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STORY OF THE WEEK
Flipkart Minutes' Diwali Essentials Campaign — The Brand That Delivered the Festival Before You Finished Decorating
There is a moment that every Indian household knows. It arrives without warning, usually around 6 PM on the day of Diwali itself. The diyas have been arranged. The rangoli is half-drawn. The fairy lights are being uncoiled. And then — with the calm certainty of a problem that has waited for the most inconvenient possible moment to reveal itself — you discover that something essential is missing. The extra set of fairy lights you were certain was stored somewhere is not stored
8 hours ago8 min read
Flipkart's SASA LELE — The Double Sale Campaign That Turned a Kerala Village of Twins Into India's Most Unexpected Sales Strategy
There is a village in Kerala called Kodinhi. It sits in the Malappuram district, unremarkable in almost every respect — except for one: Kodinhi has an extraordinarily high number of twins. By some estimates, more than 400 pairs of twins have been born in this village, far exceeding the global average. Scientists have studied it. Journalists have written about it. Documentary makers have filmed it. The village exists in the public imagination as one of India's most genuinely p
1 day ago8 min read
Lifebuoy Handwash's "Bunty Goes Camping" — The 10-Second Story That Rewrote the Rules of Handwash Advertising
There are brands that advertise. And then there are brands that educate. And then — in the rarest category of all — there are brands that do both simultaneously, so seamlessly that the audience cannot tell where the education ends and the advertising begins. Lifebuoy, owned by Hindustan Unilever Limited and India's oldest personal wash brand, has spent over a century in that third category. Since its entry into India in 1895 at the Bombay shores, it has never simply sold soap
2 days ago8 min read
Maggi's #NothingLikeMAGGI | MOM — The Film That Brought India Home in Two Minutes
In June 2015, Nestlé India received an order that no brand in Indian FMCG history had ever received at that scale: a complete, nationwide ban on Maggi noodles. Government laboratories had found lead levels in samples — 17.2 parts per million against the permissible limit of 2.5 ppm. Within days, 35,000 tonnes of Maggi were pulled from shelves and incinerated. A brand that had been part of Indian households for 32 years, that had built 80% market share in the instant noodles c
3 days ago8 min read
Meesho’s Zero-Commission Seller Model
Industry & Competitive Context India’s e-commerce market expanded significantly during the 2010s and early 2020s due to rising smartphone penetration, digital payment adoption, logistics expansion, and increasing internet accessibility across Tier-2, Tier-3, and rural markets. The sector was largely dominated by horizontal marketplace platforms such as Amazon and Flipkart, both of which relied on marketplace commission structures, advertising services, logistics monetization,
25 minutes ago6 min read
Nykaa’s Insight into First-Time Beauty Consumers
Industry & Competitive Context India’s beauty and personal care industry experienced major structural transformation during the 2010s and early 2020s, driven by rising internet penetration, smartphone adoption, digital payments, and increased exposure to global beauty trends through social media and online content platforms. Prior to the growth of digital-first beauty platforms, the Indian beauty market remained heavily fragmented across offline retail channels, local cosmeti
39 minutes ago7 min read
Nykaa's Content-to-Commerce Integration Model
Industry & Competitive Context India's beauty and personal care (BPC) market was estimated at $15.8 billion in FY2020, according to a RedSeer report cited in Nykaa's Draft Red Herring Prospectus (DRHP) filed with the Securities and Exchange Board of India (SEBI) in October 2021, and was projected to grow to $28 billion by FY2025 at a CAGR of approximately 12–13%. A subsequent Nykaa Beauty Trends Report, produced in partnership with RedSeer Strategy Consultants, projected the
10 hours ago12 min read
Prestige's Kitchen Appliance Brand Strategy: From Pressure Cooker Manufacturer to India's Total Kitchen Solutions Brand
Executive Summary TTK Prestige Limited's journey from a single-product pressure cooker manufacturer to India's largest kitchen appliances company is one of the most instructive brand extension stories in Indian consumer goods. Incorporated in 1955 as TT Private Limited and manufacturing pressure cookers from 1959 under the Prestige brand, the company grew by systematically expanding its addressable market — from a ₹13 billion opportunity in pressure cookers to a ₹90 billion k
10 hours ago13 min read
He Dropped Out of School and Started With ₹13,000 — How Arun Ice Creams Became South India's Favourite Scoop
R.G. Chandramogan was not born into opportunity. His father was a vegetable seller from a small town near Sivakasi — a town known for matchboxes and firecrackers, not business dynasties. The family had very little. School was a place Chandramogan attended but never conquered — he was so terrified of examinations that he would sometimes walk out of the hall without writing a single word. At 21, he made a decision that most people from his background would have considered reckl
8 hours ago8 min read
It Entered a Market Full of Giants — And Cream Bell Made It to the Top 5 Anyway
Ravi Kant Jaipuria is not a man who enters markets tentatively. He is the chairman of RJ Corp — a conglomerate built around a lifetime of recognising what India's consumers want before India's consumers have fully articulated it themselves. He returned from business management studies in the United States in 1985, joined his family's bottling business, and within years had built Varun Beverages into one of the largest franchisee bottlers for PepsiCo outside the United States.
1 day ago8 min read
From a Hand-Cranked Pot in Ahmedabad to 45 Countries: The Extraordinary Journey of Vadilal
Ahmedabad in 1907 was a city of traders, weavers, and entrepreneurs — a place where commerce ran through the blood of its people as naturally as the Sabarmati ran through the city. The summers were — and still are — punishing. The kind of heat that makes everything slow down, that drives people to seek shade and something cold, something sweet, something that offers even temporary relief from the afternoon sun. It was into this city, in this heat, that a man named Vadilal Gan
2 days ago8 min read
The Man Who Convinced India to Book a Trip Online: The Remarkable Brand Story of MakeMyTrip
There is a particular type of frustration that every Indian traveller once knew intimately. Standing in a queue at a travel agent's office, flipping through a thick booklet of flight schedules, waiting for a person behind a desk to call an airline on your behalf. Travel planning in India, before the internet changed everything, was slow, opaque, and often expensive. You trusted the agent to give you the best price. You often had no way of knowing if he had. One man decided to
3 days ago6 min read
Marketing Automation: Tools, Tactics & What Actually Works
Industry & Competitive Context Marketing automation has evolved from a niche enterprise capability into a central component of modern digital marketing infrastructure. The growth of digital commerce, mobile-first consumer behavior, and omnichannel engagement has increased pressure on brands to deliver personalized communication at scale while maintaining operational efficiency. According to publicly released reports by consulting firms such as McKinsey and BCG, companies acro
47 minutes ago7 min read
From Funnels to Journeys: Rethinking the Customer Experience
Introduction For decades, marketers relied on the traditional sales funnel as the dominant framework for understanding customer behavior. The funnel model assumed that consumers moved through a linear progression—from awareness to consideration to purchase—through controlled brand communication and sequential decision-making. However, the rise of digital platforms, omnichannel commerce, mobile ecosystems, algorithmic recommendations, and consumer-led discovery fundamentally a
19 hours ago6 min read
AI Personalization: Delivering the Right Message at the Right Time
Industry & Competitive Context The growth of digital commerce, streaming platforms, social media ecosystems, and app-based services has significantly increased the volume of consumer data available to brands. According to reports published by consulting firms including McKinsey and BCG, organizations across retail, entertainment, technology, and financial services have increasingly adopted artificial intelligence (AI) and machine learning systems to improve customer engagemen
2 days ago7 min read
Vernacular Marketing: Winning India Through Regional Content
Industry & Competitive Context India’s digital economy has increasingly shifted from an English-first internet ecosystem toward a multilingual consumption environment. According to the Internet and Mobile Association of India (IAMAI) and Kantar’s Internet in India Report 2024, India reached 886 million active internet users in 2024, with projections exceeding 900 million users in 2025. The report identified Indic-language consumption as a central driver of this growth, with 9
3 days ago7 min read
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