Blogs

Every consumer brand founder eventually faces a key question: should the focus be on marketing that delivers immediate results or branding that builds long-term value? Marketing can drive measurable outcomes such as customer acquisition and short-term sales. Branding, on the other hand, creates recognition, trust, and emotional connection that compounds

Luxury has always felt untouchable. Craft, scarcity, craftsmanship, heritage and global mystique created a fortress of desire. That fortress defined culture for generations. Today, cracks are appearing in the walls. The wealthy remain. The numbers still glimmer. But somewhere along the line, desire has evaporated. The question is no longer

The genesis of every enduring enterprise is visceral, defined by a singular, almost manic energy: the founder against the world. In the early “Zero to One” phase, the founder becomes a polymath of necessity, like a creator, salesperson, strategist, and janitor. Chaos is not merely present; it is fuel. Instinct

People are paying more for products they can trust. That one line explains the shift better than any slogan. A family chooses between two near-identical bottles. One clearly explains what is inside, where it was made, and how to verify those claims. That is the one that goes into the

On a Tuesday afternoon, two cafés on the same lane changed their chalkboards. The first board read, “₹99 off, today only.” The queue swelled, phones went up, stories followed. By evening, the chalk was wiped and the till hummed. Next door: “₹289, because your hour matters.” No code. No countdown.

India’s festive season has long been a measure of the country’s spending appetite, a reflection of aspiration, prosperity, and the confidence of its growing middle class. Rukam Capital’s 2025 Consumer Report suggests a shift in India’s buying behaviour. Beneath the gleam of new purchases and digital discounts, a different kind