Honasa's Anuja Mishra Redefines Marketing In Purpose-Driven Brands
Overseeing brands such as Mamaearth, BBlunt, The DermaCo, and Aqualogica, Anuja Mishra believes that marketing has an evolving role in today's purpose-driven landscape. The shift towards ‘why-based’ brands that authentically embrace causes resonates with millennials and younger audiences such as Gen Zers.
“Millennials especially are not just looking for brands that are serving them products and propositions, but those that have a true character and stand for a cause consistently,” Mishra points out.
A Constant Evolution
Addressing concerns about the likes of artificial intelligence potentially rendering marketing roles redundant, Mishra believes in the evolving nature of the discipline. She sees marketers as custodians of consumer sentiments and AI as a partner. “As far as AI is concerned, it will be an ally for marketers to make sharper decisions, to be more experimental, to try out different things and to serve the consumers in a far more effective and efficient way,” Mishra states.
Her advice to marketers is to stay rooted in hard work, a deep understanding of the business and unwavering dedication to knowing the consumer. Appreciating not only cross-functional nuances but the entire ecosystem is imperative for growth in today’s times. Mishra has based her marketing decisions on some of these thoughts, that have made a mark on consumers in this intensely competitive category.
