Tamarind has been relisted at Sainsbury's and other UK retailers and is so far proving a success.
Lewis Moberly said: "We wanted to think about the Tamarind opportunity and what a small brand can do that a large brand can't. A small brand has got to be different - but the difference has to be the right difference and noy just for the sake of it. I think we've achieved something that is not indian cliché - it is absolutely indian".
Reference:
Kozak Gisela, Wiedermann Julius, Package Design Now!, Koln, 2008
