Authenticity is more critical than aesthetics for a brand, and marketing should focus on real-world consumption occasions rather than celebrity endorsements.

“We wanted authenticity. Our product is authentic. Our distribution is authentic. So we thought our brand should be authentic as well and therefore what brings authenticity better than the consumers themselves.”

Successful branding involves understanding that a product is not a commodity and managing the entire consumer experience through 360-degree positioning.

“it's never about product alone it's about product with the 360 of it comes under branding all of these things.”