Not Louder Ads, but Fresher Connections: The Matcha Effect is India’s New Branding Mantra

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The production of matcha tea has historically represented a commitment to authenticity and meticulousness in Kyoto. In the crowded digital landscape of India, professionals are keenly searching for that ideal blend of innovation, energy, and trustworthiness. Every company is competing for a limited chance in the smartphone screen market, ranging from beauty brands to food delivery apps. Traditional marketing approaches often struggle to keep pace in this competitive landscape. Introducing the Matcha Effect Model, an innovative framework designed to transform conventional brand development tactics for today’s digital landscape.

The Matcha Effect Explained

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References

  • Kantar BrandZ India Report, 2022.
  • RedSeer Consulting: D2C Landscape in India, 2023.
  • Economic Times – “Amul girl: An utterly-butterly ‘meme’-led marketing legacy ahead of its time,” 2023.
  • Nykaa IPO Prospectus, 2021.
  • Business Standard – “Swiggy eyes 100 mn users, each ordering 15 times a month,” 2024.
  • The Hindu – “Review of Tanishq’s ‘Ekatvam’ campaign,” 2021

All the views and opinions expressed are those of the author. Image Credit: Dr. Soummya Chowdhury

About the Author

Dr. Soummya Chowdhury is an Assistant Professor at the School of Business, GITAM (Deemed to be University), Hyderabad campus, specialising in Marketing. He holds a Ph.D. in Integrated Marketing Communication (IMC) and Luxury Retail, along with an M.Com in Marketing & International Business and a Postgraduate Diploma in HRM, Services, and Labour Laws from Banaras Hindu University. His research interests include Luxury Retail, AI, Digital Marketing, Omni-channel strategies, and innovation in marketing ecosystems. Dr. Chowdhury is also passionate about social issues, the impact of social media, and the intersection of mythology and modern marketing.

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