The Challenge
Not The Curry makes authentic Indian gravy bases, biryani masala pastes and ready curries for two very different buyers: professional HORECA kitchens that order in volume, and home cooks who want a restaurant-style curry in minutes. The brand had strong product and packaging, but no storefront that explained the difference between a white gravy base, a bhuna masala paste and a finished ready curry — so visitors landed, got confused about what to buy first, and left.
The catalogue was also growing quickly across North Indian and South Indian ranges, gravy bases, regional bases and kitchen essentials. Every new flavour needed its own product page, the right collection, clear pack sizes and pricing, and food photography that actually made people hungry. The team wanted to run all of that themselves — new SKUs, offers and content — without waiting on a developer, and it had to feel fast on mobile, where most of the traffic sits.