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OF INDIA BRANDSTHE ECONOMIC TIMES AUGUST 30-SEPTEMBER 05, 2017 GREAT Challengers At Work They have done it once, but what now and where next? A peep into the path ahead for some homegrown disruptors. By Amit Bapna hallenger brands ac- he shares. After all, the euphoria force with its play in chips, nam- quire their reputation around the flagship kachha aam keens and extruded snacks (potato and clout by coming up may not be replicated as easily for or cereal based shape-snacks like Cwith a disruptive prod- the other flavours: orange, guava ‘Wheels & Scoops’, Chulbule, Puff uct, price point or mar- and pineapple. Apart from 2-3 new and rings) and enjoys a sizable na- keting strategy that the competi- variants, DS Group is working on tional footprint. Getting Salman tion is too big and/or sluggish to another innovation in this for- Khan as brand ambassador also acknowledge until it’s too late. A Healthy Pulse mat, which it hopes will define the helped gain recognition. Views But after amassing share and In a category where entry cost is category yet again adds Surana, Amit Kumat, MD & CEO, Prataap occasionally becoming the lead- low and loyalties not very high, refusing to divulge more details Snacks, contrary to popular belief, ers themselves, how do they con- to create a `300 crore brand is no at this stage. while the chips segment is the more tinue to remain nimble? For this mean feat. But it’s something that visible, it is also very limited in special issue on ‘Great Brands of DS group’s hard-boiled candy Shine on, Yellow Diamond scope for innovation. The winner, India’, BE looks at some home- brand Pulse achieved within two Indore is both on innovation and growth po- INSIDEBE grown challengers to find if and years of launch. And that, with known for its tential is extruded snacks. Rings how they’ve managed to keep the minimal above-the line spends: mouth-water- for example, in the East became a disruption going . the brand launched its first TV ad ing snacks — ubiquitous product and also one this April. Pulse intends staying Sarafa Bazaar that helped the company establish the course and growing, accord- and Chappan distribution. ing to Shashank Surana, VP - new Dukaan form Now Yellow Diamond hopes to product development, DS Group, vital parts of replicate the ring-success story by “expanding the flavour basket every tourist itinerary. And so, its at a national level. To continue to cover the maximum spectrum Indorian antecedents may have with the disruption agenda, the of consumers, regions and tastes, played a role in Prataap Snacks’ Sequoia-invested company is plan- along with increasing the depth Yellow Diamond betting big on the ning to launch two new brands - and width of the distribution,” organised Indian snack market, premium salty snacks like quinoa ` pegged at over 500 billion. The chips, lentil crackers etc. under the THE TRICK IS ELECTRIC THE SAFETY DANCE brand has become a formidable 7Wonders brand and also foray into Can electric scooter maker Hamam: from herbal skin sweet snacks under the soon to be Okinawa sell a Japanese dream care soap to a martial arts Challengers launched Richfeast brand. to petrol-obsessed Indians? instructor share common On 2 characteristics > Continued on Page 4 XX of single person decision- the twitterindex making, and being free of On XX 3 the pressures faced by MNCs Entrepreneurs think of The Unplanned disruption, but as they grow, Glory Of Surabhi risk avoidance creeps in How one of India’s most iconic cultural brands became a business success on the back of no marketing strategy whatsoever On XX4 ILLUSTRATION: ANIRBAN BORA ANIRBAN ILLUSTRATION: “India is a nuclear-capable state that still cannot build roads MADE FOR INDIA 2 that will survive their first monsoon.” THE ECONOMIC TIMES AUGUST 30-SEPTEMBER 05, 2017 — Rama Bijapurkar, Author and marketing consultant The Trick Is Electric Can electric scooter maker Okinawa sell a Japanese dream to petrol-obsessed Indians? THE SAFETY DANCE BY RAJIV SINGH | DELHI How and why is Hamam The biggest challenge for Jeetender Sharma — lack of awareness about electric scooters among making the leap from being Indians — is turning out to be his biggest busi- ness opportunity. a herbal skin care soap to a The gritty Indian entrepreneur, who spent 18 martial arts instructor among years of his life working in various departments at Honda Motorcyle and Scooter India, wanted to NAGPAL ASHWANI other things? drive home the cost advantage of electric scoot- ers, apart from their environmental benefits: 20 By Ravi Balakrishnan paise per kilometre as compared to `1.80 for a two-wheeler running on petrol. amam is probably Consequently, last year, Sharma hit the road Hindustan Unilever’s to test ride his electric scooter, covering a stag- best kept secret. gering 25,680 km across Haryana, Rajasthan, an inflection point. With ambitions to become Launched in 1931, with Madhya Pradesh, Uttar Pradesh, Maharashtra an electric vehicle nation by 2030, it’s ripe time a ‘desi’ sounding name and Karnataka for over five months before roll- to take the plunge into the business of electric as opposed to other “Brands are trying ing out his flagship e-scooter Ridge in January scooters. Homegrown auto major Hero, which Hflagships like Lux and to get friendlier than this year. leads with over 65% market share in the electric Lifebuoy, it’s a brand they used to be with The results are there for all to see. With a start- scooter category, too is betting big. It reportedly that many people don’t associate with the real people. Can they ing price tag of `42,000, the Gurgaon-based not only plans to roll out two new electric scoot- MNC, and imagine to be totally indigenous, prepare people to fledgling electric scooter venture Okinawa ers every year, it apparently has heavy invest- a situation that footwear maker Bata is also take on the world is has sold over 2,000 Ridge scooters, mostly in ments in rolling out high-speed scooters. intimately familiar with. And so it doesn’t the question: I think Delhi-NCR and Uttar Pradesh, and has set an Even electric two-wheeler startup Ather seem like a coincidence that HUL is choosing Hamam is trying ambitious target of being among the top two e- Energy, which has Hero Motocorp as one of its in- to restage this ancient brand. We are, after just that.” However, scooter makers in India by 2020. vestors, is planning to sel l around 10,0 0 0 units in all, in an age where products that claim a purpose is also With India’s e-two wheeler Year One after it starts production in strong herbal heritage are en vogue and at a something brands market estimated to double “THE SHIFT TO- early 2018. The IIT Madras-incubated time when Babas rail against MNCs as they merely dabble with. from 24,000 units to 45,000 startup, which has reportedly pumped push a Swadeshi (narrowly defined as their Asked if he believes units this year, Sharma is go- WARDS GREEN in over `100 crore in the development own homegrown brand) agenda. #Go Safe Outside ing on an electric overdrive of the product, is backed by marquee For the bulk of its existence, Hamam has online film. A HUL spokesperson says, the has legs, Bijoor points out that brands typi- to ensure he doesn’t miss the VEHICLES WOULD global investors such as Tiger Global. been a strong regional player. According to plans include a series of self-defence tuto- cally have a mass media message about opportunity. “There is lot of potential for electric HUL, it is the largest skin cleansing brand rials on digital mediums, an outdoor cam- beauty and allure and a different message “The trip was an eye-opener BE QUICK AND ON scooters in the Indian market,” says in Tamil Nadu used by 8 out of 10 households. paign to create safety zones in unsafe spots for niche media like digital. “I wonder if the and rekindled our belief in Abdul Majeed, partner at PwC India. Its other key markets are Karnataka, Kerala via CCTV-enabled billboards and even self brand is talking in a forked tongue as many the pollution-free future of A GRAND SCALE The regulatory regime, he points and Maharashtra. Hamam’s advertising has defence training for school kids. brands do,” he says. What he’d like is some- India,” says the managing IN INDIA” out, is likely to be very favourable by traditionally been strictly boilerplate, fea- Another key change is silambam lessons on thing sustainable, longterm and engrained director of Okinawa.From the state and central government as turing popular tropes of soap marketing like the packs. Nayak explains, in the DNA of the brand, like starry-eyed villagers to curi- there is a concerted push towards elec- happy families and tots enjoying a good wash “It meant a lot of work but Tata Tea and Jaago Re, for ous onlookers with loads of queries, the trip not tric vehicles. It was early last year when Power — ads that could comfortably have run in the we believed even a soap HAMAM’S NEW FILM instance. Ogilvy’s Nayak only helped in changing the perception of people Minister Piyush Goyal proclaimed that ‘India 1970s. Even one of its recent films on Pongal pack must mean some- IS A CLEAN BREAK, admits #Go Safe Outside is about electric vehicles, it also helped Sharma can become the first country of its size to run was stuffed to bursting with such imagery.