Taking on the giants

A band of local brands is using traditional knowledge from private investors to guard their turf

Chances are that very few have heard of Gold Winner Oil or Raja Biscuits or Bovonto cola outside a few select states. But ask the multinationals and the big national brands working their way into the Indian heartland as they go all out to expand the brand footprint and these are the names that are giving their marketing experts sleepless nights. Armed with deep customer knowledge, low operational overheads, new funding opportunities and help from online marketplaces, the local brand is turning David to every Goliath that steps into its neighbourhood.

G Munuswamy the man who built the Gold