The project intends to understand and decode the meaning of the ‘Naturals’ space in a developing market context and develop framework to create physical experiencial assets to communicate a ‘Natural’ proposition to consumers in the Indian context. This framework, initially for laundry is then applied to multiple brands/products. The purpose of the product experience toolkit is to bring alive the technology and the product story using various mediums and digital assets for Knowledge Based Selling (KBS) in the DIG Brand.