Our thoughts on all that is current and consequential in the world of brands.

The Circus Syndrome

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A man cracks a whip, and the lion jumps onto a stool. It then proceeds to do a lot of un-lion like things at the command of its handler. These scenes were quite common until a ban was enforced on the use of animals in circuses in 2017. Every cat parent knows that it is their kitty that draws the boundaries of their relationship. How can a human then exert this kind of power and influence over a...

Viksit India

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Will India be Viksit by 2047? Recently India’s rise from being the fifth largest economy to the fourth largest economy was accompanied by multiple views on why it is a big deal as well as why it is not. Economists, geopolitical strategists, and political parties have put forth their views on India’s journey to becoming a developed country. There is truth in each of these views. But to start...

#6 Birth of an entrepreneur

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How the pandemic transformed a housewife into an entrepreneur There was a lot to look forward to in 2020 for Lalitha* and her family. A new bike for her husband. A trip to Munnar and Idduki with her cousins and their kids, a geared bicycle for her elder son. She and her husband also planned to enroll both their children in sports coaching programs. She liked that, coming up with workable plans...

#1 Fight Back

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Adapting to the unexpected. A lot has been written about COVID and rightly so. It has had a deep impact on all of us. And it will take years of research to arrive at an accurate understanding of this impact. The Strategy School was set up bang in the middle of the first lockdown, in a way that makes us COVID kids. And we have felt the effect of COVID in full measure. Many reports have attempted...

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