Are you an Indian marketer with a strong brand that has brand extension possibilities in categories outside of your core business? Licensing could be your answer to bridge this challenge.
Why create a new team and distribution when you could license the brand to someone who has these capabilities and intent?
For years, I thought it would be great to see the Indian mega-brand Amul license its distinct flavour of butter to a cookie manufacturer and launch Amul cookies. Then, Amul decided to do it in-house, perhaps due to it being an extension of the brand’s food business and because...