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Rashi Goel

Jazz up a category that’s become ordinary: Mokobara

mokobara

Reading Time: 5 minutes Funky colors, cool functionality like phone charging, and bright yellow lining has made them the Veronica of the luggage category, and repositioned others as ordinary but reliable, like Betty

Keep improving what you are uniquely good at

Keep improving what you are uniquely good at

Reading Time: 5 minutes Most category of one businesses are not trying to be anything. They find one thing they are uniquely good at and keep improving at it day in and day out. Decade in-decade out. That’s it. That’s the twenty-word secret formula.

Do difficult things right: Traya

Do difficult things right: Traya

Reading Time: 6 minutes A Category of One business comes from strategic clarity. For Traya, that clarity was to offer a holistic solution to a difficult problem. Once there is an early product-market fit, it’s time to crank up the growth funnel and make the message razor-sharp.

Cult.fit Part II

The next frontier of marketing: community flywheels can't quit not dead

Reading Time: 9 minutes Wellness category users are generally light users. If this ‘Made In India’ business pivots to ‘Made For India’, not only it might accelerate growth, but more Indians might get fitter

Cult.fit Part I

The next frontier of marketing: community flywheels

Reading Time: 7 minutes Part I of my thesis on Made in India wellness brand Cult.fit. An average of one lakh worked out daily on the app during lockdown. But as per my calculations, the headroom is 6.6MM