Point of View

The British Airways campaign "Fuelled by Love" was a carefully crafted attempt to reshape perceptions around both British Airways (BA) and India itself. Unlike typical airline mar…

Brand culture is the set of shared values, beliefs, and behaviours that define a brand and guide how employees, customers, and stakeholders experience it. Unlike the brand image, …

By aligning a product's features and benefits with the needs, desires, and pain points of the target audience, the Value Proposition Canvas transforms customer insights into busin…

Marketing expert Eugene Schwartz popularized the idea of Stages of Customer Awareness, which provides a framework for companies to tailor their marketing communications according …

Merging with or working with Licious, India's top premium meat and seafood business, will help q-commerce startups like Zepto, Instamart, or Blinkit immensely. This strategic alli…

The concept that happy, empowered staff are better able to provide remarkable customer experiences is a common rationale for leading organisations that put people first and consum…

Strategy and marketing have helped Pidilite build an empire, making it unique. Pidilite (Fevicol, etc.) is a model of effective brand-building since it has built a loyal customer …

The Indian pet food market is experiencing significant growth, driven by factors like increasing pet ownership, rising disposable incomes, and changing consumer attitudes towards …

When Maggi Noodles first debuted in the early 1980s in the Indian market, it encountered considerable obstacles. The parent firm, Nestlé, had a challenging time getting Maggi off …

In case you've never had it before, Biryani is a famous Indian rice dish made with aromatic basmati rice, spices, vegetables, and meats like chicken and mutton. Traditional bir…

In many respects, the corporate world is like the popular soft and spongy Gujarati Dhokla, which is both amusing and insightful: The rise requires preparation and patience T…

Flour, lentils, and fermented rice form the batter of the thin, crispy pancake known as dosa or dosai. It is a common accompaniment to the lentil-based sambar and the tangy chutne…

The Indian dessert known as Rossogolla is a famous dish that has cottage cheese, or chenna, soaking in sugar syrup. Dipped in thick sugar syrup, it transforms into a spongy ball. …

An iconic Indian dessert, Soan Papdi, consists of layers of flaky, crispy pastry doused in sugar syrup. It tastes sweet and somewhat nutty and has a unique texture. Soan Papdi …