How do we design a rural economic system that primarily aims to cause happy communities and healthy ecological systems, and as a consequence brings prosperity to all those that participate in it? In other words, an economic system that incentivises us to invest ourselves in what really makes our life possible and worth living!

This design quest led us to co-create a framework called the Rural Economic Zone. The aim is to empower the villagers, irrespective of their social or financial dispositions and gender, to establish and run ecologically sustainable enterprises engaged in the production of all those Products that are consistent with the local renewable natural capital.

We identified three broad product categories – Nutritious Food, Personal care and Homecare. The resident members of ProtoVillage set up 10 micro-enterprises within these three categories.

The Rural Economic Zone translates in the local language (Telugu) into Graameena Aarthika Mandali, whose abbreviated form GRAAMAM means a village in most Indian languages, and is our brand. We are living in times when Good food, Good education, Good lifestyle, in fact Good “anything” is labelled as an alternative (read: unaffordable for the common folks).

Graamam represents the commitment to mainstream goodness! This commitment is shared across the growing producer network including women’s SHGs, farmers, rural youth groups etc!

Happy producers, Happy consumers and Happy planet!

Graamam represents a growing network of people who are taking on insurmountable challenges to make impossible dreams possible, for themselves and their communities. We trust you to not buy from us out of sympathy, but because you trust us to produce and deliver healthy products – made to the highest standards, with a lot of love and with an obsession to keep you happy and healthy!

The identity is designed with the concept and context of the fluidity within a human ecosystem or community. The surrounding dots represent and change roles as needed by the ecosystem. The space within the dots represents various activities b/w the stakeholders of the ecosystem supporting various activities around collaborative growth. The space within the dots are fluid and can be changed/rearranged to represent the diversity of a community’s activities or philosophies. The elements within the circle created by the dots represent people, initiatives, organisations, etc. They realign themselves representing a variety of symbolic activities. The dots also act as connecting points to other communities.

The brand identity is inclusive of multiple languages to develop a connection with a diverse set of customers across states.


While we are happy to get your appreciation, we are also quite eager to refine everything we do and to make it even better for you! So, if you have suggestions or complaints, please don’t hesitate to write to us at [email protected]