Trust is earned through deep understanding & consistent delivery: Nikhil Sharma

In fast-moving consumer goods (FMCG) industry, building and maintaining brand trust has become one of the most vital components of long-term success. Consumers today are more informed, discerning, and quick to move on if a brand fails to meet their expectations. Authenticity—delivering on promises and remaining consistent in product quality and messaging—has emerged as a powerful currency. In a marketplace filled with choices, brands that consistently prioritize trust and authenticity are those that forge stronger emotional connections with their consumers, translating into loyalty and sustained growth.

At the Pitch Brand Talk 2024 summit, Nikhil Sharma, Managing Director of Perfetti Van Melle India, in his keynote address shared insights on how these principles have guided his leadership across the various countries where he has done Managing Director stints. Drawing from his extensive experience leading one of India's foremost confectionery companies, Nikhil provided actionable insights into creating trust through deep product knowledge, consistency, and ownership.

During his talk Nikhil emphasized on the critical need for "product intimacy”,a concept that speaks to the marketer’s intimate understanding of the product they are promoting. He argued that a thorough knowledge of not just the product's features but also its origins and manufacturing process is key to creating authenticity.

"It’s important for a marketer to understand the product beyond just its consumer-facing qualities," said Nikhil. He pointed out that effective marketing requires a deep dive into every stage of the product's lifecycle, from the selection of raw materials to the intricacies of packaging. This intimate knowledge allows marketers to communicate more authentically and effectively with consumers.

A specific example he shared was that of Center Fresh, one of Perfetti Van Melle’s most iconic brands. While chewing gum might seem straightforward, understanding its filling, the balance of flavors, and the mechanics behind its freshness can shape how marketers pitch its benefits. "You have to be clear about what delivers the key consumer benefit and build your strategy around that," he explained.

He urged marketers present in the room to immerse themselves in all aspects of product development. "Attend consumer groups, visit the production lines, talk to suppliers," he said, noting that, this approach ensures marketers are well-rounded and able to speak about their products with genuine confidence.

A key element of Nikhil’s leadership philosophy is the value of passionate, opinionated marketeers. He argued that marketeers who bring strong viewpoints to the table tend to propel brands forward,  especially when those opinions spark internal debates.

"I much rather have someone who has a strong opinion about the product, even if I disagree," Nikhil stated. Individuals can foster healthy discussions that ultimately lead to better product launches. His preference for bold marketing leadership is rooted in his belief that passion often translates into greater ownership and commitment.

This passion is what helps unlock a product's true potential. A marketeer who takes ownership and champions a product’s strengths can build the kind of internal momentum that is necessary for creating external brand trust.

In an age where brands are constantly bombarded with data and short-term performance metrics, Nikhil argued that staying the course with long-term strategies is vital for maintaining brand trust. He stressed that consistency in messaging, even when faced with short-term challenges, is crucial for cultivating consumer loyalty. "

He pointed out that many brands make the mistake of pivoting too quickly when an initial campaign doesn’t deliver immediate results. "You need to give ideas time to develop and resonate with the consumer. Moving on too quickly can weaken the brand’s overall image," he explained, adding that trust is built over time, not overnight.

Nikhil then delved into the significance of building trust through strong trade relations. For a brand to be present in millions of outlets, it requires not just consumer trust but also the confidence of its trade partners.

"Trust is built with the trade first, then with consumers," he acknowledged. With over six million retail outlets carrying Perfetti Van Melle products, Nikhil credited this widespread distribution to years of nurturing reliable, trustworthy relationships with the trade.

He wrapped up the keynote session by placing before the audience certain guardrails for marketeers whereby they needn’t try gimmicks that may end up hurting their brands eventually. It is better to let certain opportunities go as a lot of money would have been spent over the years to develop brand credibility and corporate reputation, that cannot be allowed to unravel.