When Vishal Gupta took over as the India managing director of Borges, the company famous for its olive oil, in 2017, he realised the country's market was still learning about the importance of different cooking oils. "It wasn't just about promoting a product; this was about changing mindsets," says Gupta, 46. "We worked to adapt our approach that suited Indian cooking habits."
So, Gupta went back to the basics of marketing that he picked up as a student at the Indian Institute of Management, Lucknow, and the Institute of Management Technology, Ghaziabad, to educate the consumer and build trust. The brand eventually collaborated with nutritionists, chefs and fitness experts to raise awareness about olive oil and how it could be incorporated in Indian cooking.
Denne historien er fra December 30, 2024-utgaven av Mint Chennai.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra December 30, 2024-utgaven av Mint Chennai.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
Smart Gnomes, Evil Penguins and Stop-Motion
Wallace & Gromit Are Back for a Full-Length Adventure With a Familiar Foe
Indian Art May Be Poised for a Global Breakthrough
Early last year, Delhi-based Rohini Devasher became the first Indian to be recognised by Deutsche Bank as their 'Artist of the Year'.
5 Contemporary Artists on the Books That Inspire Them
Leading Indian artists such as Shilpa Gupta, Anju Dodiya and Thukral & Tagra share their favourite recent reads
Abandon Myopic Policies for the Common Global Good
Policies of the US, China and India Should Prioritize Long-Term Gains and Their People Must Push for It
Let's act now to create a resilient, adaptable and skilled workforce
Our demographic dividend, coupled with skills adapted for new opportunities, can give us a competitive advantage globally
The bar for successful obesity drugs has been rising sharply
Nothing else explains why Novo's stock fell after a drug test result
Our Consumption Study Doesn't Feed Policy Well
India's latest survey of household spending on consumption picks up significant trends but offers an unclear snapshot of upper-end expenses. Policy cues should be taken selectively
Manmohan's understated leadership set a fine example
His self-assured openness to all views was an inspiration for decision makers keen to resist groupthink
The Union Budget Should Focus on Lifting Consumption Growth
That is key, since investments haven't picked up, but there may be little fiscal space for big tax cuts
The Bull Whose Climax Is Worth ₹50,000
Anmol, according to his owner, has fathered over 25,000 calves
