India Brand Conclave: Growth driven by purpose is key: Vishikh Talwar, Kantar

Vishikh Talwar, Chief Client Officer, Insights Division, Kantar, spoke in detail about 'Sustaining Disruptive Growth' at the conclave

e4m by exchange4media Staff
Updated: Nov 29, 2019 3:14 PM
Vishikh Talwar

Growth driven by purpose is what makes the difference between brands that are growing and those declining, said Vishikh Talwar, Chief Client Officer - Insights Division, Kantar, at the India Brand Conclave, 2019.

Talwar was speaking on 'Sustaining Disruptive Growth' and according to him in the era we live in, it is easier to find a disruption but extremely difficult to maintain the disruptive growth.

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"Six out of 10 brands achieve disruption in the course of one year, but three out of those come back to their original level in three years’ time and only one can maintain that disruptive growth throughout," said Talwar.

The reason, Talwar says, is that the competitors fight back.

When brands see themselves slacking they put in more money to build saliency, he said. "Over focus in salience makes the sector vulnerable."

The only way to sustain the disruption in market is by being different from other brands. It could be done by aligning the brands with a purpose that makes a difference for consumers.

He says, "Growth is being driven by difference."

Talwar emphasised that the only way to maintain disruptive growth is by maintaining the momentum and listed three ways to do that.

"We can embed the disruption in a purpose. We can always be on the lookout for making it more and more relevant to maximum people on maximum occasions, and we can activate it through different eco-systems," said Talwar.

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