"CEOs can't wait to read Sunny Bindra's articles every week."

You can’t spend time in India, in person or online, without seeing it. It is everywhere. Amul Butter rules. With roughly 85% of the Indian butter market, it is not merely a butter brand. For hundreds of millions, it is the butter. Browse the endless street-food videos on YouTube and you’ll hear vendors proudly tell […]

Let me return to the subject of “fru-fru” today. Regular readers will recall that fru-fru (or frou-frou if you prefer the original French) refers to empty embellishment—frippery for the sake of ostentation, having no substance behind it. In communication and branding terms, fru-fru is feel-good look-good messaging, devoid of meaning. We all communicate, all the […]