ASYMMETRIC The Dilemma for Indian Brands: Build Offline Muscle or Stay Online and Face Private Labels?
Sep 5, 2025
This discussion dives into the dilemma facing Indian brands torn between bolstering their offline presence and adapting to a digital-first economy. Plagiarism and the rise of private labels pose significant challenges, making innovative strategies vital. The conversation highlights the importance of understanding customer behavior and the advantages of offline feedback loops. The dynamics of brand differentiation and market competition are explored, alongside insights into the impact of technology on purchasing decisions. A unique analysis, the Pentagon Pizza Index, adds a fascinating twist to consumer behavior trends.
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OnePlus Trimmer Trademark Story
- Shantanu recounts a viral LinkedIn case where 'OnePlus' was registered as a trimmer brand in India.
- The example illustrates rapid copy-and-register behaviour and how quickly content and imitation spread online.
Question The 'Go Offline' Default
- Many founders are pushed offline by investors despite online growth signals from market leaders like Unilever and Honasa.
- Founders should weigh a 10-year view and play to existing online strengths rather than blindly following an offline mandate.
Double Down On Your Existing Muscle
- Play to your strengths and double down on channels you already built muscle in.
- If your competency is online growth, prioritise online-led scaling and delay costly offline experiments until justified by data.