Being a late entrant in a saturated goods delivery space for two wheelers the client wanted to attract, retain and drive loyalty amongst delivery partners.

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We mapped delivery partners (family and educational context, full-time vs. part-time, motivations, non-monetary benefits) and consumers (personal vs. business use cases, heavy vs. light load goods, mix of brands used). This dual lens helped identify expectations, who to target and what matters most through online in-depth interviews.

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We presented insights across three key levers: marketing and communication (how to onboard and win from competition), product strategy (must-haves and differentiators), brand positioning (how to leverage mother brand credibility while carving its own niche).