Case Study

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

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 2021 and 2024, Blinkit (formerly Grofers) transformed from a struggling grocery delivery platform into India's quick commerce leader, simultaneously building one of India's most engaging brand presences through real-time moment marketing. This case examines how Blinkit leveraged its core operational capability—speed—as the foundation for a distinctive social media strategy that capitalized on cultural moments, trending topics, and real-time events wi

Executive Summary Pidilite Industries' Fevicol has achieved what few brands accomplish—becoming synonymous with its product category while maintaining 70% market share in India's adhesive market for over five decades. This case examines Fevicol's distinctive advertising strategy built on humor, hyperbole, and visual storytelling that transformed a functional industrial product into a cultural icon. Through campaigns spanning from the 1990s to present, Fevicol demonstrated how

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

Executive Summary Zomato has become one of India’s most distinctive digital brands by developing a social media strategy that blends cultural fluency, humour, data-backed storytelling, and real-time responsiveness. Unlike most consumer internet companies that rely on performance-driven communication, Zomato built a participatory brand anchored in everyday conversations. This case study examines Zomato’s India-focused social media strategy from inception to scale, analyzing ve

Executive Summary Since 1966, Amul—India's largest dairy cooperative—has executed one of the world's longest-running and most distinctive advertising campaigns through its topical billboards and print ads featuring the iconic Amul Girl. For over five decades, Amul has maintained cultural relevance by commenting on political events, sports victories, entertainment controversies, and social issues through witty wordplay, timely illustrations, and the unchanging mascot of a mopp

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