Why talking about who you are is key to building your brand

Dilip Kapur, the founder of Hidesign, in conversation with radio host Hrishi K of Radio One

Founding Fuel

[Photograph of Dilip Kapur by Akaansha.m under Creative Commons]

Dilip Kapur talks about what it was like growing up in a community like the Aurobindo Ashram in Pondicherry and how Hidesign grew out of a hobby.  It was a two-man operation initially and grew because people liked their designs.

He says he simply made what he liked, without a thought about whether somebody else would like them, and looking back, realizes that when you start thinking too much about what someone likes or doesn't, like you end up designing 'safe' products.

Kapur also believes that telling your story—of who you are, your heritage and what you stand for—is important for building your brand. That was one impetus behind the Hidesign Icon Exhibition held in Mumbai.

Hidesign is now getting into brand extensions like sunglasses and footwear. These too follow the principles that the brand stands for—being natural, ecological and a 'slow' product.

Their corporate social responsibility (CSR) initiatives too follow similar principles. For what you believe in has to come out in everything you do, not just your product. So, wildlife, ecology education, re-plantation, medicinal herbs and commitment to the community around them are some of their CSR focus areas.

Copyright of this content rests in perpetuity with Next Radio Ltd and is only reproduced here under special permission. Log onto http://www.radioone.in/ for more details

Was this article useful? Sign up for our daily newsletter below


Login to comment

bhuvan thaker on Jan 25, 2016 8:36 a.m. said

Indeed a gr8 Indian luxury brand story!

About the author

Founding Fuel

Founding Fuel aims to create the new playbook of entrepreneurship. Think of us as a hub for entrepreneurs- the go-to place for ideas, insights, practices and wisdom essential to build the enterprise of tomorrow. It is co-founded by veteran journalists Indrajit Gupta and Charles Assisi, along with CS Swaminathan, the former president of Pearson's online learning venture.

Also by me

You might also like