Indian brand strategy

2 min read

Brand Journal

MDH Masala’s 97-Year-Old Founder Was the Brand. Here’s What That Teaches Us About Human-First Branding.

Mahashay Dharampal Gulati "Mahashayji" appeared in every MDH advertisement from the 1970s until his death in 2020 at age 97. He was not a brand ambassador. He was the brand. And the results speak for themselves: MDH became India's largest spice brand by revenue.

Jun 26, 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