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Time of India
03-07-2025
- Business
- Time of India
Why modern brands must be both the Horse and the Elephant
HighlightsBrands in the Indian market must embody the qualities of both agility and resilience, symbolized by the metaphorical hybrid 'Ashwagaja', which combines the speed of a horse with the wisdom of an elephant. Successful brands like Nykaa and BigBasket exemplify 'Ashwagaja' thinking by balancing rapid growth and innovation with a strong foundational infrastructure and long-term strategy. To thrive in India's diverse market, brands should adopt a 60:30:10 approach to their efforts—investing 60% in existing strengths, 30% in thoughtful experimentation, and 10% in bold, innovative ideas. In the wild forests of Indian markets—where tradition jostles with tech and the consumer landscape changes by the hour—brands are facing a new survival test. It's no longer enough to be fast or wise, nimble or deep. You must be both. Enter the ' Ashwagaja '; a metaphorical hybrid born from the best traits of two powerful creatures. The agile, fast and intuitive horse combined with the resilient, wise and enduring elephant. The Ashwagaja is not a mythical creature. It's a mindset. In today's high-stakes game of brand-building, the winners are those that can run like a horse and remember like an elephant. The Horse symbolizes agility, speed, and spirit. In Indian mythology, the horse (Ashwa) is a symbol of vitality, energy, and forward motion. Arjuna's divine chariot in the Mahabharata, pulled by swift steeds, represents more than battle-readiness. It embodies clarity of direction and nimbleness in chaos. That same energy shows up in brands like BoAt, India's homegrown audio brand. BoAt entered a cluttered market, read Gen-Z's pulse with precision, and charged ahead with influencer-first marketing and fashion-led positioning. It pivoted fast, priced smartly, and rode the D2C wave like a stallion on open terrain. Such brands move quickly, test often, and adapt faster than traditional players. But like a racehorse, they also risk burnout if they don't have deeper grounding. On the other hand, the Elephant (Gaja) is the epitome of wisdom, memory, and endurance. The elephant moves differently. It takes its time. It observes. And it never forgets. In our culture, elephants symbolize patience, strength, and deep intelligence —embodied so richly in our Lord Ganesha, the remover of obstacles. Think of Amul. The dairy cooperative that became a national brand by staying consistent, relevant, and rooted. Amul never shouts. It nudges. Its witty hoardings have mirrored every major event for decades. It is ample proof of cultural memory at work. Behind the scenes, its supply chain and farmer relationships are rock-solid. This is a brand that grows slowly but never stops growing. Elephants may never win sprints, but they survive every storm. Horses sprint, fast and fearless, but they rarely pause to learn where the trails truly lead. The problem? Most brands choose one animal type and run the risk of neglecting the other. Startups often behave like horses. They are fast and flashy and eager to over-experiment. But they are also prone to exhaustion. Legacy brands behave like elephants—steady but often too slow to adapt. The real winners? The Ashwagajas . Those rare brands that combine speed with staying power, intuition with insight, freshness with familiarity. Take Nykaa. It started with the elegance of a racehorse—fast execution, influencer marketing, and category-shaping content. But its quiet strength lies in how it built long-term infrastructure: private labels, beauty education, tier 2–3 outreach, and eventually an IPO. It didn't just sprint—it prepared for the marathon. That's Ashwagaja thinking. Or consider BigBasket. It moved quickly to dominate a tricky category—grocery—where margins are thin and consumer trust is hard-won. It offered speed and convenience like a startup, but also invested in farmer relationships, logistics, and last-mile supply chains. While its competitors faltered or fizzled, BigBasket built strength beneath the surface. Then there's HDFC Bank—rarely seen as 'disruptive,' but in truth a masterclass in quiet Ashwagaja behaviour. It blends legacy trust with agile innovation, integrating digital experiences, fintech collaborations, and UPI architecture while maintaining its reputation for rock-solid compliance. It moves slowly—but when it does, it's decisive. Marico is another excellent example. Known once for Parachute and Saffola , it has steadily transformed into a modern-day hybrid—investing in digital-first brands like Beardo, acquiring True Elements , and building a D2C playbook. It balances deep rural roots with an eye on contemporary consumption cues. It doesn't fear movement, but it also doesn't abandon memory. Finally, Razorpay. It launched like a classic startup—lean, fast, API-first. But it quickly moved beyond surface-level growth. Today, it offers full-stack solutions to SMEs, manages compliance with the rigour of a financial institution, and builds infrastructure trusted by banks and startups alike. Razorpay didn't just build for the now—it is building for the next decade. These brands didn't choose between agility and legacy. They layered both, over time. They sensed when to run and when to rebuild. That's what makes them Ashwagajas. So, what can we learn from the Ashwagajas within the Indian consumption jungle? The age-old marketing truism tells us that India is a market of contradictions. But it is more than just the surface level contradictions. In reality, India is not a single race to win. It's a multi-terrain obstacle course of various lengths. Navigating this requires what tribal communities call 'forest sense'—the ability to read the air, feel the undercurrent, and move with wisdom and agility. That's exactly what the Ashwagaja embodies. So, if you're building a brand in today's multi-terrain India, start thinking like a Ashwagaja: 1. Marry Reflex with Reflection. Be quick to act but take time to understand. Speed without direction leads to fatigue. Thought without action leads to irrelevance. 2. Balance the Now and the Next. Design for today's consumer needs while building systems for tomorrow. Keep evolving your product while staying rooted in your core values. 3. Operate on Trust, but keep up the energy. Move at a modern tempo; social, digital, responsive. But operate with trust at your center. Keep your word. Honour your legacy. 4. Institutionalise both memory and movement: Build cultures that preserve learnings (like an elephant) but also empower new ideas to run free (like a horse). Avoid being trapped in either inertia or chaos. Learn to appreciate both the thunder of the elephants and the whisper of galloping hooves. If all this sounds rather abstract and you are in the market for a formula, apply the simple 60:30:10 to all your work. This rule offers a powerful way to balance consistency with creativity. Invest 60% of your effort on improving what's already working. Within this, think about your core campaigns, proven messages, and reliable channels that build trust and recognition. Allocate the next 30% to thoughtful experimentation a.k.a. trying new formats, platforms, or audience tweaks that evolve your strategy without losing your essence. And reserve the last 10% for going bold. Test unexpected ideas, stunts, or wild bets that can spark attention or cultural relevance. Together, this mix helps brands stay grounded, grow intelligently, and still surprise the world (much like an Ashwagaja brand!) In this new age of branding, where disruption meets tradition daily, your brand must be both grounded and geared up. Run when needed. Pause when necessary. Remember what matters. Adapt when the path shifts. The Ashwagaja isn't just a creature. It is a compass for your brand and your organization. If you want your brand to thrive in India's complex, layered jungle, ask yourself not just 'what do I run toward?' But, at the same time remind yourself on 'what must I never forget?' ( Krishnan Subramanian heads Disruption Consulting to help challengers grow at the intersection of business, brand and culture. Views are personal.)
Mint
20-06-2025
- Mint
Shark Tank's Aman Gupta recalls time when ‘Indians weren't respected in Goa': ‘Only Israelis were…'
BoAt co-founder, and Shark Tank India judge Aman Gupta opened up about the changing party culture in Goa, recalling how the scene was very different in the early 2000s. Speaking on The Prakhar Gupta Xperience podcast, the 43-year-old entrepreneur shared his memories of partying in the forests of Goa with friends and foreign tourists. Gupta said that back then, Indian tourists were not as welcome in certain parts of the state. 'At Anjuna beach, only Israelis were given a place. I remember, this was a Goa where Indians did not get a place to stay as Israelis used to lead that place. All these Goan people actually did not respect Indians that much,' he recalled. The boAt co-founder also spoke about the exclusive nature of the forest parties at the time. 'These parties, they were such parties that we didn't know the venue. We would take our scooter and ask our foreigner friends, 'Aaj party kahan hai?'' he said, adding, 'In 2000, Bamboo Forest was very popular in Goa.' Gupta noted that during those times, he and his group were often the only Indians at such gatherings. 'This time, when we used to go to Goa, there were no Indians. We were the only Indians there at Bamboo forest parties],' he said.
Finextra
19-06-2025
- Business
- Finextra
Axis Bank introduces NFC-enabled smartwatch
In a strategic leap into wearable fintech, Axis smartwatch payments just became more seamless. 0 Axis Bank has launched an NFC-enabled smartwatch in collaboration with BoAt and Mastercard, transforming how consumers make contactless transactions on the go. Wave Fortune is designed to empower users with convenience, security, and a next-level smartwatch experience. Axis Bank cardholders can now securely tokenize and store their debit and credit cards on the WAVE Fortune Smartwatch via Crest Pay, boAt's official payment app and make contactless payments effortlessly. This feature, powered by Mastercard's tokenization technology and supported by the robust token requestor infrastructure of TAPPY Technologies, allows single-step payment of up to ₹5,000 on a POS device without entering card PIN, ensuring both speed and security. This launch further strengthens Axis smartwatch payments by integrating Mastercard's secure tokenization with BoAt's wearable design. Powered by Mastercard, the payment system allows users to securely tokenize and store their cards within the smartwatch strap for quick and seamless transactions. Axis Bank credit and debit cardholders on Mastercard and VISA networks will continue to enjoy the rewards and benefits of their linked card while making payments with the Wave Fortune smartwatch. Commenting on the partnership, Arnika Dixit, President & Head - Cards, Payments and Wealth Management, Axis Bank, said, 'At Axis Bank, we have been continuously working on innovation-led partnership models to offer innovative and secure digital banking solutions to customers. In this effort, we are delighted to have partnered with boAt to truly make payments on-the-go, seamlessly integrating contactless payments into people's day-to-day lives. Bringing in our expertise in tokenized contactless payments, 'Wave Fortune', a cuttingedge smartwatch will allow the users with the highest standards of safety and security, combined with a quick and convenient payment experience.' The rollout represents a leap forward in Axis smartwatch payments, making banking on the go both stylish and functional. Sameer Mehta, Co-founder and CEO, boAt, said, 'At boAt, we are always striving to push the boundaries of technology to enhance everyday convenience. Our partnership with Axis Bank brings secure, effortless payments to the wrist, making contactless transactions more accessible than ever.' Gautam Aggarwal, Division President, South Asia at Mastercard said, 'In the near future, payments will be gesture-based — integrated into our daily routines, with transactions occurring in a frictionless manner. Wearable devices, irrespective of the form factor, will play a key role in this evolution, offering quick and secure payment experiences. As a company committed to shaping this future of commerce, Mastercard is delighted to power the tokenization enabled smartwatch, empowering users to pay with their credit or debit cards
Pink Villa
15-06-2025
- Business
- Pink Villa
Shark Tank India judge Aman Gupta's Rs 700 crore net worth to Rs 1 crore car: Here's everything about his lifestyle
Thanks to Shark Tank India, we are now acquainted with the tireless efforts and strategies that go behind establishing a high-value startup. Aman Gupta, the co-founder and CMO of boAt Lifestyle, is a familiar face to Indian audiences, thanks to his prominent role as one of the primary investors on the show. BoAt is one of India's leading suppliers of audio products. Aman is a go-getter and is never afraid to speak his mind. With his witty remarks and honest feedback, Aman soon made a place in the viewers' hearts. His business insights continue to encourage youth to develop their business acumen. Let's take a look at how it all started and how far he has come in his self-made adventure. Who is Aman Gupta? Shark Tank India Judge's Net Worth, Lifestyle Aman Gupta is a highly strategic investor and skilled entrepreneur. The multi-millionaire businessman is behind boAt's massive popularity nationwide for creating affordable and stylish audio gadgets. Born in New Delhi, India, Aman is a graduate of the Shaheed Bhagat Singh College. He has also done an MBA in Finance and Strategy from the prestigious Indian School of Business. The business tycoon is generously rewarded for his business skills and hard work. He is married to Priya Dagar, a celebrated environmentalist and a policy advisor at the Embassy of the Kingdom of the Netherlands. The happy couple is parents to two beautiful daughters. Aman Gupta's net worth is estimated at Rs 720 crores as of 2024, which primarily comes from boAt's massive success and his calculated investments. Aman Gupta's house and car collection Aman is the proud owner of a luxurious bungalow in Delhi, which is a reflection of his enormous fortune. One of his houses in South Delhi costs Rs 15 crore. He also owns a luxurious 7,200-square-foot apartment in Gurugram. The 43-year-old is a gearhead who owns multiple high-end cars in his collection. He owns the BMW 7 series, which costs over Rs 1 crore, and the BMW X1, priced at Rs 40 lakh. Aman takes pride in the fact that an Indian-made company has successfully broken into the international market and that his journey has inspired many youngsters to embark on entrepreneurial journeys of their own. He recalled how many people tried to demotivate him when he wanted to launch his startup, but he paid no heed to such comments. BoAt had a rather humble beginning in a small cafe in Hauz Khas Village. Today, Aman Gupta and BoAt encourage future entrepreneurs to believe in their vision and to continue to hustle despite the setbacks. Disclaimer: All amounts mentioned in the article are sourced from public platforms. In some cases, celebrities or their teams give their inputs too, which we incorporate if provided by them. We take all efforts to share possible accurate numbers, however unless otherwise mentioned they are all approximates. We are open to feedback and suggestions on editorial@
