Voice for Local News, Marketing and Advertising, AND BrandEquity

From Delhi, the capital of India, to the southern end of Tamil Nadu and Kerala, the land is endowed with many “Made in India” brands of which we are proud.

Some Indian brands like Tata Group have retained the title of India’s Most Valuable Brand even in the global rankings. However, we cannot say the same for India as a national brand.

Recently, India fell from 34th in 2020 to 40th in 2021 in the Nation Brands Index, an in-depth research study of national brands.

The research agency attributed India’s decline to macroeconomic factors, largely due to the impact of the pandemic, which hit India very hard. But as a nation, we still have shown a lot of resilience.

However, Indian brands have shown no signs of slipping. Across the country, many brands topped product shelves in categories ranging from the humble cup of tea to a popular kitchen appliance.

A new set of sensitivities, priorities and beliefs are also contributing to the development of a new market at the intersection of India and Bharath. Tier 2 and Tier 3 cities offer new opportunities, revealing unexplored and untapped markets with vastly different needs, perspectives, and tastes. A new world order has emerged and New Bharat is leading this change, almost changing the perception of “India” that marketers once had. Today, brands are harnessing the untapped potential of these markets.

In order to dig deeper into the subject, ET BrandEquity is hosting an inaugural edition of the Brand Bharat Summit on January 27, 2022, which will feature stories of non-metropolitan brands that have developed and made their mark in Bharat.

Brand Bharat Summit is our offering to find answers to whether marketers are ready to navigate their way through this transformation. The summit would provide a unique opportunity to observe, interact, learn and seek guidance from some of the most successful brand owners on one platform.

The summit also decodes the Bharat consumer: understanding their aspirations, consumption patterns, communication and market dynamics and an opportunity to experience how vernacular content can bridge the digital divide in India. You can register for the Summit here.

-Nitika Mehra

We would love to hear from you. Contact us at [email protected], [email protected] and [email protected] Good reading!

Global brands like Unilever, Colgate in India have mutiny at their fingertips

Voice for Local
About 90% of what is consumed in an economy the size of a continent goes through a pipe called “general commerce”: Brands appoint third-party distributors who store inventory in bulk, ship goods in small quantities to stores. of their area, collect cash and offer unsecured credit from zero interest retailers (without the cumbersome “know your customer” or KYC checks of the formal financial system).

From Unilever Plc to Colgate-Palmolive Co., consumer goods manufacturers in India are facing distribution challenges that have nothing to do with the shortages and bottlenecks brought on by the pandemic. The trusted intermediaries that brands traditionally rely on to reach millions of small neighborhood stores in 8,000 cities and 660,000 villages are in revolt. Read more

Brand Bharat Summit 2022: Unveiling the great potential of small towns

Voice for Local
Home to nearly 800 million spectators and more, the region of Bharat has enormous potential for growth. The region wants to consume any product in all categories and brands are working hard to establish themselves in the region and acquire this audience. According to several reports, it was the consuming power of Bharath that provided a cushion for the Indian economy in the first year of the pandemic.

This summit will be a great experience for the public as well as for the industry who stand up to interact and learn from some of the respected brands of Bharath. Read more

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