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Ashoka revamps packaging to strengthen desi food brand presence
The redesign marks a significant evolution for the brand as it expands across global markets.
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Staff Reporter - Wed, 22, Apr 2026
- 16:29 EDT
- 35
Ashoka / Logo
Ashoka, a leading global desi food brand under ADF Foods, has introduced a refreshed packaging identity aimed at strengthening its international presence while staying rooted in authenticity and cultural connection.
The redesign represents a major shift for the brand as it expands across global markets, with a focus on improving shelf visibility and enhancing consumer navigation across product categories. The new visual system introduces distinct color coding, green for frozen foods, orange for ambient products, and white for chutneys, creating a more intuitive and cohesive brand experience.
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Company leaders said the update goes beyond aesthetics, reflecting Ashoka’s broader philosophy that food represents culture, memory, and belonging for the global desi community. The refreshed identity aims to resonate with both traditional consumers seeking familiar tastes and younger audiences looking for convenient yet authentic meal options.
“Ashoka has always stood for authentic food made with pride, integrity, and a deep understanding of what taste means to desi consumers across the world,” said Bimal Thakkar, CEO and managing director of ADF Foods. “This new packaging identity sharpens how the brand shows up on shelf and strengthens our connection with the next generation of consumers while staying true to who we are.”
The updated design maintains the brand’s emphasis on bold flavors and traditional preparation, highlighting real ingredients and textures without adapting recipes for Western palates.
As the rollout begins across Ashoka’s product portfolio, the company said consumers can expect the same trusted taste, now presented through a more modern and distinctive brand identity aimed at reinforcing its position in the global desi food market.
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