Swiggy's Rohit Kapoor: Clarity in purpose leads to brand love
28 October 2024
In a fleeting world, the only way to build brand love is to be clear of what your brand stands for, believes Rohit Kapoor, chief executive officer, Swiggy. He explains in case of Swiggy, the brand stands for “unparalleled convenience to the Indian consumer.” That purpose, the company doesn’t let go, and in every communication they speak in creative ways. “What we mean to the consumer and what the consumer perceives about us has to be fairly consistent. Your values anchor you as a human being. Similarly, brand purpose and what you stand for as a company anchors you when there is so much noise around you,” he adds.
In a fleeting world, the only way to build brand love is to be clear of what your brand stands for, believes Rohit Kapoor, chief executive officer, Swiggy. He explains in case of Swiggy, the brand stands for “unparalleled convenience to the Indian consumer.” That purpose, the company doesn’t let go, and in every communication they speak in creative ways. “What we mean to the consumer and what the consumer perceives about us has to be fairly consistent. Your values anchor you as a human being. Similarly, brand purpose and what you stand for as a company anchors you when there is so much noise around you,” he adds.
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