Shamani: Cluttered consumer categories require either aspiration or education
Raj Shamani · Ep #11 | WTF Goes into Building a Fashion, Beauty, or Home Brand? Nikhil w/ Kishore, Raj, and Ananth · Nikhil Kamath · Oct 7, 2023 · at 2:07:00
Entrepreneur and creator Raj Shamani outlines a playbook for differentiating consumer brands in crowded FMCG categories.
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“So every time you're going to build a brand, which is in a cluttered category, you can either build it by aspiration or education. So you can either aspire people for your product to buy them that your product significantly better value, or you can educate them about the efficacy and the stuff that you were talking about.”
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