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<a href="http://www.businessinsider.in/gst-to-be-rolled-out-by-july-1-this-is-how-it-will-be-different-from-uk-canada-other-countries/articleshow/57392589.cms">July</a> onwards, you might feel that the typical glucose biscuit that you relish with your cup of tea has gone lighter; and you’d have nothing but goods and <keyword id="645517" type="COMPANY" weightage="100" keywordseo="services-tax">services tax</keyword> (<a href="http://www.businessinsider.in/finally-gst-confirmed-for-julyrollout/articleshow/57465694.cms">GST</a>) to blame for that. 
 Earlier, <keyword id="1451240" type="UNKNOWN" weightage="100" keywordseo="Glucose-biscuits">glucose biscuits</keyword> used to be taxed differently than the cream or oat biscuits, but <keyword id="6354679" type="ORGANIZATION" weightage="100" keywordseo="GST">GST</keyword> has mandated them all to be taxed similarly. This has forced the biscuit manufacturers to cut corners, so that the customers don’t bear the burden of increased costs. 
 
Also read: <a href="http://www.businessinsider.in/GST-rate-slabs-are-set-Heres-what-is-getting-expensive-and-cheaper/articleshow/55226810.cms">GST rate slabs are set. Here’s what is getting expensive and cheaper</a> 
 "This category is absolutely price sensitive... we won't be able to pass on any increase in cost to consumers," Haresh Doshi, president of <keyword id="4266538" type="UNKNOWN" weightage="100" keywordseo="biscuit-manufacturers-welfare-association">Biscuit Manufacturers Welfare Association</keyword>, told ET. 
 
Meanwhile, the association has filed a petition with the Goods and Services Tax Council, requesting it to keep biscuits that cost less than Rs 100 a kg in the zero-tax bracket. 
 
Also read: <a href="http://www.businessinsider.in/britannia-amul-dabur-to-raise-prices-or-cut-quantities-in-packaged-products-heres-why/articleshow/57371088.cms">Britannia, Amul, Dabur to raise prices or cut quantities in packaged products. Here’s why</a> 
 
As of now, low-priced biscuits are exempted from central excise but have to pay <a href="http://www.businessinsider.in/Budget-2017-here-are-vat-rates-of-india-china-uk-germany-and-brazil-find-out-which-country-has-the-highest-rate/articleshow/56759073.cms">VAT in states</a>. 
 
"Dry fruit cookies and oatmeal cannot be taxed on a par with low-priced biscuits," Doshi said. 
 
He added that even though there has been a surge in the input costs, prices in this segment have never gone up substantially. While glucose biscuits retailed at Rs 40 per kg in 1996, they sell at Rs 70 per kg twenty years later. 
 
(Image source: ThatScoop)

Glucose biscuits set to go lighter, all thanks to GST

<ul><li>The Wadia group company added nearly 3,000 distributors last year, according to <a href="http://britannia.co.in/pdfs/Presentations/Analyst-Deck-Q4-19-20.pdf">its fourth-quarter report.</a> </li><li>“With the pandemic, all FMCG players (with the reasonable scale of operations) will shift to direct to consumer approach” according to Sanjesh Thakur, partner, Deloitte India.</li><li>Britannia wants to add 200,000 to 300,000 direct outlets every year. It currently has a reach of 2.2 million outlets. </li><li>The management has indicated an additional capital expenditure of ₹200 crore to ₹300 crore this year. </li></ul>The Wadia Group-owned Britannia Industries has outwit ParleG on its strongest turf, rural India, according to a research firm Dolat Capital. The massive reach of ParleG glucose biscuit in rural India is widely acknowledged— where almost 50% of its sales come from rural India. Between ParleG and Britannia, they control over 70% of India’s huge biscuits market, which was nearly $4 billion in 2016 and is expected to be over $7 billion by 2022, according to the report. <div type="Article" hostid="261" msid="76215256" title="The $6 billion Wadia family’s plan to shed stake in Britannia has the 150-year old Bombay Burmah up and running" mstype="2" mssubtype="0"></div> Britannia’s lead over ParleG has been widening for five years now <div type="image" title="market share" msid="76744654" hostid="261"></div> Yet, Britannia was largely seen as a leader in the urban market whereas Parle-G with its budget biscuits ruled over rural palettes. Britannia wants to add 200,000 to 300,000 outlets every year targeting rural consumers. It currently has a reach of 2.2 million outlets and about ₹200 crore to ₹300 crore to spend on increasing this reach. <div type="image" title="Britannia&amp;#39;s rural outlets" msid="76745360" hostid="261"></div> Britannia’s strategy Britannia added nearly 3,000 distributors last year, according to <a href="http://britannia.co.in/pdfs/Presentations/Analyst-Deck-Q4-19-20.pdf">its fourth-quarter report.</a> Not just that, the biscuits major is looking to sell directly to consumers outside the big cities either through online portals or home deliveries via <a href="https://www.businessinsider.in/business/news/britannia-partners-with-dunzo-for-home-delivery-of-essentials-food-items/articleshow/75024021.cms">Swiggy or Dunzo, without involving wholesalers</a> and retailers. <div type="image" title="Britannia&amp;#39;s direct reach new 2" msid="76745319" hostid="261"></div> The net result is that it has gained more market share and widened its lead over ParleG in the last one year, according to another research and broking firm Nirmal Bang. In Jan-March 2020, <a href="https://www.businessinsider.in/business/corporates/news/britannia-profit-revenue-for-q4-march-2020-earnings-result-and-share-price-chart/articleshow/76155278.cms">Britannia’s 2.5% growth in revenue and 27% growth in profit </a>over last year was much better than most of its peers in consumer staples. As Britannia doubles ups on its efforts, others may follow too “With the pandemic, all fast-moving consumer goods (FMCG) players (with the reasonable scale of operations) will shift to direct to consumer approach” Sanjesh Thakur, partner, Deloitte India told Business Insider. “For some product categories, consumers may not even visit a physical store and directly purchase a product online based on the user reviews on e-commerce and influencer reviews,” Thakur further explained. Not just adding sellers, adding products too Britannia makes nearly 80% of its revenue from biscuits. That is likely to change as the company wants ‘non-biscuits’ segment to contribute upto 50% of revenue in next five years. According to Nirmal Bang, the reason behind Britannia’s great market penetration can also be the range of different products that it brought in the market this year. Despite the coronavirus constraints it launched three new categories – Salted Snacks, Croissants, Cream Wafers — which includes the relaunch of its biggest brand Good Day, NutriChoice Cream Crackers and NutriChoice Thin Arrowroot with improved product mix, visual product differentiation and differentiated packaging. <keyword id="6375885" type="UNKNOWN" weightage="20" keywordseo="britannia-share-price">Britannia share price</keyword> has grown over 32% since March 31, as investors hope its business is immune to current market backdrops. According to Nirmal Bang, “despite challenging market conditions, FY21 is looking like another solid year for Britannia Industries.” <div type="image" title="Britannia new new" msid="76745113" hostid="261"></div> <table style="border-width: initial; border-style: none;"></colgroup><tbody><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Brokerage </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Rating </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Target price </td></tr><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Nomura </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Buy </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹4,000 </td></tr><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Motilal Oswal </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Neutral </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹3,470 </td></tr><tr><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Axis Securities </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">Buy </td><td style="border-left:solid #000000 0.9960975000000001pt;border-right:solid #000000 0.9960975000000001pt;border-bottom:solid #000000 0.9960975000000001pt;border-top:solid #000000 0.9960975000000001pt;vertical-align:bottom;padding:5pt 5pt 5pt 5pt;overflow:hidden;overflow-wrap:break-word;">₹3,877 </td></tr></tbody></table> SEE ALSO: <a href="https://www.businessinsider.in/business/corporates/news/britannia-profit-revenue-for-q4-march-2020-earnings-result-and-share-price-chart/articleshow/76155278.cms" data-type="tilCustomLink">Britannia shares jump 7% after the company puts out robust Q4 profit, driven by lower tax cost</a> <a href="https://www.businessinsider.in/business/corporates/news/varun-berry-led-britannia-share-price-may-jump-9-says-jm-financial-report/articleshow/74063326.cms" data-type="tilCustomLink">Varun Berry’s Britannia cut down costs enough to make a fat profit despite a sharp slowdown</a>

Here’s how Britannia is eating into ParleG’s market share for five years now⁠— and now wants more of it

Researchers from the Indian Institute of Technology (IIT) Guwahati have developed a reliable, affordable and portable sensor that can detect the glycemic Index (GI) of common food sources in about five minutes and help people with <keyword id="6359018" type="General" weightage="20" keywordseo="diabetes" source="Orion">diabetes</keyword> or those managing their blood sugar through diet. The GI is a measure that ranks carbohydrate-containing foods based on how they affect blood sugar levels when consumed. High-GI food can cause a rapid spike in blood glucose levels, followed by a swift decline. Moreover, these high-GI foods stimulate an increased demand for insulin, contributing to the risk of developing Type-2 diabetes. Importantly, low-GI food helps to prevent diabetes, <keyword id="22908" type="General" weightage="20" keywordseo="heart-disease" source="Orion">heart disease</keyword>, <keyword id="6364492" type="General" weightage="20" keywordseo="obesity" source="Orion">obesity</keyword>, and <keyword id="6355291" type="General" weightage="20" keywordseo="cancer" source="Orion">cancer</keyword>. As the trend of fast-food increases among the world's working population, the need for a portable device that can immediately detect and guide the user about the GI of the food arises. The point-of-care-testing (POCT) prototype developed by the team can detect the glycemic Index of common food sources in approximately five minutes. "We developed a composite nanoenzyme by combining gold nanoparticles with alpha-amylase to break down long-chain starch molecules into simpler sugars. We found that this nanoenzyme of approximately 30 nanometre size has remarkable heterogeneous catalytic properties to rapidly degrade starch into maltose at room temperature," said Prof. <keyword id="12725555" type="General" weightage="80" keywordseo="dipankar-bandyopadhyay" source="Orion">Dipankar Bandyopadhyay</keyword>, Department of Chemical Engineering, at <keyword id="186684" type="General" weightage="100" keywordseo="iit-guwahati" source="Orion">IIT Guwahati</keyword>, explaining the detection methods. The amount of maltose produced is then electrochemically detected to classify the food sources into <keyword id="19193394" type="General" weightage="50" keywordseo="rapidly-digestible-starch" source="Orion">Rapidly Digestible Starch</keyword> (RDS) and Slowly Digestible Starch (SDS) along with Resistant Starch (RS). "When we tested the device on fast foods like crackers, biscuits, chips, and bread, we found that crackers have the most RDS, followed by potato chips, and then brown bread. Notably, the SDS/RS of brown bread releases maltose slowly, causing a gradual increase in glucose levels and a lower response from insulin in the body," Prof. Bandyopadhyay said. The research findings have been published in the journal Sustainable Chemistry &amp; Engineering.

What's the right carb for you? IIT Guwahati's device helps detect glycemic index in 5 mins

<ul><li>Actor <keyword id="475128" type="PERSON" weightage="20" keywordseo="Pankaj-Tripathi">Pankaj Tripathi</keyword> is the brand ambassador for the new campaign. </li><li>The campaign is conceptualised by <keyword id="274876" type="COMPANY" weightage="20" keywordseo="Lowe-Lintas">Lowe Lintas</keyword>. </li></ul>Britannia's <keyword id="1457487" type="COMPANY" weightage="20" keywordseo="Milk-Bikis">Milk Bikis</keyword> has launched a campaign that calls its competitors ordinary and says that children need more than just glucose in their biscuits. Children’s nutrition, particularly in the times of a pandemic is a top priority for parents and they are always trying to get children to try out foods that have the goodness of wholesome ingredients. But given the fact that children are picky eaters, this is an uphill task for parents. To study the attitudes of mothers towards kids’ nutrition during the on-going pandemic, Britannia Milk Bikis set up a Nation-wide study amongst mothers of children aged between 4-12, in the latter half of 2020. The overwhelming data that emerged from the study is that 79% of Indian Moms feel the wholesomeness of Traditional Foods like Parantha, Daliya and Doodh Roti is what they would most want included in their kids’ diets. The nation-wide survey also revealed the contrasting attitude towards the taste of traditional foods- While Mothers love the taste of foods like Doodh roti, their children more often than not, didn’t. As a response to these findings of the survey, the brand today launched the Britannia Milk Bikis 100% Atta product with ‘Doodh Roti ki Shakti’. <div type="Youtube" id="76AWF_tPZkc" title="New Milk Bikis 100% Atta with doodh roti ki shakti Ad starring Pankaj Tripathi (30 sec- Hindi)" thumbUrl="https://i.ytimg.com/vi/76AWF_tPZkc/mqdefault.jpg"></div> The new Milk Bikis biscuit has been designed as the perfect snacking ally to parents who want to serve wholesome goodness in their childrens’ snack without compromising on taste. This new biscuit has been created with the goodness of milk and now has the added benefit of Atta in it, in fact 100% Atta. One pack of Britannia Milk Bikis 100% Atta Biscuit offers the energy equal to the energy provided by 1 glass of Milk + 1 Roti. With this, Britannia Milk Bikis gets relaunched as Milk Bikis 100% Atta biscuit in some key markets across the country. Commenting on the launch of the new product, Vinay Subramanyam, VP Marketing, <keyword id="146218" type="DOMAIN" weightage="20" keywordseo="Britannia-Industries">Britannia Industries</keyword> said, the 100% Atta Milk Bikis biscuit has been launched in response to an increasing need for wholesome nutrition for children and the power of traditional Indian foods in doing so. With the Milk Bikis 100% Atta biscuit we provide the goodness of Doodh Roti which came up as one of the favorite ‘traditional Indian foods’ amongst mothers across the country. The new Milk Bikis is a perfect example of upholding the goodness of traditional values and infusing in the form of a modern milk biscuit. That’s why we have partnered with Pankaj Tripathi, who is a modern parent, yet is true to his roots and tradition. Pankaj Tripathi on his association with the brand said, "Milk Bikis se mera sambandh bachpan se hai. Humare liye Milk Bikis aaj bhi utna hi anandbhara experience hai, jitna kal tha! Aur Britannia ne ab ise 100% Atta biscuit banakar bilkul adbhut game-changing launch kar diya hai. Hume aajkal ke bachchon ki khaas nutritional zarooraton ka poora dhyan rakhna chahiye, aur ye naya Milk Bikis 100% atta ek yogya aur badhiya jawab hai uss national survey ka jo Britannia ne mothers ke saath kiya hai. Mera is brand ke saath association bada hi khaas hai, aue mujhe iss campaign pe kaam karke behad mazaa aya!" Puneet Kapoor, Regional Creative Officer, Lowe Lintas remarked, ““In a world of product parity, it’s a rare opportunity these days when we get a clear and real product advantage over competition to harp about in communication. This was one such opportunity. This was a fun story to tell with a clear, tangible product advantage put forth in an entertaining way by the finest acting talent in the industry.”

Britannia re-launches Milk Bikis in a new avatar and ropes in Pankaj Tripathi for its campaign

<ul><li>Britannia <keyword id="1457487" type="PERSON" weightage="20" keywordseo="Milk-Bikis">Milk Bikis</keyword> has been relaunched as Milk Bikis 100% Atta biscuit in some key markets across the country to make the product more healthy.</li><li>The brand has roped in actor <keyword id="475128" type="COMPANY" weightage="20" keywordseo="Pankaj-Tripathi">Pankaj Tripathi</keyword> as its face.</li><li><keyword id="3384418" type="PERSON" weightage="20" keywordseo="Vinay-Subramanyam">Vinay Subramanyam</keyword>, VP Marketing, <keyword id="146218" type="DOMAIN" weightage="20" keywordseo="Britannia-Industries">Britannia Industries</keyword> tells us the thought behind the relaunch, why Tripathi was a perfect fit for the product and the brand's media mix for the new campaign. </li></ul> For years, Britannia’s Milk Bikis has dominated the milk biscuit segment in India. One of the oldest brands from the Britannia portfolio, the product, aimed at children, has been able to stand the test of time. Yesterday, Britannia announced a re-launch of this widely popular product with an atta variant, to make the offering healthier and to appeal to both children and their mothers; to the children because Britannia says it has worked hard to make the product tasty, and to mothers because it takes care of the nutritional values that they hope to give to their children. Britannia recently undertook a nation-wide study amongst mothers of children aged between 4-12, in the latter half of 2020 in collaboration with Momspresso. The data revealed that 79% of Indian Moms feel the wholesomeness of traditional Foods like Parantha, Daliya and Doodh Roti is what they would most want included in their kids’ diets. As a response to these findings, the brand launched the Britannia Milk Bikis 100% Atta product. The brand claims that one pack of the new atta biscuit offers the energy equal to the energy provided by 1 glass of milk and 1 roti. “The thought behind this launch is the fact that a lot of traditional food we used to have as children, are no longer being consumed by today’s kids. They do have regular home-cooked foods but things like doodh roti or daliya. Therefore, we think it's really important to uphold the goodness of the traditions that people grew up with and yet add a modern twist so that children like it too. There aren’t too many biscuits in the market that are made of 100% atta and that’s why we wanted to bring up a healthy alternative to them,” said Vinay Subramanyam, VP Marketing, Britannia Industries. Milk Bikis accounts for close to 50% of the milk biscuits segment, however Subramanyam said that they don’t really track its growth just from that segment because they believe the product can take a share out of other biscuit categories too. On what he thinks are the factors that ensure the brand has been able to stand the test of time, Subramanyam said, “There are a few things that have contributed to this love for the brand. Firstly, you have to give consumers the same quality every time and make sure they know that their favorite biscuit is still exactly the same. It also has to do with a consistency in your messaging. It's a combination of these things that have helped us stay relevant over the years.” The brand has come up with a launch campaign and has roped in actor Pankaj Tripathi. “We thought Pankaj Tripathi was perfect for this communication because he is one of the most credible faces in the industry today. Our brand respects the goodness of traditions and yet wants to do something which is adaptable and progressive in today's context. Pankaj Tripathi embodies that spirit truly as he is very close to his roots and comes across as really genuine. He is extremely progressive. He doesn’t really come across as a brand ambassador but as the friendly neighbor who you look up to, so we thought he was the perfect fit for us,” explained Subramanyam. While we thought the TVC was a direct dig at other glucose biscuits and especially Parle-G, Subramanyam denied it. <div type="Youtube" id="76AWF_tPZkc" title="New Milk Bikis 100% Atta with doodh roti ki shakti Ad starring Pankaj Tripathi (30 sec- Hindi)" thumbUrl="https://i.ytimg.com/vi/76AWF_tPZkc/mqdefault.jpg"></div> He also believes that the consumers and retailers who continue to show their love for the brand and put their trust in it are equally important brand ambassadors. “Our real brand ambassadors are our consumers and retailers. When a shopkeeper recommends our product to consumers, that kind of real word-of-mouth goes a long way,” explained Subramanyam. As a part of the campaign, the brand will also put up boards with not just the picture of the product and Tripathi but also the faces of the dealers too, who Subramanyam said were also its brand ambassadors. Along with the TVC created by <keyword id="274876" type="COMPANY" weightage="20" keywordseo="Lowe-Lintas">Lowe Lintas</keyword>, Bangalore, the brand will also focus on a lot of on-ground activations. “TV is going to be an important part of the mix. It's a mass campaign and therefore we will take it everywhere, to small towns, cities and villages. Apart from TV, we will also have on-ground activities which will include a lot of dealer boards, hoardings, wall paintings etc. This is not a one-time media plan, it will be a continuous process. We don't want to simply launch this product and disappear. This is who we are now and we want to keep engaging with our consumers,” concluded Subramanyam.

The real brand ambassadors of our products are our consumers and retailers: Vinay Subramanyam, Britannia Industries

<ul><li>Parle-G registered its best sales figures in over eight decades during the COVID-19 lockdown period. </li><li>We caught up with Mayank Shah, Sr. Category Head, Parle Products to understand how the brand managed to meet the ever-increasing demand, secret behind hike in sales, its shifting focus on digital mediums and overall marketing strategy. </li></ul>We all have grown up munching on Parle-G, dunking it in our chai and savouring the half-tea-soaked cookie everyday before rushing to school. The five-rupees pack came to the rescue yet again, cured the lockdown blues when our migrants trekked hundreds of kilometers back home. As a result, while many businesses struggled to survive, this home-grown glucose biscuit hasn’t seen its sales dip even for a day. In fact, Parle-G broke its own sales record by selling the maximum number of biscuits during lockdown in eight decades. Parle saw its overall market share increasing by nearly 5% in May and 80-90% of this growth came from Parle-G sales. “We have witnessed that during natural calamities and during COVID, there is an urgent need to supply rations to people and Parle-G has always been the go-to product and comfort food in any situation or location. It has a longer shelf life and the packaging keeps the biscuits fresh, thereby making it an ideal storage item,” said Mayank Shah, Sr. Category Head, Parle Products. Various NGOs and welfare organizations included Parle-G in their donation kits when Cyclone Amphan hit West Bengal and Odisha. Many people stocked it at home for emergencies. Another reason why Parle-G saw an uptick in sales is because the whole country was home and needed something healthy to snack on. “Today, most spending is happening on food and given the behavior, we are noticing people buying all sorts of biscuits, not just for snacking but for preparing various dishes. This is one reason why the demand went up. The second reason being staying at home has increased the consumption drastically. Typically, at the workplace the focus remains at work, at school focus is on studying but at home 24x7, consumption of food and snacking goes up. This is the reason why we saw uptick in consumption and we expect that this momentum will continue going forward as long as there are some or the other form of restrictions and also because of the concerns that people have in consuming outside food,” tells Shah. Challenges of meeting the market demand But how did Parle manage to meet this ever-increasing demand with scarcity of labor? “Right from day one, we were on the job in terms of ensuring that we get permissions to operate our plant, to ensure that the people are taking care of supply chains so any issues coming at any local level, there was a team that was functioning and taking care of those things to ensure smooth operation. Right from sourcing to manufacturing and supply chain, there were partners and teams already taking care of it. A big challenge was, a paucity of labor and the government additionally declared that offices will not operate with more than 50 percent capacity, which has changed today, initially it was even less than that,” said Shah. He added, “Depending on how a particular zone is affected, we probably have 20-40% labourers. To inspire and get laborers on board, we had to make them understand that it was not just a commercial activity rather it was food security of the country because of the sheer volume and consumption by people.” Shifting focus on digital mediums The lockdown has pushed even a traditional brand like Parle to embrace digital and explore the options available to reach out to its customers. While its ‘G Maane Genius’ iconic tagline continues to be a part of popular culture, to make it more relevant today and increase its recall value, Parle recently partnered with Amazon Prime Video for Shakuntala Devi. Talking about this partnership, Shah said, “This partnership celebrates what sets us apart, which is the generations of children that go above and beyond exploring possibilities in a way that makes their little world and imagination better.” Shah told us that the brand shifted its lion’s share from TV to digital during the lockdown because there was no fresh content on TV and on the other hand, there was a disproportionately higher rate on digital. “We would be investing a good amount of our budget into digital. Pre-COVID, the investments were typically 10 to 12% of the budget. During the initial part of the COVID, not just ours but many companies invested almost one third of the budget spent on digital. Now within a year or two, we will see almost about 20-25% of the total advertising spend happening on digital. Secondly, associations on OTT or TV only if we see a good synergy with our brand. So unless and until there is no great synergy in between our brand communication or brand proposition and the medium or rather the property with which we are associated, we normally don't associate,” said he. Tweaking marketing strategy to stay relevant This 82-year-old brand has grown to become a feeling in our country, it is not just any a cookie you dip in your chai. There is immense nostalgia associated with it. And to resonate with its consumers in gloomy times, Parle tweaked its overall marketing strategy. “We ensured that Parle remained part of consumers' life. Although we observed advertising by many brands, we opted to stay relevant and sometimes out of it. Rather, we continued talking to consumers about inspiring in these times, making them appreciate the role of the frontline workers and ensuring that they understand how the lockdown is beneficial to everybody. So they were not only public service ads which we executed, but ads of our products which talked about how we are part of their life by sharing their concerns. So, most of our communication was topical in nature.” When asked what keeps Shah motivated and at it, he said, “Today we are seeing many companies in the same category, same sector, who are giving up saying that it's the time of lockdown and nothing can be done. On the other hand and extreme, we can see companies that view this as an opportunity to rise up and go all out and carve out an opportunity out of constraint. We have seen both sides of the spectrum. A positive frame of mind, a positive bent of mind and a motivated team is something that makes all the difference.”

How Parle-G continues to exceed its sales record despite a recession

The <keyword id="6355512" type="ORGANIZATION" weightage="20" keywordseo="Union-Cabinet">Union Cabinet</keyword> today has passed all four legislations to implement the Goods and <keyword id="645517" type="COMPANY" weightage="20" keywordseo="services-tax">Services Tax</keyword> (GST). The bill would now be introduced in <keyword id="6354721" type="ORGANIZATION" weightage="20" keywordseo="parliament">Parliament</keyword> this week before it gets rolled out from <a href="http://www.businessinsider.in/gst-nearing-a-july-1-implementation-as-council-clears-all-five-draft-bills/articleshow/57674088.cms">July 1</a>. 
 
Also read: <a href="http://www.businessinsider.in/gst-to-be-rolled-out-by-july-1-this-is-how-it-will-be-different-from-uk-canada-other-countries/articleshow/57392589.cms">GST to be rolled out by July 1. This is how it will be different from UK, Canada, other countries</a> 
 
Once these bills are approved by Parliament and a separate one is approved by all state assemblies, the legislative process for GST roll out will be completed. The one-nation-one-tax regime will merge central taxes like excise duty and service tax and state levies like VAT. 
 
Four-tier tax slabs of 5, 12, 18 and 28% along with an additional cess on demerit goods like <a href="http://www.businessinsider.in/luxury-cars-to-get-costlier-after-gst-rolls-out/articleshow/57687734.cms">luxury cars</a>, aerated drinks and tobacco products was passed last week by the parliament, while the process of putting various goods and services in different slabs will start from next month. 
 "The Union Cabinet chaired by Prime Minister <keyword id="6354477" type="PERSON" weightage="20" keywordseo="Narendra-Modi">Narendra Modi</keyword> has approved the four GST related bills -- The Central Goods and Services Tax Bill 2017 (The CGST Bill), The Integrated Goods and Services Tax Bill 2017 (The IGST Bill), The Union Territory Goods and Services Tax Bill 2017 (The UTGST Bill) and The Goods and Services Tax (Compensation to the States) Bill 2017 (The Compensation Bill)," an official statement said. 
 
While the CGST Bill makes provisions for levy and collection of tax on intra-state supply of goods, services or both by the central government, the IGST Bill makes provisions for levy and collection of tax on their inter-state supplies. 
 
Also read: <a href="http://www.businessinsider.in/e-commerce-have-to-pay-1-taxat-the-source-after-gst/articleshow/57717773.cms">E-commerce have to pay 1% tax at the source after GST</a> 
 
On the other hand, the UTGST Bill makes provisions for levy on collection of tax on intra-UT supply of goods and services in the Union Territories without legislature, and is similar to States Goods and Services Tax (SGST), to be levied and collected by the States/Union Territories on intra-state supply of goods or services or both. This has to be approved by each of the state assemblies. 
 
The Compensation Bill provides for compensation to the states for loss of revenue arising on account of implementation of the GST for a period of five years from the roll out. 
 
Also read: <a href="http://www.businessinsider.in/glucose-biscuits-set-to-go-lighter-all-thanks-to-gst/articleshow/57532944.cms">Glucose biscuits set to go lighter, all thanks to GST</a> 
 
GST, the biggest tax reform since India got independence is expected to accelerate the rate of economic growth by at least 0.5 percentage points, while also broadening the revenue base and cutting compliance cost for firms. 
 
(Image source: TomorrowMakers)

Get ready for GST! Draft bills have been approved by cabinet

<div class="KonaFilter image-container display-table"><div><div class="image on-image">Scott Olson/Getty ImagesFarmer John Duffy and Roger Murphy load soybeans from a grain bin onto a truck</div></div></div><ul><li>China announced on Monday it would <a href="https://markets.businessinsider.com/news/stocks/trade-war-china-places-new-tariffs-on-us-goods-2019-5-1028194689">retaliate against the Trump administration</a> by raising tariffs on $60 billion worth of American imports. </li><li>About half of those items will now be subject to a 25% tariff. </li><li>Here is a summary of those 2,493 items, separated by major categories: </li></ul>China announced on Monday it would <a href="https://markets.businessinsider.com/news/stocks/trade-war-china-places-new-tariffs-on-us-goods-2019-5-1028194689">retaliate against the Trump administration</a> by raising tariffs on $60 billion worth of American imports. More than 5,000 items would be affected by the higher tariffs of between 5% and 25%, set to take effect June 1, with about half of those now set to face the steepest rate. Here is a summary of those 2,493 items, separated by major categories. About $50 billion other American products, mostly agricultural exports, are already <a href="https://www.reuters.com/article/us-usa-trade-china-tariffs/china-to-impose-25-percent-tariffs-on-659-u-s-goods-worth-50-billion-idUSKBN1JB2MS">subject to</a> a 25% tariff. Meat: Fresh or cold boned sheep meat, smoked or salted beef, chopped meat, manufactured or preserved pig hind legs and meat piecesFish and seafood: Smoked salmon and Donauzhe fishAlcohol: Sparkling wine, regular wine, other fermented beverages, gin, tequila, other distilled spirits and alcoholic beveragesOther animal products: natural honey, other bee products, whole or diced salted pig casings, whole or diced salted sheep casings, other animal stomach, coral and aquatic products shell, bone powder and wasteTrees and other plants: Other fresh flower arrangements and flower buds, dried and dyed flower arrangements and flower buds, fresh moss and lichens, fresh plants, leaves, etc., other plant branchesFrozen foods: Frozen peas, frozen corn, frozen legumes, frozen spinach, other frozen fruits and nuts, frozen other pulp, other frozen fruits and nuts, peel of citrus fruits or melonsCoffee, tea, maté, and spices: Decaffeinated roasted coffee, roasted coffee with caffeine, flower tea, certain amounts of green tea, oolong tea, other fermented and semi-fermented black tea, ground pepper, chili, other unground cinnamon and cinnamon flowers, hazelnut, ground ginger, mixed seasoning spices, other seasoningsOil seeds and fruits: Sunflower seeds, other oily seeds and fruits, plants mainly used as medicine, soybean oil and its fractionsPlant products: plants mainly used as spices, insecticidal and bactericidal plants, seaweed and algae, sweet almond, other cores and nuts for human consumption Salt, sulfur, earths and stone, plastering materials, lime and cementMineral fuels: Liquefied natural gasA wide range of chemicals including: Chlorine, iodine, bromine, sulfur, carbon, and more. Animal or vegetable fats and oils: Virgin peanut oil, extra virgin olive oil, extra virgin sunflower oil or safflower oil, sunflower oil or safflower oil, virgin coconut oil and its fractions, virgin canola oil, rapeseed oil or mustard oil and its fractions, corn oil, castor oil, sesame oil, hydrogenated animal fats, Margarine, shortening, crude glycerin, glycerin water and glycerin lye Sugars and baking powders: Cane sugar, unscented or coloured, maple sugar and maple syrup, glucose and syrup, chemically pure fructose, wheat or mixed wheat fine powder, other cereal fine powder, wheat coarse and coarse powder, other processed oats, cereals, potato flour, granules and pellets, fruit and nut powder and powder, unbaked malt, baked malt, potato starch, tapioca, other starch, gluten Pasta and other grains: Unfilled or uncooked egg-containing pasta, stuffed pasta, whether cooked or otherwise made, ready-to-eat or quick-cooked noodles, uncooked cereal pieces and unbaked mixed foods, sweet biscuits, waffles and communion cakes Preparations of vegetables, fruit, nuts or other parts of plants: Canned vegetables, cooked jams, jellies, purees, canned fruit, fruit juice, vegetable juice Fertilizers: sodium nitrate, pure potassium chloride, potassium sulfatePharmaceuticals: Adhesive plaster, X-ray checking contrast agent, diagnostic reagent, chemical contraceptives based on hormones Tanning extracts, dyes, and paintsPerfume and cosmetics: Perfume, lips cosmetics, eye cosmetics, powder, skin care and other beauty products, shampoo, perm agent, styling agent and other hair care products Soaps and cleaning products: Washing preparations, laundry detergent, leather and material washing agentsElectronics: Headphones, telephones, televisions, recorders, headsets, video recording devices, cameras, appliances including toasters and coffee machinesSemiconductor device packaging materialsPhotographic or cinematographic goods: Various types of photo film and processing chemicalsPlastics and articles thereof: A wide range of plastic products for office or school, including enamels and similar containers Rubber and articles thereof: Latex, other rubber products including tires, building, mining or industrial materialsRaw hides and leather: Artificial fur products, claws, precious fur, unsewn fur, other items made of fur Wood: Sawdust, wood scrap and chips, wood chips or wood pellets, fir and spruce logPaper: Hand-painted design manuscripts, various calendars, transfer decals, other prints of papersWool or animal hair products: Cashmere, fine or coarse animal hair, yarn and woven fabricClothing and textiles: A wide range of finished clothing articles for both men and women, fabrics, including rayon, nylon, and polyester, fleece, lace, special woven fabrics, blended and unblended cotton, twill, silkCarpeting: Wool-knotted carpet and other flooring products, silk knotted woven carpet and floor coverings, non-textile carpets and flooring products made of other textile materialsShoes: Ski boots, sports boots with rubber and plastic bottoms, sports footwear for leather uppers, leather boots, slippers with rubber or plastic outsoles, shoes and other materials made of leather and recycled leather outsole, leggings and similar products Accessories: Walking sticks, walking sticks, whip and similar articles, other parts and accessories for umbrellas and canesCeramic products and glass and glasswareJewelry and stones: Unprocessed or simply processed non-industrial diamonds, pearls, and other gemstones or semi-precious stones, metal-based jewelry Iron, steel, copper, nickel, and aluminum productsRailway or tramway locomotives, rolling-stock and parts thereof<a href="http://gss.mof.gov.cn/zhengwuxinxi/zhengcefabu/201905/P020190513719203602248.pdf">View the full list here.</a> <div class="margin-top"> <h3>NOW WATCH: <a href="https://www.businessinsider.com/gary-shilling-legendary-economist-trade-war-outlook-says-us-will-win-2018-10">The legendary economist who predicted the housing crisis says the US will win the trade war</a></h3> <div> </div> </div>

Here are the American goods that will get hit hardest by China's latest round of tariffs

<div class="KonaFilter image-container display-table"><div><div class="image on-image">REUTERS/Wong CampionA worker cleans glass in front of an iPhone 5C advertisement at an apple store in Kunming, Yunnan province, in this October 27, 2013.</div></div></div><ul><li>The Trump administration is preparing to place tariffs on all remaining Chinese imports. </li><li>That would affect about $300 billion worth of products.</li><li>This round of duties would include significantly more everyday products, from phones to clothing. </li></ul>The Trump administration is <a href="https://markets.businessinsider.com/news/stocks/trade-war-china-places-new-tariffs-on-us-goods-2019-5-1028194689">preparing to place tariffs</a> on all remaining Chinese imports, about $300 billion worth. Here is a list of the major categories, which include significantly more everyday products than previous duties.Electric machinery: A wide range of electronics including telephones for cellular networks or for other wireless networks, telephone sets, food grinders and processors, headphones, recorders, microwave ovens, electrothermic appliances such as hairdryers, lithium-ion batteries, video monitors, television accessoriesMachinery and mechanical appliances: Ceiling fans, burners, dryers, furnaces, dishwashing machines, dryers, parts of fire extinguishers, ovens, cooking stoves, lawnmowers, printers, snowplows, cranes, brewing machinery, baking instruments, knitting and weaving machines, chainsaws, keyboards, scanners, cash registersLive animals: horses, mules, cows, buffalo, swine, sheep, goats, chickens, turkeys, ducks, geese, primates, whales, dolphins, porpoises, manatees, dugongs, seals, sea lions, walruses, camels, rabbits, hares, foxes, mammals, reptiles, birds of prey, bees, live insects other than beesMeat: Cuts and carcasses of cattle, pigs, lamb, sheep, goats, horses, chickens, turkeys, ducks, geese, guineafowls, primates, whales, dolphins, porpoises, manatees, dugongs, seals, seal lions or walruses, camels, reptilesFish and seafood: Cod, haddock, Alaska pollack, salmon, BregamacerotidaeOther animal products: Eggs, milk and cream of various fat contents, yogurt, sour cream, buttermilk, other dairy products and spreads, fats and oils derived from milk, a wide range of cheeses including American, cheddar, gouda, romano, colby, swiss, cheese substitutes, hair, guts, bladders, stomachs, feathers, animal feedPlants: Live plants and bulbs of tulips, lilies, roses, orchids, and various other flower types, foliage, branches, mosses and lichensVegetables: Potatoes, tomatoes, brussels sprouts, head lettuce, other lettuce, Witloof chicory, cucumbers, lima beans, chickpeas, pigeon peas, asparagus, eggplants, spinach, artichokes, olives, pumpkins, lentils, fiddlehead greens, brussels sprouts, olives, truffles, capers, dried seeds, yams, an assortment of canned vegetablesFruit and nuts: Brazil nuts, hazelnuts, macadamia nuts, kola nuts, areca nuts, pignolias, plantains, avocados, grapefruit, lemons, various types of limes, citrus fruit not elsewhere specified or included, grapes, watermelons, cantaloupes, melons, papayas, apricots, sour cherries, plums, prunes and sloes, raspberries and loganberries, blackberries and mulberries, kiwi, durians, other cherries, canned juices of various fruitsCoffee, tea and spices: Caffeinated and decaffeinated coffee, black tea, green tea, pepper, paprika, cinnamon, vanilla, nutmeg, mace, cumin, ginger, saffron, turmeric, thyme, bay leaves, curry, dillGrains: Durum wheat, seed of wheat and meslin, rye, seed corn, rice in the husk, fonio, triticale, pasta, couscous, biscuits, waffles, wafersOil seeds and miscellaneous grains: Peanuts, cotton seeds, palm nuts and kernels, castor oil seeds, clover seeds, fescue seeds, Kentucky bluegrass seeds, hop cones, tonka beansOils and fats: Olive oil, soybean oil, peanut oil, sunflower oil, palm oil, cottonseed oil, corn oil, sesame oil, castor oil, nut oils, jojoba oil, rapeseed oil, various waxesSugars and candies: Cane sugar, beet sugar, maple sugar, glucose, syrup, fructose, gum and candy not containing cocoa, certain types of chocolate and cocoa powderOther food items: Condiments including ketchup, mustard, and moreAlcohol and mixers: Wine, vermouth, brandy, scotch, whiskey, rum, gin, vodka, liqueurs, bitters, tequilaTobacco products: Various preparations of tobacco, including that to be used in cigarettesSalts and minerals: SulfatesOres, slag, ash, mineral fuels: Ash and residues from the incineration of municipal waste, various types of waste oils including from fuelInorganic chemicals: Uranium, radioactive elements, arsenic acid, oxides, hydroxides and peroxides of barium, artificial corundum, aluminum oxide, complex fluorine salts, vanadium chlorides, chloride oxides and chloride hydroxides other than of copper or of vanadium, sodium bromate, cyanides and cyanide oxides, except those of sodium, spent fuel elements of nuclear reactorsOrganic chemicals: A wide variety of organic chemicals including pesticides and their derivatives. See the full list <a href="https://ustr.gov/sites/default/files/enforcement/301Investigations/May_2019_Proposed_Modification.pdf">here</a>.Tanning and drying extracts, dyes, and paintsEssential oils and perfumes: Various types of oils, including eucalyptus, peppermint and those made of fruitsCandles, tapers and the likeGlues, adhesives, and enzymesExplosives: Fireworks, signaling flares, matches, safety fusesPlastics: Dispensers, plates, cups, saucers, soup bowls, cereal bowls, sugar bowls, creamers, gravy boats, serving dishes and platters, of plastics, trays, tableware and kitchenware articles, nesoi, of plastics, nursing nipples and finger cots, curtains and drapes, incl. panels and valances, napkins, table covers, mats, scarves, runners, doilies, and like furnishings, picture frames, household articles and toilet articles, doors, windows, and their frames and thresholds for doors, of plastics, blinds, shutters, office or school supplies, of plastics, gloves, handles and knobs for furniture, fittings for furniture, buckets and pails, nursing products, handbags made of beads, bugles and spangles, imitation gemstones, photo albums, frames or mounts for photographic slides, clothespins, spring type, of plastics, inflatable mattresses and waterbedsRubber: Strips for tires, medical gloves, erasers, inflatable articles, household articles, handles and knobs, caps, lids, seals, stoppers and other closures, toys for petsRaw hides and leather: Skins from various animals including sheep, buffalo, and cows; Heads, tails, paws and other pieces or cuttings of raw furskinWood: Finished products made from wood, such as doors, frames, tableware, blindsPaper: Newspapers, books, maps, postcards, calendars, picturesClothing: A wide array of consumer garments including coats, suits, pants, shorts, overalls, dresses, skirts, blouses, shirts, underwear, bathrobes, sweaters, and baby garments, winter gear, accessories, sports gear, hair nets, safety headgear and various types of footwearMaterials and textile products: Cotton, yarn, woven fabrics, bed sheets, blankets, table cloths, curtains, bags, backpacks, camping goods, drapes and furnishing materialsMiscellaneous accessories: Umbrellas and umbrella parts, walking sticks, human hair wigsCeramic and glass products: Porcelain and china, kitchen and household wares, drinking glasses, other glassware, watch glasses, glass eyesStones and jewelry: Natural pears, diamonds, rubies, sapphires, emeralds and other stones, gold and silver jewelry parts, toy jewelry, imitation jewelry, rosaries, coins other than goldIron and steel and products including rods, bars, wires, tools, knives, and razor blades Copper: Copper alloy for table, kitchen, household articles and parts; pot scourers, scouring and polishing pads, glovesAluminum: bars, rods, wires, tubes, pipes, foil, kitchenware Tools: Knives, razors, scissors, cutlery, padlocks, keysVehicles and parts: Snowmobiles, golf carts, motorcycles, parts for those vehicles and bicycles, baby carriagesShips, boats, and aircraft: Warships, balloons, dirigibles and non-powered aircraft, gliders and hang gliders, floating docks and structuresOptical products: Contact lenses, glasses frames, lenses, sunglasses, binoculars, telescopes, cameras along with assorted parts and accessoriesClocks and watchesArms and ammunition: Military weapons, shotguns, rifles and other firearms, bombs, grenades, torpedoes, mines, missiles, swordsFurniture, bedding, mattresses: Aircraft seats, sleeping bags, pillows, quiltsMiscellaneous manufactured items: Toys, games and sports requisites, merry-go-rounds, boat-swings, shooting galleries and other fairground amusements; traveling theaters; brooms, brushes, paint, travel items, pens, pencils, ribbons, cigarette lighters, smoking pipes, cigars, combs, hair accessories, vacuum parts, feminine products, baby products including diapers, paintings and antiques <div class="margin-top"> <h3>NOW WATCH: <a href="https://www.businessinsider.com/avengers-infinity-war-thanos-killed-half-all-life-earth-endangered-species-2019-4">There are 7.7 billion humans on Earth today. Here's what would actually happen if Thanos destroyed 50% of all life on the planet.</a></h3> <div> </div> </div>

The Trump administration is preparing tariffs on $300 billion worth of Chinese goods. Here are all the products that will get hit.

<keyword id="6407374" type="ENTERTAINMENT" weightage="20" keywordseo="Sholay">Sholay</keyword> (1975) is amongst the greatest movies in over 100 years’ history of Indian cinema, and has earned numerous accolades. While most of us remember all its characters by heart, it’s Gabbar who still rules over millions heart. 
 The character of Gabbar, played by <keyword id="144591" type="PERSON" weightage="20" keywordseo="Amjad-Khan">Amjad Khan</keyword>, contributed immensely to the success of this blockbuster movie. Even after four decades, people remember his iconic dialogues such as "Kitne aadmi the", "Ab tera kya hoga Kalia?”, “Jo dar gaya, samjho mar gaya", etc. In 2013, Filmfare named Gabbar Singh the most iconic villain in the history of Indian cinema. 
 To cash on the popularity of Gabbar Singh, few movies have used his name for hero’s character. In Telugu film - Gabbar Singh (2012), the male lead, who played a role of apolice cop, renamed himself as Gabbar. This movie became one of the highest grossing Telugu movies. In Hindi movie - <keyword id="2760691" type="UNKNOWN" weightage="20" keywordseo="Gabbar-Is-Back">Gabbar is Back</keyword> (2015), the hero of the film, who was man against corruption, renamed himself as Gabbar. This movie also did amazingly well at the Box Office. During the end of this flick, Gabbar kidnaps Digvijay Patil and both the characters quarrel to prove their brand power and eventually, Gabbar proves and says, “Gabbar is a bigger brand than you”. 
 
Many marketing books teach about importance of marketing of companies and their products, but Gabbar’s example teaches about marketing your most important asset all by yourself. Besides, it also tells you how to create your own personal brand in a super crowded market. 
Here we list 10 characteristics that helped Gabbar Singh to become one of the most powerful personal brands are as follows: 
 
Passion: Gabbar was a dacoit, but people love his character because he played the role of dacoit with passion, which was reflected in his dialogues, actions and strategies and made this role unforgettable. 
 
Preparation: Amjad Khan was almost dropped from the project because <keyword id="10355" type="PERSON" weightage="20" keywordseo="Javed-Akhtar">Javed Akhtar</keyword> found his voice too weak for Gabbar Singh's role. But, Amjad Khan made Gabbar one of the most popular characters. In preparation for the role, Amjad read Abhishapth Chambal, a book on Chambal dacoits written by Taroon Kumar Bhaduri (actress <keyword id="496768" type="UNKNOWN" weightage="20" keywordseo="Jaya-Bhaduri">Jaya Bhaduri</keyword>'s father). 
 
Reputation: Gabbar had a very strong reputation in his profession. The authorities declared a big reward of Rs 50,000 for getting him arrested. He made sure that his team and audience know his reputation; he asks one of his team members - “Arre o Samba, kitna inaam rakhe hai sarkar ham par?” 
 
Leadership: Gabbar led a group of dacoits, and kept them inspired and loyal towards him, but when needed he even punish them. 
 
Visibility: Gabbar used to regularly send his dacoits to Ramgarh (market) to keep an eye on villagers (target audience), maintain his terror (positioning) &amp; watch any upcoming competition. When his dacoits came back without getting anything from villagers (zero business), he measured his competition by asking "Kitne aadmi the". 
 
Communication: Gabbar was a strong communicator. His voice modulation, emotional touch, eye contact, dialogues (content) and delivery style (body language) fascinated audience. 
 
Association: If Gabbar would have been alone, he would not have been very powerful, he associated himself with likeminded people (dacoits) and became leader of his association. And this gave him network, credibility and power. 
 
Remembrance: Gabbar made sure that people remember him and use his brand for creating fear. He used to say, “yaha se pachas pachas kos door gaon me jab bachcha raat ko rota hai to maa kahti hai beta soja nahi to Gabbar Singh aa jaayega”. In 2002, The <keyword id="223452" type="ORGANIZATION" weightage="20" keywordseo="British-Film-Institute">British Film Institute</keyword> wrote that fear of Gabbar Singh is still invoked by mothers to put their children to sleep. 
 
Endorsement: Gabbar Singh was the first villain character used by a company to publicize its products. He endorsed Britannia Glucose Biscuits, the advertisement was an instant hit in children and the sales almost doubled. 
 
Opportunistic: To attack his competitors when they are not prepared to face his attack, Gabbar asks his team “Holi kab hai, kab hai holi?” and plans to attack Ramgarh during Holi celebration. 
 
People perceive that brands are different and better than commodities. When they buy any product or service, they pay higher prices for the products or services from known and reputed brands than for the products or services from unknown brands, and commodities serving the same requirement. 
 
In Sholay, there were many other non-branded dacoits (except Samba and Kalia because their names were mentioned by Gabbar in popular dialogues), and it is difficult to differentiate them from one another because they all seem to serve the same need, solve the same problem, and deliver the same value for Gabbar. In today’s highly competitive and super crowded world, individual’s personal brand is his most important asset and he can achieve his dreams by trying to become his field’s Gabbar. 

(About the author: Harsh Pamnani is alumnus of XLRI, Jamshedpur &amp; former Senior Manager at TiE Mumbai.)

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