Tanishq’s journey is a masterclass in category creation and cultural leadership. By combining trust, design innovation, and progressive storytelling, it transformed jewellery buying in India from a private, opaque transaction into a branded, confident choice. More than a retailer, Tanishq became a cultural institution, proving that brands which respect tradition while shaping change can achieve enduring leadership.
Read More
Starting as a bookseller, Flipkart built trust through delivery reliability and payments innovations, then expanded horizontally across categories while creating vertical plays (Myntra, Shopsy) to serve different customer segments. The Walmart partnership provided capital and backing but Flipkart retained a distinct India-first playbook focused on festivals, logistics and Bharat penetration.
Read More
Puma’s journey in India is a case study in strategic repositioning. By shifting from a pure sports brand to a fashion-forward athleisure player, it unlocked relevance, scale, and cultural resonance in a difficult market. Puma shows that in India, winning the wardrobe often matters more than winning the race.
Read More
