Marketing

Many iconic brands hide a lesser-known origin story that plays a crucial role in their growth and emotional connection with customers. In this series, we explore such stories—peel…

Long before sleek EVs and flashy bikes ruled Indian roads, the early ’90s saw a humble two-wheeler capture the hearts of young Indians: the Bajaj Sunny. Lightweight, stylish, and …

In the early 1970s, India was on the cusp of transformation. Bicycles dominated the roads, and motorcycles were still a luxury for the affluent. In this backdrop, a visionary idea…

What Went Wrong for Kirana Stores For decades, India's kirana stores were the backbone of the country's retail ecosystem. These humble neighbourhood shops thrived on personal r…

Not every holiday begins with ancient roots. Some holidays, such as Father's Day, emerged in recent history—not rooted in tradition but inspired by a compelling story. Father's…

We've all heard it. The golden rule. The holy grail of business. "The customer is always right." Really? Tell that to the waiter who was blamed for the fish being "too fi…

We all love a good movie. But have you ever asked yourself why? It's not just the visuals, the actors, or even the music. We love movies because they tell a story. A stor…

When we walk into a store, open an app, or click "add to cart," we're not just buying a product. We're buying a version of ourselves we want to become. A better, more confident, h…

In today's hypercompetitive landscape, packaging is no longer just a functional afterthought; it has become a strategic asset. It's a powerful touchpoint in the customer journey—o…

In the heart of Turin, Italy, a visionary named Virginio Bruni Tedeschi founded a company in 1924 that would go on to become one of the world's most recognisable tire brands. He c…

More than five decades ago, when modern medicine was booming and Ayurveda was still met with hesitation, a green bar of soap quietly entered Indian households—and it has remained …

In the 1940s, an Ayurvedic physician named C.R. Kesava Vaidyar was crafting something in the quiet town of Irinjalakuda, Kerala, soon become a household name—not just in India but…

When you reach for a pack of Parle Monaco, you’re not just grabbing a salted cracker — you’re reaching into a legacy that spans nearly a century. This humble biscuit, now a staple…

Despite being raised on smartphones, fast Wi-Fi, and one-tap shopping apps, India's Gen Z is unlikely to ditch brick-and-mortar stores anytime soon. They're embracing offline shop…