Dara
For my marketing capstone, we were asked to develop a new product in the chocolate category. I wanted to create something that felt personal. As a South Asian, I’ve seen so many wellness trends in the West trace back to Eastern practices. That’s what inspired DARA — a functional chocolate rooted in Ayurveda, designed to let people indulge with intention. The brand came together over the course of the semester through research, strategy, and storytelling.
What I Worked On:
Led category and trend research using Passport, Mintel, and Statista
Defined two core audience segments and their behavior drivers
Crafted brand story, values, tone, and positioning
Designed retail pitch decks with data visuals and narrative scripts
Developed packaging mockups and AI-generated brand visuals
Set pricing and distribution strategy aligned with market data
Created IG promotional content and QR-linked storytelling ideas
Mapped chocolate category growth and key competitor gaps
Deliverables:
A comprehensive marketing plan outlining how DARA enters, competes, and grows within the premium functional chocolate category
Connects consumer trends, competitive gaps, pricing, and communication channels into a clear go-to-market roadmap
A strategic brand deck translating wellness trends and cultural insight into a retail-ready concept
Showcases why DARA fits today’s functional snacking landscape and where it wins
