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Sampling unlocks willingness to buy
My hair mascara story: sampling, even forced trials break consumer resistance which over time converts to more usage, even loyalty
Oct 6
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Rashi Goel
3
6
As a rule, Indians bend the rules
Kirana stores used Jugaad to build categories in India. As we organise retail more and more, who's bending the rules now?
Aug 25
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Rashi Goel
3
3
A marketer’s only job is to increase velocity
What Indian retailers and Bezos have in common and q-commerce misses- velocity is cash and free cash flow is king
Jun 16
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Rashi Goel
8
3
A new tension for a new India Part 2
1 tension that's done-to-death and 2 untapped ones.
Mar 31
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Rashi Goel
3
A new tension for a new India Part 1
Inter-generational conflict and what brands are doing about it
Mar 24
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Rashi Goel
3
6
India needs Zebras
India needs many small zebras, not a few unicorns
Sep 30, 2024
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Rashi Goel
2
Zebra vs Unicorn businesses
What kind of company would our youth thrive in?
Sep 16, 2024
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Rashi Goel
4
The India Playbook: Navigate India with the 'Category of One' mindset
India contains multitudes and demands a fit-to-context playbook. I explore ten insights over ten emails. Part X: Navigate India with the 'Category of…
Jan 8, 2024
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Rashi Goel
2
The India Playbook: Five features of rural demand
India contains multitudes and demands a fit-to-context playbook. I explore ten insights over ten emails. Part IX: Five features of rural demand
Dec 20, 2023
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Rashi Goel
1
The India Playbook: The power law of distribution
India contains multitudes and demands a fit-to-context playbook. I explore ten insights into the Indian market over ten emails. Part VIII: The power law…
Nov 28, 2023
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Rashi Goel
1
2
The India Playbook: Multilevel pricing
India contains multitudes and demands a fit-to-context playbook. I explore ten insights into the Indian market over ten emails.Part VII: Multilevel…
Nov 10, 2023
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Rashi Goel
1
The India Playbook: India used to run on tea, now it runs on data
India contains multitudes and demands a fit-to-context playbook. I explore ten insights into the Indian market over ten emails. Part VI: India used to…
Nov 8, 2023
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Rashi Goel
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