Monday, March 24, 2008

Who says commoditisation is in?

As part of a growing trend, a plethora of players are joining the retail ‘brand’ wagon with élan...
Think branding and you immediately picture eye catching promotions, colossal bill boards, big ticket celebrities of the day and a plethora of homegrown & multinational giants like ITC, HLL, Pepsi, Dabur et al. But look no further beyond the neighbourhood grocery store, which now even houses branded eggs, rotis, namkeens, brooms & tissues and you can better appreciate why even the biggies are now unable to call the shots where it counts. Yes, the five letter word ‘brand’ now doesn’t tantamount just to the Nikes, Maggis, Reals & Pepsodents. Everything in your household is now being christened and is fast becoming a part of the multimillion- dollar branding mainstream in India. Take powdered spices, which have been on the ‘branded’ list ever since the time a brand named Catch caught the imagination of the Indian middle class like an epidemic of epic proportions.

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