The sachet economy
Reading Time: 4 minutesLow disposable incomes make India an economy of magic price points and a sachet economy
The missing middle class
Reading Time: 3 minutesIndia’s middle class is not in the middle. Such is the income level, that the upper crust of society is its middle class.
One India, four markets
Reading Time: 4 minutesIndia is not one homogenous mass of consumers. Instead, it comprises four distinct market segments.
Rich India, Poor Indians
Reading Time: 4 minutesThe India business opportunity looks rosy in aggregate. But in reality, it is low at an individual consumption level because so many Indians are so poor.
The Ripening of the Influencer Economy
Reading Time: 9 minutesInfluencing needs to be legitimized as a formal job. This will also be good for the country.
Cult.fit Part II
Reading Time: 9 minutesWellness 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
Reading Time: 7 minutesPart 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
A simple influencer framework. Too simple perhaps?
Reading Time: 7 minutesWalk with me as I explore the influencer landscape and psychology of influence to arrive at a simple framework – influencers help sell product, celebrity influencers help build brands
How can Phool – a flower recycling startup – become a Unicorn
Reading Time: 7 minutesTo get to a $100Mn annual revenue run rate, I suggest four pivots that range from the commonsensical to the radical
Gods, Demi-Gods, Celebrities, and Influencers
Reading Time: 8 minutesIndia is a culture of hero-worship. Our heros fall along a continuum based on their role in our life and the psychological distance between us. And what this means for brands