We exist to fix the food system.

Republic of Sabjiwala stands for the celebration of the people's power to transform the food system, for the public.

Republic of Sabjiwala stands for the celebration of democratizing access to fresh, affordable, and high-quality vegetables. It’s a brand that champions empowerment through organization, transforming the chaotic, fragmented vegetable market into a unified, transparent system where everyone plays an active role. Just as a republic thrives on collective effort, Sabjiwala celebrates the power of community-driven change—bringing people together to ensure that nutritious, fresh vegetables are accessible to all, creating a healthier, more equitable society.

Beyond just fruits & vegetables

Our creative approach mirrors what we stand for in the vegetable market. We’re here to break the misconception that if something is affordable, it’s not good enough. For us, affordability is about making the best vegetables accessible—without cutting corners.



The challenge lies in creating desire while staying affordable. 

We didn’t position ourselves as "organic" or follow trends. Instead, We focus on being the most reliable and trusted organization that oversees the entire vegetable market system, holding control and accountability at every step. We believe in transparency, making ourselves answerable to the public. We want people to feel empowered to ask us anything because we are here to serve the nation—delivering not only quality but trust and integrity.

Making ROS feel stable and promise authority as an organisation.

Put simply, we want our brand to reflect strength and purpose—shaped by our commitment to go the extra mile and establish a sense of authority and trust. From the colors we choose to the way we photograph, setting typography, and illustrate, every detail is crafted to reinforce this identity.



Our branding draws inspiration from the vegetable market’s dynamic system, the collective spirit that drives it, and a modern approach that elevates our brand’s iconic status, staying true to the values that shaped us from the beginning.

Creative Idea
Re naming



Before Brand name : SABJIWALA


Re name : ROS : REPUBLIC OF SABJIWALA

The name "Sabjiwala" is indeed familiar and easy to pronounce, making it accessible for the mass public in India. It's a name that resonates with people, as vegetables are often sold by individuals who hold a trusted, local role in communities. The image of the "Sabjiwala" reflects a sense of reliability and approachability, which is a strong point for connecting with customers. 



However, the mental model that comes with this name carries a sense of ordinariness and simplicity. It evokes the image of a vendor simply delivering vegetables with no grander motive or vision, which stands in contrast to our mission of being extraordinary.



For our brand, which aims to elevate the vegetable market and introduce a sense of purpose and innovation, the name "Sabjiwala" feels too limiting. It ties us to a traditional, unambitious image—more about the delivery of vegetables than about transforming the entire system. To align with our vision, we need a name that reflects our bold, transformative approach to reshaping the market, a name that inspires trust, progress, and aspiration.

Our creative approach to naming came naturally as we were shaping the brand narrative.

Since our brand is all about democracy and being people-centric, adding "Republic of" felt like the perfect way to introduce originality while setting higher standards. The word "Republic" symbolizes reform—just like when a nation sets new guidelines or a constitution, it often defines itself as a republic. A republic is all about celebration, new beginnings, betterment of people, and inclusivity. It’s about refining and redefining systems.





We didn’t change the name "Sabjiwala" because we still wanted to remain approachable. Another reason is that we’re not here to disrupt other vegetable businesses, but to include every stakeholder in a reformed system where everyone’s life improves within the vegetable ecosystem. 





"Republic" is more than just a word. It represents authority, power, and seriousness in the foundations we’re laying, while still remaining humble and approachable. We are committed to the values we respect and the change we aim to bring.





Additionally, "Republic of Sabjiwala" plays into the subconscious in an interesting way. People will naturally shorten it to "Sabjiwala," keeping the essence intact while still elevating the brand’s perception. The abbreviation "ROS" further enhances the brand’s flexibility and broadens its appeal. It brings a sense of scope and openness, much like public mass brands such as Uber or Ola, which are instantly recognizable and easy to relate to.