category creation

2 min read

Brand Journal

Nobody Was Buying Branded Atta in 2002. ITC Decided That Was the Opportunity.

Wheat flour was a commodity Indian households milled at their local chakki. The idea of paying a brand premium for it seemed absurd. ITC spent ₹100 crore in two years to prove otherwise and created a category worth ₹15,000 crore in the process.

Jul 3, 2026 · Editor's Desk

2 min read

Brand Journal

Bajaj Almond Drops: How a Yellow Bottle Became Synonymous With “Non-Sticky Hair Oil” Before Anyone Used That Term

Bajaj Almond Drops didn't just create a product. It created a category. And the yellow packaging was the primary vehicle for communicating the category's defining benefit before a single word was read.

Jun 29, 2026 · Editor's Desk