Kush Aggarwal

The importance of 'being real' in marketing today

The importance of 'being real' in marketing today

Global marketing isn't just about translating words; it is about understanding different cultures, adapting and relating to them.

Urban hustle to rural roots: Tailoring FMCG strategies for diverse markets

Urban hustle to rural roots: Tailoring FMCG strategies for diverse markets

Aligning FMCG brands with regional preferences is essential, opines Kush Aggarwal, head of marketing for Bikano—stressing the need for personalisation, robust distribution, and consistent quality to build trust across markets.

Tailoring your brand’s marketing for the urban hustle versus rural roots

Tailoring your brand’s marketing for the urban hustle versus rural roots

Rural FMCG growth outpaces urban at 7.6% versus 5.7%—brands must cater to urban convenience and rural affordability for success.