In a market as vast, emotional, and unpredictable as India, brands are not built by noise, they are built by memory.
How to build brands in India is a deeply observed exploration of how brands are shaped, tested, and sustained in one of the world’s most demanding markets. Drawing from two decades of hands-on experience across corporate boardrooms, agencies, and fast-changing consumer realities, Chethan Shenoy distils what truly makes brands endure.
This book moves beyond frameworks and buzzwords to uncover the invisible work behind successful branding—trust earned slowly, stories that outlive campaigns, cultural understanding that cannot be shortcut, and consistency that matters more than spectacle. From iconic Indian jingles and advertising folklore to digital-era brands navigating speed, fragmentation, and scrutiny, the lessons are practical, reflective, and rooted in real behaviour.
Written for marketers, founders, brand leaders, and anyone curious about how brands quietly become part of everyday life, this is not a “how-to” manual. It is a field guide to relevance—one that shows why in India, the brands that last are not the loudest, but the most understood.
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Chethan Shenoy
Chethan Shenoy is a branding and marketing professional with over 20 years of experience building brands across FMCG, retail, fashion, and media in India. He has held leadership roles at Future Group, Page Industries, and Zee Entertainment, where his work blended cultural insight with business impact.
Chethan believes that in India, brands are more than products—they are trust contracts, cultural signals, and markers of aspiration. Through How to Build Brands in India, he shares lessons shaped by real markets, real consumers, and two decades of learning what endures.
He currently leads marketing for two Kannada television channels at Zee, mentors young marketers, and builds thought leadership in branding—guided by a simple belief: the best brand lessons are found in everyday life.
