sustainability
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Indian consumers push food brands toward health, tech and sustainability
While reputation continues to matter, PwC's report notes that traditional brand equity drivers now rank lower than product-led differentiation.
D’Moksha enters India with curtains as first act
The sustainable home décor brand, now co-led by Shailendra Singh, eyes Mumbai as launchpad for tackling India’s $1.5 billion curtain market.
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When the villagers became the voice of the campaign
The Coca-Cola India Foundation’s video series on reviving Rajasthan’s water systems skips celebrity gloss, letting locals narrate their own transformation stories.
Mangroves make their marketing debut — finally
A new campaign by Signature Packaged Drinking Water gives mangroves their long overdue screen time — with a pledge twist.
Sustainability is no longer the message — it’s the material
If the product is already doing the work, no additional justification is necessary.
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Shake the greenwash: Why India’s sustainability story needs data, not drama
As the sustainability discourse in India becomes more complex, the question for brands is no longer whether to engage—but how to do so with credibility, clarity, and a commitment to meaningful impact.
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