Diamonds or Dust: Revelations on the resilience of breakthrough launches in India and what it takes to sustain the sparkle

This paper presents analysis by Nestle India and Nielsen that sets out to understand what it takes for new products and innovations to win in the long term, defined as 'beyond the first phase of life on the shelf'.

Diamonds or Dust: Revelations on the resilience of breakthrough launches and what it takes to sustain the sparkle

Amit Bali, Ritanbara Mundrey

Introduction

The low success rate of innovation in Indian FMCG became a subject of interest at Nestle India. Partnering with Nielsen we set out to understand what it takes innovations to win in the long term - from birth, to breakthrough and beyond the first phase of life on the shop shelf. The ensuing investigation threw up some surprises, but more importantly brought forth simple tenets that can instruct new launches to higher probability of enduring success. The...

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