CategoryMarketing

WEIRD OR NOT

#FMCG is not a sector where you see a rush of new players the way you might in, say, e-commerce or online education. But that is precisely what happened in 2015 when four companies jumped in to serve the same niche segment – Indian men with hashtag#beards: The Man Co, The Bombay Shaving Co, Beardo and Ustraa. Read a really detailed piece on afaqs! by (bearded, naturally) Abid Hussain...

National brands try regional

There is a big marketing trend in the making. It’s the ‘regionalisation’ of national brands. Last month Titan launched the Namma Tamilnadu collection; watches with dials in Tamil. Now Tata Tea Premium has insightful films to launch two variants: ‘Uttar Pradesh ke liye damdar chai’ and ‘Delhi ke liye rich Assam chai’ reads the packaging. India is diverse...