Point of View

In contrast to the more conventional "survival of the fittest" strategy, which emphasizes aggressive rivalry and personal power, the "survival of friendliest" theory posits that c…

Kiran Mazumdar was born and raised in Bangalore, India. She began her formal education at Bishop Cotton Girls' High School, graduating in 1968. After high school, she enrolled at …

The want to amass possessions is universal among humans, yet some of us have a stronger desire than others. Psychologists think that when we amass a lot of things that attract or …

Vijay Mansukhani's story is one of transformation, risk-taking, and visionary thinking that helped redefine the Indian consumer durables market. Born and raised in Mumbai, Vijay p…

Despite their apparent similarities, humanisation and anthropomorphism have different but complementary effects on the pet products business, especially on the creation and promot…

India faced the twin crises of extreme poverty and rapid population growth sixty years ago, in the 1960s. In 1964, the country's population was around 470 million, expanding frigh…

When MP Ahammed was born, his father, a farmer, was well-known in his hometown of Karayad and had already reached the age of 60. He was the youngest of six children and the only s…

Marlboro's transformation from a brand aimed at women to the archetypal "man's cigarette" is a prime illustration of effective brand repositioning. The strategy and backstory behi…

Midway through the nineteenth century, Quaker Oats' tale starts. Horses, which played an essential role in both transportation and work during that era, were the main animals fed …

In India, the upper classes, particularly men, largely viewed the wearing of any footwear as a privilege. This view, which persisted for a long time, further deepened the gap betw…

The interesting story of how Mountain Dew went from being a niche soft drink to a $7 billion worldwide brand is a result of their extensive grasp of consumer culture, focused mark…

In 1934, two Danish engineers named Henning Holck-Larsen and Soren Kristian Toubro landed on the coasts of India. The two men were representatives of the Danish engineering firm F…

The popular Latin American e-commerce site Mercado Libre conducted the "Handshake Hunt" promotion on Black Friday, 2023. To make a splash in Brazil before Black Friday sales, Gut …

In his 1984 book Influence, author Robert Cialdini first used the term "social proof." As a psychological phenomenon known as "social proof," it occurs when individuals tr…