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Ishaan Kundaliya

Learning to unlearn. • 1d

“Colgate spent crores on Vedshakti… and still lost to Patanjali. Why? Because emotions beat science every single time.” 🧠 People buy with emotion first, justify with logic later. But most Ayurveda brands flip it — shouting ingredients & lab tests, while leaders hack the brain with FOMO (“only 50 jars left”), tribe identity (“for wellness warriors”), and storytelling (turmeric as lifestyle). 📉 Case Study: In 2016, Colgate owned 55% of India’s toothpaste market. Patanjali stormed in with cultural identity + emotion. Colgate launched Vedshakti — great science, zero heart. Result? A flop. 🌿 If Alethy were in the room: emotional-first positioning, neuromarketing cues, storytelling as ritual, and A/B testing of brain triggers. ✅ Takeaway: Best product rarely wins. The brand that hacks the human brain does. 💬 Your turn: If you had to sell Chyawanprash to Gen Z, what’s the emotional hook?

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