13 July 2017 • Anvar Alikhan takes a look at the brand that’s something of an embarrassment to Coca-Cola in India - even though the global giant owns it. It's a brand that's so successful that it's said to be a bit of an embarrassment for the company that makes it. The company is Coca-Cola India, and the brand is its locally formulated Thums Up, which is India's number one cola – while the company's global brand, Coke, is number three in the market, trailing behind Pepsi which is at number two. And, no matter what the Coca-Cola Company has tried to do over the past quarter of a century, it hasn't been able to alter those market positions.
31 May 2017 • Anvar Alikhan dives into the brand building that has made the motorcycle company Royal Enfield the market leader in India, with 90% market share. Without traditional or new media advertising, the brand has concentrated both on its identity and the identity of bikers to impressive effect.
03 May 2017 • Fabindia is a remarkable brand that has, in fact, become a Harvard Business School case study. On one level, it is ranked as India's largest retail fashion brand, well ahead of global competitors like Zara and Levi's – a cult brand, built on the ideas of ethnic pride, sustainability, respect for craftsmanship and commitment to society. But more than that, the brand extends to products like home furnishings, body-care products, foods, health supplements, accessories and stationery. So what is it that unites such a diverse, and seemingly incompatible, range of offerings?
About Anvar Alikhan
Anvar Alikhan is Senior VP & strategy consultant at JWT, India. He is also a columnist and guest faculty at the Indian Institute of Management, Calcutta.