Blogs

Most founders start by asking a simple question: Who is my customer?  In Beauty & Personal Care, this question often misses the mark, not because the customer is hard to find, but because the ‘customer’ is rarely just one person making all the decisions. The person using the product might

Founders often discuss brand architecture early, especially when thinking about growth, extensions, or portfolios. What is discussed far less explicitly, however, is how deeply that choice shapes capital allocation over time. The decision between building a Branded House or a House of Brands is not merely about logos, naming, or

If you walked through the bustling streets of Delhi’s Sadar Bazar or T. Nagar in Chennai five years ago, the festive soundtrack was distinct. It was the rustle of currency notes, the jingle of coins exchanging hands, and the constant shout of vendors asking for exact change. Today, that chaotic

At 3:58 pm, the workday begins to ease. Across Indian offices, hostel corridors, and apartment kitchens, the same ritual plays out: a phone screen goes dark, a mug appears, someone asks, “Chai loge?” A plate follows. For years, that plate was non-negotiable: samosa, bhujia, biscuit, something deep-fried and familiar. Today,

Walk through any Indian high street today, and the contrast is subtle but unmistakable. Global chains still drive huge numbers of window shoppers. A few doors down, a locally owned boutique manages consistent foot traffic and transactions but carries its own pace. The change is almost private: a snack swap

Every consumer brand founder eventually faces a key question: should the focus be on marketing that delivers immediate results or branding that builds long-term value? Marketing can drive measurable outcomes such as customer acquisition and short-term sales. Branding, on the other hand, creates recognition, trust, and emotional connection that compounds