Build Brands Worth Talking About
Strategic frameworks and brand breakdowns for Indian D2C founders and marketers who refuse to blend in.
We help Indian founders build distinctive brands through actionable strategies, real-world case studies, and proven frameworks that work in the Indian market.
Our Positioning Framework
We don't chase trends. We build brands with purpose, strategy, and stories that resonate with Indian consumers.
01. Strategy First
Every brand decision flows from positioning. We help you find your unique space in the market before touching the creative. Your positioning determines everything from pricing to messaging to channel strategy.
02. India-First Lens
We understand Indian consumers, culture, and context. No borrowed playbooks from the West—only strategies that work here. What works in San Francisco rarely works in Surat without significant adaptation.
03. Story-Driven
Great brands tell stories worth sharing. We craft narratives that connect emotionally and stand the test of time. In a market flooded with performance marketing, authentic storytelling becomes your moat.
Latest Insights
How Gully Labs is Building a ₹30 Cr Sneaker Brand by Making Indianness Cool
A precise breakdown of how Gully Labs is carving out a ₹30 crore business in India's most competitive category—aspirational premium sneakers—by doing something counterintuitive. They made their Indianness louder, not quieter.
The Future of Content Strategy
Why traditional funnels are dead and what replaces them.
Deconstructing Liquid Death
How a water brand murdered thirst and traditional marketing.
Brand Breakdowns
Deep deconstructions of successful Indian and global D2C brands and their launch strategies.
How Gully Labs is Building a ₹30 Cr Sneaker Brand by Making Indianness Cool
A precise breakdown of how Gully Labs is carving out a ₹30 crore business in India's most competitive category—aspirational premium sneakers—by doing something counterintuitive. They made their Indianness louder, not quieter.
Deconstructing Liquid Death
How a water brand murdered thirst and traditional marketing.
Strategic Frameworks
Actionable mental models and strategic templates for brand building and marketing.
Strategic frameworks coming soon.
Content Categories
Thinking (Essays)
Long-form essays on design theory, marketing strategy, and building meaningful brands. Deep dives into what makes brands resonate with Indian consumers and how to create lasting market positions.
Breakdowns (Case Studies)
Deep deconstructions of successful Indian and global D2C brands and their launch strategies. We analyze what worked, what didn't, and the strategic decisions behind breakthrough brands like Mamaearth, boAt, Sugar Cosmetics, and more.
Frameworks (Templates)
Actionable mental models and strategic templates for brand building and marketing. Ready-to-use tools including positioning matrices, content calendars, launch playbooks, and pricing frameworks.
Notes (Quick Insights)
Short-form observations, quick ideas, and marketing insights. Bite-sized wisdom from the trenches of D2C marketing in India.
About The Bodhi Lab
The Bodhi Lab is a thought-leadership platform dedicated to helping Indian D2C founders and marketers build distinctive, memorable brands.
We believe the Indian market deserves its own playbook—one that respects local culture, consumer behavior, and market dynamics. Too many founders copy Western strategies that don't translate to Indian consumers.
Our mission is to provide actionable, India-specific strategies for brand building through essays, frameworks, and real-world case studies.
The name "Bodhi" comes from the Sanskrit word meaning "awakening" or "enlightenment"—representing our goal to help founders see brand-building with fresh eyes and strategic clarity.
Target Audience: Indian D2C founders, marketing managers at Indian startups, brand strategists working in the Indian market.
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