Crafting iconic brands for the next billion consumers: ETBWS2025

Time of India

07-07-2025

It was the grand opening that set the stage for the rest of the day at the
Brand World Summit 2025
.
Sanjiv Mehta
, executive chairman, L Catterton India invited
Sudhanshu Vats
, MD,
Pidilite Industries
to "do a bit of crystal ball gazing" into India's consumption story, particularly with an eye in 2047 – a century after India gained its independence. Vats responded with a projection of India's economic might. "India by 2047 would be anywhere between a USD20 trillion to a USD30 trillion economy," he declared, emphasising the profound impact this growth would have on per capita income and, consequently, consumption.
Vats elaborated on the "magic" that unfolds in consumer spending as per capita income rises. He highlighted that if the economy touched USD 20 trillion, the per capita income would be in the range of USD 12000 and if the economy touched USD 30 trillion then the per capita income would be anywhere between USD18000-20000. "The journey from currently about USD3,000 per capita to almost USD12,000 per capita, which we will definitely go to in 2047, is going to be incredible across categories," Vats asserted, his voice brimming with optimism. He concluded this segment with an inspiring message for the audience: "It's a great time to be in India. It's a great time to be a young leader in India, and it's a fantastic time to be a young marketing leader in India." Vats even envisioned a future where "many Indian brands on the Global Map" would be a common sight.
The Untapped Potential: Deep Diving into Consumer Needs
Mehta then turned to Narasimhan, inviting her to add a "distinct flavor" to Vats' broad economic outlook. Drawing on her extensive experience in the Fast-Moving Consumer Goods (
FMCG
) sector, Narasimhan brought the discussion down to a granular level, using the example of oral care to illustrate India's immense consumption potential.
"Even a simple thing like oral care, consumption in India, universal penetration, which is fantastic," Narasimhan began, highlighting that "every home has a toothpaste and a toothbrush." However, she quickly pointed out the significant gap: "our consumption continues to be half that of Indonesia, a third that of even markets like Brazil." This disparity, she noted, suggests the possibility of a "2x market or a 3x market just by catching up with some other countries."
Narasimhan further exemplified this with the category of mouthwash, which has a mere "one per cent penetration" in India, indicating "so much headroom to grow." She emphasised that the core of India's consumption story lies in effectively segmenting the nation's 1.4 billion people. "Perhaps the way to win in India is to take this 1.4 billion, break it up, saying these are manageable sections. They have a need, and we can service that need," she explained, referencing Unilever's "winning in many Indias" strategy.
She shared a recent success story from her own experience: "We've launched a purple toothpaste which we thought would appeal to a small set of people, actually much wider than we thought." This anecdote underscored her belief that "there's so much going on in India, if we spend the time to understand the consumers and make sure that we're creating for that need, this vision that you know so many people have for India, 2047 is certainly within our grasp."
The Enduring Principles of Marketing in a Digital Age
Mehta steered the conversation from macroeconomics to the evolving world of marketing. "I don't think there is any country in the world which is going to drive consumption as India is going to do in the next two decades," he stated emphatically.
He then posed a crucial question to Narasimhan, acknowledging her journey through different eras of marketing, from pre-digital to the age of AI. "What has changed and what has not changed in the world of marketing?", he asked.
Narasimhan's response was a thoughtful delineation of the immutable principles versus the evolving methods. "I'll start with what has not changed, because I think it's really important," she began. The first fundamental, she stressed, is that "brands that win serve a real need of consumers. They do it in a fashion that is authentic and delivers value, and that's not going to change." She highlighted timeless human motivations, such as a parent's desire for their child's well-being, as examples of needs that remain constant despite technological advancements.
The second unwavering principle, according to Narasimhan, is the inherent intelligence of consumers. "Consumers are exceptionally smart. They know value when they see it. If you don't deliver value, you will not survive."
However, she acknowledged the seismic shifts in "the how." "If in the past, you could do this absolutely one-way monologue, where you create one piece of advertising, you push that piece of advertising out to millions and millions, and you repeat. And that was the way to build brands," she explained. "Now you have the opportunity to segment, to cohort, to make small sizes, to reach individually and importantly, you have the opportunity for dialogue." She attributed this transformation directly to technology, stating, "Without tech, we would not be able to do these small cohorts... many things, create the dialogue, have the conversation, while yet staying rooted to authenticity and values."
Storytelling: The Heartbeat of Brand Building
Mehta picked up on Narasimhan's point about the changing methods, specifically asking Vats about the critical role of storytelling in marketing in the current tech-driven landscape.
Vats emphatically declared, "Storytelling in marketing and brand building has been very, very essential. Brands were always told through stories or built through stories." While the methods of storytelling have evolved, the essence remains. He introduced his "5 Ps" framework for marketers, with "proposition or its position" being the most critical, largely conveyed through stories. The fifth P, he added, which has become increasingly vital, is "purpose," which again, can be powerfully established through stories.
Vats offered a compelling anecdote about Fevicol. Vats recounted, demonstrating how the brand has come to symbolise an "ultimate bond," both in its physical strength and its association with relationships.
He further reflected on his experience with other iconic brands like Hamam, Castrol, and Colors, all of which leveraged powerful storytelling. "I thought the brands the past achieved were built by people telling stories almost one on one," Vats mused. In today's tech world, he noted, "all you are doing is, once again through content, building communities, connections, and then building commerce."
Narasimhan chimed in, reinforcing Vats' point, observing that many successful founders today begin with a "very personal story." These authentic narratives, she noted, "grip you saying, okay, this makes sense to me, and this is a reason for me to buy into the brand".
Timeless Brands: Trust, Consistency, and Relevance
Mehta then shifted gears, addressing a common perception that the "era of brand is over." He challenged this notion, citing brands that have "survived the Black Friday" and remain "timeless." He specifically pointed to Colgate as an example, a brand relevant across generations. "What makes a brand timeless?" he asked Narasimhan.
Narasimhan identified three core elements. The first is an "unshaking commitment to delivering quality." She emphasised that "timelessness is a trust. It's a relationship that's built over years, and the key foundation of any relationship... is trust." For an FMCG brand, this translates directly to product quality – if Colgate promises to prevent cavities, it must deliver.
The second crucial factor is consistency. "You don't want them to be A one day, B another day, C a third day. Then you're confused," she explained, drawing a parallel to human relationships. Narasimhan questioned whether the constant pursuit of novelty in modern marketing might sometimes sacrifice this vital consistency. "You can tell the same story consistently. You can do it in a refreshed manner and stay consistent. You don't have to change yourself entirely."
Finally, the third element is the ability to keep pace with change. "Meats change, food habits have evolved. Therefore what you require from your toothpaste has evolved. Socialising has evolved. Therefore what you require from your toothpaste and oral care regimen has evolved. You need to keep pace with change," Narasimhan concluded. She underscored that these three principles are "all underpinned by this authenticity or purpose" that brands must embody.
Mehta summarised Narasimhan's perspective: "the brand is a promise, and the timeless brand is a promise delivered consistently."
Marketers as Architects of Innovation
Turning to Vats, Mehta brought up Pidilite's reputation for innovative products and asked about the marketer's role in innovation.
Vats emphasised the critical importance of staying "connected with your consumer or customer." He explained that "innovation happens by understanding today's needs, or unmet needs." He detailed Pidilite's extensive engagement with its three million users, including carpenters, plumbers, electricians, contractors, and now architects and interior designers. This constant dialogue, he noted, helps them understand what works and what doesn't.
This deep consumer understanding fuels Pidilite's innovation engine. "A third of our portfolio is Fevicol today," Vats shared, "A fourth of our portfolio is a portfolio that did not exist, definitely seven years back, maybe even five years back." This continuous evolution, he asserted, is a direct result of "continuously listening to what your customers are saying, what your consumers are saying, and bringing the next product which is needed." He defined Pidilite's "pioneering" spirit as "nothing but listening to your customers and consumers seeing what are the unmet or underserved needs... and how are you plugging that with a brand."
Global Ambitions: Indian Brands on the World Stage
Mehta then posed a challenging question to Vats, reflecting on Narasimhan's experience of bringing a global brand to India. "What would it take for an Indian brand to become as big as Apple?"
Vats identified two key drivers. First, the sheer growth and heft of the Indian economy. He explained that as India's economy expands, so will its exports, often including its brands. He cited Fevicol's presence in 100 countries as an example, noting its recognition in parts of Africa.
Second, is the ability to build brands that stay consistent and "start with a human need". Vats highlighted universal human needs like "respect, belonging, love, leadership" as foundations upon which brands can travel globally. "Bring a point of view of yourself as a brand, bring a bit of a and understand the cultural context, first and foremost, of India. But if it is a universal human being, the brand will travel."
He stressed the importance of not compromising on quality, aiming to make products that are "best in the world".
Embracing AI: The Future of Marketing
The discussion concluded with an inevitable topic: Artificial Intelligence (AI). Mehta acknowledged the prevailing fear that AI might displace jobs and asked Narasimhan what marketers need to do to prepare for an AI-pervasive world.
Narasimhan asserted, "I don't think that we should see AI as a threat to marketeers, but more as an aid to marketers used properly." She believes AI will enable marketers to achieve the "fundamental thing that we've been talking about, which is, how can I have a one-to-one conversation with somebody?" AI, she added, allows marketers to do this "in a more seamless, faster, more efficient manner". However, she maintained that "the idea of who I am as a brand, what do I bring to you, and what need do I serve? I think it will still need to be served by humans, panel moderators or panel respondents."
Mehta concluded the session by summarising the key takeaways. India's unique position on the "cusp of greatness," is driven by a newfound "self belief and confidence". Second, he reiterated that while the means and methods of marketing have dramatically changed with technology, the core principles of marketing remain timeless: "insights, creating products which meet the unmet needs, product superiority, storytelling, occupying the emotional space, building relationship with the consumers". Finally, addressing the AI revolution, he urged marketers to embrace AI, learn prompt engineering, and understand how to use tools like ChatGPT. "We don't expect marketers to learn how to build LLMs, but we certainly expect marketers to use AI, because that would make you a better marketer".