brand architecture

2 min read

Brand Journal

Emami’s Brand Architecture Problem: What Happens When You Own 300 Brands and No One Knows It

Emami owns BoroPlus, Navratna, Fair and Handsome, Zandu, Kesh King, and over a dozen other major brands. Most Indians have no idea they're made by the same company. That's not an accident, it's a deliberate brand architecture strategy with a significant hidden cost.

Jun 21, 2026 · Editor's Desk

2 min read

Brand Journal

What Patanjali Taught Every Brand Manager About the Power and the Danger, of a Founder’s Face

Baba Ramdev's face is Patanjali's logo, its mascot, its advertising, and its trust signal. No Indian brand has ever built so much on a single person's identity. Here's why it worked spectacularly and where it becomes a liability.

Jun 17, 2026 · Editor's Desk