Tag

legacy brand strategy

Tata Salt Turned Commodity Sodium Chloride Into India’s Most Emotionally Trusted Food Brand With Two Words: Desh ka Namak.

Salt has no taste differentiation, no visible quality signal, and no rational loyalty driver. Tata Consumer Products built ₹1,500 crore of brand value on it anyway, using a line that made buying salt feel like choosing the right side of history.

Jul 2, 2026 Editor's Desk

Brand Journal

Dabur Turned 135 Years of Ayurveda Into a Mass-Market FMCG Empire by Refusing to Act Its Age

Most heritage brands coast on legacy. Dabur spent three decades systematically dismantling its pharmacy reputation and rebuilding as an FMCG powerhouse. The strategy that took it from ₹500 crore to ₹12,000 crore is a masterclass in brand transformation without losing trust.

Jun 1, 2026 Editor's Desk