kyoorius Design Awards trophy — **Kyoorius Design Awards**Taste for Life · Graphic design · 2014

12th Pune Short Film Festival · Best Advertisement trophy — **12th Pune Short Film Festival · Best Advertisement**“The Confidant” · 2022

testimonials

Client stories

Hear it from the people who hired us.

**Piruz Khambatta**CMD, RasnaWatch on YouTube ↗

**Mukund Bhogale**Former MD, NirlepWatch on YouTube ↗

**Mustufa Arsiwala**Marketing Group Manager, Bel Groupe (The Laughing Cow)Watch on YouTube ↗

They don’t just give ads. They give direction.

I’ve had the opportunity to witness their work up close, and what stood out most was Nagessh Pannaswami’s clarity of thought and creative leaps. Nagessh’s ability to distil complex business problems into brand-led solutions is exceptional.

Saket Gore/ General Manager, International Business

A sounding board for all things marketing.

Nagessh is more of a marketing strategist than the stereotypical ad man. His industry know-how, understanding of ground realities by sector and practical outlook made him a good sounding board for marketing, branding and communication strategy.

Deepa Arjunan/ Sr. General Manager, Branding

No silos. Creative problem solving across the business.

They understand not only the brand requirements but also business challenges, and offer many areas of expertise to help us achieve our goals. They are open to engage in all aspects of business and orchestrate a great outcome.

Mustufa Arsiwalla/ Marketing Group Manager

As featured inBestMediaInfoThe Economic TimesBusiness TodayCampaign

faq

Questions owners ask us

Who does Curry Nation work with?

Ambitious owner-managed and promoter-led businesses, often in categories where buyers compare suppliers on price: FMCG, pharma, real estate, kitchenware, jewellery, manufacturing and B2B.

Where should I start?

With the free Brand Audit. It takes about ten minutes, shows your score before we ask for your email, and ends in one agreed next step. If the founder’s own visibility is the gap, start with the Founder Authority Audit.

Do I have to sign a retainer?

No. Every product is built around one outcome and can be bought on its own. Most end in a sign-off, and you decide whether to go further.

How are your products priced?

The Brand Audit is free and the Founder Authority Audit is ₹5,000. Everything else is scoped on a short call, once we know your business, so you only pay for what the problem needs.

What makes Curry Nation different?

Strategy, creative, media and growth under one roof, led by founders with decades of brand building. We start from what makes a business worth choosing, and judge the work by what it does for the business.

let’s talk

Let’s talk. Work with us.

Not sure which product fits? Start with the free Brand Audit, or tell us where growth is stuck and we’ll point you to one next step.

Take the free Brand Audit Work with us