Madarth®’s Post

💡 Did you know? Two of our #favorite brands of pencils i.e Apsara and Nataraj are owned by a single company, Hindustan Pencils Limited !   Nataraj pencil was introduced in 1958, followed by #debut of Apsara pencil in 1970, initially designed as a drawing pencil. Collectively, Nataraj and Apsara dominate approximately 60-65% of the pencil market in India. Despite being under the same #corporate umbrella, each brand is tailored to cater the needs of different segments of the consumers.   Nataraj has come to symbolize affordability, whereas Apsara embodies #luxury. Nataraj is recognized for its enduring #qualities, while Apsara is renowned for providing exceptionally dark handwriting, as depicted in #advertisements.   This is known as DUAL BRAND STRATEGY.   Dual Brand Strategy is using two #independent brands to cover the market and diverse needs of the consumers. The dual-brand strategy works when the market is closed and with limited #competition. Despite the influx of numerous competitors, Nataraj and Apsara have successfully maintained their #market positions.

#KeralaEntrepreneurStories #UmbrellaDuopoly #OneFamily #TwoBrands #PopyAndJohn It's uncommon to hear great entrepreneur stories from the "Two States" ruled for decades by Communist parties, West Bengal & Kerala. The umbrella brand wars of Kerala are another level. While there is no specific number to ascertain the size of India's umbrella market (given how large the unorganised bit of it is), industry players peg it at around Rs 2,000 crore. According to the industry insiders, roughly 1.20 crore umbrellas are sold in the country annually (not much, considering we are more than 30 cr households now ). The key challenge facing this industry is threat posed by cheap Chinese imports that make it difficult for local players to compete on price while maintaining quality standards . To support #MakeInIndia the duty on umbrellas was raised to 20 percent and exemption to parts of umbrellas was withdrawn in the 2022 budget. So it's even more interesting to hear about the innovation, quality & price wars of these two iconic Kerala umbrella brands. The largest market is said to be Kerala (estimated at Rs 700 crore) dominated by these two Kerala companies - John's and Popy's Umbrellas. Other major brands in India include Mumbai-based Sagar Sons that sell under the brand Happy, Mysore-based Sun umbrellas, Kolkata based Citizen umbrellas, among others. The story begins in Aleppey (Allapuzha) of the 1940s, then part of the State of Travancore, where Thayyil Abraham Varghese (known as ‘kuda’ Vavachan) was an employee of the Kumaraswamy Reddiyar-owned Radhakrishna Umbrella Mart. Later, Vavachan went on to become a working partner of the firm, before starting his own umbrella-manufacturing unit named St George Umbrella Mart in 1954 with his younger son TV Scaria. When Vavachan passed away in 1968, the St George brand had become a household name in Kerala with a monopoly in the umbrella manufacturing business. Vavachan’s elder son Abraham Thayyil went on to qualify as a medical practitioner and Scaria carried forward the St George legacy to scale greater heights. It was in the mid-1990s, when Thayyil retired from the Alappuzha Medical College and the next generation entered business that the family enterprise split up. Scaria went on to establish the Popy brand in 1995, and Thayyil and sons branched out on their own with the John’s brand. Their competition has also led to innovation that is unprecedented in the Indian umbrella market. Rest see this video uploaded 2 days ago which makes this business story interesting. https://lnkd.in/gPsCqN7N https://lnkd.in/gicvceC7 https://lnkd.in/gcTrpaud

In a sea of sameness, make your brand unforgettable. #punjab #Haryana #JammuKashmir #HimachalPardesh #MakeYourBrandVisible #BrandStandout #MakeYourBrandVisible #CutThroughTheNoise #UnforgettableBrand #StandOutFromTheCrowd #BrandDifferentiation #UniqueBrandIdentity #OwnYourBrand #BrandStorytelling

It is widely acknowledged that there is a deep emotional bond between people and Brands. 🙂 Beyond logos and colors, it is the persona that truly resonates with individuals. 🤔 The core of any successful business lies in offering exceptional service, addressing consumer needs, and staying customer centric. Brand Building needs to extends to public services too. In 2021, KRIDE, the nodal agency responsible for Bengaluru Suburban Rail (BSRP) initiated a Brand Naming Competition. KRIDE named BSRP’s lines local flowers like Sampige Sa stands for Sampige or Champak, Ma stands for Mallige or Jasmine, Ka stands for Kanaka or Firecracker Flower and Pa stands for Parijata or Indian Coral Tree., Sampige, Mallige, Kanaka, and Parijata, form the acronym SAMPARKA in Kannada. "Samparka" in Kannada signifies 'connect,' encapsulating the rail service's role in bridging distances and potentially easing the city's traffic congestion. This initiative not only establishes a unique Brand Identity but also embraces the history and essence of Old Bengaluru. K Ride's decision to stick to this local nomenclature highlights a thoughtful approach towards connecting with the community. Local Branding has immense power and potential. Public Services are yet to harness the same. 😐 The link in the comments has the complete details pertaining to the project. #BSRP #KRIDE #Localbranding #Samparka

How do you stand out in a crowded Indian market? 🇮🇳 We gave Indian opalware brand a total refresh. The fantastic team from Larah (@Borosil Limited) came to us with a multifaceted challenge, to stand out in a highly competitive and homogenous market, and tap into the everyday serveware market, traditionally dominated by steel products. It was a multifaceted challenge, but the brief was clear: to create a brand that transformed Larah into a household favourite. After a week of market visits in India getting to understand the world Larah’s product lives in, we developed a brand designed to truly stand out - in busy stores, digital spaces and in customers’ minds. We fused modern and traditional Indian sensibilities to celebrate what it truly means to be a modern Indian homemaker.Since our refresh, we’re thrilled to say Larah has soared to become the no.1 opalware brand in India. Check out our full case study here: https://lnkd.in/eYaT_ZDa #branding #brandstrategy #brandidentity

Exactly! Storytelling in digital marketing is incredibly powerful. It’s more than just sharing facts—it's about connecting with people emotionally. When your audience can relate to your story, it builds trust and creates a stronger bond. This makes your brand feel more human. Relatability is everything. When people see themselves in your story, they are more likely to engage and connect with your brand. In a fast-paced digital world, it’s not just the facts that make an impact. It’s the emotions, connections, and experiences that help your content stand out!

If Americans can 🥫 what they cannot, Then Mumbaikars pav what they can! There are many legends behind the origins of vada pav and pav bhaji. According to archeologists and food anthropologist Dr. Kurush Dalal, Vada and Pav were not together once upon a time. Batata vadas were sold separately in Bombay. Since they were hot and oily it was difficult to hold. So people would buy pav from near by, tear it open and stuff the vada in for convenience. Soon vendors picked up the idea, spiced it up with chutney and thus Vada and Pav wed into Vada Pav happily ever after. I wonder if Mumbai could GI Tag its pavs. Pav is strong yet soft, and little sour than sweet in Mumbai - pav tastes like pav. While pav in the rest of India is more like versions of bun or slice bread, more sweeter, smaller and crumbly. In fact, many outside Mumbai don't know that batata vada inside squarish sweet buns is not vada pav! The OG pav is versatile, unique in taste and can hold inside literally any cuisine you can imagine. So what if this pav had a dedicated brand of its own? Welcome Pav Love! Here I visualized Pav Love as a quick serve brand concept that aims to capture the spirit of Indian street food. This presentation aims to kindle a storefront somewhere as a portal to the universe of Pav. #BrandIdentity #CharacterDesign #Illustrations #QSR #Food #Branding #Mumbai #Chennai

“Building a Dream Beyond Boundaries” Crafting a luxury brand in a non-metropolitan city like Vijayawada is both a challenge and a privilege. It’s about redefining perceptions, harnessing creativity, and connecting deeply with cultural roots. The journey comes with unique hurdles: • Access: Limited exposure to large markets or immediate networks of luxury buyers. • Perception: Overcoming stereotypes that innovation thrives only in metros. • Community: Building a strong local and global ecosystem of support and collaboration. Yet, Vijayawada provides a grounding that metros often lack—authenticity, connection to heritage, and the drive to create something meaningful. For me, the foundation has been the power of community. Whether through influencers, celebrating cultural identity, or curating designs that resonate deeply, the focus has always been to create something timeless and rooted in Indian ethos. This journey reaffirms that luxury isn’t about location—it’s about authenticity, storytelling, and the values we bring to every piece we create. 💭 What challenges have shaped your entrepreneurial journey? Let’s exchange insights and grow together! #BuildingDreams #EntrepreneurshipJourney #CulturalIdentity #labelearthen

My weekly article in leading Gujarati daily Mumbai Samachar regarding festive seasons a big opportunity for the brands from a business perspective - “બ્રાન્ડ પ્રમોશનના શ્રી ગણેશ” #FestiveSeason #festivepromotions #festivesale #brandconsultant #marketingconsultancy #revenuegrowth #gujaratibrandbuilding #gujaratientreprenuer #marketingexecution #socialmediacontent #sales #gujrat #gujaratibrands #gujaratibusiness #manufacturer #brandinginmanufacturing #design #marketingstrategy #brandbuilding #salesstrategy #advertising #brandmanagement #businessconsultant #businessadvice #marketingadvice #brandadvise #brandpositioning #digitalmarketing #socialmedia

𝐂𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐢𝐨𝐧 𝐢𝐬 𝐭𝐡𝐞 𝐧𝐞𝐰 𝐜𝐨𝐦𝐩𝐞𝐭𝐢𝐭𝐢𝐨𝐧 𝐢𝐧 𝐭𝐡𝐞 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐰𝐨𝐫𝐥𝐝! Take notes from Zepto and Shaadi.com, two brands showing us how to leverage each other's strengths for mutual benefit. 👉 Zepto promises to deliver Vedant Fashions Limited - Manyavar-Mohey clothes in 10 minutes. 👉 Meanwhile, Shaadi.com playfully reminds us that finding the perfect groom might take more than just 10 minutes! 😂 #Zepto #MarketingStrategy #Manyavar #BrandHumor