The author is president and CKO, EQUiTOR Value Advisory
Many years ago as a young consumer researcher, I had the opportunity to work on the revitalisation of a well-reputed but shrinking business. A baby oil from a much-loved MNC.
By all converging accounts, the last general elections had burnt close on Rs 80,000 crore, or $12 billion. (Over a five year period, with many state and city elections included, the figure goes up to 200,000 crore).