India, home to over 1.46 billion people, is a land of diverse cultures, mindsets, and perspectives, creating a vibrant landscape filled with countless business opportunities. With time and technological evolution, many companies saw a rise and even a downfall, while some have perfected their business strategies, blending with the newness to such an extent that they’ve set new industry benchmarks, influencing how brands can position themselves globally.
Here is a list of 5 winning business strategies of Indian brands that turned challenges into triumphs while maintaining their relevance even with the shifting consumer trends.
1. Zomato
Zomato, the food tech giant, is widely recognized for its innovation in the food delivery and services sector. Here is one strategic pivot the brand made, which established it as the market leader.
- The “Super Brands” Strategy
Zomato’s “super brands” strategy centers on creating and operating distinct, independently run businesses that all function under the broader brand’s umbrella.
Super Brands include- Zomato (food delivery), Binkit (quick commerce), Hyperpure (b2b grocery supply), and District (going-out planner)
Aim: To differentiate the company’s offerings and leverage synergies across its various verticals.
The Result:
- Profits Growing Beyond Expectations
In Q2FY25, Zomato Ltd. reported revenue of Rs 4,799 Cr, up 14% on a QoQ basis, exceeding
expectations. On a YoY basis, revenue growth was 69%.
The company reported operating profits of Rs 206 Cr and operating margins of 16.6%, up 160 bps QoQ, due to superior execution and lower overhead costs. Net profit de-grew 30% QoQ, reaching Rs 176 Cr.
- Brand Recognition and Loyalty
This multi-brand architecture allows Zomato to target diverse user bases more effectively, create tailored experiences, and avoid brand dilution. As a result, customers are more likely to engage with each brand based on its unique value proposition, while still remaining within Zomato’s overall ecosystem.
This strategy not only enhances customer retention but also positions Zomato to capture a larger share of the food and commerce value chain.
- Enhanced Competitive Position
Zomato’s strengthened market position stems from its vast delivery network, innovative tech, strong brand presence, and diverse services, which enable it to reach more users, improve customer experience, and build lasting relationships with both customers and restaurant partners.
2. Reliance Jio
In the year 2016, Reliance Jio entered the telecom landscape with a ‘Welcome Offer’, which provided free unlimited 4G data initially in the market where 3G data was costlier. This strategy bagged world record subscriptions that changed the whole equation of the telecom market, and the rest is history!
The “Datagiri” Strategy
During Reliance’s 42nd annual general meeting, Mukesh Ambani mentioned the term ‘Datagiri’ for the very first time and said, “Every Indian is used to Gandhigiri, now every Indian can do ‘datagiri’, which is an opportunity to do unlimited good things with unlimited data.”
Aim: To disrupt and lead the telecom space by flooding the market with free and ultra-cheap mobile data.
Core Elements:
- Free data and calls for 4 months
- Over $30 billion Investment for building a pan-India 4G LTE network from scratch
- Creation of a digital ecosystem beyond telecom, including services like JioTV, JioCinema, JioSaavn, and more
- Disruption by pricing triggered a price war
- Jio turned data from a luxury into a commodity
The Result:
- Rapid Subscriber Growth
Jio added 100 million users in just 170 days, making it the fastest-growing telecom operator in the world at the time.
- Shift in Consumer Behavior
The entry of Jio triggered a massive shift in consumer behavior across India, fundamentally transforming how people used mobile services and the internet, from scarcity to abundance, to be precise.
- Impact on Jio’s Financial Performance
As the free period ended, Jio began charging for data and subscriptions at ultra-competitive prices. Between 2018 – 2021 EBITDA margins improved as scale kicked in, subscriber base crossed 400 million, creating massive revenue inflows.
Revenue from operations rose sharply:
- FY2018: ₹23,714 Cr
- FY2020: ₹55,000+ Cr
- Continued Growth and Innovation
Reliance Jio’s story didn’t end with disruption, it has continued to grow and innovate aggressively, transforming into a full-fledged digital powerhouse.
- Jio is leading India’s 5G revolution and aims to build future-proof, AI-powered networks
- JioFiber is rapidly expanding across India, offering high-speed broadband, smart TV services, and OTT bundles
- Jio is working on integrating AI and machine learning across its platforms
- Through JioPhone and JioBharat, it continues pushing affordable internet access for lower-income groups and rural users
- JioCinema emerged as a major player by securing IPL streaming rights and expanding its premium content offerings.
3. Myntra
Founded in 2007 as a platform for personalized gifting, Myntra took a strategic pivot in 2014 and merged with Flipkart, and since then, it has been leading the e-commerce landscape. Today, Myntra offers a wide range of clothing, footwear, accessories, personal care products, and more from over 5,000 domestic and international brands.
Here is a strategy that changed the game for the brand and made it market dominator:
The “Urgency” Strategy
It has turned urgency marketing into a powerful conversion engine. They have created a time-sensitive shopping environment that nudges users to make faster purchases. By giving a plethora of categories to choose from and early access to wishlist products before the sale begins, Myntra has redefined how sales are done in Indian e-commerce.
Aim: To drive faster purchase decisions, reduce cart abandonment, and maximize sales conversions
Instead of simply announcing a sale, Myntra builds anticipation and personal involvement well before it begins. Users are encouraged to wishlist products across categories days in advance. This increases user engagement and also creates a sense of personal investment in the sale.
The Results:
- The Psychology in Action
Myntra’s strategy taps into core psychological principles, creating a high conversion environment. Here are the key psychological principles they tap into:
- Scarcity Bias: People assign more value to things that appear limited
- Loss Aversion: The pain of missing out is stronger than the joy of gaining
- Immediate Gratification: Flash sales promise instant rewards, motivating impulsive action
In short: Myntra doesn’t just sell fashion- it sells now-or-never moments.
- Higher Conversion Rates
Urgency tactics like countdown timers, stock alerts, and flash sales lead to faster purchase decisions and more users completing transactions.
- A Highly Addictive Shopping Cycle
By using these principles together, Myntra creates a loop of urgency, desire, and reward that keeps customers coming back, not just to buy, but to engage, wishlist, and anticipate upcoming sales.
- Greater Average Order Value (AOV)
Time-sensitive combo offers (e.g., “Buy 2, get 1 free for the next 2 hours”) incentivize bulk purchases, increasing the value of each order.
- Emotional Brand Connection
The excitement of limited-time deals creates a sense of thrill and satisfaction, driving customer loyalty and repeat purchases.
- Viral Campaign Momentum
The urgency built around major events like the End of Reason Sale (EORS) generates social buzz, word-of-mouth, and widespread sharing.
4. Mamaearth
Founded in 2016, Mamaearth is a prominent Indian personal care brand renowned for its commitment to natural, toxin-free products.
Originally launched to provide safe and chemical-free baby care items, the brand quickly expanded into skincare, haircare, and beauty. By staying true to its philosophy of using no harmful chemicals like parabens and sulfates, Mamaearth has built a loyal customer base and established itself as a trusted name in the personal care industry.
The “Safe & Sustainable” Strategy
This strategy is central to Mamaearth’s brand identity and long-term growth. It refers to a dual-focus approach that prioritizes consumer safety, focusing primarily on baby care products and environmental responsibility. This strategy has set Mamaearth apart in India’s highly competitive personal care market.
Aim: Drive Long-Term Growth Through Sustainability
Here’s a breakdown of what this strategy entails:
- Safe Ingredients Promise
- Sustainable Packaging and Practices
- Community Building and Brand Advocacy
- Product Innovation with Purpose
The Results:
- Rapid Financial Growth
Within a few years, the company’s net worth reached an estimated $300 million (₹2,488 Crores) by 2024, driven by its strong content marketing and customer engagement strategies. It has also launched a successful IPO in October 2023 through parent company Honasa Consumer Ltd., validating market confidence in the brand.
- Brand Loyalty & Customer Engagement
Scaled to serve over 5 million customers across 500+ Indian cities and multiple international markets. Also built a highly engaged online community through content marketing, influencer collaborations, and personalized digital experiences.
- Recognition as an Industry Leader
The brand has won multiple awards for innovation and marketing excellence, and in the year 2021, it was named one of India’s fastest-growing startups by top business publications.
Adding more feathers to the cap, they also bagged awards for Best Digital Brand Strategy, Sustainable Packaging Innovation, and Most Trusted Brand in Baby Care.
- Sustainability & Purpose-Driven Impact
They started the “Plant Goodness” initiative, which includes planting a tree for every order. This initiative had a big impact on the brand’s image by crossing 1 million+ trees as of 2024.
5. Nykaa
Nykaa is one of India’s leading online destinations for beauty and personal care products. Founded in 2012, it began as an online beauty retailer but has since grown into India’s leading omnichannel beauty and lifestyle brand, with a stronghold in both e-commerce and offline retail.
But what was the strategy that worked so well for the company? Here is the answer…
The “Omnichannel” Strategy
Nykaa’s core winning strategy is its seamless integration of digital and physical retail, ensuring a consistent and curated customer experience across all touchpoints, including online, app, and in-store.
Aim: Capitalizing on Digital Scale and Physical Trust-building
Here’s a breakdown of what this strategy entails:
- Curated Brand Portfolio
- Private Labels for Margin Play
- Offline Expansion for Customer Experience
- Tech-Enabled Personalization
- Influencer & Content-Led Commerce like Nykaa TV, Nykaa Army, and an Influencer Network to drive discovery and trust
The Results:
- Skyrocketing Performance & Market Leadership
Nykaa, with its unique strategy, listed on the stock exchange in 2021 with a blockbuster IPO, reaching a valuation of nearly $13 billion at its peak. In FY24, the brand recorded revenues exceeding ₹5,000 crore, with growing traction in the fashion and wellness segments.
It has also created history by become the first Indian unicorn startup led by a woman entrepreneur (Falguni Nayar).
- Influence on Indian Retail
With the use of this strategy, it became a case study for digital-first brands succeeding in tier 1 and tier 2 cities. Not only this, it has also set the benchmark for D2C beauty retail and paved the way for beauty-tech in India.
Final Words
India’s dynamic business landscape continues to be shaped by bold ideas, strategic pivots, and an unwavering commitment to innovation. From Zomato’s diversified ecosystem to Nykaa’s omnichannel mastery, these brands exemplify what it means to stay agile and relevant in an ever-evolving marketplace. Each company featured here didn’t just respond to change; they anticipated it, leveraged it, and used it to craft a winning formula.
As consumer expectations shift and technology continues to disrupt industries, the true winners will be those who blend purpose with performance and vision with execution.
And when strategy meets timing and customer-centricity, even the biggest market challenges can become powerful growth opportunities.
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