By Archana Raj

While many brands have put brand building on the back burner, with some even declaring that 'branding is dead,' the question arises: why isn't brand building being prioritised despite the clutter on shelves?

During a conversation with BestMediaInfo, P Chandra Shekhara Reddy, Senior Vice-President, Sales & Marketing, Freedom Healthy Cooking Oils India, stated that brand building is a time-consuming process that requires significant investment without immediate returns.

"Many companies hesitate to invest heavily because the financial benefits might only become evident after 5 to 7 years. This has led to a hesitation in the approach."

He highlighted that previously, many brands had entered the cooking oil market but de-scaled, leading to a reduced scale of operations.

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