{"product_id":"desi-disruptors-timeless-lessons-from-iconic-indian-brands-9789373079158","title":"Desi Disruptors: Timeless Lessons from Iconic Indian Brands","description":"\u003cp\u003e • Author(s): Vispy Doctor\u003cbr\u003e • Publisher: HarperCollins Publishers India\u003cbr\u003e • Publisher Imprint: Harper Non-Fic In\u003cbr\u003e • BISAC: General\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cspan class=\"a-text-bold\"\u003eWhat makes a balm feel like a mother's touch?\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e\u003cspan class=\"a-text-bold\"\u003eHow did a packet of noodles become India's comfort food?\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e\u003cspan class=\"a-text-bold\"\u003eHow did a brand name become synonymous with a cure for a cold?\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e\u003cspan class=\"a-text-bold\"\u003eAnd why do some brands create categories while others merely compete?\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e\u003cspan class=\"a-text-italic\"\u003eDesi Disruptors\u003c\/span\u003e\u003cspan\u003e is not a book about marketing jargon, boardroom presentations or boring management classroom lessons. This is a lively, insight-driven account of how some of India's most iconic brands-Vicks, Maggi, Whisper, Frooti, Tanishq, Jockey, Thums Up, Lenskart, and more - rewired consumer behaviour and created entire markets just by gauging what people felt and needed even before they themselves knew it.\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e\u003cspan\u003eWhisper didn't just sell sanitary pads but broke a cultural taboo around menstruation; Big Bazaar elevated the kirana store model to another level; Frooti converted our obsession with mangoes into an irresistible thirst-quencher; Jockey pulled innerwear out of closed cupboards and into everyday conversation; and Tanishq made buying gold accessible and cool for the younger Indian. The stories of these great brands demonstrate that true pioneers don't chase trends; they create them.\u003c\/span\u003e\u003c\/p\u003e\u003cp\u003e\u003cspan\u003ePacked with behind-the-scenes anecdotes and surprising insights, \u003c\/span\u003e\u003cspan class=\"a-text-italic\"\u003eDesi Disruptors: Timeless Lessons from Iconic Indian Brands\u003c\/span\u003e\u003cspan\u003e, blends sharp storytelling with decades of on-ground market research to reveal strategies that speak to the psychology of the Indian consumer. Because, often, in India, the brands that win aren't the loudest -they're the ones that understand us best.\u003c\/span\u003e\u003c\/p\u003e","brand":"HarperCollins Publishers India","offers":[{"title":"Paperback","offer_id":47859694567575,"sku":"9789373079158","price":390.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9789373079158.webp?v=1780290534","url":"https:\/\/atlanticbooks.com\/products\/desi-disruptors-timeless-lessons-from-iconic-indian-brands-9789373079158","provider":"Atlantic Books","version":"1.0","type":"link"}