Background: Ola Foods, the ride hailing app’s food business, plans to scale up private brands across online marketplaces and physical outlets, starting with The Khichdi Experiment.

Ola Foods has opened its first physical store for Khichdi Experiment in Bengaluru.

Creative thought:

Be it the good old classic or the tadka-infused specialty, khichdi in all its versatile avatars is ‘food for the soul’. With numerous variations to the humble khichdi, each region has its own recipe.

Inspired by the flavours of the nation, introducing 16 mouthwatering variants of the khichdi you remember from your childhood, but with a unique twist! From the Langarwaali Khichdi to Palak Paneer Khichdi, the ubiquitous comfort food is now all spiced up for your taste buds.

Brief: Product descriptions for all 16 variants sitting on the key thought "Kuch Naya, Kuch Apna"