What do the country’s richest man Mukesh Ambani, yoga-guru-turned-ayurvedic products seller Baba Ramdev and 20-something hotel rooms aggregator Ritesh Agarwal have in common? Chalk and cheese, did you say? Right and wrong. Read on.
A recent in-depth report by management consultant Bain & Company on an exhaustive brand research it conducted in the United States — How Insurgent Brands Are Rewriting the Growth Playbook — got me thinking on the Indian market. Bain defines an ‘insurgent’ brand as one that in relatively short time has captured “a disproportionate share of growth and, in some cases, radically disrupting profit pools”.
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