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Marketing MantraAuthor: Sandeep Mallya
Marketing Mantra is an online marketing podcast by 99signals.com, hosted by Sandeep Mallya. In the show, Sandeep shares actionable online marketing strategies he's learned through years of running a successful blog that generates over 12,000 in side income each month. You'll also hear from successful entrepreneurs from around the world who'll share insights on SEO, content marketing, social media marketing, and more. Past guests have included Corey Haines (SwipeWell), Brad Smith (Wordable), Dan McGaw, and many more. Join our 3,000 weekly listeners and level up your marketing skills. Language: en Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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Ep. #123 - Can Legacy Businesses Still Win Today? (w/ Abhishek Pai from Bharath Group)
Episode 123
Friday, 5 December, 2025
Disclaimer: This episode includes discussion about the tobacco industry. Nothing in this conversation should be considered an endorsement or promotion of tobacco use. Smoking is injurious to health. Please make informed decisions.What does it take for a 95-year-old family business to stay relevant in 2025?That’s the central question in this conversation with Abhishek Pai, who represents the fourth generation of the iconic Bharath Group, a name deeply rooted in the history and economy of coastal Karnataka.From its origins in 1930 to its presence today across FMCG, logistics, real estate, education, and entertainment, Bharath Group’s evolution isn’t just about diversification. It’s about how heritage can be leveraged to build the future.Abhishek brings a rare dual perspective:an insider shaped by legacy + an outsider shaped by global learning.In this episode, he opens up about:How legacy companies define their identity in a modern, digital-first eraThe transformation of marketing inside an old-school consumer goods giantThe challenges of building brand perception in “sin product” categoriesWhy Tier-2 and Tier-3 India is the real testing ground for mass-market successWhat he would change if resources were unlimitedIf you’re interested in business history, markets beyond metros, or the intersection of tradition and reinvention, this is an episode you’ll want to explore.-=-=-=-=-🔗 Bharath Group Website: https://bharathgroup.co.in/🔗 Connect with Abhishek on LinkedIn: https://www.linkedin.com/in/abhishek-pai-262667134/-=-=-=-=-Timestamps(Use these to jump to specific themes)00:00:00 – Introduction to Marketing Mantra Podcast 00:00:29 – Host Sandeep Mallya introduces Abhishek Pai and episode context00:03:20 – Abhishek joins the conversation: Overview of Bharath Group's legacy, philosophy, and values00:05:35 – Discussing the tobacco industry’s impact and social relevance00:07:46 – Carrying forward the company's philosophy; diversification into FMCG00:09:44 – Product positioning: Branded product at unbranded price00:10:30 – The importance of packaging and consumer perceptions00:13:10 – How the founder identified a market need in the 1930s00:21:30 – Abhishek’s personal journey: Growing up in a business family00:25:18 – Abhishek’s role in driving and managing various business verticals00:26:48 – Challenges of marketing tobacco and "sin" products00:30:45 – Market focus: Tier 2 cities and rural markets vs. metropolitan areas 00:31:43 – Legacy business advantages: Deep-rooted distribution networks 00:33:50 – Traditional vs. modern advertising; influencer marketing ; effective strategies in the digital era; memorable campaigns00:37:00 – How marketing at Bharath Group changed from 30 years ago to now00:45:10 – Case studies: Apple ads, Nirma jingles, and nostalgia in marketing 00:51:27 – Work-life balance, mental health, and employee satisfaction 00:55:18 – Talent pool and employment trends in Mangalore and tier 2 cities01:11:12 – Advice for young marketers: Risk your profit margins, not your principles01:12:16 – Rapid fire segment with Abhishek 01:15:23 – Closing remarks-=-=-=-=-Visit https://www.99signals.com for more insights on SEO, blogging, and marketing.
