Time for #DPC - Dhanda Paani Charcha
There is a clear consumer trend emerging among the age group of 20 to 26. This demographic increasingly prefers not to use brands associated with their parents, opting instead for fresh, new-age alternatives that better align with their modern tastes and values. Here are some notable examples where new-age brands are being embraced:
Electronics: Noise
Sneaker: Comet, loved their design
Jewellery: Giva/Caratlane
Shaving foam/Blade: Bombay Shaving Company
Ceiling Fan: Atomberg
Shirt/Apparel - Bombay Shirt Company
Mattress: Sleep Company
Why is this happening?
My Reading:
It is challenging for market leaders to innovate within new price points or categories. Market leaders often struggle to allocate the necessary bandwidth to focus on small markets or develop new products. Their established brands may find it hard to pivot quickly or take risks in uncharted territories, leaving space for nimble, innovative newcomers to capture the interest and loyalty of the younger demographic.
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