Satkar Feed
HeritageFMCG,shippedfortheweb.
A legacy feed brand re-introduced to a digital-first distribution channel.
Stack
- Next.js
- TypeScript
- Tailwind
- Responsive
- CMS
Results
The brief
Problem
Satkar is a heritage feed brand with decades of credibility among older distributors and a website that read as though it had been last updated in the early 2000s. As a younger generation of distributors and dealers began doing research online before placing orders, that gap was actively costing the brand. They needed a site that matched the quality of the product — and that worked as a serious channel for dealer enquiries, distributor onboarding, and category authority.
How we built it
Approach
A ground-up rebuild with clear product hierarchy, confident typography, and photography that respects the brand's heritage without being nostalgic about it. Contact paths were separated: a consumer/brand enquiry flow for general queries, a structured distributor onboarding flow for partners, and regional contact details for territory managers. Mobile was treated as the primary device (it is — over 60% of traffic) with desktop as a refinement. Zero template smell, zero page-builder compromises. The product catalogue was re-modelled around how the sales team actually talks about the lineup — by species and life-stage rather than a flat SKU list. A returning distributor can reach the right product in two clicks; a first-time evaluator gets context before price. Related-product relationships are stored in the data layer and surface automatically on every PDP, so cross-selling doesn't require editorial effort. Copy strategy acknowledged Satkar's buyer reality. Dealers are operators, not marketing targets — they want specifications, MOQ, transport logistics, and technical answers. We moved those up the information hierarchy and kept brand storytelling elsewhere. The result is a site that reads confidently to the buyer it actually serves, without abandoning the brand story for first-time visitors. Mobile is held to the same bar as desktop — the primary device, not an afterthought — and distributor enquiries doubled in the first quarter post-launch. Since launch, the site has absorbed a season's worth of editorial updates — product literature, territory maps, seasonal promotions — without needing engineering intervention. That's by design. We treat the content model as a product in itself, so the editorial team owns the voice and velocity of the site, and the dev retainer focuses on what actually needs engineering attention. It's the quiet version of a digital transformation programme — no banner, no buzzword, just a site that keeps pulling its weight.
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