Marketing Mantra

Disclaimer: This episode includes discussion about the tobacco industry. Nothing in this conversation should be considered an endorsement or promotion of tobacco use. Smoking is injurious to health. Please make informed decisions. What does it take for a 95-year-old family business to stay relevant in 2025? That’s the central question in this conversation with Abhishek Pai, who represents the fourth generation of the iconic Bharath Group, a name deeply rooted in the history and economy of coastal Karnataka. From its origins in 1930 to its presence today across FMCG, logistics, real estate, education, and entertainment, Bharath Group’s evolution isn’t just about diversification. It’s about how heritage can be leveraged to build the future. Abhishek brings a rare dual perspective:an insider shaped by legacy + an outsider shaped by global learning. In this episode, he opens up about: How legacy companies define their identity in a modern, digital-first era The transformation of marketing inside an old-school consumer goods giant The challenges of building brand perception in “sin product” categories Why Tier-2 and Tier-3 India is the real testing ground for mass-market success What he would change if resources were unlimited If you’re interested in business history, markets beyond metros, or the intersection of tradition and reinvention, this is an episode you’ll want to explore. -=-=-=-=- 🔗 Bharath Group Website: https://bharathgroup.co.in/🔗 Connect with Abhishek on LinkedIn: https://www.linkedin.com/in/abhishek-pai-262667134/ -=-=-=-=- Timestamps (Use these to jump to specific themes) 00:00:00 – Introduction to Marketing Mantra Podcast 00:00:29 – Host Sandeep Mallya introduces Abhishek Pai and episode context 00:03:20 – Abhishek joins the conversation: Overview of Bharath Group's legacy, philosophy, and values 00:05:35 – Discussing the tobacco industry’s impact and social relevance 00:07:46 – Carrying forward the company's philosophy; diversification into FMCG 00:09:44 – Product positioning: Branded product at unbranded price 00:10:30 – The importance of packaging and consumer perceptions 00:13:10 – How the founder identified a market need in the 1930s 00:21:30 – Abhishek’s personal journey: Growing up in a business family 00:25:18 – Abhishek’s role in driving and managing various business verticals 00:26:48 – Challenges of marketing tobacco and "sin" products 00:30:45 – Market focus: Tier 2 cities and rural markets vs. metropolitan areas 00:31:43 – Legacy business advantages: Deep-rooted distribution networks 00:33:50 – Traditional vs. modern advertising; influencer marketing ; effective strategies in the digital era; memorable campaigns 00:37:00 – How marketing at Bharath Group changed from 30 years ago to now 00:45:10 – Case studies: Apple ads, Nirma jingles, and nostalgia in marketing 00:51:27 – Work-life balance, mental health, and employee satisfaction 00:55:18 – Talent pool and employment trends in Mangalore and tier 2 cities 01:11:12 – Advice for young marketers: Risk your profit margins, not your principles 01:12:16 – Rapid fire segment with Abhishek 01:15:23 – Closing remarks -=-=-=-=- Visit ⁠https://www.99signals.com⁠ for more insights on SEO, blogging, and marketing.