Mehta: Brands can move from premium to mass, but never mass to premium
Shashank Mehta · Leaving HUL to Building a D2C Food Brand ft. Shashank Mehta , Founder & CEO - The Whole Truth · May 9, 2022 · at 33:08
Shashank Mehta, founder of The Whole Truth, articulates a core rule of consumer brand positioning and market adoption dynamics.
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“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 adopted by rural India, and then started selling in Bandra and Kolaba.”
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