The BarberShop with Shantanu Behind the Scenes of Building India's BIGGEST BRANDS: Lakmé, Durex, Veet & More!: Sukhleen Aneja
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Sep 3, 2024 Sukhleen Aneja, an industry leader previously at Good Glamm Brands and HUL, shares insights from her diverse career in brand building. She discusses the evolution of branding strategies and the importance of consumer trust in the ever-changing market. Sukhleen emphasizes the societal impact of brands like Lakmé and Durex, especially in addressing sexual wellness. She also touches on the journey of balancing career ambitions with personal life, advocating for learning through mistakes and the value of teamwork in leadership.
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Brand Building Fundamentals
- Brands inspire trust and stand for consistency, taking away the choice conundrum for consumers.
- Brands are built over time, with a hero product of consistent quality and value, solving a desire or a problem.
Profit Pool from Day One
- Sukhleen Aneja's boss at Reckitt emphasized profit from day one for brand survival.
- This mindset, prioritizing gross margin and AOV, shaped her approach to brand building.
Dettol Dishwash Launch
- Sukhleen Aneja recalls being tasked with launching a Dettol dishwash product with a focus on profitability from day one.
- This experience taught her to prioritize gross margin, AOV, and bundling opportunities.