Marketing Mentalist Desk
Premium variants lift curd category growth to 25%
Mother Dairy MD on why Indian consumers mix affordable staples with premium upgrades - and how to price for selective trade-offs.
Tata Consumer’s new growth bets surge 47% beyond tea and salt
Tata Consumer's diversification is now visible in the numbers: growth businesses hit 38% of India revenue, up from 32%, and the growth…
McCain India’s 63% Ad Jump Bought Only 3% Growth
A look at McCain India's long category-building playbook: localising snacks, chasing freezer space, and what a 63% ad rise for 3% growth…
What Pulsar’s Definitely Male Taught Marketers
In 2001, Bajaj Pulsar stopped selling engine specs and sold a male tribe. The campaign’s identity-led psychology still shapes Indian advertising.
Mandap on wheels: Ethnix chases its two-thirds sales window
A moving wedding mandap, a live band and an onboard ceremony: Ethnix by Raymond's Gurugram activation is a case study in driving…
Quick Commerce Splits FMCG Demand Between New and Old Retail
ET FoodXP 2026 leaders say quick commerce is creating new categories and impulse occasions while shifting some kirana purchases online.
Willow’s 3-hour pumping insight is now a brand strategy
Willow bought Swehl and Momtech after Elvie, signalling a shift from pump maker to maternal care brand. Here is the Jobs to…
AI Makes Creative Cheap. Strategy Becomes the Edge
When every brand can generate dozens of assets in an afternoon, the advantage moves to sharp positioning and easy discoverability.
Jio IPO: a 95-minute record and a trust-first promise
Akash Ambani's listing speech turned a 95-minute record into a brand promise, mapping the next decade to AI, cloud and satellite.
ASCI: 60 of 61 nutraceutical ads broke code
ASCI reviewed 61 nutraceutical ads and found all 60 concluded cases violated its code. Here's the psychology and the compliance lesson for…
What 98% Local Sourcing Says About Food Brand Relevance
At ET FoodXP 2026, leaders from IKEA, Wow! Momo, Nando's and Cremica argued consistency, localisation and trust outweigh constant innovation.
Moment of Truth Moves to AI: Winning the Shopper You Never See
Ipsos's KEYS webinar reframes the path to purchase: brands must now win over AI assistants, shelf moments and real home usage at…