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, skin care, hair care, food products, lifestyle, leisure, fashion, travel destinations and even jewellery – there is growing evidence that consumers consider a natural or nature-based appeal to be highly inviting and motivating. And yet the size of 'natural' business in many categories remains niche.

That is curious.

It leads one to ask a few fundamental questions.

  • If,...

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