Atomberg’s goal is to make path-breaking tech products that solve invisible problems in people’s lives. After making the invisible fan smarter, they were setting out to expand and reinvent the mixie with their new technology. Our job was to understand the role that mixies play in for Indian women who were in the market for a new mixie…

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Our report is feeding into Atomberg’s strategy for launching and developing its new breed of smart mixies. The most telling part of this research was understanding the shift in the very idea of the mixie today—from being modelled on the homely homemaker to being modelled for flaunt-worthy homes and kitchens these days!