An indepth, 360 degree research process in association with MART, New Delhi across Tier iii to v towns in Tamil Nadu, Karnataka, Gujarat, Western UP gave Bloombox an insight into consumer behavior, adoption to a new concept like this, their fears, and the gaps that the new brand had to tap in order to create a relevance and connection, thereby triggering adoption and usage.

Key brand level take outs from this study were, Real differentiation and building brand preference would come in only through two levels.
> A functional and emotional level -
Overcome the 'Expectations-Delivery Gap' created by the current offerings in terms of Performance Gaps

> At a holistic level -
Brand proposition and brand personality: one that has an appeal at a cultural and personal level that makes them TRUST, IDENTIFY AND RELATE WITH THE BRAND. Beyond just a name and some generic benefits that it connotes.