9th January 2024
SJIM hosted a riveting session titled “Chat with CEO | Unraveling the
BigBasket Brand.” The event featured Mr. Hari Menon, the distinguished
Founder and CEO of BigBasket, who engaged in a highly interactive
discussion with students. The focus of the session extended beyond the
entrepreneurial journey, delving into the intricacies of BigBasket's brand
strategy, positioning, marketing, and future plans in the wake of its
acquisition by TATA.
Mr. Hari Menon provided valuable insights into how BigBasket
strategically positions itself within the competitive landscape. The
discussion encompassed the unique value propositions that set BigBasket
apart in the minds of consumers. The session explored BigBasket's
approach to branding and marketing, shedding light on the strategies
employed to create brand awareness, resonate with the target audience,
and stay ahead in a competitive market.
Students gained an understanding of BigBasket's communication strategy,
encompassing how the brand effectively communicates its values, vision,
and offerings to the diverse consumer base. Mr. Menon discussed the
rationale behind BigBasket's choice of brand elements and ambassadors,
providing valuable insights into the thought process behind these crucial
branding decisions. Students gained a nuanced understanding of the
target market segments BigBasket caters to, including the strategies
employed to connect with diverse consumer demographics.
A focal point of the discussion revolved around the future trajectory of
BigBasket following its acquisition by TATA, providing students with
insights into the brand's evolution and strategic direction. SJIM remains
committed to facilitating such enriching dialogues that bridge theory and
practice for the holistic development of its students. Prof. Abraham
Karimpanal, who teaches marketing at SJIM organized the lecture.