Tag: <span>category creation</span>
How a $5,000 loan and two jockstraps built the sports bra
A $5,000 loan, two jockstraps and a sister's joke created the sports bra in 1979. The lesson: category-defining products start with felt…
At-home services spend ₹48.69 crore to build a habit
Snabbit, Urban Company and Yes Madam are pouring crores into making at-home services a daily habit. Trial is easy; repeat usage is…
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…
Pidilite lifts ad spend to 5.4% of sales to build categories
Pidilite is spending more on marketing. The real shift is where the money goes—into building categories before brands, from construction chemicals to…
Trimacare’s 6-Film Push Sells Pregnancy Nutrition by Stage
Trimacare signs Yami Gautam for a six-film campaign that reframes pregnancy nutrition from single pills to trimester-specific combinations.
An $8 billion category gap is hiding in glasses cases
The wet wipes market hit an estimated 8 billion USD, but lens care is still a yellow cloth. Why the post-purchase moment…
Mayavé Bets Luxury Can Be Built on Possibility, Not Scarcity
HK Group and OPEN Strategy & Design launch Mayavé Jewellery, reframing lab-grown diamonds from mined substitutes to a category of creative freedom…
India’s Cat Shift Is a Masterclass in Consumer Behaviour
Cats have jumped from under 10% to 40% of India's pet population. Here's what that reveals about trust, first-time pet parents and…