Claim OwnershipContent Kettle (eCommerce Special)
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Starting an online store may have gotten easy. But promoting your brand, reaching the right consumers and turning visits or queries into sales, is still overwhelming. In this podcast, hear from Founders and marketers of brands big and small, that made their mark in the market with strategies that came straight from experience and were driven by their passion. Skip the to-do articles on the internet and learn from the actual doers.
68 Episodes
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Papacream is a premium ice cream brand with unique flavors that caters to a large audience in India.What sets Papacream apart from its competitors is their dynamic marketing strategy. They started off by using traditional PR methods like print media, newspaper and other publications. However, their focus has now shifted towards social media platforms like Instagram, where they display their products in various setups and add a unique story to each one.The brand's core focus is messaging and branding. They use simple color palettes and maintain a clear, concise message. They keep their ad copies for ice cream and cakes quirky and crispy by using playful language.On Instagram, Papacream's visual identity is well-defined, and they focus heavily on creating engaging reels. The brand's founder is often featured as the face of the brand, and they frequently share behind-the-scenes glimpses of events, the making of their ice creams, and the people behind the brand.Papacream believes in projecting their brand as authentic and transparent. Even when they make mistakes, they are open about it, sharing the process of exploring a new flavor and how long it took to develop it. This approach generates curiosity among their customers, who eagerly await the launch of new flavors.
Be Aside is a comfortable loungewear brand for both men and women.The brand was born during the COVID-19 pandemic when people were looking for comfortable yet presentable clothes to wear at home. The founder of Be Aside, along with her mother-in-law, realized that they needed something to wear that would be suitable for casual outings like grocery shopping or getting coffee, without having to wear heavy denim or traditional Indian wear that can be uncomfortable in the hot summer months.They found the perfect solution in loungewear and began creating products that catered to this need.Initially, their marketing strategy was simple: post pictures of their products on Instagram. However, they soon realized this approach wasn't yielding the desired results, so they began doing photo shoots in different locations and promoting their products.Be Aside believes in taking things one step at a time, focusing on consistency and producing high-quality products. As a result, they could approach celebrities to do ads wearing their products. They believe sticking to your quality will bring results over time and they stick to that mantra.Be Aside doesn't have its own website but is on different marketplaces. They feel that being present on various platforms helps them build credibility and grow faster.
SkinWorks, a beauty brand that offers freshly handmade skincare products made with love just for you. Nehaa Juneja founded SkinWorks, whose passion for skincare and beauty began when she witnessed her mother making magic potions right in their kitchen. They began their journey by experimenting with making skincare products at home and attending flea markets to give away free products for people to try.Skinworks' marketing strategy is unique. Instead of focusing on influencer marketing, they opted for small influencers and users to use their products and share content with them. As a new brand, they believed that pouring money into advertisements might not be the best option. Instead, they focused on bartering, sending across products to people and acquiring them as customers.Their main focus was on free sampling at pop-up shops to acquire customers. The founders of Skinworks believed that by providing free samples, people could try their products and decide if they wanted to buy them. This strategy helped them build a loyal customer base.As a skincare brand, Skinworks' main goal was to create natural skincare products that people could use without worrying about harmful chemicals. They believed that everyone deserves access to natural skincare products that are both safe and effective.
Handflys is a customized gifting solution brand based in India. The brand emphasizes building customer trust, as customized products cannot only be resold once rejected. The founder shares that the brand's significant sales increased when she showed her face on social media. This personal touch helped to establish a deeper level of trust with customers.She would frequently come on Instagram live, and share details about her DIY workshops which eventually caught people's attention and generated more revenue.However, Handflys faced challenges with shipping products through cash on delivery (COD), as many products would be returned and could not be resold.The founder believes consistent content creation is key to driving sales through organic marketing. By repeatedly engaging with customers through videos and other content, they may eventually inquire about pricing and make a purchase. Overall, Handfys strives to provide high-quality customized gifts while building customer trust.
Cava is a go-to athleisure brand for both men and women. From hitting the gym to traveling in style, Cava has made a name for itself as a top choice for those looking to stay trendy and comfortable.The brand was born during the pandemic, when the founders realized there was a gap in the Indian market for stylish, high-quality athleisure wear. Rather than settling for international brands, they took matters into their own hands and began designing their own products.One of the keys to Cava’s success is their commitment to product testing. The founders try out each product themselves, experimenting with different designs until they find the perfect balance of comfort and style. Only then do they launch it to the public.But creating great products is only one piece of the puzzle. Cava also has a unique marketing strategy that prioritizes customer feedback and creating content that adds value beyond just showcasing their products. By hosting pop-up events and inviting customers to share their thoughts on the brand, Cava ensures that their products meet the needs and preferences of their audience.When it comes to content, Cava takes a customer-centric approach. They understand that people need a strong reason to follow a brand, and aim to provide that reason by offering styling tips and advice on how to dress well. By going beyond simply showing off their products, Cava is building a loyal following of customers who appreciate the brand’s attention to detail and commitment to quality.So if you’re looking for stylish athleisure wear that won’t sacrifice comfort, look no further than Cava. Tune in now to learn more about this exciting brand!
Get ready to hear the story behind Sleepy Owl, the homegrown Indian instant coffee brand that’s taking the market by storm with its flavored instant coffee.With 90% of their content creation done in-house, Sleepy Owl values authenticity and transparency. Their focus is on promoting the brand, rather than just the product, recognizing that a strong brand personality can help sell the product better. And they know the importance of nailing the product-market fit before building their brand.Sleepy Owl is known for its creative and viral ads, like the mute ad that made people stop skipping the ad and actually watch it. They experiment with different formats and creatives for ads, knowing that not everything will work, but the effort is worth it when something takes off.Their long-form videos on YouTube showcase their work culture and team, emphasizing that their coffee is not only delicious, but essential for a productive day. And they’re always trying innovative campaigns to engage their audience and turn them into brand advocates.The Sleepy Owl team believes that the key to success is putting your heart and soul into your brand, and going all-in on executing your product sharply. And being verified on Instagram has helped them build legitimacy and trust with their consumers.So, if you’re looking for a lesson in building a successful brand, tune in to hear Sleepy Owl’s inspiring story and their pro tips for budding entrepreneurs.Want to try their coffee? Here's a coupon code from us: SLEEPYOWL15
Ziniosa - India’s first subscription-based rental service for luxurious handbags. If you’re a fashion lover and love to experiment with your style, then you must listen to this episode.
Ziniosa is unique and pocket-friendly, and their team of fashion lovers and technology enthusiasts wants to change the way India shops. They are revolutionizing the concept of luxury fashion by providing their customers with handpicked bags and longer rental periods, eliminating confusion and reducing shopping time. All their products are 100% authentic, and they believe in eliminating the use of fake products. With Ziniosa, customers get genuine bags straight from the brands.
In this episode, we will be discussing Ziniosa’s marketing strategy, which revolves around educating customers on the normalcy of renting. They aim to eliminate the hesitation people feel when renting expensive products, and they believe that their target audience, Gen Z, talks openly about renting.
Ziniosa relies heavily on collaborations and goes live on Instagram to educate their customers. They use data from their customers to create content that resonates with their target audience.
As a second-hand product company, Ziniosa understands the importance of making their product descriptions detailed and clear. This approach has helped them gain the trust of their customers.
So if you’re looking for an affordable way to experiment with luxury fashion, tune in to this episode and learn more about Ziniosa.
A maternity clothing brand born out of a personal need and preference, Put-chi is now one of the leading names out there that focuses on designing a clothing range that pregnant women could feel comfortable, yet stylish in. They have been focused on ensuring that mothers-to-be and new mothers find the best of clothing quality during their journey, personalising everything - including the packaging!
In this episode, we spoke to Deepika Thiyagarajan, the Founder of Put-chi all about how she started the brand and its vision and mission for the long-term. We also do a deep dive into the content strategy they have been making use of to present their clothing line in the most raw and engaging way through their customers (aka their brand advocates). Deepika also shares how building a community around her brand has helped her develop new product ideas and reach new audiences over time. Tune in to know more!
To know more about the brand, visit their online store.
A brand that started out as a food blog back in 2009, led to Apeksha Jain founding The Gourmet Jar. From what started as experiments to come up with different types of jams in her own kitchen and sending it over to friends and family for feedback, turned into a whole business opportunity owing to the unique recipes and of course, the yummy taste! Today, The Gourmet Jar is one of the most loved brands online that continues to experiment and present the finest gourmet condiments to their audience.
In this podcast episode, we talk to Apeksha about how she started out this unique food business, what keeps her driven to experiment with recipes, the strategies she used to sell on Facebook and Twitter, their business model pivot to also focus on selling to hotels and cafes, and more importantly, how creating a lot of how-to content, collaborating with like-minded brands and hosting giveaways has led to their growth. Tune in for all the insights!
If you want to know more about The Gourmet Jar, visit their website.
A brand that was simply started off as a hobby and with an interest in perfumes, soon took to hosting workshops to teach people how to make perfumes. And today, it is one of the most loved brands online when it comes to personalised perfumes. From selling perfumes made at her workshops at home, Nikita, the Founder grew to hosting these perfume making sessions at corporates and other events.
In this episode, we speak to her about the marketing strategies she has used to grow the brand from scratch. She talks about how user generated content works better than influencer marketing owing to its authenticity and how it comes across as a recommendation to friends and family, which leads to more awareness and definitely more converions!
To know more about the brand, visit their website.
The Sweet Blend is a venture started by Anand & Company - established in the year 1976, aims to serve happiness in the form of handcrafted sweets. Muskaan and Nikita grew up watching sweets being made and the joy it brings to people, and the brand aims to take their grandfather’s vision further by curating the most indulgent and authentic Indian sweets inspired by the diverse culinary cultures across the country.
While the brand has been in the market for almost 40 years now, the Founders have recently taken to establishing an online store for it. Talking about the brand's marketing strategy, the two share how keeping their communication simple has helped them sell products even in a noisy industry. In this episode, we talk to them about their research process, how they approach content creatives and consistently maintain an aesthetic feed while ensuring the highest quality of content.
To know more about the brand, visit their website.
Le-vanza is a fast-growing Indian ayurvedic brand that started out from the humble home of Sherif Arora. Today, a brand that was started by his mother, is on its way to addressing a global target market with its products, keeping their core focus on educating consumers over promoting deals and discounts.
As a brand that caters to a very defined target audience, Le-vanza has been extensively making use of content marketing. They believe that consumers should find their brand and its products while seeking for solutions to their problems, and make a purchase when they are fully educated about the benefits they can offer. While they have been experimenting with ad campaigns often, they believe educational content is the best way to sell - especially if you're selling healthcare, wellness (in their case, ayurveda) products. So in this episode, we get talking to the man himself about how he strategizes content across all channels to reach his target audience and engage them proactively!
To know more about Le-vanza, visit their online store here.
Nuutjob is an intimate hygiene brand for men started by two sisters. Stemming from a thorough research on health and wellness products available for men, the brand aims to provide complete hygiene solutions for men to prevent infections and ringworms. The pharmaceutical, health and wellness brand has also been featured on Shark Tank India for serving an under-served consumer market.
In this episode, we talk to Ananya Maloo, the Founder of Nuutjob. From understanding the challenges they faced as women founders in market research to how they have taken on a unique tone of voice to educate their audience in a fun manner about intimate hygiene, we deep dive into their social media strategy and how they keep up with all the trends despite the industry they are in. Tune in!
Visit their website to know more.
From buying sneakers for daily use to those who want limited-edition collectibles, the number of people falling in love with sneakers is growing by the day. As part of one such community that often discussed their collection and tips to keep them safe, Krishnav Dhingra found there was a need for sneaker care products in India. That's how Sneakare began, and today it is one of the brands that has also been seen on Shark Tank India for their unique ideas!
The brand realised that a lot of their audience had to be introduced to sneaker care products. So they started to leverage content marketing to take the education-first approach to introducing different shoe care products and crates. From creating relatable content that was fun and an every day experience for many to doing giveaways, the brand has been experiment with different content types to reach their audience. In this episode, we get talking with the Founder himself, Krishnav Dhingra for a deep dive into their growth.
Visit their website to know more.
A brand started out to change the unaware prejudices around skin colour in the society, Wild Little Society has paved its way into many households today. Started by Sunaina Somu Divakar during the pandemic after being blessed by a son, the brand's mission is to tackle the lack of brown representation in dolls proactively through their handmade toys.
The Founder has been using Instagram to create and share audience-first content to reach out to mothers and encourage them to be the force of change behind the bigger problem. In this episode, we talk to her about how she started the brand, what keeps her driven and how she is using Instagram to market the brand's vision amidst all the noise. Tune in!
Want to know more about the brand?
Visit the website today.
Twee In One is one of its kinds, eco-friendly fashion and clothing brand that is focused on making sustainable fashion a reality. The brand specialises in creating products that offer two looks in one, giving fashion a whole new meaning. They are rapidly solving the problem for women who want to travel for work and events without having to pack too much. Having been featured on Shark Tank India and an Amul ad, we decided to get talking with the brand to understand what marketing strategies have led them to reaching their target audience.
In this episode, we talk to Niti Singhal, the Founder of Twee in One, who studied fashion designing in Milan and is bringing this unique style to Indian dresses. We deep dive into their social media marketing strategy for Instagram, and why she believes showing the person behind the brand is what leads to growth. Tune in right away to get more insight!
If you want to learn more about Twee In One, visit their website.
India's first homegrown brand that invests in independent clinical trials and research, Earth Rhythm's products steam from the Founder's own need to find safe skincare products for kids. Each product of the brand is formulated by in-house, trained Cosmetic Chemists and are made to be effective, safe and backed by cited scientific research; with a goal to solve most skincare problems without people having to seek prescriptions from costly dermatology clinics.
To cut through the noise in the beauty and cosmetics industry, the brand has focused on using its own story and brand authenticity as their key marketing strategy. They leverage human to human marketing by showing the people behind the products, using the opportunity to display transparency and win consumer trust while educating them. In this episode, we have Harini Sivakumar, the Founder of Earth Rhythm, sharing how she started the brand and how she is able to consistently leverage these strategies to reach their target market.
Tune in now!
Learn more about Earthy Rhythm here.
An Indian coffee brand that aims to establish their name for the traditional desi coffee in a market that is chasing after the Italian taste, Theka Coffee is a name that has won hearts across the globe. Theka Coffee is also one of the very few brands that succeeded at securing a funding during Shark Tank India for their unique take to the coffee industry.
In this episode, we get talking with Bhupendar Madaan, the Founder of Theka Coffee to understand how he came up with the idea for the brand and the marketing strategies he has been putting to work to make it succeed. We also deep dive into their popular campaign, Gabru, that won hearts similar to how ZooZoos did for Vodafone, and how influencer marketing has become a primary source of revenue for the business. In addition to that, we are also discussing how their in-house team takes care of creating content for social media, and the importance of keeping a close watch on your ROI.
Tune in for all the insights!
Visit Theka Coffee to know more.
An Irish clothing and accessories brand started by a designer who is fascinated with animals, Fauna.ie has a found a niche for themselves. From day one, the independent fashion brand's main influence is the animal kingdom. They create illustrations and prints that are contemporary, bring and strong; but more importantly, recognisable and loved by whoever wears them.
In this episode, we talk to the Founder of the brand, Nadia about why she started the brand, finding her niche and how maintaining her unique selling proposition has turned into a marketing strategy for the business. We also touch upon how the brand makes use of social media to present their brand, creating content that is as authentic as their prints.
Tune in to learn from the Founder's experience or visit their store to know more.
Palette Bath is 100% vegetarian, cruelty-free and handcrafted artisan skincare brand. Each of the products are made from ingredients that are thoughtfully procured, ensuring consumers get the best for their skin. Founded by Rutica Dey and Sahaan Suman, the brand's goal is to bring every luxury cosmetics to the market and make caring for yourself, nothing but a cheerful experience.
One of their key eCommerce marketing strategies has been all about ensuring the highest quality of products and maintain authenticity in an otherwise noisy market of the beauty and cosmetics industry. In this episode, we speak to the two Founders about all the ways in which they launched the brand in the market and established a consumer base without chasing unrealistic standards set by competition. We also deep dive into why they believe quality content on social media, including good photography and videos is crucial for brands to focus on, from day one.
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