Every Goliath today was once a David, a wannabe Goliath. And every David aspires to become a Goliath. But what if a David falls in love with being a David?
Illustration: Chaitanya Dinesh Surpur
In the beginning, every brand is small. In fact, every brand starts as a thought—call it dry seeds—that gets the right kind of backing and effort. What makes it big? A good product, a great price, well-oiled distribution, a savvy brand, and, most important, an excellent set of people.
When I look at regional brands, every effort has been an effort of involved passion. Behind every big brand, there is a passionate entrepreneur. At times, even more than one founder. The Haldiram’s bhujiya from Nagpur that I love, the kadak Gujarati Tulsi Tea I wash it down with, the Bhima Jewels at Kochi where I buy my wedding gold, and the Walkaroo sandals from Coimbatore that I buy for grip and comfort during the monsoons… all started small.
In many ways, each of them was once a David, and, later on, each is either a Goliath (like Haldiram’s), or well on the way to be one. Every Goliath today was once a David, a wannabe Goliath. And every David aspires to become a Goliath.
‘David brands’ happen in the remotest corners of the country. These are brands that study the local market in the gullies of India and create micro-successes out of them. These brands occupy the prime position of salience and volume dominance in niche pockets. Bindu Cola, for one, is a big brand in Karnataka. In Dakshina Kannada district, this tangy Cola is a big hit, giving Coca-Cola and Pepsi a run for their money.
‘David brands’ know how to fight the big. They occupy a high ground, dominate the local taste, fight against the status-quo taste, and create a space in the palate wars. They master distribution finesse and out-fight the Goliath-brand on price. Their promotions are localised and are custom-fitted to the retailer and consumer alike.
(This story appears in the 09 August, 2024 issue of Forbes India. To visit our Archives, click here.)