Understanding The Customer: A Game Changer For Us

I was recently invited to participate in an event for SMEs and start-ups, where I was asked a very insightful question. The event was on branding, and the question was on what we researched before deciding on our marketing strategy.

While sitting on the stage with 300 people staring at me, I thought about it for a minute. I'd never given research a thought in the day-to-day running of the business. Then it hit me, as clear as day. It was customer research that was most pivotal in our journey.

In fact, our entire business revolved around understanding our customers. I stuttered an answer while realising the importance of what I'd just realised. Why were we successful? It was all about understanding your customer. Let me share our story and explain what I mean.

The importance of Knowing Your Customer – A Brief History of the Paper Pouch Industry

I am the founder & CEO of what has become one of India's largest paper lifafa (paper pouch) manufacturing companies,Urja Packaging. When I started the company as a 25-year-old, I found the traditional business environment a very difficult place to be, not just because of competition but because of…