Brand Turnaround Stories

Executive Summary Fastrack, launched by Titan Company Limited in 1998 as a sub-brand targeting youth, evolved from a struggling accessory line into one of India's most recognized youth lifestyle brands. This case study examines Titan's strategic repositioning of Fastrack through distribution transformation, brand architecture decisions, and sustained youth-focused marketing that helped establish it as a ₹1,000+ crore brand by the mid-2010s. Background & Context Company Profil

Executive Summary Between 2008 and 2023, Tata Motors underwent one of India's most significant automotive brand transformations—from the launch of the world's cheapest car, the Nano, which became synonymous with failure, to the Punch, which established Tata as a desirable, aspirational brand. This case examines how Tata Motors navigated brand perception crisis, product portfolio misalignment, and intense competition to emerge as India's third-largest passenger vehicle manufac

In June 2015, Maggi noodles—India's most beloved instant food brand with over 80% market share and three decades of consumer trust—was banned nationwide following allegations of excessive lead content and incorrect labeling. The crisis wiped out ₹450 crore worth of inventory, damaged Nestlé India's market capitalization by ₹10,000 crore, and threatened to destroy a brand that had achieved iconic cultural status. This case examines how Nestlé India orchestrated one of the most