Do you worry about getting things perfect before showing it to the world? The greater your tendency to focus is on this, the older you are likely to be. The generation that grew up in the digital era never needed to fill forms in pencil first for fear of making an unerasable tiny mistake. Online forms are far more forgiving as are the times we live in. We live in a world that permits limitless editing. Not just of posts on personal social media pages and channels, but even of brand advertising and products.
In 2024, when I self-published my book, the first 20 odd copies sold were riddled with spelling errors (Not proud of it). The first lesson I learnt was the value of hiring an editor. However, the price I paid for this lesson was zero. Within 3 days, I had uploaded the corrected document to the relevant platform. I turned it into an opportunity to incorporate other feedback and enlarged the size of the illustrations. The second lesson I learnt is that the motto, ‘make it exist first, make it perfect later’ is indeed a marker of these times. Barring situations where human safety and security are at stake, this seems to be a more efficient approach. Repercussions are there for a lack of intent and corresponding action, not for imperfection.
The success of businesses born in the past 5 years stand testimony to this fascinating new reality.
Example 1: Hyphen
Actor Kriti Sanon, also an engineer, launched Hyphen Skincare in 2023 on her 33rd birthday in an oversaturated market. Yet, stands apart. How?
For one, it is India’s fastest direct-to-consumer (D2C) brand to enter the ₹100 crore club within a year of launch. But, more significantly, Kriti has the conviction to acknowledge negative feedback of initial users of her products – in this ad. Kriti is also Hyphen’s official Customer Care Officer. From scores of skincare brands that target me every hour, Hyphen caught my attention. For being unapologetically honest about their one product being not up to the mark and having launched the improved version.
Example 2: Saadaa Designs
This D2C clothes brand, called Saadaa was launched by Akshay Shivpuri and Mahesh Tekwani in yet another excruciating category. Yet, grew to a 250cr business in less than 5 years since their launch in 2020. How? By listening and responding to public discourse on consumerism. Something surprisingly few businesses are ready to do. Simply by valuing sustainability, comfort without compromising on style – Saadaa stood out. They too openly address user feedback in their advertising. The caption reads ‘we are launching a better, upgraded version of your favourite – the airy linen straight pants’.
Example 3: Fae Beauty
Free and Equal or FAE, founded by Karishma Kevalramani in 2018 skyrocketed their revenues by 128.43%, hitting Rs 7.18 crore while net losses narrowed by 65.95%, as per this report. This quote by Kewalramani is notable: “Staying connected with our customers and really listening to their feedback helps us ensure we’re on the right track”
Brands born in the 2020s cater to new-age consumerism. Hyphen is vegan, sustainable and is born out of a dream to make high quality skincare affordable. Saada aims to eliminate the ‘guilt’ tax that new-age consumers mentally face. FAE champions inclusivity.
Young brands display comfort with transparency. A relief for consumers after being subjected to a century of emotional manipulation by standard D2C businesses. Nothing compels the end consumer today than intent and corresponding action. Standard business strategies were built on consumer research. New age business strategies go several steps further by putting in place mechanisms to stay in active conversation with their users/buyers to ensure they get a sense of being treated right. Old brands craved loyalty. New age brands display loyalty to the consumer’s best interest. That is why new age brands are discarding the old hack of capitalising compelling consumer insights – and are being built around stories of ‘consumer listening’.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
