The Ledger, every show

“That's the third immutable law of brand building that you can only build a premium brand and make it go mass. You can never build a mass brand and make it go premium. There is not even one example in the world where someone built a brand, which was first adopt…”

“D to C is actually direct to consumer is a channel. It's a way of selling to your consumers. Of course, a lot of brands nowadays are using either using that as their primary channel and in only a very few cases, by the way, as their only channel. So a, the def…”

“The personal care D to C market still has some depth. Whereas the food market is really shallow. And the reason for that is consumer behavior. The way we purchase personal care and the way we purchase foods are very different. And you know, the simple way to u…”

“HUL learning toh book se nahi milegi. I keep telling all the young kids that I meet and that tells you, I see myself as an old guy in, you know the analysts in, in our, in the VCs who invested in us or any other kids in consulting, et cetera. Whoever I meet wh…”

“And the biggest learning on Ayush, we spent upwards of 200 crores in two years of marketing money to build barely a 90 to hundred crore ARR brand, which is very bad return on money.”

“Actually, brands don't need, like, Billions of dollars to be bid. Brand need time. That is brick by brick. If you try to make it quickly by throwing money at the problem, you will just burn your hands.”

“And the biggest check mark which makes someone a consumer of old truth is, has traveled outside the country at least once.”

“The life of an Indian in Delhi, Bombay, Bangalore is exactly like the life of a San Francisco or a London guy. But the options we get on our supermarket shelf are stuck in the eighties.”

“Our repeat rates, if I talk pure data, till today, on BTC, our repeat rates are upwards of 50%. It is unheard of in the industry. When we started, we had a 75% repeat rates.”

“And hopefully by the exit of this year, we will be at a hundred crore ARR.”

“Invest in brand as little as possible, but invest in brand, not just performance from day one. Because performance marketing is a commodity. It becomes very quickly.”

“Because Patanjali was doing so well, we had a lot of pressure to create a Ayurveda brand of our own. And this team was just being set up.”

“In terms of market size, if you look at a country like the US, for example, has about, broadly speaking, 18 to 20% of their CPG commerce, and CPG is consumer products, or FMCG as we call it in India, fast moving consumer goods commerce. In the US, 18 to 20% ha…”