Prof Errol D’Souza, director of the Indian Institute of Management Ahmedabad (IIM-A), stated on Saturday that several major Gujarat brands chose to drive home was that the product was authentic, likeable, and of high quality.
Prof Errol was the keynote speaker at the event to launch Alan D’Souza and Prashant Pareek’s book ‘Brand Magic – The Art and Science of Creating Successful Brands,’ which details brands born in Gujarat and how they became iconic. The event was organised by MICA and held at the Ahmedabad Management Association (AMA). The book was published by MICA’s in-house publishing press, ‘MI-Press.’
The book describes the journeys of ten brands — Amul, Astral Pipes, Balaji Wafers, Fogg, Havmor, Jio, Rasna, Sugar Free, Symphony, and Wagh Bakri — as well as the ethos and broader values that the respective companies rely on to build such brands.
“All the stories about the brands in the book are stories of how they delivered maintaining high level of quality and vouching for the authenticity of these brands, that too at a time when we were in the license raj,” said Prof Errol.
The book, according to author Alan D’Souza, aims to honour Gujarati brands as well as the brand wizards who helped them succeed.