Kristina von Troschke

Death by a 1000 cuts is getting real now The latest NielsenIQ AMJ'25 quarter data just confirmed what we have been seeing on the ground for months. The David vs Goliath story in FMCG is not just a narrative anymore, it's cold, hard numbers. Small, nimble D2C players defeating the massive, seemingly unbeatable giant. In FMCG, this means ₹100Cr startups outmaneuvering ₹10,000Cr legacy companies and taking share from them. 1. Small players are not just surviving; they are winning big.  Companies with sales under ₹100Cr are posting double-digit volume growth while the giants are struggling to keep up. This is not about being scrappy or bootstrapped anymore. This is about speed, agility, and understanding what consumers actually want versus what marketing departments think they want. 2. The real action has moved away from metros. While metro cities have shown consumption slowdown for 5 straight quarters, TC2 + Rest of Urban markets are growing at 12% volume growth. Small players are specifically winning in these markets because we understand local preferences, can pivot quickly, and don't need three layers of approvals to launch a region-specific variant. 3. We are living in the age of democratized growth. Digital marketing means a ₹50Cr brand can reach the same audience as a ₹5000Cr brand. Efficient supply chains mean we can get products to Tier 2 cities as fast as the giants can. The traditional advantages of scale - distribution, marketing reach, supplier power, are becoming less relevant every quarter. 4. The giants are feeling the pressure. Large players saw their consumption growth improve from 1.8% in JFM'25 this quarter, but it was largely price-led growth. They are raising prices to maintain revenues while small players are gaining actual market share through volume growth and consumers’ love. This is not a temporary shift. Digital tools, efficient logistics, and changing consumer behavior have permanently altered the competitive landscape. Every quarter, the data shows the same story - small, focused, agile brands are taking market share from legacy giants. The death by a thousand cuts is real. Each small brand taking 0.1% market share, each local player winning in their region, each nimble company launching faster than established players. Together, we are rewriting the rules of FMCG. #Entrepreneurship #D2C #Startups

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The 4-Hour Marketing Director: AI & the Compression of Executive Time ⏰ The executive calendar has long been a battlefield of competing priorities: meetings, decks, approvals, and the endless chase for insight. But artificial intelligence is redrawing the boundaries of time. ✅ Where once a marketing director needed 60 hours to comb through reports, brief agencies, and analyse customer data, today AI shrinks the cycle to four. Automated insights replace endless dashboards; campaign drafts appear at the click of a button; predictive analytics surface what the CMO once guessed at. This compression of work does not diminish the role, it redefines it. Leaders must shift from operators to curators, from task managers to decision architects. The scarce resource is no longer hours in the day, but judgment, taste, and the ability to ask better questions of machines. Three imperatives for marketing leaders in this AI-shaped future: 1️⃣ Delegate to algorithms, not people: let AI handle repetitive analysis and execution. 2️⃣ Invest in discernment: sharpen judgment to separate signal from noise in machine outputs. 3️⃣ Redesign teams around creativity: free humans to focus on ideas, narratives, and relationships. AI may not make the 4-hour workweek real, but it is already making the 4-hour workday for executives plausible. The firms that thrive will be those where leaders spend less time doing and more time deciding what’s worth doing at all. #AI #Leadership #Marketing #FutureOfWork

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