Power of Collaborations

From leveraging shared resources to creating groundbreaking products, brand collaboration is reshaping how businesses operate in today’s interconnected world.

- BY VAISHNAVI GUPTA

Collaboration is driving innovation and growth across industries. From leveraging shared resources to creating groundbreaking products, brand collaboration is reshaping how businesses operate in today’s interconnected world. Ankur Damani, Commercial Director (Country Head) - India & Sri Lanka, Triumph Group underscores the multifaceted nature of collaboration. “Collaboration can be at various levels, starting from employees and vendors to partnerships with other brands. A lot of like-minded brands today are leveraging each other’s strengths to reach out to consumers in ways never seen before,” he said.

Echoing this, Ajay Singh, Business Head, HRX said collaboration is woven into the brand’s DNA. “The world has shifted. The smart ones are collaborating, while the rest are competing,” he remarked. Singh shared how HRX’s partnership with Myntra over a decade ago set a precedent for celebrity brands collaborating with e-commerce platforms. “At the time, such a partnership was unprecedented in India. Today, it stands as a case study for others attempting to replicate the model,” he said.

Harshvardhan Chauhan, CMO, Trident Group views collaboration as essential for navigating an ever-changing consumer landscape. “Over the past two decades, we’ve witnessed a massive shift— from the rise of online shopping to the emergence of Q-commerce. Collaboration allows brands to experiment early, test products in specific markets, and expand their consumer base,” he explained. He added that collaborations often extend beyond traditional partnerships, citing examples of international brands leveraging influencer marketing and intellectual property (IP) tie-ups to reach new demographics. “For D2C brands, collaborations with platforms and marketplaces have become critical to testing products city-wise and refining their propositions,” he said.