 We'll get straight into the next speaker. Well, he's here to talk about the consumers don't buy what you do. They buy why you do it. Well, this quote has got its definition and why this quote? Well, moving on to a brand that has made a lot of news in the recent past. Sibamet. This is one company which has not hesitated in standing up and calling out its competition. The company strategy asking consumers to choose products backed by strong scientific research has drawn traction and now. Sibamet is moving beyond bathing bar category and building its personal care range with shampoos and we have someone very special joining us to talk about this and what more. Please welcome India head Sibamet Mr. Sashi who's here to talk about consumers don't buy what you do, they buy why you do it. Well, good evening Sashi. Good to have you here with us. How are you doing this evening? Good evening Mithin. I'm good and I'm really happy to be here. Likewise, Sashi. I have so much, so much to talk about this and so much to hear from you and you know the best part is when we speak about Sibamet, it's just transforming so strongly in our country in the current time and it's only shaping it bigger, better and meant for India kind of product. So, we are all yours to you and I request you please go ahead from here and give us all this good news and the future plans that you have in mind right now with Sibamet. Thank you so much Mithin. So, thanks Rikshan for meeting me here. Well, before I get started, let me you know kind of take a slight diversion and talk about history, history of human evolution and possibly also from anthropology perspective. So, maybe let me share my screen. Mithin, can you allow me to share my screen please? So, I said we will talk about brand purpose but let's talk about for the top ancient civilization. So, let's start with, I have put in three civilizations as such, Indus Valley, all of us know we live, I mean it's basically India, Pakistan and Bangladesh, you have Mesopotamia and then you have Egyptian civilization. Now, let's understand why did they existed? What was the region? What was the commonalities among these top civilizations which existed thousands of years ago? If you see, there are basically three elements, one is it was all about people, it was all about partnership, co-existing with others. But the most important part was all these civilizations had a purpose, purpose to live a better life. So, the point which I'm trying to make is it's very human when you look at how human think, how human evolution has happened. It's driven by doing things which can impact lives. In fact, our evolution happened with asking this question why, why we existed and that's why I thought this app that we try to understand human mind, human psyche from more from an anthropology perspective. And all these civilizations, if you see, they have them from medical perspective, they have NF and more grains, they had art and culture which even today, if you see, it doesn't feel like it is prehistoric. The third one which is most important is it was more about coexistence, it was about a shared purpose. Now, if you move to the next part, let's talk about brand and I don't see when we ask this question why do we exist? It's any different from the way human think and that's why this question is very important that consumers or people do not buy just what you sell it, they buy what you sell it. What is the reason for the existence? Why do you exist? I was listening to Varun and he was also talking about grand promise. I certainly eco, you know, it's not just top line and bottom line. It's the bigger purpose what you solve. Each one of us, all the brands need to ask this question to ourselves are really making a difference in the lives of consumers. Because this is going to be pretty important when we talk about branding. So just to set up the context, you know, C-bomber 2.0 in India as such which started almost three years back and I was pretty happy working with Johnson and Johnson and a range of country and global roles with working with some of the top iconic global brands and this opportunity came to me and I'm a big fan of strong proponent of global strategy and I feel there are two things. One is if I look at Indian personal care market per se, it's right for disruption. Traditionally, for the last three, four decades, we're all talking about make-believe concepts, fairytale stories and I thought it's time to disrupt this market. The only thing which was needed is to take a step back, revitalize, identify your point of uniqueness and then really build on to it. So that was one driver and the second one, when I came to know about this particular brand, C-bomber, the brand which talks about signs for healthy skin and in fact, they have been really living with a purpose of ensuring that eco-friendly, no vestige of water, not being cruel to animals, all these things were there but one thing which really clicked with me is the brand which really believes in encouraging people to ask questions. So when I start, when I married these two thoughts, one is my affinity towards creating a new paradigm in personal care in India and the brand it goes, I thought it's a good marriage of really disrupting this market and that's how this story started almost three years back. So we had a portfolio, we had portfolio baby care, we have portfolio, entire holistic portfolio in personal care which the skin here was but the idea was this, there was a reason, there was a rationale of why we went ahead with certain approach for one category, not other category and what you'd be doing going forward. It's about looking beyond boundaries, looking beyond obvious, trying to understand at times the need gaps which are not so explicitly explained because at times, latent need gaps could identify or can potentially identify huge opportunity for any business and the driver is how do you really find those points of disruption and be boldly courageous enough to deploy it and deploy it meticulously and that is what matters. So just to set up context you know why Sibamad and why this journey started three years back and took a different route all together and then we look at brand purpose for Sibamad and why when we ask this question to ourselves I've heard about this, I mean we all read this at a better purpose, what can be better purpose than impacting lives of people you serve and to impact lives of people there is nothing better than educating them. All of us have read this I know kind of quote, if a man affects to feeding for a day or teach a man to face to feeding for a lifetime. So we are worried, we are concerned as a brand it is honest I thought the onus is on us to educate and empower the consumers with new knowledge, create a culture of inquiry. The reason I started with human evolution because the civilization which survived allowed people to ask questions. A lot of people to have dissent I'm a big fan of this tagline which says unanswered questions can be less dangerous than unquestioned answers. So let's ask questions that if I use a particular product what it does to me be it I mean just like we are talking about blood pressure so there is a standard blood pressure 120 80 there is standard body temperature of 98.4 similarly when we talk about skin there is standard skin type and we thought Kajibar said right to know what is standard skin type mean it might not be the only thing but it is certainly one of the important labelling when you think about your skin care because skin is the largest organ in human body. So our purpose as a brand was to create a culture of asking questions, create a culture of inquiry and it is not just a product or service that you offer it's a process to meet what implies meet our partners. Let's ask questions so that it can unravel lots of truth things that times you might not even answer but at least we know this is the question or this is the problem which we need to solve going forward if I see what we have done so far in terms of creating this culture is right from people I just say to our distributors to partners to our R&Ds manufacturing supply chain distribution we have imbibed this many times we might not have answered but we have we encourage people it's not just the product where we are asking people or consumers to ask us we want to imbibe this throughout the value chain and the way as we go along everything what we do is focused on these three ribbons which you see so possibly what was there the news a couple of months back was just one of the segment we operate in baby care we have a holistic portfolio in baby which is skin wars of hair similarly we have a holistic portfolio in adult care or personal care where we have bathing as a segment we have hair care we have anti aging or skin care and each and each and every category is very different in terms of the approach in terms of consumer expectation in our own body but what is common which is very much aligned with our brand purpose is these three things for everything for every category for every product which we create we want to empower consumers with new knowledge second is our entire portfolio has a ph of 5.5 which is supposedly the standard skin ph so the third one is whatever we communicate it's backed by robust scientific data research and facts do you pick any category right from say baby category which we started in fact we went up you know the 360 campaign in 2018 for the first 2019 for the first time with baby care and we have done well as we speak we are number three in value terms in India the very short span of time in baby care then we moved on to personal care we started with bathing as a category and we thought once again imperative is on us to use the right anchor to demonstrate the differential value of what we offer as a brand and we have chosen ph as an anchor the intent was never to be flashed in the pan because it was a thought out approach every category each and every category is different we started baby care with a different approach bathing was different and then now we are moving on to hair care in fact as we speak we have just gone live two days back with our 360 campaign for hair care the time permits I might share a 30-second snippet of that as well but the idea is there is a congruence there's an alignment in terms of the key tenets for the way we communicate our values and that is pretty much aligned with our brand purpose of creating the culture of inquiry creating culture of asking questions that what it does to me why am I using this product what it will be so with that I will kind of take few seconds to also share the new campaign which we have launched two days back it is about hair care and once again the new knowledge which we are imparting is the difference or decoding the difference between hair loss and hair breakage so have a look at it this goes with the camp to call self science kishore maybe just let me play this audio visual for us for 30 seconds so if you see the congruence is again there in terms of imparting new knowledge because there's a difference between Balooka Cherna and Balooka Kutna and traditionally for the last two three decades possibly because they're still confused if there's a difference between hair breaking from say roots or the split ends so that is what we are promising promising that this product is targeted towards hair loss which in addition to hair breakage or helping in hair you know reducing hair breakage also helps in reducing your hair loss so with that I come to the last slide which I want to share is the takeaways is when you think about brand purpose it's very deep rooted so take a step back and reconsider the market be crystal clear why do you adjust and what impact you are creating in the lives of consumers and once again I would reiterate Indian personal care market is still ripe for disruption is still ripe for paradigm shift identify your point of uniqueness your point of differentiation and be bold courageous and meticulous in deploying it because what you sell why you sell it can be at best imitated it can't be duplicated but that will just you know kind of for end representation will be funny questions you have I like how you said it it cannot be duplicated but it can implement it and that's already rightly said you know actually you have so much more point I have like I've been following it was so so many years now I have so many questions to ask you but two years and plus now with this organization right now where do you see this one last question where do you see coming along in the next five years well but then so yes I'm here for almost three years now and in the next five years you're planning to grow 10x so we have grown quite close to 5x in the last two and a half years we plan to grow 10x in the next five years having said that mithin having said that it's not just the growth for 10x number which excites me what excites me more is how do I impact influence life of consumers by imparting new knowledge new education give them new information and every category every product which we launch could have this element definitely which is about imparting new knowledge about how this industry has behaved traditionally I'm so glad you mentioned this that you know educating the consumers most important then increasing the number in overall so with that thought I want to thank you Sasi for joining us here it was delightful listening to you and great conversing with you and I can't wait to meet you in person and we'll talk about your days back in old organization where you've been there and you've just done so much and you only take this organization ahead in a bigger and larger way so thank you again