Marketing Masterclass: How to Build a Billion-Dollar Brand | Harsh Pamnani | FO450 | Raj Shamani

0:00Give me one strategy, brand name if someone to make a brand name. It's a lot of insight that has a lot of people. They have made affordable brands. If you look at their candies, Melody, Poppins, Kiss Me Toffee Bucks, it was affordable. In the other distribution, you'll get a product in TR3, in Urban EDS. And the advertisements, mango fruity, fresh and juicy. Why do you have so much chocolatey? You can eat it yourself. So, these were so powerful. It's got to remember. When we talk about such things, there's a person called Darshan Bhai. He's a genius. Fog, Move, Itch Guard How do they do it? If I talk about Fog, Fog before X was the market leader But they studied that youngsters are very interested in D.O.

1:08But the problem is that bottle is quickly going on So how much it is? So it's focused on that and it became a market leader What is Fog? Fog is going on Points, what should I do? What should I do? What should I do? What should I do? So first of all, which problem is solved in market? What is the consumer? Then I'll see how many players are If I'm not in the top 3, then it will be very difficult for me because I can't enter in the consumer's life. Then you have to focus on packaging, communication and distribution. And one thing that you have to prepare for is your why statement. I connect to this purpose which is beyond making money, which is solving a big problem.

1:45The consumer will emotionally connect to me. Zomato vs Swiggy, Ola vs Uber, what are the differences in them? So

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2:15See you written books. And interestingly, let's talk about two books. One is branding which is your stop being unforgettable. Go from unknown to unforgettable, right? And then the other was creators. I read four books. I'll talk about two specific ones, right? And the other was creators. Right? Creators. So, who should you talk about it? Creators for branding or marketing? So, writing a creator book also, I think we can talk about the creator book first because that became the foundation for writing the from unknown to unforgettable creators how to make creators if someone is watching this then how to make creators how to make creators how to make you according to your crowded market I don't think it's a crowded market but from an outsider's view because I'm biased so obviously it'll be a different view for me so how can someone stand out in your this crowded market can you give me an example So Raj there are two ways to look at the market Your lens is also right It's not a crowded market The generic sense is also right That it's a crowded market Because a few years ago A report came from Kalari Capital Eight crore creators in India Out of which less than two lakh Make some money Good money The rest all are not getting much traction Because you are in any market If you don't create differentiation create not creating a unique category in your positioning you will get lost in the crowd if you are following others for the inspiration, nice but if you are following others to see what kind of content you are creating or you are not bringing the differentiation you will get lost in the crowd so if anybody has to become a creator even today, they have to find out the niche where they are passionate about they can go deeper and deeper to learn, doesn't matter whether people are listening to them today because nobody can become Rashmani on the day one right?

4:22Today people may say that Rashmani has reached somewhere they can see you as a butterfly but they have not seen your caterpillar stage when you had your own struggles and you created your unique path because everyone sees a butterfly I think people have to realize that they have to go through that caterpillar stage where there is a learning, there is a struggle, there is a process of figuring out which particular niche will be interesting for them where they can put in more and more effort. How can someone do it? How can someone find it? How can someone create a niche? How can someone find a specific part?

4:54How can someone stand out as creators? So, first and foremost, your passion should be in that area. One of the creators I admire is Bhuvan Bam. When Bhuvan came into the content creation game, comedy was already a crowded market. Comedy in India is always a crowded market. Just Pal Bhatti, Govinda, there is a lot of comedy content available. Comedy content creators But how he did the differentiation He made 19 characters And with a single camera Single mobile phone He started creating the content He started observing what kind of Jokes will work with people Because he used to observe people in Delhi metro And with 19 characters He made a unique Identity which created A different Market for him there were people who were creating skits there were people who were creating jokes but this was stand-up comedy is already a crowded market skits is a crowded market but Bhuvan has made his characters and made the market so you have to think in what area I can differentiate can I create my own characters can I bring in some animation can I bring in some process how do we think everyone knows that it's a little different you can't create a category you'll be successful right technologically be character wise be 50 different different different you will be your chances of success or failure don't increase so there's a shot how can I make such thinking because 4 and look same role model same technically I don't do comedy so I don't okay now how can I prepare or what process I can make myself mindset set as a can make a different think.

6:44Because everything says inside and inside then it's a little frivolous. In the inside, there are two things. Self doubt also comes. And starting when there is proof, then there is self doubt. Self doubt comes in a good way. Because it motivates you to learn more, more to learn more, more to try more. I think everybody has to start from zero. That's what you need to do. If you put a video first, it's only a journey from zero followers. The point is that I have to see that, let's say I am interested in comedy, you are interested in business, somebody is interested in food, Kavita's kitchen, Kavita ma 'am has been very much interested in food recipes.

7:22That was her passion, she kept on creating. So, you have to identify your passion. I can talk about marketing, but I can't talk about finance. That's not my area of fashion. Right? that area I have to know that area and physics then I have to figure out what kind of content is already available what are the let's say problem in that state is it like too boring too vague not coming out with the right kind of story that is making the audience engaged or somebody's doing extraordinary thing and I can bring out that in my conversation style and can create something which is little different so that people love to watch it and it is relevant and useful for them.

8:02And uske liye definitely mujhe practice karna padega. Raj kishi ko bhi na aga public speaker banna hai you have your tremendous journey of becoming a public speaker usko mirror ke saamne das bar bolna padeta hai das bar stage pe jayega nahi bol payega uske baad woh bolna chaloo karega kabhi ja ke woh content hit hoga jab woh bolega same chiz youtube me bhi aegi one has to practice one has to see which kind of video is working and slowly slowly evolution will happen that has happened with everybody including you including any successful creators at least I know about. The thing is that one has to be determined that I will not give up.

8:37I have chosen this field. Let me give my best and the stars will get aligned and important thing which I would like to also the creators who have remained relevant have taken care of their health because social media game is very competitive and emotions change one of my videos got 1 million views not coming right now what's happening my content is not working someone is working although we are making similar that kind of comparison because numbers are public right that kind of comparison happen with yourself as a creator with others also so it takes lot of pressure on mind right and if the health goes in the negative direction then the person will not be able to create the great content because mind is not working body you are not sleeping or taking tension so the content will not come, creativity will impact creativity will impact, content will not come so the audience will move on so that health is also necessary I don't think A, social media is competitive I don't know why and I don't even think at least I personally don't affect 1 million 100 views or 1000 views I am very okay with I am just sharing my side of story i'm very okay with having 100 million views and 100 views same day next day same week i genuinely don't care i look at it from a very 10 year 20 year 30 year game i think that's most of the creator should follow that in a 10 year window can they do a good job or not in a 20 year window can they do a good job if they work in 10 days then a lot of times I'm not talking about whether they'll be successful or no but a lot of times mentally will go very much ups and downs and it'll be harmful for them and a purpose also matters if some creator is creating a body of work with some purpose that is the knowledge repository that will remain there forever people in small towns people in big towns can consume it can become somebody by listening to these conversations there are those conversations so in that case a body of work is getting created that will be there that will always be useful the purpose is different if somebody's purpose is not I have to grow and grow the number game so it also depends on what your mind is thinking okay let's move to brands let's figure out brands your expertise is your domain right and which is the most iconic brand you think in India I love many made in India brands but if you say about one brand then Amul I would say why Amul is iconic?

11:34what is the special thing Amul has become Amul? it's a dude at the end of the day it's a dude at the end of the day but the supply chain doesn't make sense they created a sorry the point is that Danone was also in India he also had tried in that sector couldn't succeed left India, right? Amul has spent a lot of time in terms of creating the proper supply chain. Not only through the process, but also through inspiration. And by solving the problem, India's milk farmers were upset with the middleman. And then coming up with this iconic Amul girl, I mean, which has become the part of the Guinness Book of World Records.

12:14I mean, 1966, if I'm correct, say this girl is there. And she is constantly communicating about different things happening in India with her I mean attractive jokes why did you do mascot work ambassador can also Raja ambassador shelf life has mascot who ambassador can be controversy he can be competitive brand can be marketing and I am dependent if I am my mascot create then I am giving a story and she still create those memories of nostalgia when our parents look at her she has become the face of the brand so I think that has worked really very well for Amul another interesting thing that has worked for Amul is that that Amrila brand they the Amul ka joh brand image meri man mein milk ke liye aata hai joh trust factor aata hai joh butters ke aata hai woh baaki categories mein bhi reflect hota hai because everybody has a brand name of Amul they didn't create multiple brands Amul ka Amrila brand bana ke uski joh brand equity usko use kar ke onohne different different categories mein gahe related to food products and they created such an iconic brand.

13:53Why do you think that India has brands like Amul, Patanjali all of these brands all of these brands use a umbrella brand and make it in it whereas MNCs usually make it a core company but make it a different brand. Like Unilever Oserf Exil make it Clinical Clear Fair and Lovely make it Glow and Lovely multiple ponds. If you operate in the same category if you operate in the same category in the shampoo category degree in 4 different products. There's Tresame, there's Sunsil, there's Clinical Clear, all different. Amul doesn't do that. Patanjali doesn't do that. Many people don't do that. All people make an umbrella brand in India.

14:34Mostly large houses. And in fact, I was looking at it, Imamie has made different brands. Then Imamie has written a lot on everyone. He doesn't write a lot on everyone. Unilever doesn't write a lot. right why is it like that P &G and Reliver are different and Indian brands are different so someone has spent decades on creating umbrella brand today so what's better now today so it again depends on how you want to stand out and how you have created a brand definitely a new brand is a lot of effort because you have to give a new life and new story to that particular brand if you sub brand you are making what you say the name is on the top the name is on the top the name is on the bottom that is called sub brand in my view sub brand strategy works best why because you still are owning the brand equity of the original brand but because you are creating a sub brand you are creating a different identity for yourself right so example paper boat swing and paper boat zero paper boat is so small in its packet on the small part, swing big paper boat, paper boat on the small part, zero big paper boat, so they have created sub-brands, because they know that there is some brand equity of paper boat already in the subconscious mind of the consumer, when they will see that paper boat is written, they will take and they have made a sub-brand, they have not made a different paper boat, right, this is called sub-brand if they would have created a totally new name, which is let's say very different category altogether they have to make it because people know paper board for traditional food and beverages right if they go to any other field they have to get another name to where to where Haldiram's name is famous in food totally okay today Haldiram wants to come in the house do you think that same name will work that category is very good I don't know Haldiram can do anything logically it won't like my logical thing will not work but Haldiram why I can't say this to me.

16:44Raj, what is it? What strategy will work for a particular type of market segment, particular kind of category, that is also known as testing. You may realize that I have to come up with a different brand name because this category will dilute my original category. Today I am known for dairy products. If I get into, let's say, jeans or watches and all, this name will not work because when people think about this name, के बारे में सोचते हैं, तो उनके दमाग में food आता है, तो आज मां food से related कुछ भी create करूँगा, तो मेरा umbrella brand काम करेगा, लेकिन जब वो watches के बारे में सोचते हैं, उनके दमाग में नहीं आता है, here I have to create a different identity, because category is very different, maybe I can write it at the bottom, that this is coming from house of so and so brand, so that the trust factor comes, that this is not a new player in the market, this is from that company but its original name that is going to be very different so all these things work because there are multiple dynamics and I am sharing it because every category is very different every consumer segment is very different which is the way the brand is made which is the way the jewelry does not make the brand jewelry needs trust factor food has a perishability factor and there is another way ��고 brand tier 1 city tier 2 city not which brand luxury customers brand conscious customers and which brand price conscious or value conscious customers other way so all permutations and combinations we have to figure out that I will which strategy will work and I will which stage will be okay I amul who is which brand is which modern day Amul ko beat kar raha hai Amul ki category me kisi ne naya bana dya kyunki Amul kisi ko ane nini dhe ta so mye dimaag me jho new age brand aata hai in value added dairy products is epigamia kya ki epigamia na hai jho aapko lagtas hai ki Amul ke market mentor kye unhau ne apni space bina li unhau ne Amul ke market me enter nahi kiya unhau ne eek nai category space me enter kiya dairy me enter kiya but head on compete nahi kiya they entered into entered Greek yogurt 2015 before India Greek yogurt exists in India in the category exist in India Epigamia credit for creating Greek yogurt category for creating so they said that people like wheat in India in India people like wheat from childhood they are eating Greek yogurt is processed with more protein different texture so and the founder had experienced Greek yogurt America in New York experience kiya tha ki India laga ki India mein health trends barh rye hai people are becoming more and more health focused to high protein product unko chahiye this can this product can work in India mein toh hunhne greek yogurt launch kiya iski ander eek beautiful baat kya thi ki yye product har kisi ke liye launch nahin kiya because iski price premium thi toh hunhne bola hi niki humko masses ko bijjassarii के साम बोलते हैं कि India has billion plus population हमको 0.5 % population के लिए focus करना है जो premium product को effort कर सकते हैं health conscious है and metros में रहते हैं because there people are more open minded to try out new product and उन्होंने बोला कि अगर इसको dairy product की तरफ position करेंगे तो market बहुत competitive हो जाएगा क्योंकि healthy market every product health benefit we have we have we have protein we have we have we have we have compete we have said that we have snack position because if I say snack mostly unhealthy fried morsh sugar this product especially when you these food products now they say healthy tasty snack a person kub khanah chahega ab insaan ko na dhin mein artis baar bhoog lagti hai jab badhi bhoog lagti hai tab woh lunch kertah hai dinner kertah hai kabhi kabhi heavy breakfast bhi kertah hai jab chhoati bhoog lagti hai tab brunch kar lieta hai desert leta hai kabhi bich mein chocolate chips kha lieta hai is mein se joh small hungers hai chhoati bhoog usko avoid kar saktay hai brunch ko avoid kar saktay ho desert ko avoid kar saktay ho but the small hunger that you can avoid is 4-6 pm because that's why if you see that in offices 4-6 pm snacks and colleges and canteen in 4-6 pm because you have lunch and you have to do one hour and dinner at 7-8 hours and you have to be hungry that small hunger you can avoid is not so epigamia has targeted that small hunger market in offices where people get fried products they have Greek yogurt offer you want to remain more energetic and you want to feel fuller and you need protein you try it so that market segmentation point of view is a very good example because I have first and foremost my target audience defined that I don't want to cater to India I want to cater to 0.5 % population in that I want to focus health conscious people who need a healthy and tasty product but healthy first then I have to look for, when I will get this product, when people feel small, because I will be a hero product, not a side hero.

22:23If I eat a side hero, here I can be a hero. And when the occasion comes, it comes to 4 to 6 p.m. So first and foremost, we target them, when people try them. So they did that, people liked it, so when the market started to grow, which consumer tried to get 4 to 6 p.m. or my son, á relevance and all, उसको लगा, कि यह product, ice cream का substitute भी हो सकता है, तो क्यों ना, मैं आज अपने बच्के को, ice cream की जगए, यह खिला के देखूं, बच्चे ने भूला, हाँ अच्छा है, तो वो एक नया market segment, create हुआ, तो इस तरीके से, उन्होंने market create किया, कि कप में जब हम ग्रीक योगर देते हैं साथ में स्पून होना जरूरी है कोई जिम से बाहर निकला अगर स्पून नहीं है तो वो कंज्यूम करना भी चाहता है तो कंज्यूम नहीं कर पाएगा So then उन्होंने स्मूथीज निकाली drinkable consumer behavior study that spoon not but drink so that smoothies market enter one more shelf life 15 days now it was 14-15 days so they ensure that every manufacturing plant has gone retail store they ensure that their in the right time they should get into the right shelf space because if the consumer notice the right time then the product is bad so they have a supply chain created and I know what a very interesting thing I thought their minimum variant is 40 rupees and 120 rupees to go to the Greek different variants I thought that I was going to I have a 75 lakh population, I have a 40 rupees product.

24:13Can I make a big business? If I make a mathematical calculation, 70 lakh people, 40 rupees, 365 days, around 25 to 30 CR, my revenue will become. Now, if you think a small book is a day. A day, a day, a day, a day, a day, Greek yogurt can also eat every day. Right? So if I'm eating this every day, 4 to 6 pm, 365 days, the number comes out in the range of 9 ,500 to 10 ,000 crore. So if it becomes a habit product, I have to eat every day. Then it's a big market. People have Greek yogurt, India says that every Greek yogurt doesn't consume. But the epigamia image has become that this Greek yogurt is good.

25:03Their quality is good. which people eat, they are doing it. But if I have Greek yogurt, I don't consume it, so I will try it. So, I have identified that there is a category of milkshake, where there is a barrier to entry that people want to try. Competition is huge. But this is a product that people try. So, how can we make our product thicker, better, so then people like it. And we enter the milkshake, because the Greek yogurt that is made good, is good to make them. In that basis, the milkshake which people regularly take the products try and see them. In Epigamia, the products are good to try and the other products will be good.

25:42So, they are entered in the milkshake. Where they get new consumers, who had Greek yogurt consumed, they tried to try and then they released value-added dairy products. Like protein, turbo-based drink, which is protein-based drink and all. And this is the way they created a new market in value-added dairy products. and now on Milkshakes, head on the Amul, because Amul is the one, head on there completely. If you enter a lesson, when you enter the market, before you enter, if you enter the world, if you enter the world, Mother Derry, Nestle, Amul, a brand is there. South Nandini, there are many brands, they are not focused on the Greek yogurt, focus at least no mega brand and because they were the first entrant first mover advantage greek word category pioneer specific market segment focus how much do we do now exactly I don't know but I think 250 CR will be very interesting god bless his soul though that's very sad what happened with him but very intelligent and I think this is a very lesson that when we young entrepreneurs try and try and we see the market which is big we enter and we have a small niche and a small product we have to make big decisions so everything is showing that competition is showing that opportunity you have to see that opportunity which is not that opportunity you will see that space you will be exactly but we are the small market For example, if someone is an entrepreneur, I was also a long time.

27:34If someone doesn't eat Greek yogurt, I would buy 10-15 ,000 ,000 rupees, I would buy 50 ,000 rupees, I would buy 50 ,000 rupees, I would buy a lot of money, I would buy a lot of business, I would buy thousands of crores, so I would enter the goods, because the goods are all of them. And that's where we fail. And Epigamia is a classic story, that you can take a small piece and then you can increase it. And then when you have enough money, you can mentor a big category. You can compete with giants. You can compete with a lot of clients. Now you can't compete with Amul. But still, at least you can compete with Amul.

28:10So, you can get customers to love your customers. Interesting thing is that they can compete with Amul. They can compete with Amul. But they can compete with Amul. They can compete with Amul. So, if you ask someone, the number one Greek yogurt brand of India, they have created a space for themselves and that positioning can help them to enter into others so branding tell me some other iconic brand which you like Parle Parle I like Parle how do you make it? Parle is one of the competing category the other is the giants and I'm making all biscuits how do you make it? what do you make it as insight I think one of the which has a good thing is that they have made affordable brands.

29:00If I talk about Parleji biscuit before I was able to get a biscuit in India. But it was expensive to foreign countries. They needed an affordable thing for Indian consumers. So they had an affordable thing. But after that, they have new variants. But the first thing is, if you look at their candies, Melody, Poppins, kis meat coffee bar affordable thing right affordability they focused on a good job secondly distribution you will get a product in rural India tier 3 urban India distribution a very important factor secondly they know in the insight what they need when they need to make it and the advertisements because it's fruity if fruity is a pioneer in India in terms of packaged food drinks का उसके पहले या तो आप घर में फूट जूस बनाते थे या फिर आप रोड साइड पे जूस लेते थे जिसमें हाईजीन का इशू हो सकता था उन्होंने टेटरा पैक में फूटी दिया देन जिंगल्स अधर्टाइसमेंट्स देख कम अप विथ mango fruity fresh and juicy you get to remember why do you think the melody is so chocolatey you can eat yourself so we listened to this in childhood but we also listened to this but I don't know how many years ago but I went to my subconscious mind so one of the Parley Ji said that so the words used the phrases used were so powerful and I think not only Parley which our Pranay Age brand has been very good, the jingles used to use, which are our mindset.

30:44Because when you think about category, you think about which brand matters, because human behavior is how does it matter. You think first category, then brand. My house is not clean. I will say that I will clean. So, first of all, which category should I take terms of the sentence remember Sometimes begat my misquit

31:24sharna

31:30then geht then melody melody so I mean Coca-Cola acquired before but fruity top of the mind I have mango drink it is fruity right so they have made top of the mind brand that also an affordable price distribution any apple juice is happy happy anyone you can take it I am happy that is my recently we were in Dubai and me and my brother we were eating pizza somewhere and he said this drink is very good this drink so he ordered mocktail and he was in apple base I had tasted like it I was selling like the first so top of the mind he was so in the middle and even today you have to ask so everywhere they have done this job and mass market کو focus کیا جو mass India ہے جو very interesting so apology is one and کیونکہ ہم آپ بتا رہے تھے کہ ایک ہی family سے اتنی ساری چیزیں آگئی چوہان family سے جب بھی ہم ایسی بات کرتے ہیں اتنی ساری چیزیں میرے دماغ میں ایک انسان کا نام آتا ہے درشن بھائی بٹے وہ ایک ہی انسان نے بتانی کیا کیا نکال دیا I don't know how he's a genius he's a it'll be an honor if I can talk to him one day because he goes into his mind and how he goes like iconic iconic things you know fog, move live on, crack

33:17it's just how can you do it and all this is okay in pharma decold how can you do it what do you think what is insight behind all of these things if you know something about Darshan Bhai Bater in fact I have studied some brands and I have studied some of the brands I want to tell a case study and I think it will be useful for people everyone seems to have a first mover advantage second mover I think it's a very good example both move and fork second mover advantage that is a very good example 10th mover 12th mover they studied that the rest of the market there are already many players but what do they do not give them which I can see in the consumer's life make space make a brand make a space for consumer's life make space make a very important if I talk about move before Iodics people's pain relief from Iodics but Iodics what was the position of what was the journalist right MBBS doctor somewhere When I would do this the reason I respect its product.

34:32When the product was generated, it smells like we do. From here the smell of high. The temp failed like this partners acá. Today's product is quite different. I'm talking about the old-fashioned product. When the move came to the market, they saw that they can be different from themselves. It was in glass bottle, it was in plastic tube. It was black and white color. It was a happy feeling. and they had to be a specialist back pain back pain biggest market if I say about pain who can travel to local train who can be 8-9 hours office can be housewife who can be working on the housewife who can be working on the back pain who can not do anything who can be very work out and they can also be able to support them.

35:32It's evolutionary back pain. Yes. Interesting thing is that when Moves was made before, it was focused on the knee pain. But in a few days later, the team realized that knee pain is a smaller market. Back pain is a bigger market. So when the advertisements came, it was told that the specialist of back pain. People thought that why would you go to the generalist, the specialist goes to the form and shape. It's very different. And Moves has created its market. create and people have put on the other where the pain has affected and move has a market capture and definitely when a challenger brand does do something the original brand changes to stay relevant in the market if I talk about Falk so Falk was the market leader but they studied that youngsters do right but problem is that bottle looks but it gets has become.

36:26Because the kind of pump that they were using, I think aerosol pump used to be used. So, you can see a bottle bigger, but the quantity is less. So, they did experiments in the other way in the bottle which is liquid. The others are talking about smell, about fragrance. They focused on how much it is. The fact is very popular that they focused on the quantity that people can consume. And, it was a very good experiment that became came the part of advertisement also they took two kach's glass and took a second brand and took fog and sprayed it so the other brand was less than glass and half than fog and full of fog this insight was shown in the advertisement so when people have more

37:17and it became a market leader fog fog चल रहा है एक क्रैक क्रीम के बारे में मैंने बढ़ा था कि हर किसी ने देखा होगा कि लेडीज को वो एडियां फट जाती है राइट इन्होंने भी देखा I think Bombay local station पर देखा था ये सोचना कि ये problem है इसका मैं solution निकालूं सौ लोग देख रहे हैं उसी problem को लेकिन किसी एक आ private parts itching they have a solution so I think that you see that that you see observation but after that why push which is an insight and what I can create great brands which they have shown I think crack insight was about when you go to other countries then maximum people wear shoes on the road in India if you go to chappal wear people go to if you wear a chappal and you stay full time on your feet, then from the side you start to start problems with the side so for the chappal wearing country you need a solution because only on the side of the side you'll have a little bit and if you put a moisturizer if you put a full time you'll have to save it and you'll get greasy and this is why you can put a whole time in a humid country and that is the insight that if you put a chappal wearing country is the heels are bad.

38:50If the heels are bad, he has a specialist. If he has a health, he has a whole pair of heels. He has probably moisturized in the humid country. And that's how crack came in the picture. So he did it with Paras. These two companies, Paras was a family business. Before Paras and I went through. Vinny is now. He has been part of the creation of iconic brands. And you're talking about modern brands and you're comparing two brands. Why do we talk about three-four brands? about it. So first is Big Pass Katie let's say Zeptor Blinkit what difference is there? Branding point of view branding point of view first is just space brands it matters that their variety of products definitely Blinkit I have seen Blinkit variety because Zomato back end there help because hyperpure has a strong back end where supply restaurants and Blinkit also gives back end infrastructure Blinkit has a benefit Zepto has created everything from scratch so focus more on grocery here beyond grocery you can get a lot of things on Blinkit so one of the difference in terms of portfolio in terms of the consumer base because Zomato's consumer base Blinkit also helps because Zomato has so many years that has its history Zepto has to create things from scratch but Zepto did a few things wonderfully they made their positioning something like when Domino's came in the market 30 minutes in pizza Zepto also created a revolution I think these are some of the new things that they did and consumer ki mind me collect space bana ya hunhune you know Zepto ka matlab kya hata hai light ki speed se related kuch hai it's like the sub se second se nanosecond hata hai microsecond hata hata right so sub se chota unit hata hai right right it's called Zepto second and there Zepto name okay that's how the name came from that so sub se chota speed ka i don't know koun koun si levels do things.

41:14Right, right, right. There's second, microsecond, nanosecond, like different things. The smallest thing is that's Zepto. Interesting. That's how it came. I mean, the founder told me so. Interesting. I don't know. Actually, now that we're talking, we should check it. No, no. You're saying this right. Because in fact, when I studied my book for the brand, I spoke with Lulu Raghwan, APEC President of Landor. She has worked closely with Zepto. Especially during the naming phase. So, she told me this story. similar. First of all, his name was Kirana Kart. First of all, Kirana Kart was this point. I don't know.

41:47Kirana Kart was started from business in the last few days and they started and later when they rebranded and made it Zepto and then 10 minutes focused on speed and they had brand ambassador took a boomerang. So, that boomerang is a lot of speed and that's the speed that's the delivery of your home. Very smart, I think. I really like that. I would like to give the credit of creating the quick commerce category in India, Zepto has created a revolution. Purely Zepto, quick commerce, I think blinkered and some art came later. That's something you can't take away from that. And those two boys, young 20 year olds, they made a revolution, wild.

42:34And the consumer behavior is changing after that. If you see, I had planned grocery before I thought that okay, kabhi kabhi would drag them I remember when I bought charger from somewhere else right like now charger is coming from there everything Zepto's people we sell this Zepto's okay so people are selling Zepto's mugs are selling Zepto's imagine it's so big category bullet mixers people are selling Zepto's right coffee frother we started milk frother Zepto's sold out Zepto's put it quickly than any other platform right So I think quick commerce is becoming a revolution.

43:40try kar sakte hai product achcha chala toh then expand ho sakta hai production I think that it has become a testing ground also I I really like and what's fascinating about Zepto is the founders definitely if you'll ever meet them you'll know what I'm talking about and who jo bhi unse milen you will know like ap har chai mahinay mein unse milo ar har chai mahinay baad apko pada chalta hai ki they've evolved into much better it's just amazing to see how it's not young founders it's not so fast evolve and it's not maturity and clarity and they can change their amazing inspiring like they're just kids and they're competing against the behemoths giants a giant stock market darling swiggy their giant is.

44:37Right. They are struggling with these people. Truly incredible. I really love them. And make a new category. To reach people to the time. To figure out which stock should be so that people get satisfaction. It's a complex business. Very complex business. Technically, they are making a new type of Amazon. Right. Definitely. So, they are doing it from Amazon. In some form or the way. Not direct competition, but some form or the way. and how to stand and think about it is a difficult thing to think. And I think that India has been a quick commerce market. When the flip card started, Amazon was a role model.

45:19I think India has been a lot of businesses that have been in the US, which have been American businesses, role models. I think some things have been unique in India, such as UPI, quick commerce. There was a quick commerce around the world, the Gorilla Kargar brand. That's what they did. All of them tried, but now it's going to be here. customer retention and stickiness I think we have the highest but around the world if you look quick commerce I don't say 10 minutes but in 30 minutes I say delivery okay these are the brands we're doing around the world okay I was not aware about that okay then I was thinking about Zepto Zomato versus Swiggy what difference in have you read in fact the interesting case study I think that Zomato started in the restaurant discovery business and how they evolved that was very interesting made a roadrunner made a lot of growth Zomato has been inorganic growth in fact when they started in the restaurant discovery business they had been acquired to gain the market share and when they went to the new areas I think famous examples are Blinkit acquired even Hyper Payer acquired company I don't remember the name and many companies they made a delivery business inorganic expansion so Zometo the customer database the restaurant which advertising discovery platform I think that was which was an advantage of their own before Swiggy entered into the market.

47:07But Swiggy has made one of the successful models in delivery. Because when Swiggy came to delivery, there were many players. Tiny Owl, Food Panda. Swiggy went. Swiggy has made his delivery fleet in the delivery business. If you look at Swiggy, he became a pioneer. And after that, if Zomato didn't enter, Swiggy would have taken away the market share. So Zomato got a chance to get a customer data, database, restaurant database and they entered to this space definitely cost intensive because you have to do deliveries heavy business but Zomato has been very interesting way if I am watching today because Zomato had a head start in terms of restaurant definitely I feel bigger in fact media numbers when I have also tried out multiple restaurants Zomato has a bigger database base लिखता है, but Swiggy काफी चीजों में pioneer है when I have used definitely in terms of the food deliveries Swiggy became a successful model Swiggy का जो app interface है जिसमें आपका food किती दिर में आ रहा है where the rider is and all all those functionalities, मुझे तो लगता है कि मैंने पहले Swiggy में ही देखी थी and Zomato के पास एक extra advantage लगता है which is not the only way to get back-end to create hyper-pure.

48:29Because in hyper-pure they can create a revenue channel and create a relationship with restaurants. Because the restaurant to deliver the food both brands help. But the restaurant to supply the way hyper-pure is the relationship to make it. Now hyper-pure because volume can purchase. Restaurants can also deliver it. hyper pure blinket ko bhi deliver kata hai because joh masala restaurant mein lag raha hai joh khane ka product idha lag raha hai woh ghar mein bhi lagay ga to blinket bhi woh saamhan base sakta hai to hyper pure ka joh b2b business model hai zomato ke paas woh ek bharata powerhouse hai joh baqi businesses ko bhi support kar raha hai to ye kauf kuch strength hai zomato ke paas and dousra zomato ne jasas abhi district me enter kiya life so Zomato is many new businesses entering and creating leading brands and very beautifully they have their customer database leverage for entering different businesses another famous rivalry Ola vs Uber what are their differences?