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30 Years of Transforming Brands into Icons
Ajay Motwani brings 3 decades of strategic brand building across Dabur, Marico, Adani Wilmar & Castrol—driving growth in Personal Care, Foods, Healthcare & more.
About the Founder
Ajay Motwani is a seasoned FMCG expert with 3 decades of brand building in stellar organisations Dabur, Marico, Adani Wilmar, Castrol. His portfolio spans Personal Care, Health Care, Home Care, Foods spaces across categories Hair oils, Shampoo, Skin care, Edible oils, Foods, Biscuits, Tea, Lubricants where he has scaled both Challenger & Leader Brands, Heritage/Legacy brands and New products.
AWARDS & ACHIEVEMENTS
- Shaped and built iconic brands Dabur Honey, Dabur Vatika, Dabur Amla, and Fortune edible oils and Foods in stellar organisations Dabur, Adani Wilmar & Marico.
- Dabur Amla, recognised as Iconic Hair Oil Brand, by Exchange4Media, in 2009.
- Drove 2.5X higher growth vs Historical on Mature Leader brand, Dabur Amla.
- Regained 12% MS loss on Dabur Honey.
- Fortune Ruknaa Mat, awarded among Most Effective Campaigns, on You Tube, in 2020.
- Fortune Mustard Oil, Durga Puja activation on Digital, awarded Most successful campaign, for 3 consecutive years, 2018-21.
- Created a 200 cr + New business, Fortune Atta from scratch in less than 3 years
- Fortune, recognised among, Top 100 Most Trusted Brands 2020.
- Consumer Home Trial Generation Activation program awarded Most Effective Activation in Marico in 2002-03.
- Youngest ‘General Manager’ in an organisation, Dabur, that ranks among Top 5 Consumer Goods Companies in India.
- Our Clients
Our roster of clients includes
We have been operating for over 3 years providing Strategic solutions and the rigour of Operational execution to our clients.
- Our Approach
Our Approach to Marketing
Our Approach to Marketing is centered around fueling Strategy anchored in:
Insights
Value proposition and
Competitive advantage
- Strategy
Approach to Brand Strategy
Our approach to Brand Strategy is centered around the intersection of:
Consumer Needs
Competitor positions and
Capabilities
This foundation shapes a ‘Brand Promise’ that is aligned to consumer needs, distinct from competitors and leverages your capabilities.
The ‘Brand Promise’ is then executed across:
- Brand Naming
- Communication and Advertising
- Packaging structure and graphics
- Activation, and
- Collaborative Customer programs with key channel partners
Our Framework for Brand Strategy
Map Segments/Demand Spaces that exist in your category
A
Identify ‘UnderServed’ and ‘UnServed’ Niches
B
Map your ‘Right to Win’ in these Niche segments and then zero in on your Target segment
C
Assess ‘Right To Win/Segment attractiveness’ basis the below framework
1. Size/Scale 2. Growth, existing/potential 3. Profitability 4. Your Ability to add Value to consumers vs existing brands, through Superior products/concepts 5. Manufacturing capability 6. GTM- Go to Market capability | Securing Distribution, Shelf Share across Channels 7. Promotion Spends Capability- Ability to sustain Spends during the next 3/5 years not just the first year of Launch
C1
Position your Brand to address chosen Target Segment, with a Clear, Motivating & Ownable Value Proposition
D
Our Areas of expertise
- Archetypes
- Brand- What are its Markers?
- Brand Architecture
- Brand Differentiation
- Brand Idea
- Brand Naming
- Brand Portfolio
- Brand Properties
- Brand Promise/Positioning
- Brand Strategy
- Brand Storytelling
- Brand Truth
- Brand Personality
- Communication/Advertising
- Challenger Brands
- Challenger brand strategy
- Consumer Insight
- Category Segmentation
- Digital Promotions - Influencer Marketing
- Digital Promotions - You Tube 6s Bumper ad
- Human truth
- Leader brands
- Leader brand strategy
- Line extensions/Varianting - Driving New Users
- Merchandising/Visibility
- Memory structure
- New News
- New occasions of consumption- Driving Usage
- New product innovation
- Product truth
- Segment attractiveness
- Segmentation Variables
- Source of Business
- Target consumer
- Activation
- Brand Differentiation
- Brand storytelling
- Category Segmentation
- Communication/Advertising
- Leader brands
- Memory structure
- Segmentation Variables
- Archetypes
- Brand properties
- Brand Naming
- Brand strategy
- Challenger brands
- Digital Promotions - You Tube 6s Bumper ad
- Leader brand strategy
- New News
- Segment attractiveness
- Activation
- Brand Personality
- Brand promise/Positioning
- Brand Truth
- Challenger brand strategy
- Digital Promotions - Influencer Marketing
- Line extensions/Varianting - Driving New Users
- New product innovation
- Source of Business
- Brand portfolio
- Brand idea
- Product truth
- Consumer insight
- Human truth
- Merchandising/Visibility
- New occasions of consumption- Driving Usage
- Target consumer
- Brand architecture
- Testimonials
See What Our Clients Are Saying About Their Success with Us
Mr. Shaileen Patel
General Manager- Marketing Communications, N K Proteins Pvt Ltd.
Mr. Chandrashekhara Reddy
Head Sales & Marketing, Gemini Edibles & Fats India.
Mr. Sanjay Mishra
Chairman, Australia Foods Ltd