Today, we break down the marketing playbook behind Good Monk - one of India’s most insight-led nutrition brands.

Our guests, Sahiba Bali and Amarpreet Singh Anand, share how a deeply personal consumer problem turned into a category-creating brand - not through louder advertising, but through sharper thinking.

This episode is designed for business marketers, brand leaders, and founders who want real, transferable learnings from brands that have scaled in India.

Key takeaways for marketers:

•⁠ ⁠How Good Monk avoided competing in supplements by reframing the category

•⁠ ⁠Why habit compatibility beats persuasion in driving adoption

•⁠ ⁠What made non-metro India their fastest-growing market

•⁠ ⁠When product truth outperforms creative storytelling

•⁠ ⁠How influencer marketing works when audience relevance > aesthetics

•⁠ ⁠Why retention and education are core marketing levers, not add-ons

This is not a success story.

It’s a practical lesson in consumer-first brand building.

Listen to the full episode to learn how insight-led marketing drives sustainable scale - the core philosophy of Iconic Brand Stories.

Gin wasn’t cool in India when Anand Virmani decided to build Greater Than.

In the early 2010s, gin was dismissed as a “grandparent’s drink.”

There was no playbook.

No category momentum.

No regulatory clarity.

Yet, Greater Than didn’t just survive — it defined India’s craft gin movement.In this episode of Iconic Brand Stories, Anand breaks down:

•⁠ ⁠How Gin found him - not the other way around

•⁠ ⁠Why transparency (literal + figurative) became the brand’s backbone

•⁠ ⁠Building a distillery before knowing if the category would even exist

•⁠ ⁠Creating cult limited editions (Juniper Bomb, No Sleep, Broken Bat, Punk Gin)

•⁠ ⁠Marketing in a dark market with events, bartenders, and community

•⁠ ⁠Why minimalism beat “Indian motifs” in global branding

•⁠ ⁠How to price in a Goldilocks zone - not cheap, not imported-expensive

•⁠ ⁠The difference between building a business vs building a brand.

This is a masterclass in:category creation, restraint-led branding, and founder conviction.

Available on Spotify & Apple Podcasts.

Subscribe for more founder-led brand stories.

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In this episode of Iconic Brand Stories with Tina Mansukhani Garg, we sit down with Sarika Gupta Bhattacharyya, Vice President of Plaksha University, to explore how a group of 100+ industry leaders, technologists, and philanthropists came together to build a greenfield university redefining higher education in India.

Sarika shares how Plaksha’s collective vision - focused on AI, innovation, and mentorship - is creating future-ready engineers and changemakers.

Listen to the full episode to discover the story behind one of India’s most forward-thinking education brands.

In this episode of Iconic Brand Stories, Tina Mansukhani Garg sits down with Dr. R. Kishore Kumar, Founder & Chairman of Cloudnine Hospitals, who transformed maternal and neonatal care in India.

From his early medical training abroad to founding India’s first boutique maternity hospital, Dr. Kishore shares how empathy, innovation, and medical excellence came together to build a trusted brand that celebrates “the miracle of life.”

Tune in for insights on:

1.⁠ ⁠Building India’s most loved maternity & childcare brand

2.⁠ ⁠Redefining patient experience in healthcare

3.⁠ ⁠Entrepreneurial lessons from a doctor-turned-visionary

4.⁠ ⁠Why brand emotion matters even in hospitalsWatch till the end for his inspiring take on legacy, purpose, and what it truly means to create joy in healthcare.

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Tina Mansukhani Garg sits down with Nikhil Ranjan, the visionary Founder & Managing Director of William Penn, to explore how a love for pens became a luxury brand loved by writers, collectors, and gift-seekers across India.

Nikhil shares how:

•⁠ ⁠He left a corporate career to start William Penn in 2002, pioneering India’s premium stationery retail space.

•⁠ ⁠He built trust with global heritage brands and eventually acquired Sheaffer, a legendary American pen company.

•⁠ ⁠William Penn evolved from selling pens to curating a world of craftsmanship and meaningful gifting.

•⁠ ⁠Heritage and innovation can coexist when purpose, quality, and passion drive every product.

Tune in to learn how William Penn is keeping the art of writing alive in a digital age and how brand love is built one elegant detail at a time.

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In this episode of Iconic Brand Stories with Tina Mansukhani Garg, we speak with Shalini Rao from Bangalore International Airport (BIAL) to uncover how a modern airport designs service, brand experience, and operations for over 120,000 visitors a day. From passenger flow and retail strategy to sustainability and crisis management, Shalini walks us through the smart systems and human decisions that turn a transit hub into a beloved city asset.

Tina and Shalini discuss:

•⁠ ⁠How the airport measures and designs for passenger experience.

•⁠ ⁠Operational practices that keep large crowds moving smoothly.

•⁠ ⁠The role of retail, F&B, and brand partnerships in building revenue and happiness.

•⁠ ⁠Sustainability and future-facing tech at airports.

•⁠ ⁠Lessons for founders and brand leaders on designing for scale.

Watch to learn: direct operational insights, brand & customer experience tactics you can apply to retail, hospitality, and large-scale service businesses - plus surprising stories from behind the scenes at one of India’s busiest airports.

Today, I sit down with Sanjay Singal, the dynamic CEO of Wagh Bakri Tea Group, to uncover the steamy tale of one of India's most beloved brews. From its humble roots in South Africa, to a fateful return to India inspired by a personal endorsement from Mahatma Gandhi himself. Singal reveals how this letter of recommendation sparked the birth of Gujarat Tea Depot, evolving into the Wagh Bakri powerhouse we know today. Today we talk about the brand's explosive growth in a cutthroat market, where Wagh Bakri commands a dominant 50% share in Gujarat and around 10% nationally, making it India's third-largest packaged tea player, outpacing rivals through smart blending tailored to local tastes and relentless innovation. Singal shares how they brew and sell crores of cups daily, powering a staggering 50 million kg annual distribution that fuels households across 24 states and exports to over 60 countries. The conversation spotlights the brand's diverse variants from classic CTC and dust teas to spiced masala, green, organic, and Darjeeling blends alongside fresh innovations like convenient instant tea mixes and trendy bubble tea options. He teases upcoming launches, including the super-premium Wagh Bakri Royale, you'll have to tune in for the full reveal! For the younger crowd, Wagh Bakri has launched chic tea lounges, wholly owned in cities like Ahmedabad, Mumbai, Delhi, and Pune, offering 45+ global blends, flavoured teas, iced delights, and snacks in a vibe perfect for chilling with board games or business chats. Even today, their legacy lives on in traditional tea shops dishing out loose teas and unique concoctions, bridging old-world charm with modern appeal. Don't miss the story behind their logo: a tiger (symbolizing the elite) and goat (the everyday folk) sharing a cup, a bold nod to Gandhi's vision of equality that turned heads and built unbreakable loyalty. This episode isn't just a chat, it's a flavorful journey through heritage, hustle, and the perfect cup that unites us all.Subscribe to the channel for more such content.

Today, I am sitting down with Lavanya Nalli, Vice Chairman of Nalli Sarees, a 96-year-old legacy brand renowned for its timeless elegance and a staggering ₹800 crore business. Nalli, a name synonymous with quality that famously never goes on sale, has woven its way into the fabric of Indian culture. Lavanya shares the inspiring journey of the brand, from its humble beginnings to becoming a household name. She opens up about her personal story, detailing her childhood, her professional stint with brands like Myntra, and her return to steer the family legacy forward as Vice Chairman. Lavanya also reflects on her grandfather’s remarkable contributions, honored by the President of India with prestigious awards like the Padma Bhushan.

Delving into Nalli’s unique approach, she discusses the marketing strategies that resonate with their ethos, the diverse sub-brands under the Nalli umbrella, and her vision for carrying the iconic brand into the future. Tune in for a conversation celebrating tradition, innovation, and enduring legacy.Like, Share and Subscribe for more such videos.

Today, I sit down with Gunjan, Marketing Head of Narayana One Health, to explore how Narayana One Health is revolutionising India's medical landscape. Gunjan shares insights into their innovative offerings, including Narayana One Health Clinics, Narayana Pharmacies, and their user-friendly app, designed to make healthcare accessible, seamless, and personalised. She talks about the transformative Aditi and Arya insurance policies, which offer comprehensive coverage; Aditi providing up to ₹1 crore for surgeries and ₹5 lakh for medical management at an affordable ₹10,000 annual premium, and Arya offering flexible coverage options with no waiting period. These initiatives aim to bridge the healthcare gap for millions, making quality care affordable for all.A standout highlight is Narayana One Health’s creative hyperlocal approach, exemplified by their campaign featuring an auto-rickshaw driver who teaches Kannada while spreading awareness about their insurance policies, cleverly emphasising that coverage costs "just as much as a cup of tea per day." This relatable, hands-on strategy underscores their commitment to connecting with communities on a personal level. Gunjan also reflects on the visionary legacy of Dr. Devi Shetty, the founder of Narayana Health, a renowned cardiac surgeon whose mission to provide affordable, high-quality healthcare has shaped the organization’s ethos since its inception in 2000. From performing Asia’s first artificial heart implant to building a network of 21 hospitals, 5 heart centers, and 19 primary care facilities, Dr. Shetty’s path-breaking work continues to drive Narayana One Health’s innovative, patient-centric model. Their hyperlocal, empathetic approach ensures healthcare feels like a partnership, blending cutting-edge technology, such as AI and robotics, with compassionate care to redefine the future of healthcare in India.Tune in to discover how Narayana One Health is making healthcare work like magic, empowering communities with trust, accessibility, and innovation. #narayanaonehealth #healthcareforall #iconicbrandstories

Join us on this episode of Iconic Brand Stories as Tina Garg sits down with Ajith Karimpana, the visionary CEO and Founder of Furlenco, India’s pioneering furniture rental platform that began its journey a decade ago. In this insightful conversation, Ajith shares the remarkable story of how Furlenco transformed the way India embraces convenience, making renting furniture a household norm. From navigating the ups and downs of entrepreneurship to achieving profitability, Ajith reveals the secrets behind Furlenco’s success and its innovative business model that’s designed to win. Discover how Furlenco became a household name by offering stylish, affordable, and hassle-free furniture solutions for urban India. Ajith, a warm and forthcoming leader, dives deep into his marketing strategies, including standout campaigns like the Royal Challengers Bangalore (RCB) partnership and influencer collaborations that have shaped the brand’s journey. Packed with valuable insights, Ajith’s story is a masterclass in resilience, innovation, and knowing your game inside out. Whether you’re an entrepreneur, a marketer, or simply curious about how iconic brands are built, this episode is a must-watch! Key Highlights:Furlenco’s journey from inception to profitabilityHow Ajith Karimpana made renting furniture a mainstream choiceMarketing secrets behind Furlenco’s success, including RCB and influencer campaignsInsights into building a sustainable, customer-centric brandDon’t miss this episode! Subscribe to Iconic Brand Stories for more inspiring stories of trailblazing leaders and brands. Like, comment, and share to spread the word!