Navigating Success: Inspiring Stories of Leading Indian Brands

Remember those thick history books we used to read at school that were filled with stories of kingdoms rising and falling? How those stories used to amaze us whenever a brave king/queen crossed borders to claim their thrones! 😃

Interestingly, every significant event we witness today is being inked down in the history troves for generations to remember. And you could be part of that 1% crowd and make history.

How to do that? The path might contain big potholes and steep climbs, but it is a one-way road. To walk up that road, you must possess one secret thing that every successful personality/company does.

Think about the top companies with generations of history behind them. And don't forget about the underdogs that rise up to challenge the big guys. They all have one thing in common: a secret approach to success.

So, the most successful brands had something unique in their arsenal, which helped them to become the best in their areas. What those approaches were and what you can learn from them is mentioned in this article.

Thus, get ready with your learning glasses on for the lesson(s)-of-the-day. Because readers, it’s going to be a rocking ride.

Top Success Stories that Inspire Us

The success approaches we will be talking about would be a collection of several things. Unique business models, tried & tested techniques, or exploring uncharted territories; anything is fair game as long as it helps one climb the stairs to the top.

So, check out the listicle and comment which one of these is your favourite 👇

• boAt Lifestyle
• Rasna
• Nykaa
• Lenskart
• Zerodha

Without further ado, let’s get started!

boAt Lifestyle: “The Right Price” Approach

A shout-out to all the millennials and GenZs out there! You must remember the revolution boAt brought in the audio industry with its affordable and remarkable products. boAt Lifestyle was established in 2014 by Aman Gupta and Sameer Mehta.
What started as a cable manufacturer and seller, boAt soon expanded and became one of the most successful bootstrapped startups in India. They defeated well-established competitors like OnePlus, RealMe, and Noise to lead the True Wireless Earbuds (TWS) market.

Secret Element to Success:

The key to boAt’s instant success is pricing its products right. Pre-boAt, audio devices like earphones and speakers were costly. And as for the cheaper options, the quality was compromised. This created a big monopoly for players like Apple and OnePlus to grab a huge chunk of the market.

Founders Aman and Sameer saw this gap in the audio market and grabbed the opportunity with both hands. They launched earphones, ear pods, and other audio devices at an affordable price, along with maintaining the quality. This slight change from the ordinary became the secret to their immediate success.

To know in-depth about the company’s financials and overall business strategy, read the success story and business model of boAt.   

Rasna: “Right Call at the Right Time” Approach

Launched in 1976, Rasna is part of the Pioma Industries, owned by the Khambatta family. Rasna became the don of the soft drink concentrate market as it dominated 70-80% market share ever since its early days. Today, they have expanded their presence to the global market and are thriving.

The delicious ready-to-make drink we all adore has a glamorous backstory filled with adoring advertisement jingles and multiple flavours. We all remember the small girl with a glass of Rasna and the catchphrase, “I Love You, Rasna”!

Rasna’s Secret Ingredient to Success:

Do you know popular brands like Coca-Cola and KFC have a secret ingredient that a few living souls know? Well, this tactic has worked wonderfully for them, as the public loves nothing more than a little suspense. 🤫

Rasna’s secret to success was not exactly a hidden ingredient in their product. It was the tactic of taking the right call at the right time. They launched a product targeting the audience of little kids and parents, which was not tapped by the present beverage industry. Children loved the syrupy sweet taste of Rasna, and parents found a great alternative to the carbonated drinks dominating the market.

In this way, Rasna today holds over 22% market share in India’s soft drink concentrate market.

Nykaa: “Spotlight on Authenticity & Possibilities” Approach

Nykaa was established with just 3 employees and limited knowledge about the cosmetics and retail industry by founder Falguni Nayar in 2012. Today, it is one of India's biggest lifestyle and fashion platforms.

One of the major strengths of Nykaa is that it includes variety in its product basket. Nykaa caters to both men and women, offering a wide range of products that include high-end branded items as well as affordable options from local brands, appealing to customers from various backgrounds. 

Secret Insights to Success

Nykaa was derived from the Sanskrit word “Nayaka”, which means one in the spotlight. And that’s what became the motto behind the formation of Nykaa. Founder Falguni realised that the cosmetics market in India was nowhere near its full potential and wished to change that.

One by one, Nykaa found the many irregularities in the market and implemented the right solutions for them in the platform. They made authenticity a big selling point of their platform, as customers received the products via Nykaa directly from the brands. This sets them apart from the competition like Amazon and Flipkart, which have third-party sellers present.

To know more about how Nykaa became a platform for both premium and niche products in the market, read the success story of Nykaa.

Lenskart: “A Diamond in the Rough” Approach

“The trend-setter”: this is what Lenskart represents for the eyewear industry in India. Started by Peyush Bansal in 2010, Lenskart completed the journey from selling contact lenses online to becoming the market leader in the eyewear sector.

By adopting a relatable catchphrase, “Aur Dikhao”, and a 3D Try-On feature, Lenskart successfully made finding the right frame extremely easy for customers.

Secret Tactic to Success

Finding success in the midst of intense competition is difficult to accomplish, but being the one to polish an undiscovered sector is toughest. Microsoft’s ex-employee Peyush Bansal, with Amit Chaudhary and Sumeet Kapahi, realised how unorganised the eyewear sector was in India and decided to capitalise on it.

They started an online portal which sold contact lenses and then expanded into prescribed glasses and stylish sunglasses. Today, Lenskart has a 70-80% market share in the organised market and a 15-25% share in the overall market.

Know about Lenskart’s Success Story and witness how the company transformed the eyewear industry from the root.

Zerodha: “Low Margin & High Volume” Approach

Credited for being the first discount broker, Zerodha is one of the largest stock brokers in India. Established by brothers Nikhil and Nithin Kamath, Zerodha is a finance company registered with SEBI and an NSE, BSE, & MCX-SX member.

From opening 3,000 accounts during the initial year to having over 60 lakh active clients, Zerodha has come a long way. 

Secret Technique to Success

Zerodha found an alternative for high transaction costs, which was a big concern for customers, especially beginners. They accepted the “low margin and high volume” business model, which meant charging low transaction costs. This resulted in a rise in transaction numbers, increasing revenue generation like no other.

As a result, Zerodha soon became a favourite platform for beginner investors as it provided an easy-to-use platform like no other.

To understand how this stock broking platform works, read the article on Zerodha’s Success Story.

The Bottom Line

The above stories of success and mind-blowing approaches are not just about the individuals and organisations. They are also about the potential of our nation. They show us that anything is possible if we set our minds to it.

So, by analysing the good and bad approaches of the above examples, let’s set our hearts ablaze and get on with the program. Ask yourself what you dream about and set plans in motion to achieve them.