Fragment

FRAGMENT

Project Overview

Cumin Co. is a modern Indian cookware brand with a clear point of view: cookware should be nontoxic, built to last, and made for the way India actually cooks. It entered a category that runs on discounts and vague claims, where most shoppers never learn why one pan is safer or better than another. The objective: a premium storefront that makes the case for material and craft, so a customer understands exactly what they are buying and why it is worth more.

Deliverables

12 Drop in front-desk handlinig time

A unified storefront across the cookware range, from the cast iron collection to everyday nonstick, built to educate the shopper and convert.

”We deployed Lucy — a Hinglish AI front-desk agent to handle inbound product enquiries across catalog, pricing and lead-qualification. The sales team stopped triaging and started closing.“

Brand Strategy

UI/UX Design

Content System

Shopify Development

Conversion Rate Optimization

Naming & Positioning

Mobile First Design

Content & Photography Direction

₹100 Cr

Revenue in year one

Fragment built us a storefront that felt as premium as the cookware itself. Customers finally understood why our pans were different, and they bought with confidence. We crossed ₹100 crore in our first year.

12 Revenue in year one

”We deployed Lucy — a Hinglish AI front-desk agent to handle inbound product enquiries across catalog, pricing and lead-qualification. The sales team stopped triaging and started closing.“

The Problem

Business Challenges

An Unknown Category

"Enamel cast iron" and "toxin free" meant almost nothing to the average Indian buyer. The category had to be taught before it could be sold.

Built to Scale From Day One

The store needed a foundation that could hold dozens of SKUs, colors, and rapid launches without breaking or being rebuilt.

Premium Price, No Context

Justifying Rs 4,000 plus cookware against the Rs 500 nonstick pan already on every shelf, with no reason to believe.

No Brand Existed Yet

Starting from zero. No name, no identity, no positioning to stand on in a crowded, price led cookware market.

Zero Trust Equity

A brand new name asking for premium prices with no reviews, no reputation, and no proof behind it.

User Challenges

Is This Actually Safe?

Buyers worried about coatings leaching into food, but had no way to verify the claim.

Isn't Cast Iron High Maintenance?

Fear of rusting, seasoning, and heavy upkeep scared off the exact buyer the brand wanted.

Why Does It Cost This Much?

No frame of reference for what premium, safe cookware should cost.

Will It Work For Indian Cooking?

Doubt over whether it could handle high heat tadka, dosa, and hour long gravies.

Which One Do I Even Start With?

Overwhelmed by tawa vs kadai vs Dutch oven, across sizes and colors.

Can I Trust a Name I've Never Heard Of?

A new brand with no social proof yet, competing against names people already knew.

THE PROCESS

Project timeline - 8 Week

STRATEGY

Brand positioning + Category thesis + Naming + Roadmap + Opportunities

RESEARCH

Market gaps + Pain points + Insights + User personas + Competitor analysis + User journey

IDEATE

Brand identity + Architecture + User flows and cases + Low fidelity wireframes + Brand tone + Packaging direction + Mood board

DESIGN

High fidelity + Design system + Visual identity + Photography direction + Clickable prototypes + PDP system

UX research Process

Extensive research was conducted to understand the target audience's preferences, pain points, and motivations

USER PERSONA

We conducted user research to identify 7-8 distinct user personas. This allows us to tailor the website experience for each unique audience segment.

The Health-Conscious Home Cook
Age:
28 to 42 Years
Profile:
An urban, health aware home cook or young parent who cooks daily and has started questioning what their food is being cooked in.
Goals
Remove toxic cookware from the kitchen. Cook everyday Indian food without compromise. Invest once in cookware that lasts a decade.
Pain Points
Confused by PFOA and PTFE jargon. Burned before by nonstick coatings that peel. Scared of traditional cast iron upkeep.
Needs
Proof of safety, plain language education, low maintenance, and clear guidance on where to start.
Buying Decision Factors
Health & Safety, Certifications, Ease of Use, Durability, Aesthetics, Reviews
A working professional or homemaker who cooks daily and prefers cookware that is safe, durable, and easy to maintain.
The Health-Conscious Home Cook
Age:
28–40 Years
Profile:
A working professional or homemaker who cooks daily and prefers cookware that is safe, durable, and easy to maintain.
Goals
Buy non-toxic cookware for the family.Understand material differences before purchasing.Invest in long-lasting cookware.
Pain Points
Doesn't know the difference between Cast Iron, Triply, Ceramic, and Enamel.Finds cookware specifications confusing.Unsure which cookware suits everyday cooking.
Needs
Material comparison, Health benefits, Care & cleaning guidance, Easy-to-understand product recommendations.
Buying Decision Factors
Health & Safety, Ease of Cleaning, Durability, Brand Trust, Product Reviews
A working professional or homemaker who cooks daily and prefers cookware that is safe, durable, and easy to maintain.
The Health-Conscious Home Cook
Age:
28–40 Years
Profile:
A working professional or homemaker who cooks daily and prefers cookware that is safe, durable, and easy to maintain.
Goals
Buy non-toxic cookware for the family.Understand material differences before purchasing.Invest in long-lasting cookware.
Pain Points
Doesn't know the difference between Cast Iron, Triply, Ceramic, and Enamel.Finds cookware specifications confusing.Unsure which cookware suits everyday cooking.
Needs
Material comparison, Health benefits, Care & cleaning guidance, Easy-to-understand product recommendations.
Buying Decision Factors
Health & Safety, Ease of Cleaning, Durability, Brand Trust, Product Reviews
A working professional or homemaker who cooks daily and prefers cookware that is safe, durable, and easy to maintain.

Information Architecture

Reorganized the website into a clear, scalable information hierarchy that simplifies product discovery, material education, and purchase decisions.

We built a clear, scalable hierarchy that makes a new category easy to understand and easy to buy from.

Organize Around Real Kitchens

Collections mapped to how people cook, Breakfast, Lite, Heritage, Sets, not just by product type.

Teach the Category

Dedicated Material and Care pages that turn "enamel cast iron" from jargon into confidence.

Make Safety Impossible to Miss

Certifications and toxin free proof surfaced at every step of the journey.

Build for Scale

A CMS and collection system that absorbs new colors, ranges, and launches without a rebuild.

User Journey

Mapped the end-to-end customer journey to identify decision barriers, reduce friction, and create a seamless path from product discovery to purchase.

Discover

Help a new buyer find the right piece for the way they actually cook.

Discover

Help a new buyer find the right piece for the way they actually cook.

Learn

Teach why toxin free enamel cast iron matters, in plain language.

Evaluate

Build trust through certifications, the 10 year warranty, reviews, and real kitchens.

Purchase

A confident, low friction path to checkout, and a reason to come back.

HOW WE SOLVED THE PROBLEMS

Each screen is read through the two lenses a product designer holds at once: the buyer's doubt it removes, and the business outcome it drives.

Lead with safety, not a product shot.

PROBLEM

A first time visitor to an unknown brand had no reason to trust an expensive pan, and no reason to keep scrolling.

SOLUTION

A hero that opens on the one thing that matters most, 100% toxin free, anchored by FDA, LFGB, and EC certification badges and a single clear action.

Name the range like the kitchen, not the catalogue.

PROBLEM

Generic SKU names and dry specs made a new category feel clinical and hard to navigate.

SOLUTION

A numbered product system and a color palette named for Indian kitchens, Sarso, Moringa, Kulhad, Kairi, so buyers recognise themselves before they read a single spec.

Turn certifications into confidence.

PROBLEM

Every cookware brand claims to be safe. Claims without proof read as marketing and stalled buyers at the cart.

SOLUTION

A trust band placing global safety certifications, the 10 year warranty, and toxin free proof exactly where doubt peaks, converting skepticism into permission to buy.

Teach the material before asking for the sale.

PROBLEM

Most buyers did not know what enamel cast iron was, or why it beat the nonstick pan they already owned.

SOLUTION

A dedicated Material page and an on page anatomy walkthrough of the four layer Enviromax enamel, explaining even heat, no seasoning, and no rust in plain language.

Kill the fear of maintenance.

PROBLEM

Cast iron carried baggage, rusting, seasoning, heavy upkeep, and that scared off the exact buyer the brand wanted.

SOLUTION

A Care and Cleaning experience and the Lite Collection story, positioning the cookware as everything cast iron is loved for, without the work.

Sell the set, not the pan

PROBLEM

Buying piece by piece left new cooks unsure and kept order values low

SOLUTION

Curated cookware sets built around real cooking needs, Breakfast, Everyday, Heritage, raising both confidence and average order value at once.

Make it worthy of the counter.

PROBLEM

Cookware usually hides in a cabinet. A premium, design led brand had to earn its price on aesthetics too.

SOLUTION

Editorial photography and a warm, ingredient led color system that frames every piece as something to display, turning cookware into a lifestyle choice.

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