FMCG India Retail in Tamil Nadu.

Rural India contributes 36% to overall FMCG spends and has historically been growing 3-5% The overall FMCG market clocked a value growth of 7.3% in Q3 of 2019 compared with a 16.2% growth in Q3 of 2018. points faster than urban.

Key factors on rural marketing in Tamilnadu.

These are national brands like ITC, HLL, Britannia, Marico, gsk and Similar….

Then there are state specific players like Cavin care,cholayil group, Lion dates, Rajah, Anil, Aachi, Shakti masala,Manna, A2B, ELITE, NAGA among the long list.

Then there are area specific players like Durga in salem and erode region in Tamil Nadu who has a premium quality, premium pricing and demand is so much so that you need to book one week before by paying full cash advance.

Their price is atleast 15% higher than the national players like ITC and Unilever.

Rajah aata, from Kajah FMCG
Rajah Aata and semiya is a prominent player
Anil semiya had introduced several health options and millets based foods

Durga semiya caters to a very small market yet they charge a premium and consumers willing to pay

Then There are local players and bulk suppliers. What is otherwise called loose sales. Or unorganised retail.

Other key factors in rural FMCG retail.

“Power of local connect-The people in that area may know the owner or they may have a nostalgic connection with the brand.

Some Companies might not have changed their formula or taste for several years and is still Continuing for eg rkg and kalimark and maybe dashprakash or Dinshaw ice cream.

This 84 year ghee brand has been dominating the ghee market in Tamil Nadu and Kerala let's not forget this is a flavoured ghee not cow ghee.

RKG is a prominent player in South Indian ghee market despite being a flavoured ghee and not cow ghee.

RKG ghee most popular ghee in South, since 1934, it’s a flavoured ghee not cow ghee.Other popular ghee brands in Tamil Nadu are

A classical case is that of bovinto from kalimark that have made even multi national like coco cola beverages to introduce their version of a product that is directly competing with bovinto from kalimark and interestingly coco cola named it “colour” highly debatable name for a soft drink as colour is not a good word as far as food is concerned, yet coco cola decided to go ahead with name colour because that is a local slang which consumers of bovinto use to ask for the product “oru colour kotungal” which means get a bottle of colour.

Besides the key factors mentioned above there are few key pointers are


Since there are so many brands that have come and gone so there is always doubts in the mind of shopkeepers if they would get service from such companies as2 always.

So they keep a track on how often the company visit the market and if they are convinced that this company visit every week then the shopkeepers confidence increase and along with this if companies come up with attractive scheme they will definitely take your product.

Service also includes taking back unsold stock replacing it with new and movable stock and a mentality of excellent after sales support is very important for regional players which most national and multinational companies does not offer.

Distributor tactics

Another important observation is that a whole sales distributor split the SKU of same company and send different sales guys on different days selling the same category of product. For example a biscuit distributor of Britannia biscuit send one sales guy for tiger biscuits and send another sales guy for milk bikis this is done so that the shopkeepers has different person to deal with and different dates for payments and not all is spend on the same agency.

Vehicle branding is another key marketing visibility to the company if the shopkeepers observe your vehicle with your products displayed is moving through that route more often then they will stop your vehicle and ask for your products so even if you run an empty vehicle with your brand and product logo displayed then you can create brand recall and product enquiry.

Report by

Hisham Kabir


Celebrity endorsements works in regional markets, plus vehicle branding is a great brand visibility

Celebrity endorsement in India and brand image psychology. How Shahrukh Khan Changed Everything.

Celebrity’s Getting paid for attending a wedding was considered embarrassing unappealing cheap etc until srk came and said I am an entertainer my job is to entertain and I get paid for my job.

It’s not that Indian celebrities do not know how to be shameless, just that one renowned shameless guy has to do it for others to follow.

Keeping the above-mentioned trend by srk, tv awards became another series of events.

If srk has to be a part of your awards you need to pay money and an award 🏆 and so he can talk as well. Later these TV channels need to show snippets of SRK winning award and talking, few weeks prior to the actual event to win sponsors. Its business after all.

After srk started doing it then everyone from amitab batchan to arshad warsi followed the same.

Besides filmfare awards which has now become so cheap as a title goes something like this
the pan parag filmfare awards powered by euro banian and dollar chaddis and co powered by idea mobile and surf excel extra power detergent powder.

PN. Dollar and euro are underwear brands in India.

Shahrukh Khan’s shameless endorsement from anything to everything has become a benchmark for other shameless from the likes of the big powerful and influential celebrity like Amitabh Bachchan to even more shameless Priyanka Chopra who’s there promoting manikchand gutka. I still have not figured out why do we need a female celebrity for a gutka ad. Needless to say even Anushka Sharma who appears more sensible goes on to do gutka ad.

A well known now defamed Anrindham Chowdary’s IIPM institute of management which was endorsed by Shahrukh Khan has now become cold turkey where students have filed a case not just against the institute but also the actor Shahrukh khan.

Well, Madhuri Dixit doing Maggi ad is understandable, we all as kids have had Maggi and it’s nothing wrong for her to endorse Maggi noodles, later she had to be in trouble when the food standard authority big india findings revealed that Maggi noodles in India had a high level of lead content in their noodles.

Memes of, do you want Maggi noodles leaded or unleaded (like in unleaded petrol) Was becoming huge hit.

India’s cricketers Sachin Tendulkar should have been more responsible to not endorse Pepsi cola knowing that they are not good for children. Even more suprising was the fact that for so many years of endorsing Pepsi, in the last years of his cricketing career he shifted his loyalty to coco cola. What if Shahrukh Khan change his loyalty from Hyundai to Maruti. If brand endorsers have shifted loyalty need we say more about consumers.

It’s here we should praise Gopichand who said “I will not endorse Pepsi as I know it’s not good for children”

And one celebrity who is yet to endorse any brand despite being the highest paid actor in South East Asia besides Jacky Chan is Rajnikanth.


The future of Every thing.

The future of everything

Electric cars have halted several years of automotive research, the traditional engines are now called ic engines (internal combustion) engines. 

Battery manufactures will be the next Infosys and Wipros of the world. 

R&D in battery and related business will have great job potential. 

The most famous job interview question, where would like to see your self 5 years from now? will have no relevance, as many of the jobs that exist today won’t exist 5 yrs from now. Ai (artificial intelligence) will take over.

The goolgle assist will make the job of call centre executives looks like a joke.

The medical transcription  job will lose its relevance in no time, because the voice recognition software are so superior with the event of technology.

Travellers will find it easy to go to remotest places and with the help of google translate you can communicate in Russian without knowing a word in Russian. Your google lens can read Chinese and guide you to your exact location. 

You can cycle in entire city of Berlin without asking anyone for location just use google maps and it all so easy. 

Using Ai google can realise what the customer wants and recommend him greatest products or services. Google assist with help of what’s app integration will send messages about the customer of exactly as what he wants.  

Many of the jobs that exist today may not be there 5 yrs from now.  

Google maps is tracking your behaviour each time you enter a restaurant they ask for a review if you review and write the mutton biryani was excellent the ai in google maps have identified that you love mutton and whenever there is a option where you are searching for milk shakes in Chennai just besides the milk shakes it will offer you a review of the best mutton biryani in Chennai, how google help business.  

Google knows you and your behaviour more than you know your self.

Google will also know where you travel what time you travel where you stop to eat, what, do you smoke(if you smoke) how much time you will take to eat a masala dosa vada and tea or normal pattern which route you take to reach where and why you stop at a particular place. 

You reach the exact location, but you may also miss a competitive price in this deal. So understand there is no free lunch. 

If you stop at a particular tea shop google will identify why you stop there based on study of patterns of others who follow the same route.

How can google identify if you smoke  

They track your movements and they will collaborate with people who does the same movements and identify the behaviour patterns the age group etc and the answer will be 90% correct.  

As per google they say, they can 99% certify if your husband or wife is cheating on you.

Indian Insurance firms will love this feature.Google can even identify if you are a rash driver or not, and send this data to insurance firms to over charge you next time you make your premium payment or in event of a accident the insurance companies now has a better reason why they should not pay you.   

Tesla can raise your cars suspension sitting at their office using central computer.

Sound engineering for automobiles is the next big thing.

Imagine Ferrari without the roaring engine noise, imagine Harley Davison without the potato potato sound.  

Sound engineers have a great future in automotive industry, how? Well, with the increasing focus on electric vehicles and its speed and its range, what’s missing is the sound, all electric cars have absolutely no sound, this is in a way is dangerous as most of pedestrians move when they hear the sound, so the next is creation of Ferrari sound, and creation of outdoor speakers system for cars and bikes.  

So among the new features that one will check when they purchase new car will be, how powerful is the speakers and who designed it.  

For example a r rahman designed bose external speakers 2000 watts.  

Each car manufacturers will be designing their own version of engine sound, from now by hearing the artificially created sound of the engine we will say some one has come in a Lamborghini or Tesla.

Next time you walk into a cafe the Ai (artificial intelligence) camera will identify your face, and pass the message to the cashier at the counter and the billing kiosk would say, your name and last time you visited here, what dish you ordered and that’s not all, it will integrate with your bank and says what products you have ordered and which location and from where, also your taste preference and also know if you are diabetic and then send you message of diabetic clinic nearby.

Apple Watch already have a feature where it can measure you ECG and in case of a drop in ECG count it can alert the nearest ambulance service. 

Travel and Tourism Industry 

It will also identify, if you have a close relative living abroad and then if they have booked a flight they will show the ad that you were looking and send messages to you about the same laptop you were looking for and the price in dubai or USA. 

Now if you book your ticket online, The moment a confirmed flight ticket reaches your inbox, all the related marketing activities will start to operate. 

Banks with forex card, money exchange ads, logistics companies, Uber service  

OTT and home entertainment with subscription channels 

Earlier bigger your TV screen the more luxurious it will be, Samsung OLED 65 inch which was 3,50,000 is now 135000 with even better features and you will get a similar LED from TCL with 3 yr  full warranty for Rs 65000 despite all this, the need for watching tv has reduced drastically.

The earlier ads where husband and wife fight for tv remote looks so stale. Now everyone can watch their favourite tv shows on their mobile. Why do you need a tv. 

Another reason which I personally believe is that, the success of OTT is the ability to fast forward a movie, this is not possible when you are watching a tv subscription. 

Most newspaper will go out of business in next 5 yrs, and for most us the news from news papers is what we have already read in their web portal. 

The bombay times, page 3, was a key reason for many youngsters to read the times of india, well now we have much more from Instagram, why would one want to read it in print. Plus you need to open the paper to read. 

In URBAN warfare.

Drones, Ai (artificial intelligence), laser light guided bullet with 99.9% accuracy is the next scale weaponry of mass destruction. 

Drone traffic control room for managing food delivery, courier delivery and medicine delivery there will be prescribed routes for using drones else it can create drone crash like mid air collision or similar.  


Remember the time when we use to look up to those who hold a canon 6d etc, now you can get almost the same result as Phone cameras with Ai (artificial intelligence) can make any one a professional photographer with now additional filters, and what ever you can imagine. 


You spend some time on Instagram you get to feel everyone is so happy, yet the depression cases in women have increase 10 folds, it’s  contrary to the happiness quotient. 

The Negative Impact.

New age psychological disorders among children and adults is next big social issues, The next de addiction centres will not be for alcohol and drugs but for mobile phone addiction, porn addiction, game addiction, concentration lapse disorder, attention deficit hyperactive disorder and what not. Now that

Deepika padukone, has openly declared that she had suffered depression many young ladies have started consulting psychiatrist for being depressed, unknowingly depression and being depressed is totally different subject.

Many are already having such disorders, but not yet identified.  

My wife feels I am one, of them, unidentified psycho cases walking freely.  

Next generation ideas will be. “Get lost” Tourism.

Take a small piece of land in Ooty or similar place,With cows goats rabbits dogs horses and all domestic animals to spend quality times with them. Read only books, no tv, totally no internet. One psychiatric counsellor.  personalised yoga teacher.Eat raw cooked food. This will be the tourism of the future.

Hisham, on the future of every thing.
Article by Thomas J Law

It took me a long time to develop an entrepreneurial mindset.

Honestly, I feel like I spent most of my early 20s trying to undo the mindset I was taught in school – you know, “get good grades, fall into line, get a good job…”

But what about entrepreneurship?

Looking back, it frustrates me how my teachers were so concerned with students getting good jobs, but never even mentioned the possibility that we could start a business instead.

This is even more frustrating when you consider where most jobs come from: People who decide to carve their own path, start a business, and employ others…

What gives?

After a few years of trying – and many failed businesses – I finally learned how to think like an entrepreneur.

The payoff? Good money, fun work, constant travel, and freedom. Not bad, right?

If you want to learn how to develop an entrepreneurial mindset so you can build a successful business, you’re in the right place. In this article, we’ll explore 20 essential entrepreneurial mindset characteristics.

But first, what does it mean to have an entrepreneurial mindset, and why is it important?

Unlock the guidance, tools, and resources you need to design your best life – then live it. Every. Single. Day.

What is an Entrepreneurial Mindset?

An entrepreneurial mindset is a set of beliefs, thought processes, and ways of viewing the world that drives entrepreneurial behavior. Typically, entrepreneurs firmly believe it’s possible to improve their life situation and live life on their own terms. They also believe in their ability to learn, grow, adapt, and succeed.

The mindset of successful entrepreneurs is different from the mindset of traditional workers in many ways.

For example, if a traditional worker needs to earn more money, they’ll often brush up their resume and look for a better paid job. However, someone with an entrepreneurial mindset would look for ways to earn money by starting or growing a business.

Here’s the thing: Anyone can develop the mindset of a successful entrepreneur. As the founder of Ford Motor Company, Henry Ford once said, “Whether you think you can or think you can’t – you’re right.”

The Importance of an Entrepreneurial Mindset

The power of an entrepreneurial mindset is obvious when you think about it. Entrepreneurs succeed like they do because they think, act, and view the world differently from most people.

There are so many reasons why an entrepreneurial mindset matters. For example, developing an entrepreneurial mindset can help to reduce doubt, fear, and anxiety. It can also help to drive action, focus, and growth.

In short, an entrepreneurial mentality is the foundation of business success. Now, let’s explore how entrepreneurs think.

How to Think Like an Entrepreneur: 20 Entrepreneurial Mindset Characteristics

If you want to learn how to build an entrepreneurial mindset, you need to know how successful entrepreneurs think. So, let’s take a closer look at 20 essential entrepreneurial mindset characteristics. Entrepreneurs are:

1. Independent

This is one of the most important aspects of the entrepreneurial mindset.

Entrepreneurs don’t follow the crowd or look to others to be given instructions. Instead, they listen to their gut and carve their own path.

As Apple’s founder, Steve Jobs, said, “Don’t let the noise of others’ opinions drown out your own inner voice.”

2. Responsible

The independent mindset of successful entrepreneurs stems from taking full responsibility.

Entrepreneurs don’t blame others for their life situation – they empower themselves by taking responsibility for improving it.

Failure, success, life circumstances – it doesn’t matter what it is. Even if something isn’t your fault, by taking responsibility for it, you’re empowered to improve it.

3. Abundant

A key part of the entrepreneurial mindset is abundance.

Entrepreneurs know they can improve a situation, make more money, and create new opportunities.

The sky is always the limit.

As a result, entrepreneurs don’t hoard money or knowledge. They’re open, generous, and understand that “you get what you give.”

The author and entrepreneur Robert Kiyosaki once wrote, “I have never met a rich person who has never lost any money. But I have met a lot of poor people who have never lost a dime.”

4. Goal-Oriented

Entrepreneurial thinking is goal-orientated.

In other words, successful entrepreneurs don’t have wishes and dreams – they have goals and plans.

So, when creating an entrepreneurial mindset, set SMART goals – goals that are:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time-sensitive
5. Not Afraid of Failure

When learning how to think like an entrepreneur, you need to look at failure differently to most people.

Entrepreneurs don’t fear failure – they appreciate it.

Each “failure” is simply a stepping stone to learn from, helping to move you closer to success. As the famous inventor Thomas Edison said, “I have not failed. I’ve just found 10,000 ways that won’t work.”

Failing at something certainly doesn’t mean that you’re a failure – just that something didn’t work out as you’d hoped, and you need to try again.

6. Growth-Oriented

Stanford University psychologist Dr. Carol Dweck studied failure and said, “For 20 years, my research has shown that the view you adopt for yourself profoundly affects the way you lead your life.”

Specifically, she found that there are two main types of mindset: fixed and growth.

Someone with a fixed mindset believes that who they are is relatively permanent and they can’t change very much.

The entrepreneur mindset is growth-oriented.

Entrepreneurs believe that they can grow as people, learn new things, and develop new skills. They believe that – with some consistent effort – they can shape themselves into whoever they want to be.

The best-selling author and entrepreneur Hal Elrod said, “Your level of success will rarely exceed your level of personal development because success is something you attract by the person you become.”

In other words, personal growth tends to create success. So, keep trying to improve yourself.

7. Feedback-Seeking

The most successful entrepreneurs aren’t worried about looking cool – they just want to succeed, and they know that learning from feedback will help speed up the process.

Dr. Carol S. Dweck said, “Why waste time proving over and over how great you are, when you could be getting better?”

In short, don’t look for validation, seek feedback.

8. Learning-Oriented

Most people spend their spare time seeking entertainment, whether it’s social media, Netflix, gaming, reading novels, or hanging with friends.

However, entrepreneurial thinking is more concerned with learning and development. For example:

As the entrepreneur and speaker Jim Rohn said, “Formal education will make you a living; self education will make you a fortune.”

9. Forward-Thinking

If you want to learn how to think like an entrepreneur, you need to think long-term.

The famous billionaire investor Warren Buffett said, “Someone is sitting in the shade today because someone planted a tree a long time ago.”

Successful entrepreneurs know that big goals take a long time to achieve. So, they start with their goal and work backward, reverse-engineering every step of the way. In other words, “If I want this, I need to do that. But to do that, I need to do this,” and so on.

They keep working and are patient when it comes to rewards – they know that the tortoise always beats the hare.

10. Self-Accepting

Many people struggle with self-acceptance. When you don’t like something about yourself, it’s easy to devalue or even hate yourself.

But if you develop a growth mindset, you know you can always change and improve.

So, successful entrepreneurs accept themselves as they are, warts and all. They know who they are is transient, and they’re working on becoming the person they want to be.

11. Self-Aware

Entrepreneurs know that the only thing holding us back is ourselves (because they take full responsibility, remember!)

As a result, they practice self-awareness.

They pay close attention to their strengths and weaknesses, which allows them to improve faster and play to their strengths.

12. Collaborative

Great businesses require teamwork – after all, Jeff Bezos didn’t build Amazon alone. So, if you want to think like an entrepreneur, you need to think in terms of “we” instead of “I.”

There’s an African proverb that says, “If you want to go fast, go alone. If you want to go far, go together.”

As a result, successful entrepreneurs think collaboratively and practice their leadership skills.

13. Courageous

It’s not easy to start a business.

As the famous management consultant Peter Drucker said, “Whenever you see a successful business, someone once made a courageous decision.”

But this doesn’t mean that entrepreneurs aren’t afraid.

Nelson Mandela, the activist and former president of South Africa, explains, “I learned that courage was not the absence of fear, but the triumph over it.”

14. Comfortable with Discomfort

Courage leads to an essential entrepreneurial mindset characteristic: learning to be comfortable with discomfort.

Growth and expansion require you to move beyond your comfort zone. So, when developing an entrepreneurial mindset, practice leaning into uncomfortable situations, such as rejection.

For example, after realizing his fear of rejection was holding him back, the entrepreneur and keynote speaker Jia Jiang spent 100 days getting rejected on purpose!

15. Adaptable

Entrepreneurs have big goals, and they know it’s impossible to see the entire staircase before climbing. But they climb anyway, safe in the knowledge that they can always adapt to new developments.

For example, if your first product fails, try another one. And if your Facebook ads still don’t generate sales, hone your skills.

16. Problem-Solving

Entrepreneurs look for problems and try to find ways to solve them.

If you think about it, this is the essence of every business. For instance, plumbers fix broken pipes, Netflix cures boredom, and car manufacturers help people get around.

Brian Chesky, the co-founder of Airbnb, said, “If we tried to think of a good idea, we wouldn’t have been able to think of a good idea. You just have to find the solution for a problem in your own life.”

17. Driven and Tenacious

Drive is an essential part of the entrepreneurial mind. Entrepreneurs are self-motivated and driven to achieve their goals. They work hard and enjoy the ride, knowing that they’ll reap the rewards down the line.

The entrepreneur Mark Cuban said, “It’s not about money or connections. It’s the willingness to outwork and outlearn everyone when it comes to your business.”

Similarly, entrepreneurs set out to achieve their goals come hell or high water. When the going gets tough, they stick with it – they don’t give up.

As Henry Ford, founder of Ford Motor Company, said, “When everything seems to be going against you, remember that the airplane takes off against the wind, not with it.”

18. Focused

Successful entrepreneurs are focused on achieving their goals. They’re focused, never procrastinate, and always prioritize the most important tasks.

To do this, ask yourself, “Will this help me to achieve my long-term goals?” If the answer is yes, then ask, “Is this the most important thing to do right now?”

19. Action-Oriented

“Wantrepreneurs” like to read books, watch videos, and make plans – but they never actually get down to business and work.

Entrepreneurs have a bias for action. They know that knowledge without action is meaningless. As the entrepreneur Walt Disney said, “The way to get started is to quit talking and begin doing.”

20. Decisive

The entrepreneurial mind is decisive.

Entrepreneurs must confront problems and make many decisions every day – often with inadequate information to help.

Successful entrepreneurs decide and then get back to work. They know that “you can always edit a bad page. You can’t edit a blank page,” as the author Jodi Picoult said.

So practice decisiveness – for example, next time you’re in a restaurant, look at the menu once, decide, and order with confidence.

Summary: How to Develop an Entrepreneurial Mindset

Having an entrepreneurial mindset will allow you to think, act, and perceive the world differently from the average worker, setting the foundation for success.

Now, you can’t develop an entrepreneurial mindset overnight.

But, by understanding some key entrepreneurial mindset characteristics, you can watch your behavior and learn how to think like an entrepreneur. In summary, here are 20 entrepreneurial mindset traits:

  1. Independent
  2. Responsible
  3. Abundant
  4. Goal-oriented
  5. Not afraid of failure
  6. Growth-oriented
  7. Feedback-seeking
  8. Learning-oriented
  9. Forward-thinking
  10. Self-accepting
  11. Self-aware
  12. Collaborative
  13. Courageous
  14. Comfortable with discomfort
  15. Adaptable
  16. Problem-solving
  17. Driven and tenacious
  18. Focused
  19. Action-oriented
  20. Decisive

Do you share the entrepreneurial mentality? Do you have ideas on how to practice these mindset characteristics? Let us know your thoughts in the comments below!

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