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Executive Summary Maggi noodles, Nestlé India's flagship instant noodles brand with over three decades of market presence, faced an unprecedented crisis in 2015 when Indian food safety regulators banned the product over alleged excessive lead content and labeling violations. The ban, which lasted approximately five months (June-November 2015), resulted in complete market withdrawal, substantial financial losses, and severe brand equity damage. Following regulatory clearance a

Executive Summary Britannia Industries Limited, one of India's oldest and most recognized food brands, experienced a significant turnaround in business performance following Varun Berry's appointment as Managing Director in 2013. Under Berry's leadership, the company transitioned from a period of stagnation and market share erosion to sustained revenue growth, margin expansion, and market leadership reinforcement in the biscuit category. This case examines the documented stra

Executive Summary Lenskart, founded in 2010 by Peyush Bansal, Amit Chaudhary, and Sumeet Kapahi, emerged as one of India's leading omnichannel eyewear retailers through a strategy combining e-commerce operations, technology-enabled customer experience, and extensive physical retail expansion. While business media and startup literature frequently reference Lenskart as an example of "performance marketing" success and digital-first retail, comprehensive public documentation of

Executive Summary Chumbak, founded in 2010 in Bangalore, established itself as a design-led lifestyle brand in India's competitive home décor and accessories market. The company differentiated through colorful, quirky product design and invested significantly in visual merchandising across digital channels, particularly Instagram. While widely referenced in business media as an example of Instagram-driven brand building, comprehensive public documentation of specific social m

Executive Summary Tata Tea (later rebranded as Tata Consumer Products) launched the "Jaago Re" (Wake Up) campaign in 2007, marking a strategic shift from functional product-focused marketing to purpose-driven brand positioning centered on social consciousness and civic engagement. The campaign evolved across multiple phases from 2007 through the 2010s, addressing issues including voter registration, corruption, road safety, and women's safety. While extensively covered in mar

Executive Summary Amul, operating under the Gujarat Cooperative Milk Marketing Federation (GCMMF), represents India's largest dairy cooperative and one of the country's most enduring consumer brands. Since its establishment in 1946, Amul has maintained market leadership across multiple dairy product categories through a distinctive cooperative business model, consistent brand positioning, systematic product portfolio expansion, and operational scale advantages. This case exam

Marketing is more than just promoting products or services. It requires a deep understanding of how to connect with customers and convince them to take action. To succeed, marketers need to develop strong selling skills that go beyond traditional advertising techniques. These skills help build trust, communicate value clearly, and close deals effectively. This post explores the essential selling skills every marketer should master to stand out and drive results. Whether you a

Executive Summary Kingfisher Airlines, launched in 2005 by the UB Group under Vijay Mallya, represented one of India's most ambitious ventures into premium aviation. The airline commenced operations with a five-star positioning, attempting to differentiate through luxury service delivery in a price-sensitive market. Despite initial success and aggressive expansion, the airline suspended operations in October 2012 after accumulating debts exceeding ₹7,000 crore and defaulting

Executive Summary CRED, a members-only credit card bill payment and rewards platform founded by Kunal Shah, executed a distinctive advertising strategy during the Indian Premier League (IPL) from 2020 onwards that generated significant debate in marketing circles. The campaigns featured absurdist humor, nostalgic celebrity appearances, and deliberately unconventional creative approaches that defied traditional direct-response advertising norms. This case examines the publicly

Executive Summary Cadbury Dairy Milk's "Kuch Meetha Ho Jaaye" (Let's have something sweet) campaign, launched in India around 2005, represents one of the most enduring examples of cultural insight-led marketing in the Indian FMCG sector. The campaign strategically tapped into the deep-rooted Indian cultural association between sweetness and celebration, repositioning chocolate consumption from a children's category to an all-occasion celebratory treat for all age groups. This

Executive Summary State Bank of India (SBI), India's largest public sector bank, launched YONO (You Only Need One) in November 2017 as an integrated digital banking and lifestyle platform. This case examines SBI's publicly documented journey to reposition itself from a traditional, bureaucratic public sector institution to a digitally-enabled banking brand, using YONO as the primary vehicle for transformation. The platform represented SBI's strategic response to digital disru

Executive Summary Tata 1mg (formerly HealthKart Plus) evolved from a medicine delivery platform into India's leading health information and e-pharmacy destination by building a content-first SEO strategy. The company invested heavily in creating comprehensive health content, optimizing for long-tail health queries, and establishing domain authority in medical information—enabling it to capture significant organic search traffic before users even considered purchasing medicine

Executive Summary Park Avenue, a menswear brand under Raymond Limited, underwent strategic repositioning beginning in the mid-2010s to address declining relevance among younger consumers. The brand shifted from a formal wear-centric identity toward a contemporary lifestyle proposition encompassing casualwear, innerwear, and athleisure. This case examines the repositioning strategy, execution, and documented outcomes based exclusively on verified public information. Company &

Executive Summary Surf Excel, Hindustan Unilever Limited's (HUL) premium laundry detergent brand, launched the "Daag Achhe Hain" (Stains Are Good) campaign in 2005, marking a strategic departure from functional, product-benefit advertising toward value-based, emotional storytelling. This case examines the campaign's strategic rationale, execution approach, documented business outcomes, and broader implications for advertising strategy in the Indian FMCG sector, based exclusiv

Executive Summary This case study examines boAt Lifestyle (styled as "boAt"), an Indian consumer electronics brand that emerged as a market leader in the audio wearables category through digital-first distribution, aggressive celebrity partnerships, and youth-focused brand positioning. Founded in 2016 by Aman Gupta and Sameer Mehta, boAt achieved significant scale within India's consumer electronics market, becoming the fifth-largest wearables brand globally by shipment volum

Executive Summary This case study examines Britannia Industries Limited's strategic shift toward nutrition-focused positioning through its "Eat Healthy, Think Better" campaign and broader brand evolution. The analysis covers the period from approximately 2017-2024, during which Britannia repositioned itself from a traditional biscuit manufacturer to a nutrition and wellness-oriented food company. This transformation involved portfolio expansion, reformulation initiatives, mar

Executive Summary In January 2022, the Tata Group successfully acquired Air India from the Government of India for ₹18,000 crore, marking the return of the airline to its original founders after 69 years of government ownership. This case study examines the strategic rationale, transformation roadmap, and early execution phases of one of India's most significant aviation sector transactions. The acquisition represented both a symbolic homecoming and a substantial business cha

Executive Summary Mamaearth, launched in 2016 by Honasa Consumer Limited, emerged as one of India's fastest-growing direct-to-consumer (D2C) beauty and personal care brands. The company leveraged digital-first marketing, influencer partnerships, and rapid omnichannel expansion to achieve ₹1,576 crore in revenue by FY2023. This case study examines Mamaearth's verified growth trajectory, go-to-market strategy, and transition from digital-native startup to publicly listed consum

Executive Summary Coca-Cola India launched its "Share a Coke" campaign in 2013-2014, adapting the global personalization marketing strategy that originated in Australia in 2011. The campaign replaced the iconic Coca-Cola logo on bottles with popular Indian names, nicknames, and terms of endearment, aiming to reverse declining youth consumption and drive trial among millennials. This case study examines the strategic rationale, execution approach, and documented business outco

Understanding your market is key to making smart business decisions. Market research helps you learn what customers want, how competitors behave, and where opportunities lie. The good news is you don’t need a big budget to get valuable insights. Many free tools offer powerful features to gather and analyze market data. This post highlights 10 free tools you can start using today and explains how to get the most from each. Laptop screen displaying market research data charts G