Unlocking naturals

Shaziya Khan, vice-president and strategic planning director at JWT India, investigates why, given the consumers' avowed preference for nature-based and 'green' products, they still (in the main) represent niche brands.

Unlocking naturals

Shaziya Khan

It is curious, do you not think? In so many business discussions, far-thinking worthies have agreed that 'naturals' is big and naturals is here to stay, blah, blah. And in so many varied businesses – such as beverages,...