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VIDEO INTRODUCTION –
In this episode of The Indian Business Podcast, we dive into the incredible journey of Saurabh Munjal, the founder of Lahori Zeera, one of India’s fastest-growing FMCG brands.
What started as a small-town experiment has now become a national sensation, taking on beverage giants such as Coca-Cola, Pepsi, and Parle.
Saurabh reveals how Lahori Jeera navigated GST hurdles, built a powerful distribution network, and launched the iconic ad campaign that made Lahori Zeera unforgettable, all without celebrity endorsements.
Packed with insights on pricing psychology, product innovation, and cultural branding, this episode is a must-watch for anyone seeking to understand how Indian entrepreneurs are redefining FMCG by building profitable brands rooted in local tastes and identities.
Timestamps –
00:00 – Introduction
02:58 – Entering the beverage industry
06:06 – Brand vs Commodity
07:28 – What Makes the Indian Market Unique
10:34 – 3 Mistakes Brands Should Avoid
15:12 – Success of Thums Up
17:44 – India’s Beverage Landscape
20:53 – Surviving GST & Big Brands
20:45 – Product differentiation
31:53 – Profitable from day one
36:03 – Startups marketing guide
39:35 – Crafting marketing campaigns
43:17 – Start-up’s approach to marketing
46:23 – Choosing the right distribution channel
53:40 – Distribution models in India
59:47 – How to choose distribution model
1:03:42 – Managing beverage regulations
1:06:44 – Hiring blueprint for 0 to ₹100 Cr
1:11:34 – Advice every founder needs
1:14:20 – Lessons and Takeaways
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