Debasree Dasgupta

Honasa consumer has always laid strong emphasis on purpose and kept that at the core while crafting every brand. Brands like Mamaearth The Derma Co. Aqualogica™ and BBLUNT have stayed committed to driving impact through their initiatives. We onboarded Aspire impact to assess the impact of these initiatives and we are excited to share the output of this exercise and announce the launch of the first-ever Impact report by Honasa Consumer Ltd. Here are some key highlights from the report: –> Planted 500K trees, greened 3500 acres of land, promoted organic farming, offsetting 250K tons of carbon emissions. –> Empowered 10K+ women through vocational training in hair styling. –> Educated 10K+ students on climate change in 76 schools. –> Delivered clean water to 500 households in Madhya Pradesh and Chhattisgarh. –> Our efforts are estimated to release 500K tons of Oxygen through 5 lakh planted trees over 20 years. Furthermore, @Mamaearth has recycled more plastic than it uses, with over 8300 metric tons of plastic waste recycled in the year 2022-23! These initiatives span 14 states and 2 Union Territories, promoting sustainable growth and transformative societal benefits. Our brands, including Mamaearth The Derma Co. Aqualogica™ and BBLUNT each contribute to these impactful initiatives in unique ways. To access the full report and delve deeper into our commitment to building a better tomorrow (https://lnkd.in/d9k-bFxa) #Honasa #SocialImpact #Sustainability

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𝗛𝗲𝗿𝗲'𝘀 𝗵𝗼𝘄 𝗔𝗺𝘂𝗹 𝗶𝘀 𝗯𝗮𝗻𝗸𝗶𝗻𝗴 𝗼𝗻 𝘁𝗵𝗲 𝗽𝗼𝘄𝗲𝗿 𝗼𝗳 𝗻𝗼𝘀𝘁𝗮𝗹𝗴𝗶𝗮 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴? As we mark World Milk Day today, here is a piece one of the best examples of how Asia’s largest milk brand is leveraging nostalgia in building a brand. The spotlight is back on an iconic Shyam Benegal directed ‘Manthan’ when recently GCMMF walked the red carpet at Cannes where the 4K restored version was released. Did you know Manthan is India’s first crowdfunded film where 5,00,000 farmers donated ₹2 each to bring the project to fruition 48 years ago? The jingle ‘𝘔𝘦𝘳𝘰 𝘎𝘢𝘢𝘮 𝘒𝘢𝘵𝘩𝘢 𝘗𝘢𝘳𝘦𝘺’ taken from the same movie has been refurbished several times by the brand to evoke positive emotions for brand. Amul scored perfectly every time to transport us back to memories and feelings associated with the past to create an emotional connection with its consumers. A wealth of research shows that nostalgia can result in creating more trust towards the brand and increase purchase intention. ➡️Following the reception at Cannes, the restored version of Manthan will be released in 100 theatres, across 50 cities in India on June 1 and June 2. 𝐂𝐡𝐞𝐜𝐤 𝐭𝐡𝐢𝐬 𝐨𝐮𝐭 𝐟𝐨𝐫 𝐨𝐧𝐞 𝐦𝐨𝐫𝐞 𝐭𝐢𝐦𝐞. (𝐀𝐮𝐝𝐢𝐨 𝐨𝐧 𝐩𝐥𝐞𝐚𝐬𝐞!)🔊 This is so iconic and nostalgic, that every time I come across this ad film it gives goosebumps! Happy weekend. #worldmilkday #nostalgia #nostalgiamarketing #retromarketing #amul #marketing #iconicads #bestads

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The Ministry of Commerce and Industry has stepped in to remind e- commerce platforms not to label products like Cadbury Bournvita as 'health drinks' & pointing out that such a category doesn't exist in the Food Safety and Standards Act. Similarly, the Food Safety and Standards Authority of India (FSSAI) has advised against calling dairy, cereal, or malt-based beverages 'health' or 'energy' drinks to prevent any confusion among consumers. According to The Times of India, e-commerce platforms are updating the categorization of products such as Bournvita, Horlicks, and Boost, now labeling them as 'nutrition drinks'. Big Basket has already taken steps to eliminate the 'health drinks' category from its search options, while Horlicks is now listed as both 'health and nutrition' drink on Swiggy Instamart. Flipkart, which is owned by Walmart, is reportedly in the process of reclassifying these products. Earlier this month, the Union Ministry of Commerce and Industry issued guidance to all e-commerce companies to remove such beverage mixes from the health drinks category since it doesn't align with India's food safety standards. Despite this change, industry executives don't anticipate any negative impact on sales, as mentioned in a report by Financial Express. These drinks were traditionally known as 'MFD' or Malted Food Drinks, but most consumers didn't really use that term; they usually referred to them by brand names. Although this designation initially started as an internal thing, it gradually found its way into advertising, even though it wasn't meant to imply health benefits. Brands like Bournvita, Horlicks, and Boost, which are high in sugar, can pose health risks, especially for kids, leading to problems like obesity, type 2 diabetes, and dental issues. This whole situation highlights the need for honest and clear communication during difficult times. Instead of resorting to legal threats and hostility, brands should be open to talking with consumers and addressing their worries. The rise of influencer activism has also changed the way brands communicate in the digital world. East India Retail Connect Saheli Choudhury

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https://lnkd.in/dt7Yg3ip Q Commerce and why it suits Indian Culture I wrote this for Prasad at Brand Equity Attaching the original in case you can't access the link enjoy shiv Prasad Sangameshwaran

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Its is so heartening to see Mumbai Police using such smart methods to get across their message o citizens! If more government departments could invest in understanding consumer behaviour and applying marketing techniques, we would probably have more success in dealing with social issues. One of my pet peeves has been the anti-smoking campaign that we are forced to watch when we watch a movie. I sincerely doubt if anyone sitting in a metro PVR type multiplex can connect or identify with the situations and protagonists shown in these ads. If I were working for the health department, I would go back to the fundamental principles of marketing - segmentation, targeting & positioning: first segment the target audience in a meaningful manner, and then create communication customised to each distinct customer segment. #antismokingcampaign #publicservicecommunication

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#560. Interesting conversation Brijesh Matalia ! We discussed Marketing, Disruption & Careers One of the things that I recommend during my mentorship calls is to try and uncover your destination by searching on Google/ LinkedIn the profiles of leaders that you admire. The reason why this works is that, when u Google, you spontaneously search for what you are subconsciously looking for. Hence, while planning our professional journeys, we can't visualise profiles like Thought Leader, Entrepreneur or Founder. But when you Google people you admire you can identify what you are subconsciously looking for! #scaleupwithsaurabh

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A super light and fun read with diverse business case studies “Storm the Norm by Anisha Motwani”. Cases from India market (mix of home grown, multinational and global brands), but quite relevant for marketers operating in emerging economies. 20 case studies of brands from diverse categories and contexts that succeeded in the face of great challenges. Mix of Entrepreneurial journeys that disrupted the market by uncovering hidden opportunities and creating entirely new categories; Challengers who really put up bold fight and won against established leaders by innovative products, services and marketing and of Legacy brands and companies on how they kept reinventing the core and continued their winning journey. This is a book from 2016 so does not included D2C or new age startup case studies but covered cases are good to understand business dynamics and tool kits available with marketers to create disruptions. Written with most inputs from brand and marketing teams so has a bit of boasting at time but still quite lucid with good analogies and insight on strategies undertaken and key roadblocks faced. Another bonus; this book is available in Kindle Unlimited for free.

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The D2C Wave in India's CPG Sector: Sifting Through the Noise In the past 18 months, brands have exploded in India's direct-to-consumer (D2C) landscape. Each newcomer waves a flag declaring their pioneering status, but the fundamental success metric in this cluttered club isn't just about who shouts the loudest. The actual victors are those who can navigate the nuances of consumer engagement, funding, and product-market fit beyond a catchy story. As a strategist entrenched in this arena, I've witnessed that out of a dozen hopefuls, barely a third sustain operations past their inaugural year. This attrition concerns more than who has the better product and who is equipped to play the long game. The Price of Entry and the Budgetary Truths Entering the D2C fray without a solid financial plan is like stepping into a battlefield unarmed. An operational marketing budget of less than INR 250,000 per month is often a prelude to a swift exit. It's a space that's as much about financial endurance as product innovation. The Myth of Perfection Before Scale Seeking perfection before scale is an exercise in futility. The quest should be for authentic customer validation—a cohort of 5,000 customers providing genuine feedback—rather than an elusive perfectionism that delays market entry and learning. Unspoken Rules and Black Hat Realities Like many others, the D2C sector has its shadows. Not all growth strategies are discussed in boardrooms or flaunted in press releases. However, the unacknowledged truth is that many, if not all, major players in the sector traverse these grey areas. Niche Traps and Marketplace Goldmines Hyper-niche branding or touting exclusivity rarely leads to significant traction. Instead, the reality is that marketplaces are the lifeblood of D2C in India, commanding upwards of 80% of a brand's business. Accepting this can be the difference between thriving and merely surviving. Luxury Narratives and Value Propositions In the digital world, 'luxury' is a term often misappropriated. Authentic luxury doesn't scream from a webpage—it's a quieter, more exclusive affair. Brands would do well to focus on delivering value within the sweet spot of INR 200 to INR 2000, catering to a value-conscious yet discerning Indian consumer base. Channel Versus Brand Marketing Channel marketing should be the focal point for those operating on a lean budget—say, less than 60 lakhs annually. Stretching your budget to create a brand allure without sufficient funds can leave the brand and its operational capabilities malnourished. #D2CInsights #CPGTrends #D2C #D2Cbrand #BusinessStrategist #MarketingBudget #DigitalMarketing #ChannelMarketing

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How can FMCG stores benefit from partnerships like BeSure Sainik Canteen? Partnerships like with BeSure Sainik Canteen can significantly benefit FMCG stores by expanding product reach across India, leveraging a network of 900+ stores operated by retired force personnel. This collaboration enhances brand visibility, fosters national distribution, and supports the retired force community.

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The 'real' Brand Ambassador : In India, usually in #FMCD (#consumerelectronics) & #mobile (#smartphone) industry, trained professionals are planted inside the Multi brand outlets, Modern Trade Stores, Regional Specialty Stores & Brand Shops by each brand. These trained professionals undergo rigorous training programs for the specific products / solutions marketed by the brand. The idea is that these well trained pros would entertain & resolve queries of the consumer walk-ins. They would engage, educate & deliver best-in-class experience to the prospective buyer / consumer. These trained professionals are called by various names across the industries, viz., In-Shop Promoters (ISPs), Shop Sales Executives (SSEs), In-Shop Demonstrators (ISDs) etc. In general, these individuals are either 10th / 12th pass, may be graduates, and a little bit of them are post graduates; and from a bit lower strata of the society. I don't mean to tag them or anyone here in any which ways, but just want to let you know who they really are. In other industries like #Paints, #Buildingmaterials, #Mobility, #Infra, #Automobiles etc., the product / solutions training is provided to the painters, plumbers & plumbing contractors, Tire technicians, Fabricators, Electricians, Shop Floor Professionals, and so on & so forth. This community of people is like a soldier standing on the border of the country. They are the first & the last consumer / customer facing 'humans' between the 'brand' and the 'prospective buyer'. Hence, I feel this community (ISPs, SSEs, ISDs, Painters, Plumbers, Tire Technicians, Fabricators, Electricians etc....etc....) are the 'REAL' Brand Ambassadors in their respective industries for their respective brands. We need to take care of them & the frontline sales team, the way we treat the 'signed' #BrandAmbassadors who are either Bollywood actors, Cricket players and / or big known celebrities. The 'REAL' Brand Ambassadors deserve the same, if not more; attention, respect & focus; as that given to the 'signed' Brand Ambassadors. Agree ?!! Thoughts please.......... #sales #marketing #brand #business #categorymanagement #productplanning #recruitment #search #selection #staffing #humanresources #consultant #team #culture #jobs #jobsearch #OpenToWork #India #recruitmentprofessionals #headhunter

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Do your products fill the white space at retail? During my recent panel discussion at ECRM's Beauty Session, I had two superstar suppliers discuss best practices around retail buyer meetings, from prep to meeting execution to follow up and beyond. In this excerpt from the discussion, Osman Mithavayani of Okay Pure Naturals and Jack Savdie of Global Beauty Care share how they develop products that address white spaces -- those untapped areas of opportunity that require an innovative product or marketing strategy to exploit. Both Osman and Jack are experts at this, and have seen tremendous success from their buyer engagement over the years at ECRM's Sessions. You can watch the entire panel discussion on YouTube at the link in the comments! #cpg #retail #beauty #ecrmrangeme

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Who will buy Kwality Walls in India    As Unilever mulls divesting its global ice cream business, a fascinating question arises: who will take the reins of Kwality Walls in India, a market with a projected growth rate of over 8% by 2029 Let's dissect the prospects of some key players:    ITC: A Well-Positioned Contender  ITC, boasting a robust foods business, presents a compelling case. Their established distribution network, particularly their cold chain infrastructure reaching retail points, would be a perfect fit for Kwality Walls' existing operations. ITC's strategic acquisitions like Savlon and Nimyle demonstrate their appetite for growth, and their financial muscle allows them to handle a deal of this magnitude. However, a potential hurdle lies in the sheer size of the acquisition, exceeding their past ventures.    Britannia: A Dairy Diversification Play  Britannia's existing presence in the dairy space, initiated through a JV with Fonterra, positions them strategically. Expanding into ice cream would synergize with their existing efforts in dairy products and milkshakes, potentially giving their Britannia brand a much-needed boost. However, their historically conservative approach, particularly regarding acquisitions, could be a roadblock.    Devyani International: An Established Player with Room to Grow  RJ Corp's Devyani International, with their Creambell brand, is already an ice cream player, but primarily in Delhi NCR. Their association with PepsiCo provides them with financial and managerial strengths. However, Devyani's nurturing approach, as opposed to an aggressive acquisition strategy, might not be the best fit for Kwality Walls' expansive reach.    Reliance: A Wildcard with Big Aspirations  Reliance, notorious for bargain-basement acquisitions (think Campa, Big Bazaar, and Dunzo), could emerge as a potential buyer. Their financial muscle and FMCG aspirations are undeniable. However, their track record suggests they might struggle to meet Unilever's valuation expectations.    Tata Consumer Products: A Focus on Digestion  Having recently acquired Ching's, Tata Consumer Products might prioritize integrating their current acquisitions before taking on another sizeable brand like Kwality Walls.    Beyond the Obvious: Are There Dark Horses?  While these players are strong contenders, there could be surprises. Private equity firms or even emerging Indian ice cream companies with aggressive expansion plans could enter the fray.    The Final Scoop  The future owner of Kwality Walls will depend on Unilever's asking price and strategic priorities.   Only time will tell who emerges with the winning bid and the strategic vision to unlock Kwality Walls' full potential. 

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FMCG Gains at Nifty: What Worked? The Nifty FMCG index reported the biggest sectoral gains today, with over 2% growth likely due to a recovery in the rural market, accelerated double-digit growth through e-commerce/modern trade, and an increase in international business. In addition to the aforementioned reasons, it is worth noting the foray of leading FMCG players into the Health & Wellness category, which is predicted to expand at a compound annual growth rate (CAGR) of 9.80% between 2023 and 2030. This comes at a time when consumers are increasingly prioritizing holistic wellness, emphasizing the importance of a healthy diet and lifestyle, as well as a growing focus on preventive healthcare through functional supplements and better for you plant-based products. Recent value-added wellness foods and nutrition acquisitions and investments by legacy FMCG brands include: - HUL's purchase of wellness brand Zywie Ventures Pvt. and a minority stake in health supplement maker Nutritionalab Pvt. - Marico's acquisition of a 58% stake in Satiya Nutraceuticals Pvt Ltd and its wholly-owned subsidiary Juizo Advisory Pvt Ltd, which owns the brand 'The Plant Fix-Plix'. - Dabur, known for its traditional Ayurvedic medicine and herbal products, is exploring diversification into health food with its $71 million purchase of Badshah Masala Pvt Ltd. It will be interesting to see how this phenomenon evolves with the rising number of startups in the better-for-you health and wellness category. https://lnkd.in/dFfqes_9

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𝗗𝗧𝗖 𝘀𝗶𝗻 #𝟮: 𝗺𝘆 𝗯𝗿𝗮𝗻𝗱 𝗶𝘀 (𝗳𝗼𝗿𝗲𝘃𝗲𝗿) 𝘂𝗻𝗶𝗾𝘂𝗲 We continue our series on key 'sins killing DTC businesses' in the FMCG industry - Over-estimating a brand uniqueness/ USPs vs. (omnichannel) alternatives - Failing to understand consumer options on the holistic consumer job to be done & accordingly brand competitiveness - Failing to understand current source of competitive advantages & protect/ renew them - Failing to reinvent the brand/ keeping it fresh over time in a market that keeps evolving Best case in point: Dollar Shave Club. Yes it was a pioneer on razors subscription but incumbents (Gillette) & new entrants (Harry's Inc....) caught up In a context of rising competition & accordingly rising CAC & falling CLTV, maybe DSC should have considered entering retail much earlier. Especially considering the subsequent success of Harry's Inc. in retail (cf. yesterday post) Adding to this an inconsistent brand management from Unilever (cf. their pricing, messaging, marketing strategies) What happened to the legendary message: 'our blades are f**king great'??? The result is a business that was acquired for $1bn by Unilever in 2016 and that was sold in 2023 for likely a fraction of that (undisclosed amount) to Nexus Capital Management To know more about DTC failure & success drivers, refer to our last publication: 𝗙𝗠𝗖𝗚 𝗖𝗘𝗢𝘀: 𝟭𝟯 𝗦𝗶𝗻𝘀 𝗞𝗶𝗹𝗹𝗶𝗻𝗴 𝗔 𝗗𝗧𝗖 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 & 𝗛𝗼𝘄 𝗧𝗼 𝗦𝘂𝗰𝗰𝗲𝗲𝗱 𝗔 𝗗𝗧𝗖 𝗧𝘂𝗿𝗻𝗮𝗿𝗼𝘂𝗻𝗱 https://lnkd.in/eD8m7mHa Time for all DTC assets owners to understand DTC success drivers Exciting & decisive times for DTC in the FMCG industry 𝗧𝗼 𝗴𝗲𝘁 𝗮𝗹𝗹 𝗼𝘂𝗿 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, 𝗳𝗼𝗹𝗹𝗼𝘄 𝘂𝘀 & 𝘀𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗼𝘂𝗿 𝗙𝗠𝗖𝗚 𝗖𝗘𝗢 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝗻𝗲𝘄𝘀𝗹𝗲𝘁𝘁𝗲𝗿: https://lnkd.in/ea4gy65y #fmcg #cpg #strategy Frederic Fernandez & Associates

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About time we discuss the urgent need of transparency in the consumer foods space. Recently, revelations about Nestlé adding sugar to baby food without clear labeling have sparked concerns. One can’t stress enough the importance for consumers to read back of food labels and understand them holistically before consuming. But let's not single out Nestlé alone. This issue extends beyond global giants to even newer consumer food brands! Many of these brands tout themselves as 100% natural or healthier alternatives, yet they too engage in deceptive labeling practices, masking unhealthy ingredients under the guise of wholesome goodness - making it difficult for consumers to understand. Here at Yu Foodlabs, we take a different approach. While providing products with clean labels is a given, we want to make sure our claims and labels are crystal clear that encourage consumers to read the back of our labels in order to maintain full transparency. It's about time we all read back of labels and consume only those ingredients that we understand! At least we will be one step closer to creating more food companies that are Honest :) Varun Kapur Umang Aparna Dua Hufrish Bhiladwala Palak K. Surabhi Batra Shivi Tandon Riya Rustagi Anoop Amar Kureel Deepak Sehgal https://lnkd.in/g33HtuFu

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The transition from 3G to 4G was fast and brought about the separation of the wheat from the chaff with the Indian brands taking a big hit and the Chinese brands gaining. What impacted the Indian brands was not just the sales but the very high cost of liquidating their 3G inventory, giving the Chinese brands the space to grow.The same may not hold good for the transition from 4G to 5G devices which has seen a steady growth with most brands aligned. One thing which could create some turmoil in the industry is AI, if one goes by what is happening in the Gulf. Retail prices on PC's are seeing some of the biggest drops in recent times, with discounts extending to 30-40 per cent on even some of the latest models. On some PC brands, there are straight 50 per cent price slashes. While some of the heavy discounting has to do with summer promotions, retailers are also clearing their inventory before the high-profile AI-enabled devices come to market in the second-half of the year. Even smartphones released this year have seen price cuts, of between 10-20 per cent. Well Gulf is a much higher ASP market, based on the same logic there exists a possibility of cuts in the prices of non AI devices in the mid premium, premium and super premium segment devices in India as well. July/August should see more launches and a possible lift in sales after a weak Q2 with new launches and the onset of the festival season. The way smartphone majors are stocking up on new supercharged chips from the likes of Nvidia does indicate a massive launch of new devices that incorporate AI in a big way. Will AI devices lead to a spike in premiumisation with the super premium segment moving to 11-12%? Shouldn't brands in these segments clear their non AI inventory fast? Will Apple's next iPhone define AI demand? With its new iPad, #Apple has provided a taster for what AI devices could be in for in the second-half of the year. The UAE release of the iPad, which is Apple’s first model with an extensive set of AI features, has been met with solid initial demand, according to retailers. This sets up things nicely for the next Apple iPhone. “The #SamsungGalaxyS24Series launched in January has already shown that smartphone users are willing to upgrade to AI,” said a retail sector analyst. “Until recently, the question was what Apple’s plans were for AI. That’s been answered, and the market will see heavy demand for AI-backed devices. A clear beneficiary will be the next iPhone. Can Q3 therefore be the quarter which sees the entry of Apple in the top 5 smartphone brands in India? Well, the possibilities run high.

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#532. Managing Brand Equity is a topic that I recently taught the batch Bharathidasan Institute of Management Tiruchirapalli . Further the transition from Twitter to X was one of the key examples we discussed. The Restage to X has been disruptive to say the least with its Share Holder value moving from 44 Bill to 19 Bill. Now, it would be unfair to attribute the erosion in market value to just a name change. However, reasons which may be more pertinent are: 1. The uncertainty around the new business model that Elon Musk is keen to pioneer in calling it a "reverse start-ups" 2. The loss of talent with the massive lay offs and uncertainty of its future and hence it's ability to attract the best talent in the future. 3. Customer & Partner confusion on what the service stands for and what changes they might expect in the future also reflecting in loss of Ad Revenue. However, Elon Musk shouldn't be surprised given he himself claims to have over paid and estimated its own valuation at 20 Bill. Call it a self fulfilling prophecy. Now, much like other gambles that Musk has taken in the past, if someone has the determination or appetite to turn the story around its definitely him. However, what's your view? Is the rebranding to 'X' a wise decision? What do u believe is the real reason for the shift in equity? Do you expect Twitter or X to bounce back? #brandupwithbajaj #thepracticalmarketer

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The BIG business of BRAND Fakes Weekly learning 29/2024 There has been a lot of talk in recent times about the cost of goods/bill of material being less than 30 % for luxury brands consumer price. While this is true, another aspect of this is the fake/counterfeit/knock off brands that have mushroomed as a result. Here are my learnings: 1. The fake brand industry is put at anything between $1.7 trillion and $ 4 trillion. That's about 2 to 3 % of the global economy. Its huge, on its own at this number ,the fake brand industry is the tenth largest economy globally. 2. The fake industry especially for luxury brands exists because of the high margins the brands make, because of outsourcing, because of fast design capability and access to technology. This is an eco system whose wheels are moving well, supplier base, skill base, distribution base and an ever aspirational consumer. 3. 75 % of fakes come from China and 60 % of fake brands consumption is in the USA and 40 % of fakes are sold online. Buying fake is easy access and is anonymous for the consumer! The fake industry takes away 2.5 million jobs, that's serious. 4. Fake brands are a result of hallowing of brand values, specifically logo value recognition. 5. The no 1 category for fake brands is footwear, Yeezy and Nike Jordan account for more than 80 % of online searches, designer brands like LV, and watches. Rolex fakes get more online searches than all other luxury watches put together. 6. From a consumer point luxury brands are the dreams of many, affordable to a few. Coco Chanel the creator of Chanel No 5 and the creator of a woman's wardrobe must have - the LBD - the Little Black Dress said of fakes " Fakes are the ransom of success" 7. Technology can play a role in ensuring real brand recognition - use of QR codes, NFC chips, proprietary tracking systems, and blockchain. 8. The trouble is that this consumer is aware that he/she is buying fake, in some cases they are unaware. Intentional searches and buying is more the norm, this is not a gullible consumer. 9. The consumer feels smart that he/ she has access to a brand at significantly lower prices. Luxury brands need to rethink their strategy if they want to claw back a slice of what's due to them. They have to stay a step ahead in getting consumers to identify real differences. 10. In India we have a lot of fakes of FMCG brands - one number puts that at 10 %, this is more because of a gullible consumer and an unscrupulous trade. Many ideas have been tried- holograms, etc. shiv www.shivshivakumar.com

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It was interesting to read an article by The Economic Times that reported a notable trend among younger consumers in India: a growing preference for local brands across various product categories, particularly in fast-moving consumer goods (FMCG). This shift reflects a broader movement towards supporting indigenous businesses such as Roastea and embracing products that resonate with local culture and values. This trend has implications for both domestic and international companies operating in India's competitive market. As #GenZ continues to favor local brands, businesses may need to adapt their strategies to cater to this evolving consumer preference. Additionally, the emphasis on supporting local businesses reflects a growing awareness of sustainability and the importance of investing in #MakeInIndia for economic growth.

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