Readers call my articles their 'mini-MBA'.

Hi, I'm Rashi. After running marketing-led businesses for the last 25 years, I now focus on writing, consulting consumer-facing companies, and mentoring young professionals.

I write to distill my experiences and capture new stuff I learn. My writing covers four main areas:

1) Marketing strategy mastery: original frameworks (e.g., Influencer marketing, Celebrity Endorsements, Community Building)

2) Self-mastery: synthesis of concepts like herd mentality, resilience, and mimetic desire to make them actionable in the day-to-day

3) Analysis of the atypical structure of the Indian market. The market looks attractive but requires patience and nuance. (e.g, One Country, Four Markets, Rich India Poor Indians)

4) Decoding ‘category of one’ strategies of businesses in India. Category of one is when a business does not compete to be better, instead reframes the entire category. (e.g. Traya, Cult Fit and Phool)

Join me in this journey to make sense of the world.

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