Branded in History

Ramya Ramamurthy Hachette India Business & Finance English Paperback 9789388322683

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9789388322683
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Rs 599

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Publishing Group	:
Pages	:	320
Release Date	:	24 October 2021
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Weight	:	‎ 240 g
Dimension	:	2.6 x 13 x 19.7 cm
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ISBN-10/SKU/ASIN	:	9388322681
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What did advertising campaigns look like 100 years ago? How did early brands capture the imagination of Indian consumers? How deep are the roots of modern consumer behaviour in the country?Lux soaps, Jabakusum hair oil, Woodward’s Gripe Water, Atlas Cycles, Dalda, Mafatlal Textiles – these evergreen brands have immortalized themselves by capitalizing on emerging trends for almost a hundred years. These popular brands as well as others lesser known (though equally iconic) can teach modern-day brands a thing or two about surviving in a market that is in constant flux. Focusing on a century bookended by two movements for independence, Branded in History draws readers into the fascinating story of how colonial Indian brands – both home-grown and foreign – were produced, distributed and marketed between 1847 and 1947, a time when branding as a concept was still in its infancy. From consumer goods to consumables, household utilities to toiletries, and heavy industries to medical supplies, this book explores the reasons behind the successes and failures of the earliest brands in the subcontinent, and presents valuable and relevant marketing lessons from an era gone by.

Ramya Ramamurthy is an author, documentary filmmaker, broadcast journalist and communications specialist, who has previously worked for media brands like CNBC TV18, National Geographic, Star World and The Hindu, as well as for non-profits like The Good Food Institute India. In her career spanning two decades, she has run the entire gamut of the media spectrum from print and television journalism to documentary, digital media and communications. She is a postgraduate in English literature from Mumbai University, and lives and works in the city that has always been home: Mumbai. Her first book, Rebuild, which released in 2018, was a collection of cautionary tales of crisis management, featuring case studies of over 20 brands as well as expert interviews. Branded in History is her second book.