The probiotics story is a young one in our country.

The India probiotics market reached a value of INR 2.6 Billion in 2021 and Looking forward the MARC Group expects the market to reach INR 7.7 Billion by 2027, exhibiting a growth rate (CAGR) of 20.50% during 2022-2027.

What is also not common knowledge is how our gut works and the role probiotics play in ensuring a healthy body and mind. Our gut, contains bacteria that are designed to do activities the body by itself cannot.

As a marketplace helping early stage brands GroCurv sees one question asked again and again.

I want to increase my customer base, how should I best do this?

Often brands look at their own customer acquisition/ retention model and report that about 80% of new customers have lapsed in an 8-10 month period.

Making sweat more enjoyable: How Zymrat revolutionised premium athleisure wear in India

If clothes maketh a man, then athleisure apparel maketh the fitness-conscious man. Over the course of the pandemic, the world switched to home workouts that were often followed by online meetings. People craved to slip into apparel that was sturdy enough for exercise, yet comfortable and stylish enough to be worn over the course of other activities. Athleisure made a boom into the apparel industry and if numbers are to be believed, then it's here to stay.

While the retail fashion industry took a hit during Covid 19, activewear continued to plough through sales and is predicted to grow by US$ 80.74 billion during 2020-2024. The figures closer to home tell a similar story. Analysts have pinned the Indian athleisure market at 54000 crores and steadily, this segment is blending trend and innovation to provide customers with a wow workout experience. One such brand that has made its mark in this realm, is Zymrat.

The rise of SleepyCat into one of the most innovative brands in recent times comes from a mix of consumer insight (we struggle to get the right mattress), technology (the memory foam that helps find the right contour on the mattress) and a communication style that makes the brand accessible, friendly and desirable.

A report by fitness solutions company Fitbit shows Indians were the second-most sleep-deprived people after the Japanese, getting an average night sleep of seven hours and as a consequence- India has emerged as the least active nation among 18 countries including the US, the UK, Japan, and Singapore.

With rising income levels consumers have looked for solutions to improve every aspect of their lives and certainly comfortable sleep has been a segment left behind . New technologies, better consumer connect and seamless logistics have all helped the mattress segment begin to re-invent itself as no longer a “one size fits all”.

The Axe Effect.

Gillette: The best a man can get.

Old Spice- The mark of a man.

Nike- Just do it.

Amul- The taste of India

Each time you hear these brands being called out, you associate it with a promise it has made to you. A promise that is so distinct and so deeply entrenched that Wilkinson can never quite convince you that its blade and shaving systems are the best you can have.

A Reebok has forever been chasing Nike.

An Axe stands out for its audacious claim of how it makes women behave when they smell the fragrance.

So how did these brands get there? How did they get so intimately attached to their consumers that they build a lifelong association.