Celebrity-led brands in WROGN; faced with lackluster growth, consumer fatigue

Manish Tiwary to be Managing Director of Nestlé India; Suresh Narayanan to retire next year

Unearthing Mamaearth: Decoding consumer feedback

WPP and Omnicom bag Amazon's media account after marathon global review

Infosys, ITC, Titan, Biocon: Industry leaders join Storyboard18’s Share The Spotlight movement

Nobody’s Perfect Retro Porsche Ad

In Conversation With Raja Rajamannar, Mastercard

Shahid Kapoor And Varun Ganjoo Speaks On PokerBaazi's Campaign

In conversation with IHCL’s Puneet Chhatwal & GroupM’s Kate Scott-Dawkins

Why are brands including e-sports in their sports marketing itinerary?

Storyboard18 x The English Nut: How to pronounce these 10 brand names

Experts' Take On Reinvention Of Ad Campaigns Through Technology

Experts Speak On Key Emerging Trends In Cannes Lions Entries

Leaders of the future have to be outstanding human beings: Nestle MD

In conversation with VMLY&R’s Hari Ramanathan

Colgate-Palmolive's Chief Executive Officer (CEO) Prabha Narasimhan has expressed confidence in Artificial Intelligence and Machine Learning (AI/ML). In the supply chain, the company is using AI technology extensively, the CEO said

"A lot of the stuff that was human visually enabled has now become camera visually enabled. And we have digital twins running in our plants that allow us to predict before something goes wrong, and also to take a look at what's happening to speeds and what's happening to efficiency and just run altogether a significantly tighter ship in terms of output as well as energy consumption," Narasimhan said during company's recent earning call.

<a href="https://www.storyboard18.com/advertising/colgates-ad-spending-up-by-17-8-in-q2-fy25-net-profit-jumps-to-rs-395-crore-46022.htm">Read more: Colgate's ad spending up by 17.8% in Q2 FY25, net profit jumps to Rs 395 crore</a>

Further, the oral healthcare manufacturing company's CEO shared four pillars of strategies. According to Narasimhan, the first pillar is the growth of the oral category, the second is premiumization, and the third is to lead growth in toothbrushes and devices. And the last one is to diversify personal care business.

Last month the FMCG brand reported its second quarter result for fiscal year 2025. The company reported an increase of 16.17 percent in its net profit at Rs 395.05 crore.

<a href="https://www.storyboard18.com/brand-makers/unilevers-samir-singh-joins-colgate-palmolive-as-evp-marketing-apac-45352.htm">Read more: Unilever's Samir Singh joins Colgate-Palmolive as EVP - Marketing, APAC</a>

The company's advertising increased by 17.8 percent in Q2 compared to the same period last year with increased support behind both brand and category development actions. 

Colgate-Palmolive's Chief Financial Officer MS Jacob said, "Advertising, we've seen this increase as we continue to fund programs like our consumption building program, the oral health movement, and we will continue to invest behind the innovations that we are bringing to the market".

Jacob said that the quality of advertising and the level of advertising is critical for the company to drive topline.

The oral health firm has also increased its promotional spending.

According to Jacob, "We are deploying a lot of tools to collect data from the 1.7 million, distributors the stores we cover and also from direct trade, e-commerce, etc to make sure we are spending in the right places at the right level and we are getting the right returns".

AI/ML demand forecasting is now a way of life for us: Colgate CEO

The ongoing debate around work-life balance in India has reached a new chapter with Zepto's CEO, Aadit Palicha, weighing on the issue.

In a recent post on X (formerly Twitter), Palicha commented, "I have nothing against work-life balance. In fact, I recommend it to all our competitors." 

His statement, laced with irony, seems to underscore Zepto's commitment to a high-intensity work culture, particularly as the company vies for a competitive edge in India's burgeoning quick-commerce sector.

<blockquote class="twitter-tweet">I have nothing against work-life balance. In fact, I recommend it to all our competitors :)&mdash; Aadit Palicha (@aadit_palicha) <a href="https://twitter.com/aadit_palicha/status/1864139220924711416?ref_src=twsrc%5Etfw">December 4, 2024</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

Although Palicha quickly clarified that the quote was not his, but rather from an interview with Indian-origin CEO Daksh Gupta, many users still insisted that it was his response to the anonymous Reddit post detailing "Zepto's toxic work culture."

Palicha's remarks come at a time when the company is under scrutiny following an anonymous Reddit post that went viral, alleging a "toxic" work culture at Zepto.

According to the <a href="https://www.reddit.com/r/StartUpIndia/comments/1h5h79n/toxic_work_culture_ft_zepto/">post</a>, employees are reportedly working grueling 14-hour days, adding fuel to the fire in the ongoing debate over employee well-being in the corporate world. The employee also claimed that Palicha, a key figure in the company, only begins working at 2 pm because he struggles to wake up early, leading to meetings being scheduled at 2 am. 

The anonymous user further explained that junior staff are hired to cut costs, and a major round of layoffs is expected in March, with most departments halting new hiring.

Social media erupted with multiple users commenting on the scenario. 

"Bro woke up early today," commented one user. Another user quipped, "Burning the midnight oil to dunk on toxic work culture posts on Reddit? Bold strategy!"

Zepto CEO joins work-life balance debate amid allegations of toxic culture

Bill Gates, the co-founder of Microsoft, has found himself at the center of a heated debate following his recent appearance on Reid Hoffman's podcast, as per reports. 

His comments, which referred to India as a "laboratory to try things," have drawn sharp criticism, especially from Indian commentators who have taken offense to the analogy. 

While Gates intended to highlight India's role in global development, the remark has triggered widespread outrage, particularly on social media.

During the podcast, Gates made the comment while discussing India's progress in health, education, and nutrition, noting that the country was "stable enough" and had the capacity to generate its own government revenue. He emphasized that in the next 20 years, India's development would significantly improve. "It's kind of a laboratory to try things that then when you prove them out in India, you can take to other places," Gates remarked.

He went on to explain that the Bill and Melinda Gates Foundation's largest non-U.S. office is located in India. 

Gates' choice of words has sparked immediate backlash, with many accusing him of treating India as a mere testing ground for global initiatives. 

On social media platforms, critics expressed frustration over his characterization of the country.

One user on X (formerly Twitter) said, "India is a laboratory, and we Indians are guinea pigs for Bill Gates." Others echoed this sentiment, suggesting that Gates viewed India as subjects for experimentation, with successful initiatives being implemented in the US.

"These human beings in India are samples for Bill Gates' laboratory to try things, and once they are proven effective, taken to the US," wrote another user.

However, not all reactions were negative. Some defended Gates, arguing that his comment had been misinterpreted. 

Gates’ recent remarks come as a surprise, considering his history of praising India for its achievements. 

In an earlier interview with PTI, Gates lauded India’s efforts to tackle malnutrition, noting that despite its income level, the country was focused on improving nutritional indicators. He commended India’s frankness in addressing these issues, even giving the country an "A" for its commitment to fighting malnutrition.

Bill Gates' 'laboratory' comment sparks controversy in India

Anand Vaidya has been promoted to Director of Marketing and Corporate Communications at WebEngage, a prominent SaaS platform specializing in customer retention.

In his expanded position, Vaidya will spearhead WebEngage's marketing strategies and communication initiatives, reinforcing the company's mission to elevate customer engagement for businesses.

With a diverse career that includes notable roles at The Mavericks, Weber Shandwick, Adfactors PR, and MSLGROUP India, Vaidya brings extensive expertise in marketing and communications.

His leadership at WebEngage has been crucial in developing impactful narratives that resonate globally, ensuring the brand's communication aligns with its growth strategies.

WebEngage elevates Anand Vaidya to director of marketing and corporate communications

Podcasting has become the new LinkedIn for Indian founders—a space to flex their intellectual muscles, share entrepreneurial gyaan, and sometimes, just get candid with peers. But let's face it, not all founder podcasts are created equal. Some command millions of loyal listeners, while others struggle to get a dozen likes. 

More Indian founders and CEO are entering the crowded world of podcasts. While podcasts have undeniably become a powerful platform for CEOs and founders to shape their personal brands and, by extension, their companies, the trend is starting to feel saturated already.

Entrepreneurs like Shantanu Deshpande of BSC and Zerodha's Nikhil Kamath have proven the medium’s potential to reach vast audiences and bolster brand visibility. The success of some podcasts has sparked a rush among others to follow suit. The pull of direct engagement with listeners, offering unfiltered insights into business and life, is undeniable. But as more founders jump on the bandwagon, one must ask: how many podcasts is too many? Does every founder truly need a podcast? The digital space is flooded with voices. The risk is that, in the pursuit of personal brand-building, the quality and originality of content might get lost in the noise. 

<a href="https://www.storyboard18.com/brand-makers/dynamic-deepinder-versus-missing-majety-the-fine-line-between-influence-and-overexposure-47632.htm">Read more: Dynamic Deepinder vs Reclusive Majety: The fine line between influence and overexposure</a>

As the podcasting trend matures, it’s becoming increasingly important for entrepreneurs and other business leaders to ask themselves whether their voice truly adds something fresh — or if they’re simply contributing to the noise.

While we ponder that question, here's a no-nonsense breakdown of who's making waves and who's barely rippling in the Indian founder podcast scene.

1. WTF Is by Nikhil Kamath

Not to be confused with the slang, 'WTF IS' is a podcast by Zerodha's Nikhil Kamath that brings together some of the brightest minds in business, tech, gaming, and even philosophy. A perfect blend of casual and intellectual conversations that keep you coming back for more. Whether you're into tech, psychology, or just wondering about the future of electric vehicles— WTF has got you covered. The podcast was also extended to WTF People that's featured Ranbir Kapoor too. From business to Bollywood, Kamath does it all. 

Subscribers: 1.13M
Available on: YouTube, Spotify, Apple Podcasts, Audible

2. CRED Curious by Kunal Shah

In CRED Curious, Kunal Shah ditches the corporate clichés and dives headfirst into nuanced conversations that go beyond the surface. The video series, hosted by the CRED founder himself, pairs his signature unconventional thinking with insights from intellectual heavyweights across fields. From decoding human psychology and behaviour to dissecting the art of scaling businesses, Shah and his guests tackle topics that make you pause, reflect, and maybe even question your own perspective. With previous episodes featuring Zerodha’s Nithin Kamath, filmmaker-turned-entrepreneur Anand Gandhi, and Wingify’s Paras Chopra, CRED Curious feels less like a lecture and more like eavesdropping on a debate at an exclusive think-tank dinner.

Subscribers: 329K
Available on: YouTube

3. The BarberShop with Shantanu by Shantanu Deshpande

Welcome to The Barber Shop, where business gets its own chair! Shantanu Deshpande, the Founder of Bombay Shaving Company, invites fellow entrepreneurs and industry leaders to chat about business strategies, lessons learned, and the crazy philosophies behind their journeys. While it's not as mainstream as the big hitters, it's a treasure trove of insights if you're into business and entrepreneurship.

Subscribers: 414K
Available on: Spotify, YouTube, Amazon Music, Apple Podcasts

4. Breaking Bread by Deepinder Goyal

In 2023, Zomato's Founder and CEO Deepinder Goyal brought his love for food and entrepreneurship to the mic with Breaking Bread, a podcast for anyone who appreciated a good story as much as a great meal. Whether you're a foodie, a budding restaurateur, or just someone curious about what it takes to build iconic culinary brands, this series serves up insightful conversations spiced with fun anecdotes and tasty entrepreneurial advice. From chatting with Zorawar Kalra of Farzi Café fame to dissecting the art of scaling biryani with Vishal Jindal of Biryani By Kilo, Deepinder combines wit, warmth, and wisdom is every episode.

Subscribers: 569K
Available on: YouTube

The Ones Flying Under the Radar - Don't sleep on these!

5. SparX by Mukesh Bansal

Mukesh Bansal’s SparX delves into the essence of India—its history, politics, science, and the booming opportunities it offers. With Mukesh’s 20-year-long career as the Founder of Myntra and Cult.fit, this podcast is packed with knowledge bombs and insights on entrepreneurship. It’s India in a nutshell, with stories from real impact-makers. 

Subscribers: 518K
Available on: Spotify

6. The Indian Startup Show with Neil Patel & Friends
Okay, okay, we hear you—this one’s a little bit of a sleeper hit with just 204 subscribers. But before you roll your eyes, hear us out: this is a podcast made for startup enthusiasts, entrepreneurs, and anyone who’s all about that hustle life. Hosted by Neil Patel, The Indian Startup Show interviews founders, investors, and industry experts to uncover startup stories, challenges, and a bit of behind-the-scenes magic. It’s a hidden gem for anyone with startup fever.

Available on: Spotify, Eight App, Apple Podcasts, YouTube, and SoundCloud

New Members on the Block

7. Ritesh Agarwal

What does it take to punch above your weight in a world dominated by corporate giants? OYO's leader, Ritesh Agarwal, dives straight into the action with new podcast's first episode. In this snappy, insight-packed debut, he shares the secret sauce to thriving as a small startup. Whether you're a budding entrepreneur or a curious business enthusiast, this episode promises a masterclass in resilience and competitive edge. A podcast to surely look out for!

Subscribers: 32.2K
Available on: YouTube

8. The BAD Podcast by Swati & Rohan Bhargava

Swati and Rohan Bhargava, the dynamic duo behind CashKaro, have dropped their latest brainchild: the 'BAD' podcast—and no, it’s not about breaking the rules. It’s about bending the narrative. BAD (short for Be A Dreamer) flips the script on failure and mediocrity, spotlighting the trailblazers who’ve turned hustle into bankable success. With each episode, the Bhargavas ruthlessly demystify how these "accidental entrepreneurs" are cashing in on their grit and technological savviness to build real wealth—no startup pitch decks required.

Subscribers: 34.3K
Available on: YouTube

Nikhil Kamath to Kunal Shah, take a look at Indian founders making waves or ripples in podcasting

ZEE Entertainment Enterprises Ltd's (ZEEL) held its 42nd Annual General Meeting on November 28, where shareholders rejected a proposal to reappoint Chief Executive Officer Punit Goenka as a Director. The proposal for reappointment of Goenka as Director at Zee was defeated by a 50.4 percent - 49.5 percent vote, the company said in an exchange filing. "Resolution No. 3 (Goenka's reappointment) failed to get requisite majority of votes as required under the provisions of the Companies Act, 2013 and SEBI (Listing Obligations and Disclosure Requirements) Regulations, 2015," ZEEL said.

Analysts had suggested that the vote will reflect confidence levels among shareholders regarding ZEEL’s governance and future. Previous reports had noted that ZEEL’s institutional shareholders, including domestic mutual funds and foreign portfolio investors (FPIs), would play a critical role in determining Goenka’s continuity. Moneycontrol had reported that Proxy advisors InGovern and IiAS had both recommended that ZEEL shareholders should vote against the re-appointment of Goenka. 

ZEEL's CEO Punit Goenka withdrew himself from reappointment for the Managing Director post a few days before the AGM. Goenka had resigned from the position of Managing Director, with the company stating in an earlier exchange filing, "...in continuation to our earlier disclosure dated November 18, 2024 relating to resignation of Mr. Punit Goenka as Managing Director of the Company, we hereby enclose the letter received from Mr. Punit Goenka resigning from the office of Managing Director of the Company and withdrawing his consent for his re-appointment as Managing Director of the Company as proposed in the Notice of the ensuing Annual General Meeting of the Company scheduled to be held on November 28, 2024. Goenka, however, is retaining the post of CEO."

Goenka had asked the board to relieve him from the position of managing director of the company as he wants to 'focus' on the operational responsibilities as the chief executive officer, the media and entertainment firm said in a statement on November 18.

With this move, Goenka wants to 'dedicate' his time for the future of the company and enhance its performance, the statement said.

“The company remains on a firm footing and is taking all the necessary steps to build a robust foundation for its future. In order to ensure we maintain a sharp focus on achieving our targeted aspirations, the core businesses require dedicated time and energy which can only be achieved in an operational capacity. In the long-term interest of the company and all its stakeholders, I have approached the Board with a request to attain operational focus as the Chief Executive Officer. I am grateful to the Board for recognizing my efforts and supporting me in this approach,” Goenka said.

In recent months, ZEEL has witnessed a significant reshuffling of its leadership, marked by the promotion of key executives and the departure of several others. The company had also implemented a 15 percent reduction in its workforce, with Goenka at the helm of these cost-cutting efforts. His father, media mogul Subhash Chandra, has also played an instrumental role in steering the media and entertainment giant, particularly in the wake of the collapse of the ZEE-Sony merger deal in January 2024.

ZEEL AGM: Shareholders reject proposal to reappoint Punit Goenka as director

YouTube has released a poignant letter from its former CEO, Susan Wojcicki, three months after her passing at age 56. The letter, written just weeks before her death, sheds light on her battle with lung cancer and her dedication to raising awareness about the disease. The release was timed to coincide with Lung Cancer Awareness Month, underscoring Wojcicki’s commitment to cancer research.

Wojcicki, who had been one of Google’s earliest employees, used her final message to highlight lung cancer as the leading cause of cancer-related deaths in women, as well as the second most common cancer overall among women. She shared that she intended to devote her time and resources to advocating for better understanding and treatments for lung cancer.

In her letter, Wojcicki recalled the shock of being diagnosed with the disease in late 2022. Despite living an active life, running regularly and having never smoked, she was blindsided by the diagnosis. "I had almost no symptoms," she wrote. "I was totally shocked with this diagnosis." The news prompted her to step down from her role as CEO of YouTube to focus on her health and spend more time with her family. 

Though she resigned from her position, Wojcicki remained active in other areas, continuing her work on the boards of Salesforce, Planet Labs, and Waymo, while dedicating much of her time to cancer advocacy.

Reflecting on her personal journey, she shared how cancer had deeply changed her. "Having cancer hasn’t been easy," Wojcicki wrote, "but the most important lesson I have learned is just to focus and enjoy the present." She emphasized the unpredictability of life but expressed a deep appreciation for the beauty found in everyday moments. Her focus, she said, was on living in the moment and fighting for cancer research.

Wojcicki passed away on August 10, 2024, after a two-year battle with non-small cell lung cancer. Her husband, Dennis Troper, announced her death in a Facebook post, remembering her as a loving wife and mother to their five children.

YouTube shares Susan Wojcicki’s final message following her death from lung cancer

Gurugram-based Airtel Payments Bank's chief marketing officer, Shilpi Kapoor, told Storyboard18, that the firm is not currently looking at sponsoring any Indian Premier League (IPL) teams. "However, in terms of integration with the IPL, our target audience consists of frequent digital transactors who are always online. Therefore, we are exploring integrations with OTT platforms and food delivery services." We caught up with Kapoor who shed light on the payments bank's plans and outlook for 2025. Read on.

Edited excerpts

Q: What's your outlook for marketing spending for FY25?

Category creation will require significant investments from the bank, and we are anticipating an increase in spending this year, potentially by 25 to 30 percent. While we are looking at a substantial rise in our marketing budget, I’m unable to disclose the exact amount we’ve spent this year, as we do not typically share details about our marketing expenditures.

Q: How would you sum up Airtel Payments Bank's journey for the year 2024?

As a digital bank, we initially focused on financial inclusion, aiming to provide access to banking for the underbanked and underserved populations. Our primary mission was to connect people without bank accounts, bringing them into the financial fold and ensuring they could access government schemes and other services. This has been a fulfilling journey, and this year in particular, we've seen significant growth, with over a million new accounts opened in a single quarter. 

Our digital onboarding process, which uses CKYC, allows customers to open accounts from the comfort of their homes in under two minutes, simply by providing their PAN and Aadhaar details. As a result, more than 60 per cent of India is now banking digitally, engaging in activities like QR code scanning and online payments. 

We are witnessing a major shift towards digital transactions, and we are well-positioned to offer safety, security, and a seamless experience as more people embrace digital banking.

Q: What are the focus areas for marketing and media spendings? How much do you spend on digital media?

Since most of our transactions are digital, almost 60 per cent of total marketing spending is on digital medium. Therefore, we engage with our audience through digital channels, meeting them where they are. Our marketing strategy is occasion-based, with a focus on digital platforms. We define our target audience as "frequent digital transactors"—individuals who make more than five digital transactions a month, whether it's through QR codes, money transfers, or online purchases. These are the people we engage with through our advertising and media efforts.

Q: Where do see opportunities for growth in terms of emerging customer sets?

The number of digital transactions has been steadily increasing month over month, with a significant rise of 35-40 per cent as more people embrace online transactions. This trend is not limited to a specific category or region, as digital penetration in India is widespread. While most digital accounts are concentrated in metro cities and tier two areas, the shift towards digital is not confined to these regions alone. 

In terms of age demographics, we primarily engage with a younger audience, particularly individuals between the ages of 21 and 35. This is largely due to the fact that Gen Z and millennials are more tech-savvy and comfortable adapting to new technologies, making them more inclined to embrace digital transactions without fear or hesitation.

Q: How is the increasing use of AI and generative artificial intelligence tools changing the marketing function for you?

To stay ahead of the curve, we continuously analyze customer data and insights to create new products and services tailored to our users' needs. For example, using AI, we track a customer’s previous purchases and interactions over the last few months, enabling us to predict what they are most likely to engage with next. We also utilize a recommendation engine that curates offer and promotions tailored to the customer’s spending behavior, allowing them to engage with offers most relevant to them. This combination of AI and personalized experiences helps us provide customers with the most relevant and timely offerings, enhancing their overall experience with the bank.

Q: Can you put some light on challenges which the banking sector is facing in terms of marketing?

In today’s fast-paced world, with so many banks and a lot of market clutter, customers often struggle to differentiate between options and decide which bank to choose. This confusion is compounded by the increasing threat of fraud, with banks and regulators constantly warning customers through various channels like social media, radio, and campaigns not to share OTPs or click on suspicious links. Fraud has become a major challenge for the banking industry. 

Additionally, customers are becoming more discerning, especially when it comes to data privacy—questioning where their data is stored and whether it might be misused. As customer expectations evolve rapidly, banks must adapt quickly to address these concerns. This requires not only anticipating customer needs but also communicating effectively about how we are tackling these challenges. Our payments bank, for instance, has pioneered a category we take pride in: the Daily Transaction Account (DTA), which is designed to meet the evolving demands of customers in this fast-changing landscape.

Airtel Payments Bank to increase marketing spends by 25-30 percent in the new year

India's legendary cricketers have outshone A-list Hindi film industry actors in brand value in 2024. According to a report by Hansa Research, Virat Kohli, MS Dhoni, and Sachin Tendulkar have continued to hold their popularity with audiences, ranking as top celebrities across age and gender categories in the Brand Endorser 2024 Report.

According to the data shared by the consumer insights company, brands spent Rs 500 crore on celebrity endorsements, with choices largely driven by popularity and category fit. Among the list of sportsperson and glitzy and glamourous celebrities, Indian skipper Virat Kohli took the No.1 spot, followed by MS Dhoni in second place and Sachin Tendulkar in third. These cricket legends have outperformed some of the biggest names in Bollywood, including Shah Rukh Khan (4th), Akshay Kumar (5th), Amitabh Bachchan (6th), and Salman Khan (8th).

According to the Brand Endorser Report 2024, Kohli took the top spot due to his high ranking in parameters such as likeability, popularity, and consumer interest in seeing him endorse products shortly.

The report revealed that Deepika Padukone is the only female celebrity to feature in the top 10, securing the 10th spot. Notably, Amitabh Bachchan has dropped four places over the last two years, ranking 6th in 2024 compared to 2nd in 2022. Meanwhile, Allu Arjun, the only South Indian representative in the top 10, made a significant leap, rising from 16th place in 2022 to 7th in 2024.

Commenting on the findings, Ashish Karnad, Executive Vice President, Hansa Research said, "What sets cricketers apart from other celebrities is their unique ability to connect with audiences on both emotional and aspirational levels. Whether it’s the nostalgia tied to legends like Sachin Tendulkar or the electrifying energy of stars like Virat Kohli and M.S. Dhoni, their hard work and perseverance have earned them admiration. Seen as real-life heroes who have risen from humble backgrounds to make their country proud, they have emerged as dominant brand endorsers, highly preferred by brands to communicate their messages and inspire trust among diverse audiences".

Cricket heroes outshine Bollywood stars in brand value! Virat Kohli tops the list

In a conversation with Storyboard18, Nyrika Holkar, Executive Director of Godrej & Boyce Mfg. Co. Ltd., highlighted how the rebranding reflects the group's vision of contributing to a 'Viksit Bharat'—a developed India. Storyboard18's Imran Fazal had exclusively reported on Godrej's major brand overhaul on September 26. In an interview this week, Holkar detailed the vision behind the conglomerate's rebranding. 

<a href="https://www.storyboard18.com/brand-marketing/exclusive-godrej-boyce-to-undergo-rebranding-after-split-43204.htm">Read more: EXCLUSIVE: Godrej & Boyce to undergo rebranding after split</a>

"The new brand identity signifies moving forward, taking everywhere we've achieved over the years and putting it into the context of what India needs today," said Holkar during a conversation with Storyboard18's Shibani Gharat. With businesses spanning aerospace, advanced engineering, furniture, appliances, and intralogistics, the rebrand aims to unify and modernize the group's image while addressing the evolving aspirations and lifestyle of Indian consumers.

Holkar emphasized that the Godrej rebranding was not directly triggered by the recent split within the group but stemmed from a long-term vision to enhance consumer relevance. "We wanted to create a consistency of consumer experience across our businesses. The realignment provided an opportunity to establish a distinctly ownable identity," she explained.

While the iconic Godrej cursive logo remains unchanged, the group has introduced visual and tonal modifications, including a bespoke font and a new colour palette. "It's about creating a distinctive identity while building on the legacy we have," Holkar added.

As India transitions into a new era, Godrej aims to balance its heritage with innovation. "We stand at an inflection point as a company and as India," Holkar said. "To remain relevant, we need to understand evolving trends, consumer pain points, and how they prefer to engage with brands. Today, experience is everything."

The conglomerate is prioritizing service transformation across its consumer-facing businesses, adopting a data-led approach to offer a unified and personalized customer experience. 

In its furniture division, for instance, Godrej is exploring omnichannel strategies and modular, customizable products to cater to post-pandemic home design priorities.

Holkar also pointed to sustainability as a key focus area, especially in developing energy-efficient solutions for smart homes and influencing more conscious consumer choices.

On the B2B front, Godrej is positioning itself at the forefront of India’s growth story, with significant investments in aerospace, advanced engineering, and intralogistics. “We’ve been part of all of India’s space missions and are keen to strengthen partnerships with startups and tech-led companies that are redefining the space,” Holkar revealed.

She also underscored the importance of building smarter and greener infrastructure, such as Class A warehouses and energy-efficient data centers. “With AI and advanced computing driving exponential energy needs, we’re focused on innovative solutions for the future,” she said.

Looking ahead, Holkar stressed the importance of fostering a culture that encourages innovation and experimentation within Godrej. “The priority for the future should be to build and encourage innovative ideas. Encourage a place where people feel free to experiment, to even to fail, but to really try to push themselves and to create an atmosphere that people are engaged, fulfilled, and not one in which you look at it as a job, but you look at it more as a passion to be able to build for the future,” she concluded.

Watch the full interview on Storyboard18 on CNBC-TV18.

BRAND MAKERS