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𝐀𝐦𝐢𝐭𝐚𝐛𝐡 𝐁𝐚𝐜𝐡𝐜𝐡𝐚𝐧 𝐨𝐧𝐜𝐞 𝐰𝐚𝐥𝐤𝐞𝐝 𝐢𝐧𝐭𝐨 𝐚 𝟐𝟎𝟎 𝐬𝐪. 𝐟𝐭. 𝐬𝐡𝐨𝐩 𝐢𝐧 𝐉𝐮𝐡𝐮. No big brand. No ads. No MBA founders. Just a man selling ice cream made of real fruit, milk, and sugar. That brand? 𝐍𝐚𝐭𝐮𝐫𝐚𝐥𝐬 𝐈𝐜𝐞 𝐂𝐫𝐞𝐚𝐦. 𝐏𝐑𝐎𝐁𝐋𝐄𝐌 In the 80s–90s, the Indian ice cream market was flooded with 𝐚𝐫𝐭𝐢𝐟𝐢𝐜𝐢𝐚𝐥 𝐟𝐥𝐚𝐯𝐨𝐫𝐬, 𝐯𝐞𝐠𝐞𝐭𝐚𝐛𝐥𝐞 𝐨𝐢𝐥, and 𝐬𝐲𝐧𝐭𝐡𝐞𝐭𝐢𝐜 𝐬𝐰𝐞𝐞𝐭𝐞𝐧𝐞𝐫𝐬. When multinationals like 𝐀𝐦𝐮𝐥, 𝐇𝐔𝐋, and 𝐁𝐚𝐬𝐤𝐢𝐧 𝐑𝐨𝐛𝐛𝐢𝐧𝐬 entered, most local brands didn’t stand a chance. 𝐀𝐆𝐈𝐓𝐀𝐓𝐄 But one man, 𝐑𝐚𝐠𝐡𝐮𝐧𝐚𝐧𝐝𝐚𝐧 𝐊𝐚𝐦𝐚𝐭𝐡, didn’t care. No MBA. No fancy consultants. No ad agencies. Just deep consumer insight and street-smart branding. He did what even MBAs now call genius: ✅ Used Pav Bhaji to draw footfall ✅ Gave ice cream as a “value add” ✅ Built a hub-and-spoke model before D2C made it cool ✅ Let quality become his only marketing ✅ 𝐒𝐎𝐋𝐔𝐓𝐈𝐎𝐍 Today, Naturals is a ₹300 Cr brand with ZERO ad spend. What worked? → 𝐎𝐫𝐢𝐠𝐢𝐧𝐚𝐥𝐢𝐭𝐲 𝐨𝐯𝐞𝐫 𝐨𝐩𝐭𝐢𝐦𝐢𝐳𝐚𝐭𝐢𝐨𝐧 → 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐨𝐛𝐬𝐞𝐬𝐬𝐢𝐨𝐧 𝐨𝐯𝐞𝐫 𝐩𝐫𝐨𝐦𝐨𝐭𝐢𝐨𝐧 → 𝐀𝐮𝐭𝐡𝐞𝐧𝐭𝐢𝐜𝐢𝐭𝐲 𝐨𝐯𝐞𝐫 𝐚𝐮𝐭𝐨𝐦𝐚𝐭𝐢𝐨𝐧 As a Prompt AI Digital Marketing Expert and MBA student at IIM Bodh Gaya, here’s my biggest takeaway: 💡 Don’t always follow the trends. Sometimes, being radically authentic is the best marketing strategy. That’s what truly differentiates a brand.
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