Indian brands (general)
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Signals
Indian brands urged to move beyond rational efficiency toward emotion-led global iconhood
Opinion piece invokes Rory Sutherland's psycho-logic to argue Indian firms—including Tata and Reliance—win on functionality and price but lack the emotional resonance needed to build globally iconic brands. Calls for an alchemical shift from rational to emotion-driven branding.
ET BrandEquity · 5/18/2026, 5:26:28 AM