Proppa’ Indian dishes, perfected in Bradford. 

Aagrah’s founder, Mohammed Sabir, moved to the UK as a teenager. His first foray into food was selling kebabs from a cart in Bradford City Centre. Appetite for his flavours quickly grew and he opened his first restaurant in 1977. Over time, one restaurant became seven and in 2011 the family started selling their much-loved home-style cooking pastes to a small but loyal customer base. 

Fast forward to 2024 and we needed to take Aagrah to the next level, helping them launch into major supermarkets. Early conversations with Tesco had shown the brand was holding them back. Like much of the category, it looked old-fashioned and recessive. A significant revamp was needed in order to secure listings.

Introducing Lulu – the elephant! Running, leaping, juggling her way across the range, she bursts off the shelf and tells a different story to the mainstream brands. We introduced single-minded colour-blocking and a full-on, confident simplicity reminiscent of old Indian stamps. The vibrant brand world, combined with a playful tone of voice allows the brand, like Lulu, to bound joyfully between its origins in Kashmir and Bradford.

From launch in early 2024, the new design has already helped secure listings for 18 products in 364 Tesco stores nationwide.