According to reports, tech titan Apple and Reliance Jio have teamed up to provide Jio customers Rich Communication Services (RCS) texting on iPhones.
According to ET’s story, which cited sources, this partnership will enable Jio customers on iPhones to send iMessage-style “blue tick” RCS texts with interactive features, read receipts, and high-resolution photos and videos over WiFi or mobile data without incurring additional costs.
What is RCS Messaging and How It Works on iPhones?
The worldwide telecom industry organisation GSMA launched RCS in 2007 as a messaging standard to improve and update SMS. RCS, which is integrated into a phone’s default messaging software, provides functions including read receipts, group conversations, file sharing, and interactive communications that resemble WhatsApp or iMessage.
Compared to SMS, it allows for authenticated and secure corporate communication, lowering the danger of spam or phishing. Additionally, it enables telecom providers to remain competitive in the expanding messaging market.
Why RCS Matters: Secure, Spam-Free Alternative to SMS?
Due to the country’s continued heavy reliance on SMS for transactions, banking alerts, and OTPs, RCS use is increasing in India. RCS provides a safer option for communication and modernises this channel.
RCS Adoption in India and Global Trends
RCS has been adopted by ten nations worldwide, and India views it as a digital upgrade to its communication environment as well as a security measure. With a robust subscriber base of more than 49 Cr, Jio will assist Apple in promoting the use of RCS services. Jio and Apple have been contacted by Inc42 for their thoughts on the development.
Airtel’s Opposition to RCS and Industry Response
As soon as an answer is received, the story will be updated. Notably, according to ET, Bharti Airtel previously refused to collaborate with Google or Apple to enable RCS, claiming that the encrypted channel may expose consumers to spam. This development coincides with Apple’s rapid expansion in India.
Due to double-digit increases in iPhones, Macs, and services, the business recorded record revenue from India in the June quarter. According to Tim Cook, CEO of Apple, the iPhone has grown in every region and in growing countries like Brazil, South Asia, the Middle East, and India, where it has double-digit growth.
Apple Expanding its Nexus in India
The iPhone manufacturer is growing its retail presence in India, bolstered by the strong demand. The company announced on 26 August that it will establish a new store in Pune the following week, following the announcement of the opening of its third official store in Bengaluru last week.
In addition, the tech giant is increasingly making India a major location for manufacturing. According to a rumour earlier this month, Apple intends to increase manufacturing of the iPhone 17 at all five of its Indian factories. Last year, the company began producing 30 million to 40 million iPhone 15s a year in India.
Up until this year, Tata Electronics, Foxconn, and Pegatron, Apple’s contract manufacturers, accounted for 25% of the company’s manufacturing in India. Apple made the decision to outsource the majority of iPhone production from China in late April of this year. Apple revealed that by 2026, all iPhones sold in the US will be assembled in India.
Quick
Shots
•iMessage-Style Features: Blue tick
chats, read receipts, group texting, file sharing, HD media sharing.
•RCS-A GSMA standard (since 2007)
upgrading SMS with interactive, secure messaging.
•Safer, spam-free, modern alternative
to SMS—important for banking alerts, OTPs, and business communication.
•Airtel refused to support RCS citing
spam risks; industry divided.
Are you worried that AI is reducing the traffic on your site? Is your revenue down due to the growth of AI technologies? Good news for publishers. One of the well-known AI startups, Perplexity (backed by Jeff Bezos), will now share revenue with publishers. Not 20, not 30, but 80% of the revenue will go to publishers. On July 30, 2024, the company announced the initial launch of its Publishers’ Program, featuring partners like TIME, Fortune, and Der Spiegel. On August 25, 2025, the company finally linked revenue sharing to the publishers. So, why does this matter to you? If you are a blogger or publisher (or part of it), this is going to impact your revenue in a good way. Learn more details.
Big Announcement by Perplexity
Aravind Srinivas, CEO of Perplexity, officially announced the big update.
He wrote on his LinkedIn, “Traffic is an old way to measure value. Perplexity will be launching a new subscription, Comet Plus, which we believe is a much better compensation model that rewards publishers for quality content and provides users with the best information possible…”
What Is Comet Plus?
Perplexity’s AI-powered browser and search tool is Comet. It doesn’t simply give links like Google does. It browses the web, summarizes answers, and performs tasks for users as well. Now, the Comet Plus is a paid subscription plan ($5 per month), and users get their hands on curated content from selected publishers (like news outlets). Currently, Comet Plus is only available in the US for its Pro users, but it will soon be open to others as well.
The New Revenue-Sharing Model
Perplexity will now pay publishers, such as news sites and blogs, to earn money whenever their content is used inside Comet. Now, according to the company, the publishers will be paid in three ways:
When the publishers’ website links show up in Comet’s AI-generated search results.
When Comet users click and visit the publisher’s site through Comet.
When Comet’s AI uses the publishers’ content to perform a specific task for its users.
The Money Pool ($42.5 Million Fund)
For the same, Perplexity dedicated a $42.5 million fund.
Whatever money comes from the Comet Plus subscription revenue will be split 80-20. The publishers will get the majority cut of 80%.
This model is popularly compared to Apple News+, where Apple splits the subscription revenue with publishers.
Why This Matters to Publishers
According to ‘infactory’, publishers are losing about 25% of their traffic due to AI platforms like ChatGPT, Gemini, Perplexity, and others. That’s a significant amount, meaning less traffic results in less ad revenue. To combat this problem, Perplexity introduced a publisher’s program to support the creators. Aravind Srinivas stated, “AI is making the internet better, but publishers should still get paid.”
Other AI giants such as Google, Meta, and OpenAI are negotiating deals with publishers like Reuters, Axel Springer, and Vox Media. However, this is new, as they are only licensing content for AI training.
Final Thoughts…
The move has come to light not only to pay the publishers but also to fight other legal battles. Forbes and Condé Nast are accusing Perplexity of using their work in AI summaries without permission. But according to Perplexity, this initiative “will set the law straight early so everyone can benefit.”
In order to assist and facilitate the formation of at least 5,000 startups by 2035, the Delhi government has produced the draft “Delhi Startup Policy, 2025”. The government plans to launch a venture capital fund with a value of INR 200 Cr under the draft policy.
Benefits for Startups: Rentals, Patents, and Operating Expenses
According to the draft policy, the Government of the National Capital Territory of Delhi (GNCTD) may host experiential learning workshops in collaboration with prominent investor networks to educate high-net-worth individuals and prospective investors on the ins and outs of startup investing.
Additional benefits include a 100% reimbursement of leasing rentals for a maximum of three years, up to INR 10 lakh annually. Full reimbursement for filing patent designs up to INR 3 lakh for foreign filings and INR 1 lakh for domestic filings. For a year, a monthly allocation of INR 2 lakh will be given for operating expenses.
New Incubation Centres and Coworking Spaces in Delhi
In addition to the funding, the programme suggests establishing new coworking spaces or incubation centres to offer operational and capital support “over and above” the current Central government subsidies for a five-year term.
In order to mentor businesses situated in the nation’s capital, the Delhi government will also look into forming alliances with academic institutions, incubators, government labs, and financial organisations.
Virtual Incubation and Mentor Network via Delhi Incubation Hub
Through the Delhi Incubation Hub network, the Delhi government will offer entrepreneurs virtual incubation services so they can connect with mentors and experts. A policy monitoring committee will also be established by the BJP government, with the commissioner of industries serving as its head.
The group will also include a few industry specialists, the secretary of the planning department, and the deputy commissioners of the industries department.
Startup Task Force to Monitor Policy Implementation
Additionally, the policy suggests forming a “Startup Task Force” to review and approve applications submitted to obtain benefits under the programme. Five industry experts and two commissioners from the industries department would lead this force.
Every six months, the task team will be in charge of assessing the state of implementation. The state government’s emphasis on encouraging entrepreneurship coincides with the rapid expansion of the startup scene in the nation. With about 1.9 lakh firms that have funded over $164 billion to date, the Indian startup ecosystem is currently the third largest in the world.
Comparison with Haryana and Andhra Pradesh Startup Policies
States around the country are enacting specific laws to support startups in an effort to boost the local economy and generate employment. For example, as part of its state startup policy, the state of Haryana recently asked private investors to donate INR 2,000 Cr to a “Fund of Funds”.
In addition, the government of Andhra Pradesh recently unveiled the “AP Innovation & Startup Policy (4.0) 2024-2029”, which aims to establish 20,000 new companies over the course of the following five years.
Quick
Shots
•INR 200 Cr VC Fund – Govt to launch
venture capital fund to boost startup financing.
•Financial Support – 100% reimbursement
on rentals (up to INR 10 lakh/year for 3 years) & patent filing costs.
•Startups to get INR 2 lakh/month for
1 year.
•New coworking spaces & incubation
centres planned in Delhi.
A big update that Google has revealed for Android might drastically affect how apps are deployed on the platform. The business will mandate that verified developers register all apps on certified Android devices beginning in September 2026. Users will no longer be able to sideload programs from unidentified or unconfirmed sources as a result.
Google claims that this action is intended to improve security and lower the possibility of malware, which is frequently distributed by hackers using APKs.
Why Google Is Blocking Unverified APKs?
The goal of the new regulation, according to Google, is “improving Android’s security to keep it open and safe.” The business contends that requiring developers to authenticate themselves will provide the ecosystem a crucial new level of accountability.
Additionally, by making it more difficult for criminals to disseminate dangerous programmes anonymously, the policy would shield users from financial fraud, frauds, and other threats. Notably, Google has stated that it would not be limiting the origin of apps or examining their actual content as a result of this new identity verification requirement.
How the New APK Verification Policy Works?
According to Android Authority, the emphasis is instead on verifying the developer’s identity, similar to an ID check. To put it briefly, Google’s new policy will make it much more difficult for dishonest developers to conceal themselves behind fictitious names or disposable accounts, but it won’t completely eradicate malware.
What Developers Must Do to Get Verified?
Google explains how the new policy will work, stating that developers who distribute Android apps—whether independently or through the Play Store—will have to go through a certification procedure. There will be two primary steps involved: Developers must supply personal information, including their legal name, address, phone number, and email address, in order to verify their identification.
Along with a government ID for individuals, organisations would also need to present their official website and D-U-N-S number. When registering apps, developers will also need to provide package names and app signing keys as proof of ownership.
According to Google, a large portion of this procedure is already finished for developers who have previously published their apps on the Play Store, and the apps will be registered automatically. To handle verification, a new Android Developer Console will be made available to developers that distribute apps outside of the Play Store. In response to privacy-conscious hobbyist developers, Google has promised that the personal data gathered during this procedure would not be disclosed.
Timeline for Global Rollout of APK Restrictions
In October 2025, invited developers will be able to obtain early access. Google plans to make verification accessible to all developers worldwide by March 2026. The modifications will take effect in Brazil, Indonesia, Singapore, and Thailand in September 2026. Apps on approved devices in these markets now have to be developed by verified developers. By 2027 and beyond, the global deployment will continue to other regions.
Quick
Shots
•From Sept 2026, Google will block
unverified Android APKs on certified devices.
•Move aims to reduce malware, fraud,
and scams spread via shady APKs.
•Policy verifies who publishes apps,
not the apps’ content itself.
When it comes to marketing, every business has some tactics and strategies that help it to achieve the desired goals. A marketing plan describes a company’s overall effort to acquire new customers. One of the most powerful marketing strategies a brand can employ is to have an excellent marketing strategy in place.
The Indian market is full of companies with excellent and effective strategies that boost their sales and overall brand image. One of the most known brands in the Indian market and Indian households is Surf excel. Surf excel is a well-known detergent and soap brand that is connected with clothing and apparel care. Surf excel divides its service offerings into Hand wash and Machine wash subcategories as part of its marketing mix.
Hindustan Unilever Limited (HUL) and Unilever Sri Lanka own the Surf brand. Surf was launched in India in 1959. Surf suffered several changes in its brand communication as a result of the creation of numerous local detergent manufacturers and the advent of other worldwide brands and was eventually replaced by Surf excel in 1996. With 43% share of India’s detergent market share, Surf excel has become HUL’s first brand to reach $1 billion sales in 2022.
Surf excel devised the ideal product layering method. When a product is utilized, a new variant and range of the product is created. This strategy and several others has led to the success of Surf excel in the Indian market. Let’s begin by learning about the Surf excel Marketing Strategy’s price, product, advertising, and distribution strategies.
All of its items are less expensive than the P&G brand Ariel. This is owing to Indian customers’ price sensitivity across the board. Surf excel uses product line pricing to price its premium-segment products higher than its mid-range-segment commodities. To appeal to customers who wish to spend less money on a single transaction, the company distributes its products in various package sizes based on weight. For the series of items, it intends to advertise, Surf excel uses a product-bundling pricing approach. In reaction to market developments, Surf excel gives periodic price discounts and frequently revises its rates. The offers are of two types: one is a quantity discount given on bulk purchases, since it wishes to instill the culture of bulk purchasing in consumers in India in order to increase efficiency in its activities, and the other is seasonal discounts.
Surf excel divides its product range into Hand wash and Machine wash subcategories as part of its marketing mix. Hand washing is aimed at people in the middle class who cannot afford or do not want to use a washing machine. Surf excel liquid detergent, Surf excel bar, and detergent powders including Surf excel Quick Wash and Surf excel Easy Wash are among the Surf excel items in this category. Surf excel has introduced a machine wash product under the Matic sub-brand. The Matic family of products is designed specifically for front-load and top-load washing machines. Surf excel Matic Liquid front load, Surf excel Matic Liquid top load, Surf excel Matic front load detergent powder, and Surf excel Matic top load detergent powder are only a few of the company’s products.
In India, Sri Lanka, Bangladesh, and Pakistan, the Surf excel line of items is offered. India accounts up a significant amount of the brand’s sales. In all of these nations, HUL had a country-wide distribution network as part of its marketing mix. The product was largely available in India through conventional wholesalers and retailers. Surf excel has direct presence in 9 million retail outlets as of 2022-2023 data, with a network of 7000 wholesalers and over 2000 suppliers and partners. HUL sells Surf excel in rural areas through rural merchants with reduced pack sizes, although its primary focus is on promoting Surf excel in urban areas.
Surf excel Promotion & Advertising Strategy
Surf excel uses a wide-angle marketing strategy to promote its items. The company’s entire advertising is predicated on the premise that “Dirt is Good.” For the brand, HUL has used both an above-the-line (ATL) and a below-the-line (BTL) promotion approach. In ATL, the corporation places a strong emphasis on great television commercials. Surf excel has used numerous themes to highlight youngsters in its ad campaign in order to develop an emotional connection with clients. For its ad campaigns, the firm has recruited a variety of TV and movie superstars. Billboards, posters, and print media such as newspapers, magazines, and major radio stations have also been used by the corporation.
Surf Excel (HUL) Holds a 43 % market share in India’s detergent market—cementing its position as the undisputed leader.
Procter & Gamble (Ariel & Tide) Captures approximately 20 % of the market with Ariel (premium positioning) and Tide (mid-priced segment).
Nirma Commands around 12 % of the Indian detergent market, appealing strongly to price-sensitive consumers.
RSPL (Ghari Detergent) Holds an 8 % market share, with a solid presence in the value-to-mid segment.
Brand (Company)
Approx. Market Share
Surf Excel (HUL)
43 %
Ariel & Tide (P&G)
20 %
Nirma
12 %
Ghari (RSPL)
8 %
Others (including Wheel, Ujala, etc.)
~17 %
Conclusion
Surf excel is a popular and hero product of Hindustan Unilever which became first Indian home care brand to top $1 billion annual sales with a total sale of INR 8,200 crore in 2022. Surf excel is a very successful brand and has created a solid position in the detergent market of India with its effective strategies and tactics to attract the Indian customers and provide premium quality with reasonable prices. Surf excel, a market leader in India’s detergent business, has consistently developed and launched new product forms to meet the evolving needs of Indian customers. With taglines like “Daag Acche Hain” is deeply imprinted in Indians’ subconscious mind, Surf excel has been successful in capturing the place in everyone’s subconscious minds.
FAQs
Why was Surf excel boycotted?
Hindustan Unilever Ltd (HUL), the maker of Surf Excel, has been accused of being “anti-Hindu” and “anti-national” for its Colors Unite (Rang laaye sang) advertisement by critics.
Is Surf excel brand a bleach?
No, it is a laundry detergent.
What is Surf excel brand used for?
Surf excel is a detergent brand. Its products are used for handwashing or machine-washing of clothes.
Is Surf excel company an Indian brand?
No. The Surf brand is owned by Hindustan Unilever Limited (HUL) and Unilever Sri Lanka.
When was Surf excel launched in India?
The Surf excel brand was launched in Indian consumer market in year 1959.
Surf excel company is a product of which company?
Surf excel is the product of Hindustan Unilever Limited (HUL) and Unilever Sri Lanka.
What is Surf excel market share in India?
Surf Excel leads the Indian detergent segment with a substantial 43% market share, based on the most recent figures from 2023.
What is USP of Surf excel?
Surf Excel’s USP is “superior stain removal with the emotional promise of ‘Daag Achhe Hain’ (dirt is good)”, combining effective cleaning with values of learning and care.
Cricket and cricketers are in cold water after the Online Gaming Bill, which bans infamous gaming platforms like Dream11, IPL, Winzo, and many others. According to the Government of India’s Press Information Bureau, 45 crore people are affected, resulting in a loss of ₹20,000 crore. Things are going downhill not only for the real-money gaming industry, but also for cricketers who endorse the brand. The IPL will lose around ₹125 crore per year, the advertising industry will lose ₹8,000–₹10,000 crore annually, and Indian cricketers will lose ₹150–200 crore. Popular cricketers like Kohli, Rohit Sharma, and MS Dhoni will lose ₹6 – ₹12 crores from the deals. Additionally, the European Cricket Network has already shut down. Learn more about the impact.
How Are the Real-Money Games Important for Cricket?
Well, Dream11 (a real-money gaming company) is the official sponsor of the Indian team’s jersey.
These companies put hefty money into the IPL, notably the world’s richest cricket tournament.
Plus, they have major endorsement deals with elite players (promoting their apps). But overnight, the money suddenly disappears after the ban.
Impact on Cricketers’ Incomes Like Virat Kohli, Rohit Sharma, MS Dhoni
Real-money gaming companies had endorsement deals with big stars like Virat Kohli, Rohit Sharma, MS Dhoni, Rishabh Pant, Shikhar Dhawan, Hardik Pandya, Shreyas Iyer, Jasprit Bumrah, and many others. Popular ones are:
Kohli: ~₹10–12 crore (MPL)
Rohit Sharma: ~₹6–7 crore (Dream11)
MS Dhoni: ~₹6–7 crore (Winzo)
However, they still have deals with renowned sponsors, including Pepsi, Adidas, and various car and tech brands. It won’t hurt them much. On the other hand, the young players such as Mohammed Siraj and Washington Sundar, among others, are suffering the biggest blow. The main issue is that these players earn ₹1 crore or less from endorsements, which could wipe out all their advertising income. Overall, Indian cricketers could lose between ₹150–200 crore.
Impact on Cricket Leagues Like IPL
From My11Circle’s deal alone, the IPL will lose around ₹125 crore per year. This number is small, given that other sponsors will quickly step in and replace them (the IPL is that big). Smaller leagues have taken the biggest hit or even collapsed; the European Cricket Network has already shut down. And other tournaments will follow, because these events don’t have backup sponsors like the IPL does.
Impact on the Advertising Industry
The advertising industry generates approximately ₹8,000–10,000 crore annually from these online real-money gaming apps. That roughly makes up 7–8% of India’s overall advertising market. These numbers are so high because cricketers and celebrities are promoting the apps. No doubt, without these brands, profits will not only drop, but the brand values of cricketers and celebrities will shrink. Plus, their endorsement incomes will fall by 20–25%.
Apple announced on 26 August that it will establish its fourth location in India next week, this time in Pune. The tech company that makes iPhones has significantly expanded its retail presence in India with the opening of the new Apple shop in Pune.
According to the firm, the new Apple store will give customers in Pune more options for exploring and buying Apple products. The services can also be experienced in person. According to Apple’s website, the Pune Apple store will open at 1 pm on September 4 in Koregaon Park.
Pune Store Launch Follows Mumbai, Delhi, and Bengaluru Openings
Days have passed since Apple’s third Bengaluru location opened. In 2023, the iPhone manufacturer made its debut in the Indian retail market, opening its first location in Mumbai and then in Delhi.
Apple said that through free events hosted by Apple Creatives, Today at Apple helps customers get started with their devices or advance their talents, whether in photography, music, painting, or coding. The event is intended to inspire and educate.
Apple’s Record Revenue Growth in India and Emerging Markets
While CEO Tim Cook had criticised the “evolving” tariff situation and estimated September-quarter tariff costs at roughly $1.1 billion, the Cupertino, US-based company recently reported revenue records in over two dozen markets, including India, in the June quarter earnings that exceeded street expectations.
Cook has also mentioned building new stores in India and the United Arab Emirates later this year during Q3 FY2025 earnings.
According to Tim Cook, the business witnessed double-digit growth in growing markets like India, the Middle East, South Asia, and Brazil, as well as growth in every geographic area of the iPhone.
Tim Cook on Tariffs and India’s Expanding Role
Cook added that the company saw an acceleration of growth in the vast majority of markets we track, including China and many emerging markets, and that double-digit growth across iPhone, Mac, and services was the driving force behind these results.
Apple set revenue records for the June quarter in more than two dozen countries and regions, including the US, Canada, Latin America, Western Europe, the Middle East, India, and South Asia. He said that the situation regarding tariffs is “evolving” and that the corporation had to pay roughly $800 million in tariff-related expenses for the June quarter.
“We project that the September quarter will result in an increase in our expenses of roughly $1.1 billion, assuming that the present global tariff rates, policies, and applications remain unchanged for the remainder of the period and that no new tariffs are imposed. Since a lot of things, including tariff rates, can change, this forecast shouldn’t be used to project future quarters,” he said.
The computer giant reported $94.04 billion in revenue for the June quarter, above Wall Street’s estimates by 10% year-over-year. Net profit was $23.42 billion, up 9.2% year-over-year.
Quick
Shots
•Store to offer hands-on Apple product
demos and “Today at Apple” free creative sessions.
•Part of Apple’s push to strengthen
brand presence in India.
•Double-digit sales growth across
iPhone, Mac, and services in Q3 FY2025.
•India, Middle East, South Asia, and
Brazil among fastest-growing markets for Apple.
Gillette is a household name that has been synonymous with shaving and personal grooming for over a century. Founded in 1901 by King Camp Gillette, the company’s focus has always been on providing men with the best shaving experience possible. From the very beginning, Gillette revolutionized the way men shave with its invention of the disposable razor blade.
Throughout its long and storied history, Gillette has continued to innovate and introduce new products that match the market’s needs. In the 1960s, the company introduced the first stainless steel razor blade, and in the 1980s, it launched the Atra and Sensor razors, which became instant bestsellers. More recently, Gillette has continued to push the envelope with its Fusion and ProGlide razor lines, which feature multiple blades and advanced technologies for a closer, smoother shave.
Gillette’s history is one of innovation, achievement, and evolution. As the company continues to adapt to changing consumer needs and preferences, it remains a leader in the personal grooming industry and a trusted name for men around the world.
Gillette’s marketing strategies have been nothing short of genius, and the brand has held about 70% market share in the razors and blades market at the beginning of the 21st century. This success caught the attention of Procter & Gamble, who acquired Gillette in 2005 for a whopping $57 billion, making it the largest acquisition of any consumer goods brand to date.
Gillette continues to dominate the market, with a presence in over 200 countries around the world. Its razors business offers a high margin of 25-30% to P&G, thanks to the 750 million men who use Gillette blades and razors for shaving. The brand has also won numerous awards for its advertising campaigns, including the iconic “The Best a Man Can Get” slogan.
Gillette’s target audience has always been men, with a particular focus on young and middle-aged men who are interested in personal grooming and want the best shaving experience possible.
Gillette has expanded its target audience to include women as well. The brand launched a women’s razor line, Venus, in 2001, which has since become a popular choice among women for hair removal.
Gillette has also launched several campaigns aimed at promoting inclusivity and diversity, showcasing men of different ages, races, and backgrounds.
With the rise of social media and influencer marketing, Gillette has also targeted younger consumers, particularly through collaborations with popular social media personalities and sports stars. The brand’s marketing efforts have been successful in capturing the attention of a broad range of consumers, making it a leading name in the personal grooming industry.
Gillette has been a pioneer in the personal grooming industry, and its success can be attributed to its effective marketing mix. The marketing mix comprises four elements, namely product, price, promotion, and place. Gillette has excelled in all these areas, ensuring that its products are of high quality, priced competitively, promoted effectively, and made available in a range of locations.
Gillette Marketing Mix
Gillette Product Strategy: The core element of the marketing mix, Gillette has been at the forefront of innovation, introducing new products that cater to the evolving needs of consumers. From the disposable razor blade to the Fusion and ProGlide razor lines, Gillette has consistently introduced new products with advanced features that offer a superior shaving experience.
Gillette Pricing Strategy: Another crucial element of the marketing mix, Gillette has priced its products competitively, ensuring that they are accessible to a broad range of consumers. Despite the high margin that its razors and blades business offers, Gillette has kept its prices reasonable, ensuring that its products are not just for the elite.
Gillette Promotion Strategy: Perhaps the most visible aspect of the marketing mix, Gillette has employed a range of advertising and promotional tactics to promote its products. From traditional television and print advertising to digital marketing and influencer collaborations, Gillette’s advertising campaigns have always been engaging and memorable.
Gillette Place Strategy:The distribution of the product, and Gillette has ensured that its products are available in a range of locations, including supermarkets, drugstores, and online retailers. The brand’s global presence ensures that its products are accessible to consumers worldwide.
Gillette’s success can be attributed to its effective marketing mix. By excelling in all these areas, Gillette has established itself as a leading name in the personal grooming industry.
Gillette is a brand that has been known for its innovative and engaging marketing campaigns that have captured the attention of consumers worldwide. Here are the top marketing campaigns that have been successful in promoting Gillette’s products:
The Best a Man Can Get (1989)
This iconic campaign featured the tagline “The Best a Man Can Get” and portrayed Gillette razors as the ultimate symbol of masculinity and strength. The campaign was a huge success, cementing Gillette’s position as the go-to brand for men’s grooming products.
Gillette The best a Man can get … 1989
The Mach3 Challenge (1998)
This campaign challenged consumers to compare the Mach3 razor to their current razor and see the difference for themselves. The campaign was a huge success, with sales of the Mach3 skyrocketing in the months following its launch.
Gillette Marketing Strategy
The Art of Shaving (2006)
This campaign was aimed at promoting the idea that shaving is an art form that requires precision, skill, and the right tools. The campaign featured ads that showcased the unique features of Gillette’s products and encouraged consumers to take pride in their shaving routine.
Fusion ProGlide
This campaign introduced the Fusion ProGlide razor line, which featured advanced features that offered a superior shaving experience. The campaign was accompanied by a massive product launch and extensive advertising efforts, making it one of the most successful product launches in Gillette’s history.
Gillette Fusion ProGlide Flexball Technology Razor For Men | Gillette Marketing Strategy
The Look (2018)
This campaign was aimed at promoting inclusivity and diversity, featuring men of all ages, races, and backgrounds. The campaign challenged traditional notions of masculinity and encouraged men to embrace their unique style and individuality.
These campaigns have been successful in promoting Gillette’s products and establishing the brand’s reputation as a leader in the men’s grooming industry. By showcasing the unique features of its products, promoting the idea of shaving as an art form, and challenging traditional notions of masculinity, Gillette has been able to connect with consumers on a deeper level, building a loyal following of fans around the world.
Gillette is a brand that has been at the forefront of the men’s grooming industry for over a century, and its success is largely due to its innovative and engaging marketing strategies. Here are the top marketing strategies that have helped Gillette establish its dominance in the market:
Product Innovation
Gillette is known for its commitment to product innovation, constantly updating and improving its razors and blades to offer a superior shaving experience. This has helped the brand stay ahead of the competition and maintain its position as the market leader.
Iconic Advertising Campaigns
Gillette has launched several iconic advertising campaigns over the years, including “The Best a Man Can Get” and “The Look”. These campaigns have helped the brand establish a strong emotional connection with consumers and cement its position as a symbol of masculinity and strength.
Partnerships With Sports Teams And Athletes
Gillette has long been associated with sports, and the brand has formed partnerships with several sports teams and athletes over the years. These partnerships have helped Gillette reach a wider audience and establish itself as a brand for active, athletic men.
Gillette’s Partnership with FC Barcelona | Gillette Marketing Strategy
Sponsorship Of Major Events
Gillette has sponsored several major events over the years, including the Super Bowl and the Olympics. This has helped the brand reach a global audience and establish its reputation as a leader in the men’s grooming industry.
Gillette Super Bowl Commercial 2022 | Marketing Strategy of Gillette
Social Media Marketing
Gillette has embraced social media as a way to connect with consumers, launching engaging campaigns on platforms like Twitter, Facebook, and Instagram. These campaigns have helped the brand stay relevant and engage with younger consumers.
Influencer Marketing
Gillette has partnered with influencers and celebrities to promote its products, including athletes like Roger Federer and actors like Ryan Reynolds. These partnerships have helped the brand reach new audiences and tap into the power of social media.
Roger Federer – Gillette commercial 2012 | Marketing Strategy of Gillette
Content Marketing
Gillette has launched several successful content marketing campaigns, including a web series called “My City is My Gym” that encourages people to exercise outdoors. These campaigns have helped the brand establish itself as a lifestyle brand that promotes health and wellness.
Commitment to Sustainability
In recent years, Gillette has focused on sustainability to meet consumer expectations. The brand introduced eco-friendly products like the Gillette Planet KIND line, featuring razors made from recycled materials and recyclable packaging. Additionally, campaigns such as Gillette Earth Day encourage recycling of used razors and highlight the brand’s environmental initiatives. These efforts showcase Gillette’s commitment to reducing its environmental impact while connecting with environmentally conscious consumers.
Personalization
Gillette has embraced the trend towards personalized products, offering custom razor handles and blades that can be tailored to the individual needs of each consumer. This has helped the brand stand out in a crowded marketplace and establish a deeper connection with its customers.
These marketing strategies have helped Gillette establish itself as a dominant force in the men’s grooming industry. By embracing innovation, partnering with sports teams and athletes, and leveraging the power of social media and influencer marketing, Gillette has been able to stay ahead of the competition and maintain its position as the market leader.
Gillette’s marketing strategies have played a crucial role in its success as a brand. By constantly innovating its products, creating iconic advertising campaigns, and leveraging partnerships with sports teams and athletes, Gillette has been able to establish a strong emotional connection with consumers and maintain its position as the market leader in the men’s grooming industry.
The brand’s embrace of social media and influencer marketing, as well as its focus on content marketing and personalization, has also helped it stay relevant and engage with younger consumers.
Conclusion
Gillette’s marketing strategies have been instrumental in its success as a brand. As marketers, we can learn from its approach and apply these lessons to our campaigns to achieve similar success. The key takeaway is to focus on the needs and desires of our customers and to constantly innovate and adapt to stay ahead of the competition.
FAQs
What is Gillette target market?
Gillette’s target audience has always been men, with a particular focus on young and middle-aged men who are interested in personal grooming and want the best shaving experience possible. Gillette has expanded its target audience to include women as well.
What are the main marketing strategies of Gillette that made it a market leader?
Here are the main marketing strategies of Gillette-
Product Innovation
Iconic Advertising Campaigns
Partnerships With Sports Teams And Athletes
Sponsorship Of Major Events
Social Media Marketing
Influencer Marketing
Content Marketing
Personalization
What strategies does Gillette use to maintain brand loyalty among its customers?
Gillette maintains brand loyalty by offering high-quality, innovative products, running consistent advertising campaigns, promoting eco-friendly initiatives, ensuring wide availability, and aligning its values with those of its consumers.
What are Gillette customer satisfaction strategies?
Gillette enhances customer satisfaction through continuous product innovation, offering advanced razors like Fusion ProGlide and eco-friendly lines. It provides convenient subscription services, engages customers through targeted marketing and loyalty programs, and actively collects feedback to improve products.
What is Gillette men’s razors market position 2025?
In 2024, it held a 14% share of the global shaving market. The overall razor market is projected to grow, with estimates suggesting it could reach $24.8 billion by 2034, expanding at a CAGR of 6.5%.
What is Gillette brand positioning?
Gillette positions itself as a premium men’s grooming brand, focusing on high-quality, innovative razors that deliver a superior shaving experience. Its marketing emphasizes precision, performance, and reliability, appealing to consumers who value advanced technology, comfort, and personal care. The brand also highlights sustainability and social responsibility to connect with modern, conscious consumers.
Cumin Co. India’s leading health-first kitchenware brand with 3 product patents; has raised USD $1.5 million in a strategic investment round led by Fireside Ventures with participation from Huddle Ventures. The funding will be used to scale R&D, accelerate product innovation, and strengthen manufacturing capacity, while building deeper market penetration through its direct-to-consumer online presence.
Since its inception in 2025, Cumin Co., has been profitable, an exceptional achievement for a young brand in its category. In just a few months, the company has helped 7,000+ households across India kick off their journey to healthy kitchenware, with high repeat purchase rates growing at 20% MoM and strong word-of-mouth advocacy. Over the next 12 months, the company aims to expand its community of conscious consumers to 1,00,000+ households.
Cumin Co.’s growth is driven by its strong focus on R&D and IP creation, including innovation in their proprietary Enviromax™ enamel coating technology. Unlike traditional cookware that uses toxin heavy chemical non-stick coatings, all Cumin Co. products are 100% toxin-free, naturally non-stick, certified by 3 global standards, and engineered to last for generations .
Niharika Joshi and Udit Lekhi, Co-Founders of Cumin Co. said, “Kitchenware has been overlooked for far too long in India, even though it’s central to every household. Our vision is to reimagine ware by combining rigorous R&D with design and safety. This investment allows us to scale our innovation pipeline and set a new benchmark for healthy kitchenware in India.”
ISB–Hyderabad alumni Niharika Joshi and Udit Lekhi bring over two decades of leadership experience to the venture. Joshi most recently served as Vice President – Enterprise at Noise, while Lekhi was Director – Growth, Strategy and Transformation at Mastercard. The couple founded Cumin Co. while searching for healthier, baby-food safe cookware for their own home, where they uncovered a significant gap between what was available and what Indian kitchens truly needed to be toxin-free.
Shuchi Pandya, Principal at Fireside Ventures, said,“We believe enduring consumer brands will be built at the intersection of innovation, trust, and cultural relevance. Kitchenware is one of the few categories that sits at the heart of every home, yet it has seen little reimagination in decades. Cumin Co. is positioned to redefine this space by building a brand that elevates everyday cooking, modernizes a stagnant category, and creates lasting consumer trust at global scale.”
“The combination of patented IP, toxin-free innovation, and category-first positioning is powerful on its own, but what truly sets them apart is the consistent engagement and the love they’ve built with their customers. From high repeat rates to a community that actively advocated for them, Cumin Co. is proving innovation backed by customer trust can redefine the category” commented Sanil Sachar, Partner at Huddle Ventures.
Cumin Co. plans to expand its product portfolio with 80+ product launches by the year-end to meet the massive demand for their products. With the upcoming festive season, the brand is set to roll out its widest outreach yet, through the launch of its 2 new colours- Sarson (Mustard) and Malai (White), and new upgrades to customer favourites from their flagship collection.
About Cumin Co.
Cumin Co. is a health-first kitchenware brand reimagining how India cooks. Inspired by the rich food heritage of our country, Cumin Co. blends health, durability, and design to create products that are toxin-free, durable, and purpose-built for the modern kitchen. With three patents for its enamel-cast technology and its proprietary Enviromax™ 4-layer enamel coating, the brand is pioneering India’s first 100% toxin-free enamel cast iron kitchenware. Rust-resistant, stain-resistant, and engineered to handle high heat without leaching metals or chemicals, Cumin Co.’s products are built to last for generations. By combining thoughtful design and uncompromising safety, Cumin Co. is setting a new standard for healthy, beautiful cooking in India and beyond.
This Article has been contributed by Shiraz Khan, the founder and director of Spicetree Design Agency.
In the last ten years, empathy has become one of the most important traits in a leader. People commonly agree it is a way to build trust, work together, and get employees involved. Leaders who pay attention, meet people’s needs, and show that they understand the problems people face at work and in their personal lives can make people feel safe and respected enough to speak up. Empathy helps bring people together, ease tensions, and keep morale high in today’s workplaces, which are becoming more diverse, spread out, and subject to rapid change. There is little doubt that it is a key part of a healthy company culture. But like any other quality of a good leader, its strength comes from how it is used. Empathy can hurt the performance it wants to improve if there are no limits.
Empathy is not the problem; the way it is used is the problem. Leaders who constantly change deadlines, let people off the hook for unfulfilled promises, or protect staff from the repercussions of poor performance in the name of understanding risk make responsibility less important. At first, this kind of forbearance may seem like kindness and flexibility. But over time, it can make the playing field uneven, with those who always deliver feeling less motivated and others seeming to take concessions for granted. The change is usually small. A missed deadline because of a momentary personal problem becomes a habit, and a less workload to relieve stress becomes the norm. Empathy without bounds can make standards less clear, discipline less strict, and ultimately damage an organisation’s results.
One of the hardest parts of being a leader is finding the appropriate balance between being kind and being responsible. It’s not possible to only focus on targets and not people. This is especially true in fields where creativity, problem-solving, and working together are important. Also, being too accommodating could lead to a culture where people think expectations are up to negotiation. Effective leaders know that caring for people and being committed to getting outcomes are not two things that are at odds with one another; they are two things that work together. The goal is to bring them together in a way that keeps both morale and performance high.
To get this balance, you need to be clear first. Teams need to know what is expected regarding timelines, quality standards, and working together. These things should be clearly spelt out. When you give someone more freedom, you should also provide them with a clear plan on how to reach the goals you both agreed on. This will help keep the end aim in mind. This method shows that the company cares about its employees’ health and well-being and expects them to keep their promises. The path taken is what makes it flexible.
Leaders must also consistently use these principles, which are just as vital. Selective empathy, which is when you show empathy to particular people or teams more often than others, can make people angry and hurt your reputation. This is why being open and honest with each other is so important. Employees are more likely to see choices as fair when they are presented clearly and when both concessions and corrective actions are used properly. Leaders must also make sure that there are ways for people to give and get feedback, so that accomplishments are recognised and problems are dealt with quickly. Regular, planned conversations between managers and employees can help keep individual needs and organisational goals in sync.
