“I think if you break down what trust is, it really boils down to three things.

It's credibility, care, and congruence. 

You stand behind what you say and the promises you make, you care about the customers, the impact that you're having on their lives. People don't buy hammers and nails or drills, they buy the picture that they're going to put on the wall and the experience that they're going to have in their home.

So I think just demonstrating that care is absolutely important. And the third is congruence and I think it's become even more important where we show congruence of values, beliefs, and purpose orientation and the soul of the company, the DNA of the company in terms of what it is that we stand for.

Because if you don't stand for anything, you essentially stand for nothing at all. So I think if you think about lifelong relationships and this doesn't even only apply to brands and customers, I think this is true for all of us. It boils down to those three things, which is demonstrating care, credibility, and congruence.”

- Niharika Shah, CEO, Clout, A TIFIN Group Company

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