~ Brand and Markets Observer ~ Dr. Swati Nalawade

C.L.E.A.N.L.I.N.E.S.S. is suddenly a Big Business.... No, seriously!  I salute the Clean India movement that has begun today. So much for the maxim, "Cleanliness is next to Godliness". My parents explained me the importance of this and I could sense it as year on year on Diwali day during the puja, a broom would take a place of pride next to the idol of Lakshmi Goddess and we were told that on this day. Goddess Lakshmi comes down on earth, checks our homes and decides to stay back in those homes which look spic n clean-- irrespective of how rich or poor is the owner of the house.  Somewhere...we lost the in-depth meaning ... Today, I see this change not only as a citizen and as a philosopher but also as a Marketing Guru.. So suddenly, cleanliness would be a lucrative business..across organisations, houses, municipalities.  Euromonitor International, one of the leading agency that provides Industry Data mentions about Toilet Care marke...

We are living in such paradoxical times. And still surviving, succeeding to say the least! In a time when a certain brand called as OLX is making people sell off their old furniture, old vehicles, old artifacts (that are still in workable conditions) through OLX website and OLX Mobile Apps and make instant money, there are brands that take pride and suggest the same to the masses for using the old items. Today it is Century Ply I am referring to that has very recently launched a bevy of four fresh ads and is based on emotional appeal of 'delivering happiness'.  "Khushiyon ka rangmanch" ( a Hindi punchline that means a Stage(performing) full of Happiness ). We have been testimony to Ply and wood brands talking about the toughness or finesse or the image upliftment that the products made out of wood give to your place till now. How offices become more useful, how furniture is more durable, worse -- there are local furniture brands that actually show female...