Most pet wellness brands in India still plan around a single buyer persona: the "aware urban pet parent". That shorthand is convenient and increasingly wrong. A behavioural lens, …
Nutrition labels for dogs. Cold-pressed treats for cats. Probiotic chews that sound like they belong in a wellness clinic, not a pet store. India's pet food shelf has quietly begu…
Five years ago, the world adopted pets at a pace it had never seen before. In the United States alone, nearly one in five households brought home a new pet during the COVID-19 cri…
A consulting firm tracking the American pet category recently released a figure that surprised even people within the industry: the pet wellness market, when measured properly, ha…
Every brand manager wants a loyal customer base. It is the metric that justifies the marketing budget, the line that gets read out first in the board meeting, and the reason categ…
Most brand managers track repurchase rates and call it loyalty. It is not.
Repurchase happens when:
Switching is inconvenient
The product is the cheapest option availabl…
Some brands are bought. Others are believed in.
Walk past an Apple Store on launch day, and you will see queues that look more like pilgrimages than purchases. Spend a Sunday w…
In 1915, Root Glass Company designed a Coca-Cola bottle meant to be recognised in the dark and identifiable even in shards. The brief was unusual: make a shape that survives break…
Most founders think about growth as a product question. Build the next thing, ship it, and sell it. But the sharpest growth lever many businesses already own isn't a new product. …
Most companies celebrate new customers.
Sales teams are rewarded for bringing them in. Marketing campaigns are judged by how many they attract. Investors often view customer ac…
We often hear that Gen Z is disengaged, apathetic, and checked out of politics. The data from the streets tells a very different story.
Following Bangladesh's 2024 movement, wi…
Most people see a revenue ranking as a leaderboard. Read it as a strategist, and you find a map of the models that work, the patterns that repeat, and the battlegrounds that will …
Every marketer dreams of building a brand strong enough to stretch beyond its original category. After all, if consumers already trust your brand, why not introduce new products u…
Walk down the biscuit aisle at any Reliance Smart or DMart. Count the number of packs that claim to be "India's favourite", "made with real butter", or "baked, not fried." Every b…
