For decades, All India Radio or Akashvani, India's national broadcaster, has been 'the sound of India'. Be it Jawaharlal Nehru's iconic 'Tryst with Destiny' speech, shows such as Binaca Geetmala, cricket matches, movies or, more recently, Prime Minister Narendra Modi's Mann ki Baat, AIR has been and continues to be the primary source for programmes on news, entertainment and knowledge for many Indians. But there are innumerable fascinating stories associated with the radio channel itself.
Desi Disruptors is not a book about marketing jargon, boardroom presentations or boring management classroom lessons. This is a lively, insight-driven account of how some of India's most iconic brands-Vicks, Maggi, Whisper, Frooti, Tanishq, Jockey, Thums Up, Lenskart, and more - rewired consumer behaviour and created entire markets just by gauging what people felt and needed even before they themselves knew it. The stories of these great brands demonstrate that true pioneers don't chase trends; they create them.