1 week ago

Why Some Indian Brands Fade While Others Survive

Some famous Indian brands became less popular because people’s needs changed.

Luna was useful when cars and motorcycles were difficult to afford, but rising incomes changed what people wanted.

Dalda lost appeal when people became concerned about hydrogenated fats.

Electronics brands such as Onida faced stronger foreign competition and rapidly changing technology.

Soft drinks such as Gold Spot and Citra struggled after Coca-Cola and Pepsi returned to India.

Campa Cola later received a new opportunity when Reliance acquired it.

Thums Up and Limca survived because consumers saw them as different from other drinks.

The main lesson is that old fame is not enough, so brands must keep finding ways to remain useful.

Key facts

Campa Cola: The 1980s soft-drink brand was acquired by Reliance, which used its remaining brand equity to re-enter India’s soft-beverages market.
Luna: Its value proposition weakened as more consumers could afford motorcycles and cars.
Dalda: The vanaspati brand declined as nutritional understanding changed and consumers became suspicious of hydrogenated fats.
Consumer electronics: BPL, Videocon, Solidaire and Onida faced global supply chains, Korean brands, falling prices and rapidly evolving technology.
Ambassador: The car’s position was challenged by Maruti and later global automakers offering better technology, reliability and efficiency.
Soft drinks: Gold Spot and Citra faded after Coca-Cola and Pepsi returned to India, while Thums Up and Limca survived.
Brand survival: The article argues that surviving brands must continue finding a reason to remain relevant.

indianexpress.com · 1 week ago