CMOs debate category creation playbook at ET Brand World Summit 2026
Marketing leaders from Radico Khaitan, Policybazaar, Birla Opus Paints, Avaan India and Capgemini shared how Indian consumer brands build entirely new categories across spirits, insurance, paints and logistics.
What happened
At ET Brand World Summit 2026, CMOs from Radico Khaitan, Policybazaar, Birla Opus Paints, Avaan India and Capgemini discussed category creation strategies
Why this matters
Cross-sector category-creation momentum surfaces acquisition and partnership targets among premium challenger brands like Rampur and Jaisalmer that could accelerate entry into whitespace consumer segments.
What to watch
- New premium SKU launches framed as 'new category' from panel participants
- Ad-spend disclosures in FY26 earnings tilting toward brand vs performance
- Agency/consultant category-creation service announcements
- Follow-on media coverage or case studies citing this panel
- Track whether Radico/Birla Opus shift ad-spend mix toward category-education creative in next 2 quarters
- Monitor competitor premium-line launches responding to Rampur/Jaisalmer positioning
- Watch for consulting firms publishing category-creation whitepapers or offerings
- Assess whether Policybazaar/Avaan translate panel talk into distribution or product moves