CMOs debate category creation playbook at ET Brand World Summit 2026
Marketing leaders from Radico Khaitan, Policybazaar, Birla Opus Paints, Avaan India and Capgemini shared how Indian consumer brands build entirely new categories across spirits, insurance, paints and logistics.
At ET Brand World Summit 2026, CMOs from Radico Khaitan, Policybazaar, Birla Opus Paints, Avaan India and Capgemini discussed category creation strategies across spirits, insurance, paints, and logistics for Indian consumer brands.
Why this matters
Radico Khaitan's category-creation stance aligns with its premiumisation push, including a planned tequila launch and targeted 20%+ premium volume growth in FY27.
Retail-brand signals are accelerating, up +315700% QoQ.