All posts in Desi Branding

8 Jul 2017

Design Thinking and Creating a culture of innovation

India is at the cusp of transformation. We have the unique opportunity to create a model that would help build the nation of tomorrow for a population of a billion plus people. Early this year I had the opportunity to listen to Tom Kelley, founder of IDEO, at NILF in Mumbai. His session convinced me that there was a way to continue to focus on innovation despite the pressure for immediate returns and delivering results quarter on quarter. Tom spoke extensively on the role played by Design Thinking in building a culture of innovation.

But Why design thinking?

9 Jun 2017

AMUL sets a growth model for other Indian brands to emulate

AMUL one of the most endearing Indian brands, continues to win heart of consumers and market share against competition. A simple cooperative from Gujrat which grew under the vision of the late Dr Verghese Kurien is today 13th largest diary company in the world, processing almost 177 lakh litres of milk daily. It is owned by more than 36 lakh farmers across the state of Gujrat and has been growing at 20% compounded annually for the last 7 years. This April GCMMF the parent company if AMUL pushed past 27,000 crores turn over. More details here.

9 Mar 2017

Chat bots are the future of the services industry


If you have been chatting with customer service on hotel or airline website, then there are chances that you have been chatting a machine or AI or a Chat Bot. This is the new normal in the services industry and no matter what you feel about it, the chat bots are evrywhere.

I discovered this by accident when I missed a connecting flight from Chicago in 2015. I had to reach out to my hotel to change the reservations. As I called the help desk at the hotel, the familiar IVR options were replaced by a pleasant sounding male voice, who spoke to me about my reservations and then directed me accordingly. Midway through the conversation I realized this was a bot or AI. Though I immediately thought of Terminator 2 and Skynet, but little did I know that chat bots were going to become a more integral part of our lives.

8 Jan 2017

Consumer behavior study indicates strong regulatory focus needs strong messaging


In the healthcare space often you see consumer healthcare products come out for reason to buy. A good example is tooth paste or the oral dentifrice market in India. The estimated market size is 800 crores and it is growing almost at 18 % CAGR. But the usage of the toothpaste is a mere 85 gms per person, one of the lowest in the world. So that shows that our volumes are high but per capital usage per person is low. This is despite the Indian Dental Association (IDA) recommendation to brush twice a day. So somehow through the regulatory focus matches those of consumers, for example to brush the teeth regularly, the argument for brushing twice is not strong enough.