Hemant Jalan (Indigo Paints) | Building a Challenger Brand in a Giant’s World

Hemant Jalan (Indigo Paints) | Building a Challenger Brand in a Giant’s World

In this episode of the chlorophyll Podcast, ‪@KiranKhalap‬ and Hemant Jalan, MD, ‪@indigopaints‬ dive deep into what it takes to create a successful challenger brand in a category dominated by industry giants!

Discover how Indigo Paints broke through a category dominated by industry giants with bold brand strategy and innovation.

Key Insights:

How challenger brands can disrupt established markets
Innovation as a core value for growth
Lessons from Indigo Paints’ journey to success

00:00 – Introduction & Welcome
00:33 – Meet Hemant Jalan & Indigo Paints’ Journey
01:12 – From ₹35 Cr to 35× Growth: The Innovation Mindset
02:01 – Product Innovation Begins at the Lowest Rung
03:37 – Why Junior Salespeople Are the Source of Big Ideas
05:01 – Removing Hierarchy to Keep Ideas Unfiltered
06:30 – Examples: Ceiling Coat & Floor Coat Innovations
08:26 – Understanding Unmet Needs from the Ground Up
09:48 – Annual Sales Conferences: Institutionalizing Innovation
11:02 – How Independent Directors Spark Breakthrough Ideas
12:14 – Reinventing the Tinting Machine (Category First)
13:24 – The MS Dhoni Decision: Reframing Brand Ambassador Strategy
14:55 – Loyalty Program for Dealers (ESOP-Style Innovation)
16:22 – Why Indigo Hires Only Freshers (No Laterals)
18:03 – The “Sink or Swim” Leadership Philosophy
19:35 – Culture as a Competitive Advantage
20:52 – Data Over Imitation: The KDM Decision-Making Model
22:07 – Implementing SAP at ₹25 Cr: Betting Early on Analytics
23:38 – Running Decisions via MIS & Ground Reality
25:07 – Why Smaller Brands Shouldn’t Copy Market Leaders
26:22 – What Hemant Would Do Differently (Listening More)
27:55 – Personal Transformation: From Volatile to Calm
29:07 – Discipline, Health & Change Through Adversity
30:33 – Closing Reflections on 23+ Years with Chlorophyll
31:40 – Mutual Appreciation & Farewell

🎧 Don’t miss this masterclass in branding and innovation!

#BrandStrategy #Innovation #ChallengerBrand #MarketingPodcast #IndigoPaints