Kavya Nair

I blabber a lot, flaunt my blue hair and tweet for fun.
Marketer for a living.

[Kavya Nair @justkavya]

If you run a bootstrapped startup and don’t have a big marketing budget, here’s your easy fix:

[Kavya Nair @justkavya]

@janwhyy Have you tried Madish? They ARE SO COOL?!?!?

[Kavya Nair @justkavya]

2 things I'll carry from the field:

📍ParleG is the undisputed volume king of GT. (Surprising user: pet owners buying it for dogs)

📍SSM (working 8-10 hrs in Delhi heat, skipping lunch, covering 25+ stores daily is the most underestimated part of the entire distribution chain.

[Kavya Nair @justkavya]

D04-7//MBA Intern {FMCG}
Spent the next few days in the market. What SKUs sell, which ones were out of stock, what sort of sales our competitors were doing.

4 days in the sun covering 25 stores/day on average, and here's every new thing I learnt:

[Kavya Nair @justkavya]

The sharpest competitive insight from 4 days in market:

Britannia has a distribution problem (atleast in Saket). Multiple shopkeepers across different beats flagged frequent distributor changes.
>In FMCG, distribution gaps don't stay gaps for long. Someone fills them.

[Kavya Nair @justkavya]

@tweetsbyzii This group will see the light of the day because we’ll all be procrastinating XD

[Kavya Nair @justkavya]

@readswithravi Wonder by R.J. Palacio

[Kavya Nair @justkavya]

@viraj_sheth Absolutely. I worked B2B at my first job and would create content for employer branding—it’s inadvertently the BEST kind of content because real people telling you about culture & people? Anyday better than an HR screaming that we have a GPTW certification

[Kavya Nair @justkavya]

@KeruboSk When she has a problem with you having other female friends :)

[Kavya Nair @justkavya]

@GabbbarSingh My rapido driver bhaiya this morning was using an Ai Assistant to screen calls. Called him to check if he was coming & his Ai agent responded in hindi. Had a chit-chat with him OMW to the metro station & he said he was tired of scam calls, hence. That’s his phone btw: EqualAi

[Kavya Nair @justkavya]

D03//MBA Intern {FMCG}

Today I panicked when my mentor asked me to pull out a VLOOKUP on an offtake report. I don't care what anybody tells you, you SHOULD know MsExcel like your life depends on it.

FYI-I am justanintern :)

[Kavya Nair @justkavya]

@Africanzabby Isn't that the case in grad school? At work? Literally everywhere? Shared experiences are the only foundation for most friendships.

[Kavya Nair @justkavya]

E-commerce, especially quick commerce is the solution.
Every time a consumer searches "biscuits" on Blinkit or Zepto, your full range is up. Not just your hero SKU. All of it.
The algorithm does the range marketing your TVC never could :)

[Kavya Nair @justkavya]

D02//MBA Intern {FMCG}

Consumer buying behaviour has changed. Completely. And most brands are still marketing like it's 2015.

A thread on why your brand might be invisible (even when everyone knows your name)🧵

[Kavya Nair @justkavya]

TL;DR:

1. Underpositioning kills quietly (your brand exists, but only as one product)
2. Quick commerce surfaces your full range every single search
3. Discovery has shifted from shelf to search bar
4. The fix isn't a new ad. It's strategic, complete visibility