Are comfort foods easier to sell as brands? Do they tap into a rich nostalgic vein and help the brand succeed? What are the challenges marketers face in launching and establishing these brands?Read more
What’s the opposite of IKEA? Chumbak!
An Indian brand has a completely different aesthetic from the Scandinavian brand popular worldwide. Chumbak remains true to its roots and the designs it creates are vibrant and quirkyRead more
In India, Thomas Cook is alive and well
What happens when a global brand collapses but the same brand is alive and well in another country? In this case, India. This is a marketing manager’s worst nightmare. Read more
Does your battery make you happy?
Why does a little icon on the corner of our mobile phone screens impact our moods? Are we now so dependent on them that a low battery warning makes us anxious and restless?Read more
The Video OTT brand wars in India
In a few years, the streaming video market in India has grown at breakneck speed. Channels are being launched and content is being generated at a rate faster than rabbits reproduce. There are confusing but exciting times ahead in India’s OTT marketRead more
Shuttl – The bus service for car people
Finding the right business model to execute on is the first step on a long road for startups. What seems to be the perfect opportunity may just be a mirage. And the real opportunity will only appear after trial and errorRead more
India reinvents the digital newspaper
Newspapers haven’t really adapted as much as been forced into the digital era. Their existing models have been upended and they have had their brand identities dissolve into social media streams. But one newspaper is bucking the trendRead more
India’s No. 1 deodorant brand doesn’t have a website
It looks like successful brands in 2019 can still be built like they were in the 1980s when the internet and social media did not exist and the only options were press, TV, radio and outdoor advertisingRead more
How Swiggy cuts through the clutter
Food delivery in India has many players but one of them has taken a big lead, both in terms of mindshare and market share. Swiggy also crested the wave in India just as the market was hotting upRead more
Why Marketers should not be thinking like Accountants
The obsession with market share over growing the market can be detrimental to the future of the company. Any product is only a part of the overall ecosystem and changes in that system need to be understoodRead more