Are Marketers Over Obsessed With The 5th P.

Praveen Jaipuriar

Written by: Praveen Jaipuriar

About the author: CEO at Continental Coffee Pvt. Limited | ex- Head Marketing – Dabur India Ltd

The 5th P that I am referring to here is the packaging. Packaging has undergone huge changes in the last couple of decades. Simple rounds have become curvaceous, adding aesthetics and convenience at the same time, single colour labels have become multicolour with options of a gloss look or matt finish, and so on……..

Continue reading


What comes first Demand or Distribution? A perennial dilemma for FMCG companies.

Praveen Jaipuriar

Written by: Praveen Jaipuriar

About the author: CEO at Continental Coffee Pvt. Limited | ex- Head Marketing – Dabur India Ltd

It was 2015, I was at Chandigarh sitting in a plush office of Mr Juneja. Mr Juneja was the promoter of a hair oil brand Kesh King. The brand was launched somewhere in 2008 and within a short span of 6-7 years attained a turnover of Rs 250-275cr. Mr Juneja believed that it was beyond his means to scale it up further and therefore had put the brand up for sale commanding a valuation of Rs 1800-2000 cr…….

Continue reading