Anant Rangaswami
Articles by Anant Rangaswami
October 31, 2017 Advertising:
Advertising:
When Will India Create A John Lewis?
What will it take for an Indian brand, communicating to Indian audiences, to be written about months before the communication breaks?
August 8, 2017 Marketing:
Marketing:
It Took More Than Two Minutes, But Nestlé India Is Back To Fighting Fit
Suresh Narayan was required to drop everything and head to India to manage the fallout of what was then a developing crisis. In conversation with Suresh Narayan, CEO of Nestlé India about his journey with Nestlé and how he tackled a developing crisis, one that threatened the very foundations of the brand.
July 26, 2017 Marketing:
Marketing:
Amul – The Number One Nobody Talks About
The $4.1 billion dollar organization is not situated in Mumbai or New Delhi, but tucked away in Anand in Gujarat, about 45 minutes from Baroda. The organization is the Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), India’s largest food product marketing organization, hawking a slew of brands in an astonishing 450 stock-keeping units. Considering the size, GCMMF is extraordinary nimble, having built a capability to launch new products within 60-90 days of conceptualization. 85% percent of their revenue is spent on their most critical raw material, milk. Advertising, the second largest cost head, is a mere 1% of their revenue. How does Amul achieve these metrics?
