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Executive Summary Rasna, founded in 1976 by Areez Pirojshaw Khambatta in Ahmedabad, became one of India's most recognized soft drink concentrate brands during the 1980s and 1990s. The brand achieved peak market dominance during an era when carbonated beverages were expensive and largely inaccessible to middle-class Indian households. By 2024, Rasna operates in a fundamentally transformed beverage market characterized by intense competition from carbonated drinks, packaged jui

Executive Summary Dettol, owned by Reckitt Benckiser Group plc (now Reckitt), is one of India's most recognized hygiene and health brands. The brand operates across multiple product categories including antiseptic liquids, soaps, hand sanitizers, and surface disinfectants. India represents a critical market for Reckitt, with the country contributing significantly to the company's developing markets revenue. The Indian market presents unique challenges and opportunities due to

Executive Summary Britannia Milk Bikis represents a notable example of leveraging childhood consumption patterns and maternal decision-making insights in the Indian biscuit category. Launched in 1997, the brand positioned itself in the glucose biscuit segment with a specific focus on children as primary consumers and mothers as primary purchasers. This case examines publicly documented positioning strategies, market context, and communication approaches employed by Britannia

Executive Summary Kinder Joy, manufactured by Ferrero Group, represents a distinctive product format in the confectionery market that combines chocolate consumption with a toy surprise element. Launched globally in 2001 and introduced to India in 2011, the product has positioned itself at the intersection of confectionery and gifting, particularly targeting children aged 3-12 years with parental purchase decision-makers. This case study examines the publicly available informa

Executive Summary ITC Limited, a diversified conglomerate, entered India's branded atta (wheat flour) market in 2002 with the launch of Aashirvaad. At the time of entry, the packaged atta market was nascent, with Pillsbury (later acquired by Godrej) being the primary organized player. ITC's entry was based on consumer insights gathered through extensive market research that identified specific unmet needs in the category. Within two decades, Aashirvaad became India's largest-

Executive Summary Amul, India's largest dairy cooperative, has built a distinctive brand presence through its topical advertising strategy centered around the "Amul Girl" mascot and culturally relevant commentary. The Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets Amul products, has maintained this advertising approach since 1966, creating what is widely recognized as one of India's longest-running and most successful advertising campaigns. This case stu

Executive Summary Raymond Limited, established in 1925, is India's largest integrated manufacturer of worsted suiting fabric with a significant presence in the branded apparel and retail segments. This case study examines how Raymond has navigated evolving cultural norms around formalwear consumption in India, particularly the shift toward casual and smart-casual dressing that accelerated during and after the COVID-19 pandemic. The analysis is based exclusively on verified pu

Executive Summary Maggi Masala-ae-Magic is a seasoning product launched by Nestlé India as an extension of its flagship Maggi brand. While Maggi noodles have been a household name in India since 1983, Masala-ae-Magic represents the company's strategy to leverage brand equity into adjacent categories within the Indian culinary space. This case study examines the publicly available information regarding this product's positioning, market context, and strategic rationale within

Executive Summary Brooke Bond Red Label, owned by Hindustan Unilever Limited (HUL), is one of India's leading tea brands. This case study examines the brand's communication strategy centered on promoting social harmony and inclusivity, particularly through its long-running advertising campaigns that address social issues. The analysis focuses on publicly documented campaigns and their strategic positioning in the Indian tea market. Company Background Hindustan Unilever Limite

Executive Summary FabIndia is an Indian retail company founded in 1960 by John Bissell, an American working with the Ford Foundation in India. According to multiple press reports and company statements, FabIndia operates as a community-owned company connecting rural craft producers with urban consumers. The company sells handcrafted products including apparel, home furnishings, and personal care items sourced from artisan communities across India. As reported by The Economic

Executive Summary Bisleri International Pvt. Ltd. has been a dominant player in India's packaged drinking water industry since its entry in 1965. The brand transformed from an imported glass-bottled product to India's largest-selling packaged drinking water brand, with "Bisleri" becoming virtually synonymous with bottled water in Indian consumer vocabulary. This case study examines Bisleri's journey in building consumer trust through product safety, distribution reach, and br

Executive Summary Tinder, the globally recognized dating application owned by Match Group Inc., entered the Indian market in 2013, positioning itself at the intersection of technological advancement and evolving social attitudes toward relationships and dating. India represents a complex market characterized by traditional arranged marriage norms, conservative family structures, and rapidly changing youth behavior driven by urbanization, smartphone penetration, and internet a

Executive Summary Paper Boat, launched in 2013 by Hector Beverages Private Limited, pioneered the Indian ethnic beverages category by commercializing traditional drinks like aamras, jaljeera, and jamun kola. Founded by Neeraj Kakkar, James Nuttall, and Suhas Misra, the brand positioned itself around regional nostalgia and authentic flavors, challenging both carbonated soft drinks and emerging juice categories. According to multiple interviews with the founders, the brand was

Executive Summary Coca-Cola India represents one of the company's critical emerging markets, with operations spanning over three decades. This case study examines Coca-Cola's strategic approach to leveraging cultural elements—specifically sports and festivals—as core pillars of its marketing and brand-building strategy in India. The analysis is based exclusively on publicly available, verified information from company reports, press releases, credible news sources, and docume

Executive Summary Whisper Ultra represents a product line within Procter & Gamble's (P&G) feminine hygiene portfolio in India, operating within a market characterized by deep-rooted cultural taboos surrounding menstruation. Whisper, P&G's sanitary napkin brand in India (known as Always in most other markets), has been present in the Indian market since 1989, according to P&G's corporate communications. The brand's evolution, particularly through product innovations like Whisp

Executive Summary boAt (Imagine Marketing Services Private Limited) represents a significant case study in India's consumer electronics market, particularly in the affordable audio and wearables segment. Founded in 2016 by Aman Gupta and Sameer Mehta, the company positioned itself at the intersection of youth culture and accessible technology. According to the International Data Corporation (IDC), boAt became India's fifth-largest wearable brand globally by shipment volume in

Executive Summary The Mahindra Thar represents a unique positioning in the Indian automotive market as a lifestyle vehicle that transcends traditional utility vehicle categorization. Launched originally in 2010 and relaunched with significant updates in 2020, the Thar has evolved from a niche off-road vehicle into an aspirational lifestyle product. This case study examines the verified information available about the Thar's consumer base, market positioning, and its role in M

Executive Summary Nestlé Milkmaid (known as Milkmaid in India and as Carnation in other markets) is a sweetened condensed milk brand that Nestlé has positioned strategically in the Indian market as a dessert-making ingredient rather than merely a dairy product. This case examines how Nestlé leveraged consumer insights around dessert preparation occasions to expand category penetration in India, transforming Milkmaid from a niche baking ingredient into a mainstream dessert ena

Executive Summary In 2017, Procter & Gamble India launched the "Vicks Touch of Care" campaign, featuring a transgender woman as a mother figure. The campaign marked a significant shift in mainstream Indian advertising by portraying a transgender person in a caregiving role, challenging traditional family narratives. This case study examines the strategic decisions, execution. Company Background Vicks, a flagship healthcare brand of Procter & Gamble (P&G), entered the Indian m

Executive Summary Colgate-Palmolive India launched Vedshakti, an Ayurveda-inspired toothpaste range, to tap into India's growing preference for natural and traditional wellness products. The brand aimed to bridge the gap between modern oral care and Ayurvedic formulations, positioning itself within a category increasingly dominated by local players like Patanjali and Dabur. This case examines the product's launch context, market positioning, and strategic considerations in a