The chance of a lifetime: What happens when consumer insight gets a chance to lead from the front?

Namita Mediratta

This paper demonstrates how brand identity research helped Hindustan Unilever identify the market position for its ice cream brand, Kwality Walls, and grow sales and profits in India.

The chance of a lifetime: What happens when consumer insight gets a chance to lead from the front?

Namita Mediratta

View the presentation deck for this paper

Introduction

Indians love dairy in all its forms:

  • For children, drinking milk is a must,
  • Milk-Tea is extremely popular. (The joke about Indian tea is that it contains so much milk, it's practically an energy drink!)
  • Most traditional desserts are milk based.
  • A bowl of yoghurt at every meal helps the spicy meal go down nicely.
  • Ghee (clarified butter), is an extremely aspirational cooking medium.
  • Butter does not come with any...

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