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14 hours ago5 min read
15 hours ago5 min read
STORY OF THE WEEK
Brooke Bond Red Label and the Insight That Waited Thirteen Years: The Story of Tea, India's Favourite Social Network
Every year on the 30th of June, the digital world marks a moment that might seem, to an outside observer, mildly self-congratulatory: World Social Media Day. Platforms are celebrated. Influencers post about the power of connection. Brands issue statements about community and conversation. The day is dedicated to acknowledging the role that social media plays in knitting the modern world together — the likes, the shares, the friend requests, the reposts that constitute the dai
3 hours ago9 min read
Prega News and the Good News That Was Never About Gender: The Story of #GoodNewsIsGenderFree
There is a particular quality of silence in the moments after a pregnancy test is taken and before the result appears. It is not empty silence. It is dense with anticipation, with hope, with the specific vulnerability of waiting for news that will change everything. The woman holding the test is, in that moment, entirely human — her desire for a healthy child, her fear of disappointment, her hope for a future she cannot yet see, all compressed into a few seconds of waiting. A
1 day ago9 min read
Flipkart and the Man Whose Name Was on Every Problem: The Story of The Math is Mathing
Every Indian student who grew up in the 1980s, 1990s, or 2000s — and a significant portion of those who came after — knows the weight of a particular book. It is not a light book. It is not a brief one. It is a thick, cheerful-yellow-spined volume whose presence in a school bag meant that this was a maths day, which meant that the day ahead required a particular kind of fortitude. The book was called Mathematics . The name printed on the cover — in the same place where every
2 days ago10 min read
Sabhyata and the Mother Who Was Also a Woman: The Story of #RedefineThePerception
She is getting ready to meet someone special. For the first time. The kind of meeting that requires the right clothes, the right dupatta, the right version of herself — put together, hopeful, nervous in the way that first meetings with someone you genuinely want to impress always produce. She goes to her mother's wardrobe. Not her own. She is looking for something specific — a dupatta, the kind that has the weight and drape and colour that her own wardrobe doesn't quite conta
3 days ago9 min read
Zomato’s Dual Revenue Streams in Food Delivery
Industry & Competitive Context India’s online food delivery market has evolved into a highly competitive duopoly, led by Zomato and Swiggy. The sector has been shaped by rapid urbanization, increasing smartphone penetration, and changing consumer preferences toward convenience-based consumption. Industry reports by firms such as RedSeer and Boston Consulting Group have documented the structural complexity of the food delivery business model. Platforms operate as intermediarie
14 hours ago5 min read
Licious’ Insight into Hygiene-Conscious Meat Buyers
Industry & Competitive Context India’s meat and seafood market has historically been dominated by unorganized, wet-market supply chains characterized by limited standardization, fragmented sourcing, and minimal transparency. Industry analyses from firms such as Boston Consulting Group and RedSeer have documented that a large proportion of meat consumption in India has traditionally occurred through local butcher shops, where hygiene practices and cold-chain integrity vary sig
15 hours ago5 min read
Coursera's Online Certification Model with Universities: Strategy, Architecture, and Market Impact
Industry & Competitive Context The global massive open online course (MOOC) market emerged in the early 2010s as a structural disruption to traditional higher education, driven by three converging forces: declining affordability of residential degrees, widening employer demand for verifiable digital skills, and the maturation of broadband infrastructure enabling high-quality video delivery at scale. Major players in the industry include Coursera, edX, Udacity, Udemy, and Futu
1 day ago10 min read
Uber India's Campaigns Focused on Reliability and Safety (2014–2024)
Executive Summary This case examines how Uber India used a decade-long sequence of safety-focused marketing campaigns to rebuild consumer trust following a catastrophic brand crisis, differentiate in a fiercely competitive market, and sustain its leadership in India's ride-hailing segment. The campaigns — spanning Uber SAFE (2017), Safety Never Stops (2019), Safer for Each Other (2020), and #SafetyNeverStops (2024) — collectively represent one of the more instructive examples
1 day ago10 min read
How Puma Turned the Most Bitter Family Feud in Business History Into the World's Third-Largest Sportswear Brand Worth Billions
In 1943, in a bomb shelter in Herzogenaurach, Germany, Adolf Dassler climbed in with his wife to escape Allied bombing raids. His older brother Rudolf and Rudolf's family were already there. "The dirty bastards are back again," Adolf muttered—apparently referring to the Allied warplanes overhead. Rudolf was convinced his brother meant him and his family. That single moment of ambiguity in a bomb shelter—whether Adolf cursed the bombers or his own brother—became the spark that
3 hours ago5 min read
How Fastrack Turned Titan's Timex Breakup Into India's Most Profitable Youth Brand Worth 30-40% of a Rs 14,000 Crore Company
In 1997, when Timex walked out of its joint venture with Titan Industries after five years of successful collaboration, it left behind more than just unsold inventory and broken contracts. It left a gaping hole. Since 1992, the Timex-Titan partnership had served India's youth market brilliantly. Young Indians wanting trendy, affordable watches bought Timex. When that alliance shattered in 1997 and Timex went independent, Titan suddenly had no youth offering—just premium adult
1 day ago5 min read
How Sonata Became the Watch on Every Indian Wrist — A Story of Time, Trust, and Transformation
There is a certain kind of pride that lives quietly on the wrist of a common man. No flashy dial. No imported logo. Just a clean, honest watch that tells the time — and tells the world: I belong here too. That is the story of Sonata. A Gap That Needed Filling To understand Sonata, you first need to understand the India it was born into. Titan Company Limited commenced operations in 1984 under the name Titan Watches Limited, part of the Tata Group, and quickly established itse
2 days ago4 min read
How Zudio Turned a Star Bazaar Apparel Counter Into India's Rs 7,000 Crore Fast-Fashion Phenomenon With 806 Stores—All Priced Under Rs 999
In 1998, when Simone Tata sold Lakmé to Hindustan Unilever for Rs 200 crore and used the proceeds to establish Trent Limited, the Tata Group was making a strategic pivot: from cosmetics to retail. They opened their first store by acquiring Littlewoods' only Indian outlet in Bangalore and renaming it Westside—a premium lifestyle brand targeting India's middle and upper-middle classes. For sixteen years, Trent operated primarily Westside stores, cautiously adding only about 7 s
3 days ago5 min read
How Brands Leverage Cultural Moments for Real-Time Marketing
Industry & Competitive Context The rise of always-on digital media, mobile-first consumption, and social platforms such as Twitter, Instagram, and Facebook has fundamentally altered how brands engage with consumers. Marketing cycles that once relied on long planning horizons now increasingly accommodate real-time responsiveness. Cultural moments—ranging from global sporting events to political developments and entertainment phenomena—offer high-attention windows where brands
15 hours ago5 min read
The Shift from Campaign-Based Marketing to Always-On Marketing
Industry & Competitive Context Over the past decade, the global marketing landscape has undergone a structural transformation driven by the proliferation of digital platforms, always-connected consumers, and the rise of data-driven decision-making. Companies such as Google, Meta Platforms, and Amazon have reshaped how brands engage with consumers by enabling continuous, real-time interaction rather than episodic communication. Industry analyses by organizations such as McKins
2 days ago5 min read
THE COMMUNITY FLYWHEEL: Brand Communities as a Long-Term Customer Retention Engine
Industry & Competitive Context The modern marketing environment is characterised by two converging pressures. First, digital advertising costs have risen sharply across platforms, making customer acquisition increasingly expensive for brands across categories. Second, consumer attention has fragmented across platforms, weakening the reach and impact of traditional broadcast-style marketing. In this environment, retention has emerged as a central strategic priority. Retained c
3 days ago9 min read
The Power of Nostalgia Marketing in Brand Revivals
Industry & Competitive Context The post-pandemic consumer landscape created structural conditions that made nostalgia marketing particularly effective. Social disruption, economic anxiety, and information overload collectively produced what researchers and brand strategists have termed a "nostalgia premium" — a heightened consumer willingness to emotionally engage with, and financially invest in, brands and products that connect them to a perceived simpler or more joyful past
4 days ago12 min read
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