Top Indian Retailers Increase Sales By Reviving Old Brands

Taking advantage of brand salience and ready-made infrastructure, top Indian retailers like Bharti Walmart and Future Group are increasing sales by reviving old brands that consumers still recall or by relaunching those that have become less popular. Bharti Walmart revived GlaxoSmithKline Consumer Healthcare’s clarified butter Gopikaghee, which gained a huge sales increase and now outsells market leader Verkaghee. It also revived GSKCH’s chocolate-flavored health drink Maltova, which now sells well in its three stores in Punjab, and will continue to look for regional brands that that will help it expand to new markets in other states. Future Group acquired and relaunched Buffalo, a dormant jeans brand that has become one of its fastest growing brands.