Instead of promising purity in an ad, Country Delight gave households a kit to test their own milk. The proof, not the promise, is what turned scepticism into a subscription business worth hundreds of crores.
Marico's Saffola built an entire premium positioning in a commodity category by selling heart health instead of oil, decades before wellness became a mainstream FMCG idea in India.
Fortune became India's largest edible oil brand not through advertising but by making a sealed, branded bottle the default choice over loose oil bought by weight, kitchen by kitchen.
·Editor's Desk
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