Interbrand has announced its second annual Interbrand Breakthrough Brands report in partnership with Facebook, New York Stock Exchange (NYSE) and Ready Set Rocket. The 2017 report recognizes 40 next-generation, disruptive brands that define progress and the potential to grow. The report puts a spotlight on emerging brands—those that are affecting change and embodying growth. Jez Frampton, Interbrand’s Global CEO said, “Breakthrough Brands are not just setting new standards for other brands, they’re breaking them.”
After analysing over 350 submissions from global influencers and open public submissions, 40 brands were selected as this year’s Breakthrough Brands; amongst which India’s start-up poster-brand Flipkart and technology-enabled logistics start-up Rivigo have also been featured. Paperboat by Hector Beverages has also been mentioned as one of the exemplified brands for appealing the rising middle class consumer in the APAC countries; by prioritizing craftsmanship and personalization, with an authentic and differentiated story.
As per the report, Flipkart has a staggering valuation of USD $11,600 million and a funding of USD $4,550 million. The Bangalore based brand has become a hallmark of growth in Asia. It has changed the e-tail landscape in India, providing access to goods in both urban and rural communities at prices that were once unimaginable. Flipkart is also investing in payment and retail tech across the continent, making it one of the region’s biggest Breakthrough catalysts. Recently receiving USD $1.4 billion in funding, the brand is set to break through globally.
On the other hand, Rivigo has been valued at USD $1,880 million and its funding is recorded at USD $114.9 million. According to the report, Rivigo isn’t just about logistics: it’s about people. The India-based brand improves the working lives of the humans behind its delivery fleets by using big data, IoT sensors, and AI to monitor and manage driver stress and fatigue. With a team of top data scientists, Rivigo is creating systems that increase distance covered and improve turnaround times up to 70 percent—driving productivity for both its people and its clients.
Ashish Mishra, managing director, Interbrand India said, “India is emerging as a crucible for the Breakthrough Brands due to our demographic, social, expressive and experiential evolution leading to cross fertilisation of new consumers, markets, lifestyles and touch points. There is a genuine need of improving lives across business and life-critical areas of money and mobility on one hand, health & lifestyle on another."
He added, "The other big phenomenon is the merging of the breakthrough mindset with traditional organisations. We are seeing many traditional companies spawning breakthrough businesses within their folds. Indeed, it’s no longer about start-ups anymore but about inculcating the breakthrough mindset no matter what you do and who you are.”
Criteria and Methodology:
• Age: Is the brand 10 years or younger?
• Change: Is the brand driving change by responding to a unique marketplace need, generating a new experience for consumers, disrupting an industry, adopting a new business model or developing a new technology?
• Growth: Is the brand demonstrating its ability to grow? Is it operating as a successful business? Is it stretching into new product or service categories—or new geographies? Is it attracting top talent?
• Buzz: Is the brand grabbing attention and gaining momentum?
• Originality: Is the brand presenting a unique business model that challenges the traditional way of doing things?