Tag: <span>Localisation</span>
Decathlon India: sales up 3%, costs up 12.3%
Decathlon India built a value giant on private label control. FY25's revenue up 3% and costs up 12.3% expose the strain in…
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.
ChatGPT’s Hindi voices signal a local-first brand shift
OpenAI's festive ChatGPT campaign adds Hindi voices Neer and Leher, then uses a family story about land and belonging to show why…
Himalaya BabyCare Sells First-Bath Trust in 8 Languages
How Himalaya BabyCare's first-bath film uses a nurse's authority and eight languages to turn new-parent anxiety into trust—and what brands can borrow.
Blue Star’s Two-Thirds Small-Town Sales Upend Rural Marketing
Rural India is no longer one price-sensitive market. A 2026 summit showed premium aspiration in small towns, led by Blue Star's two-thirds…
Nike’s Bengaluru Campus by FY28 Is a Long-Term India Bet
Nike plans a Bengaluru campus by FY28, turning India into a structural brand commitment. Here's what physical presence says to buyers.
Why Marico’s Saffola Snack Flop Changed Its Oats Strategy
Marico's baked snack failed because health overshadowed taste. The lesson reshaped Saffola Masala Oats and captured 80% of its category.
Uniqlo India Bets on Brand Over Performance Marketing
Uniqlo India's marketing director says brand awareness sits near 59%. Here's why the retailer is choosing relevance over CPM, and what marketers…