Three major shifts are reshaping Indian consumer behaviour across categories. Most brand strategies haven't caught up. Here's what's changed and what it means for your brand.

Indian brands trying to go premium almost universally approach it as a design problem. The brands that sustain premium pricing do something different first. Here's what that is.

Most founders think they've done brand identity work when they've chosen a logo. They haven't. They've done one-seventh of the work. The logo is a mark. It is one element in a system and a system is what a brand actually needs to be recognisable, coherent, and commercially effective across every surface it appears on. The confusion between these two things, a logo and a brand identity system costs Indian brands in two ways: in the immediate cost of producing inconsistent, inc

The Indian D2C boom created a generation of founders who are excellent at marketing and underprepared for branding. This is not a criticism. It's a product of the environment. Between 2019 and 2022, performance marketing worked. Instagram worked. The playbook was clear: good product, Instagram-native visuals, performance campaigns, influencer at launch. Thousands of brands used it to get from zero to ₹1–5Cr. The problem is what happened next. Customer acquisition costs rose o

There's a version of success that quietly terrifies most founder-CEOs I know. Not failure. The other one where revenues double, the team triples, the brand gets more "professional," and somewhere in that growth, the thing that made it special disappears. The opinionated posts become corporate announcements. The honest founder voice becomes "brand voice guidelines." The customers who chose you because of you start noticing that you're no longer quite there. This is the founder

Ask ten founders what their brand's positioning is. You'll get ten different things: a tagline. A mission statement. A list of values. A description of the target customer. An explanation of the product. Not one of them is a positioning. This confusion is not a small problem. It means most Indian brands are making design decisions, pricing decisions, and communication decisions without the one strategic foundation that those decisions depend on. So let's be precise about what

There's a founder we think about often. She'd invested a couple of lakhs on a rebrand eighteen months before we spoke. New logo. New colour palette. A 47-page brand guidelines document her team was proud of. A launch video that looked expensive. And yet, her sales team still couldn't explain what made the company different. Her website converted at under 1%. Every investor meeting ended with some version of "can you clarify your positioning?" Customers loved the product but c

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