Patanjali & its captive consumer

With news of #Patanjali realizing its apparel dreams with 'Patanjali Paridhan' coming to fore, one can imagine what opportunity it is trying to tap in this category.

Its the big mass of loyal #customers who use patanjali ayurvedic medicines and FMCG products. Demographics - Everywhere, middle aged to old, across SECs. Psychographics - Faith in roots: be it ayurveda, swadeshi, religion, indigenous culture and so on.

What kind of #apparel will make sense? - All growing categories in apparel - Ethnic wear, athlesiure (read yoga wear), inner wear (closer to skin organics) and basic essentials in western wear.

#Brand Promise - Sasta, Shudh & Swadeshi.

"Clothing is Baba Ramdev's next big bet. His enterprise Patanjali — which has disrupted India's FMCG market — is set to enter the apparel business by May, The Ken reports (behind paywall). ‘Patanjali Paridhan’ will have 600-700 retail stores across the country in Tier 2 and 3 cities, though it has also partnered Big Bazaar’s fashion arm, FBB, for distribution. The products, priced at Rs 300-2,000, will compete with the likes of affordable fashion store V-Mart and FBB itself." - Linkedin News

Millenials behaviour and opportunities

#Millenials consuming behaviour and #privatelabels push of online retailers, is seriously cooking up a #retail #storm!!

Few key symptoms -

1 Millenials demand #performance vs #logo - Its not about flaunting a logo that labels them as connesieurs, its more about understanding what they possess. Its like apple vs nexus or one plus. Explains the rise of such brands.

2 Millenials seem #practical in price value equation - Marketing and Brands is about profits, doesnt appeal to them, they are ok with private labels with quality output. They read #reviews to trust a new brand and easy return policy makes it work.  Shows growing emergence of private labels like amazon basics.

3 Millenials #search #google or app for literally everything - Thats a big one! Thus, white dress shirt search will land them to more often than not to private labels rather than the white shirt from ralph!

Imperatives??

#Brands need to create an unmatchable offering mostly thru fantastic quality at the right price. And engage in whys of #storytelling of how the brand aligns to thier #pragmatism. Curate personalized collections via #VisualMerchandising in a physical store. Plan #human-interaction to aid in story-telling and #feedback so that u appear as a brand that cares.

Elephants can Dance! - From Maruti to Haldirams

Elephants can Dance!!

Haldiram & Maruti on the front page of The Economic Times Times today for positive reasons.

With 'natural', 'authentic' and 'indigenous' elements creating a new trend and increased demand, #Haldiram toppling #Pepsi from No 1 snacks player by turnover is a sign testifying the wave.
From humble beginnings in Bikaner to chance expansions in other parts and later managing the entrepreneurial spirit thru 4 generations; Haldiram story has its share of ups and downs, as mentioned in a book - Bhujia Baron. But today's news makes a new cover page!

#Maruti, from a brand that ran its 800 model for more than two decades with incremental changes; today is a model churning behemoth.
From mass to class, the brand has brought numerous car brands with 'ferrarian' speed to make it premium and yet with volume. From Swift to Dzire to Ciaz to Baleno to Grand vitara, it has some 6 cars in top 10 passenger car market by volume.
From a brand around value (kitna deti hai?) to premium appeal (Nexa experience) it has hit home run everywhere. No wonder the stock is pricier than #Ferrari.

Indian #Elephants are starting to #Dance, a properly  choreographed one!! #MakeinIndia

#consumer #businesses #india

Current Read - Corporate Chanakya

Just grabbed recently from an Airport shop; this book is amongst many books being based on ChanakyaNiti by a revered strategist/mastermind/Kingmaker - Chanakya/Kautilya. The book is not a straight read; but a very comfortable read whenever you get time. I have been reading this during my flights.

The book is being written in such a way that it covers various topics around leader - leadership, business, power, knowledge, actions etc. And the best thing is that unlike various other authors which try to say that Indian Concepts are THE BEST and rest of the world is all bakwaas; this author says both concepts complement each other. And additionally, it also brings in examples from History & Mythology(Ramayana, Mahabharata), Indian Business (JRD, Murthy..),Global Businesses (Jack Welch..) and even movies (Troy, Gladiator..).

A very simple, light on mind, enjoyable book for people interested in management, running businesses and especially wherever there is a need of leading people..

~nits