Mr Topiwala observed his niece being very interested in dressing up. He engaged in a discussion and came to understand a pain point of large number of Indian women. Something that women are very passionate, possessive about and have a very strong emotional bond, almost unbreakable bond. He created a new product that solved a huge effort and a recurring problem. And this was a self sticking, in varying sizes and design and in colours preferred by women, red and maroon. Since its launch in 1985, the brand is a huge dominant one in the market. Almost synonymous with the category. Companies would envy such a dominance. Over the years many innovations were brought about like iodine enriched, dermatologically tested and many more. 'Shilpa' bindis. An amazing story of a dominant brand that solves a real problem through acute observation. Would love to know of more such stories. #bindingmachine #observation #consumerneed #businessmaze #indianmaze 204-1-20
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