In this episode of Flipkart, the digital marketing podcast, Varun Duggirala speaks with Arindam Paul, the chief business officer and founding member of Atomberg, one of India's fastest growing digital-first consumer brands.
Arindam shares his insights on the strategies they used to make Atomberg a behemoth in a challenging consumer goods category. He discusses the importance of technology and meaningful innovation in developing key brand attributes and standing out in the market.
The discussion also delves into using both online and offline channels strategically for brand-building, the evolution of consumer habits, managing competitiveness, and creating a distinctive brand reputation. #marketing #tech #consumerbehaviour #marketplace
Chapters:
0:00 Atomberg's Rise in the Innovation Game
00:18 Introduction
01:29 Innovation at Atomberg
04:01 Category Innovation
06:04 Problem solving for consumers
08:33 Consumer Evolution
10:55 Importance of Distribution & Production
12:03 Brand Building
17:18 Overstating Benefits in Marketing
18:09 Media & Content as a Growth Tool
19:24 Creating a Digital First brand
22:18 Role of Marketplaces
26:29 Leveraging Influencers & Creators
27:44 Educating the Consumer
29:20 Arindam's Journey at Atomberg
34:00 Interactions - Offline & Online
36:30 Advice to disruptive brands
39:10 End of Episode