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Shivam Bansal

. • 20d

People don’t buy products. They buy proximity. I’ve been thinking about why some founder-led brands scale faster than product logic alone would suggest—especially in beauty, fashion, and lifestyle. The answer isn’t just distribution or marketing. It’s identity. When a founder becomes the face of a brand, the product stops being a utility and starts becoming a signal—of taste, access, confidence, or belonging. Consumers aren’t just purchasing functionality; they’re buying closeness to a lifestyle or worldview they admire. We’ve seen this globally and in India alike. Brands anchored to visible, consistent personalities benefit from trust, aspiration, and narrative clarity. The founder becomes the brand’s strongest channel—not by selling, but by *embodying* the promise. This isn’t praise or criticism. It’s structural. In identity-driven categories, product quality is the entry ticket. Meaning is the moat.

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