Insights For Execs

Demystiying Growth at Scale

Tag: cpg

  • The Signals of a Strong Brand

    —

    by

    Kamini Natarajan
    in

    Why Trust, Preference, and Consistency Matter More Than Short-Term Attention Over the years, I’ve had the opportunity to work with brands at very different stages of growth, from established category leaders with decades of credibility to challenger brands still earning attention in crowded and competitive markets. What I’ve noticed is that strong brands tend to…

  • Innovation Without Infrastructure Breaks at Scale

    —

    by

    Kamini Natarajan
    in

    Why Durable Growth Requires More Than Momentum In growth categories, innovation attracts attention. New formulations. New positioning. New delivery systems. New founders challenging incumbents. Innovation fuels energy inside organizations and excitement in the market. It signals ambition and possibility. But innovation is only the beginning. Infrastructure determines what lasts. Product-Market Fit Is Not Operating-Market Fit…

  • What’s Shaping CPG Growth in 2026

    —

    by

    Kamini Natarajan
    in

    Why discipline matters more than trends Over the past year, I’ve spent time inside CPG and wellness brands at very different points in their growth journeys. Some are scaling quickly. Others are trying to regain momentum after years of expansion. Almost all of them are wrestling with the same reality. Too many things are changing…

  • Why Disruptor Brands Keep Winning

    —

    by

    Kamini Natarajan
    in

    The real CPG growth gap heading into 2026 Disruptor brands are no longer a side story in CPG.They are the growth story. Across categories wellness, nutrition, beauty, personal care a disproportionate share of incremental growth continues to come from smaller, digitally fluent brands. This is happening even as overall category growth slows and consumers become…

  • The Kind of Speed That Scales

    —

    by

    Kamini Natarajan
    in

    Why growth rewards aligned velocity Speed is still the advantage. Early growth works because teams move quickly. Decisions happen close to the work. Learning happens fast. Momentum builds because action and feedback are tightly connected. Velocity creates progress. Scale doesn’t change the value of speed.It changes what makes speed effective. Why Speed Works in the…

  • The Discipline of Scale

    —

    by

    Kamini Natarajan
    in

    Scaling Isn’t About Doing More. It’s About Doing Fewer Things Well. For most consumer brands, growth doesn’t stall because teams aren’t working hard enough. It stalls because effort becomes fragmented. As brands scale, complexity increases naturally—more channels, more data, more stakeholders, more pressure. The instinctive response is often to add more: more campaigns, more tools,…

  • CTV and Retail Media Networks

    —

    by

    Kamini Natarajan
    in

    How CTV and Retail Media Networks Are Changing the Game for CPG and Nutraceutical BrandsAre you leveraging Connected TV (CTV) and Retail Media Networks (RMNs) to drive retail sales? If not, you could be missing out on one of the biggest shifts in modern advertising. Traditionally, TV advertising was all about broad awareness—high cost, low…

  • Sustainable Packaging for CPG

    —

    by

    Kamini Natarajan
    in

    The Imperative of Sustainable Packaging in the CPG Industry: Trends and Opportunities in 2024 In today’s environmentally conscious landscape, consumers are increasingly demanding sustainable practices from the brands they purchase. This shift in consumer behavior presents both a challenge and an opportunity for the CPG industry. Implementing sustainable packaging solutions not only reduces environmental impact…