Blogs

Buying a product for the first time is like meeting someone new. It feels novel and exciting, but it is never the whole story. What really matters is whether you return to the same brand or person repeatedly. Do you start trusting them enough to rely on them? That trust

If someone had predicted that your highest-converting ‘store’ wouldn’t be a website or an app but a simple chat thread, you might have laughed. Now, WhatsApp is exactly that—an efficient, always-available storefront built into your customer’s daily habits, fully under your control. Now, for millions of companies, WhatsApp is no

By the end of the decade, the consumer will be harder to read than ever. The consumer of 2030 will be contradictory. She will demand wellness and indulgence, instant gratification, climate-conscious packaging, as well as privacy and personalisation. The task for brands is to navigate these paradoxes without tripping over

For most direct-to-consumer firms, the act of payment is seen as the culmination of the sale rather than the beginning of the relationship. In reality, it’s the starting gun for the part of the journey that truly compounds value: everything that happens after the purchase. Retention is where margins live,

Marketing today often feels like playing a game where the rules keep changing. One day, we hear that cookies are disappearing. The next day, Google says they may not be going away after all. In between these shifts, brands are struggling to answer one of the most important questions in

When people talk about India’s technology story, the narrative almost always circles back to Bengaluru. The city has become shorthand for “startup capital,” a kind of Silicon Valley of the East where venture money flows and unicorns are minted. But looking only at Bengaluru flattens a much richer picture. India’s