India’s brands must embrace the right kind of local to break through

Prasad Narasimhan of the brandgym cautions brands against relying on patriotism to carry them through tough times and advocates for an agile strategy that genuinely meets consumer needs.

This article is part of a Spotlight series on the opportunities and challenges facing India-born brands. Read more

Last month, Prime Minister Modi exhorted Indians to be vocal for local, to opt for local products and services. This has drawn a full spectrum of heated reactions; from rightist supporters hailing this as a bold clarion call, to sceptics from the lef

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