- Musings From Deepak @ DSG Consumer Partners
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- Musings From Deepak @ DSG Consumer Partners #103
Musings From Deepak @ DSG Consumer Partners #103
All things consumer & insurgent brands. What I am currently reading, thinking about, and reflecting upon. You can follow me on Twitter at @dishahdadpuri or follow DSGCP at @dsgcp.
Writing the playbook for a celebrity-led D2C brand in India
Not sure if the headline captures the challenge. It is not about rewriting D2C rules. The D2C rules are still being formed! This is a mission-led brand where the product and brand protagonist is also the largest investor in the business. It is not a celebrity endorsement. I first worked with Deepika Padukone & Jigar Shah when they invested alongside us ins DSG Consumer Partners' portfolio companies Epigamia and Supertails. So, when we got the chance to invest in Deepika's & Jigar's new brand 82°E we jumped on it. We did this knowing full well that we would have to create a brand new playbook to launch a celebrity-led brand in the premium skincare category in India. There was no playbook to follow. Jigar & Deepika were up to the challenge of building this on a first-principles basis. Like every other start-up, we will be doing a lot of testing to acquire, then retain, customers. The objective is to create loyalty to a product that consumers truly love. This is a very high bar but it is what you need to strive for to create a brand in a crowded space.
Big win as Marks & Spencer selects Piccolo as exclusive baby pouch supplier
DSGCP first partnered with Cat Gazzoli in 2017. She was on a mission: create a better-for-you baby food brand after the birth of her 1st daughter. Hard being an entrepreneur, let alone a female entrepreneur & a brand-new mother at the same time.
#baby #organic #piccolo #m&s
The great CPG battle: Insurgent Brands Vs Incumbents
A fantastic deep dive into the state of the CPG market in #India today. Incumbents v Insurgents v Omnichannel v Digital v Offline. Touches on what incumbents including Nestlé, Unilever, Godrej Group, Tata Consumer Products, Emami Ltd, Marico Limited, and more are doing to address the challenge and opportunity.
TLDR: Incumbents are innovating faster. But do not write off the insurgents.
#india #cpg #fmcg #insurgentbrands #consumer
How CPG companies are using venture as part of their M&A playbook
Bain & Company POV: More consumer goods companies are learning that success requires a solid understanding of how these deals are different, how to build the right set of skills, and how this new game of M&A, more than traditional dealmaking, can help them advance their strategy to outpace competitors.
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