Brands That Grew Without Spending on Ads

Most early-stage founders don’t want to spend on ads, fair move but they also think they can’t make it big without it. Well some brands DID make it big without it.

The market has time and again proved that good strategy, great product and intentional messaging can give you initial growth that you can leverage with advertising later.

In today’s edition, we will take a deeper look at these brands and decode their moves — what worked, why it worked and how other brands can apply it.

If you have kids at home or siblings who love munching then you must have heard about the brand Crax.

Crax, produced by DFM Foods, pioneered packaged snacks in India. It launched Crax Corn Rings in 1984, transforming from a family flour mill into a kid-favorite brand.

It is now a ₹2,500 crore empire with 15+ snacks. Acquired by Advent International in 2019 for ₹850 crore.

Crax has not done any big advertisement yet. Around 2020, they started doing some social media advertisements.

They used the oldest trick in the book — Kid’s toys. Every packet contained a surprise toy that lured kids into buying the product. If you are a 90’s kid then you must have collected cards by buying snacks in the hope to complete the set, so you know the efficiency of this technique.

Create a reason for them to come back to your product.

Launch products in limited-edition sets. Suppose you are a beauty brand then a 4-part seasonal skincare ritual, each piece released one month apart. Customers who buy Part 1 are psychologically primed to complete the set. This is the card-collection mechanic in a premium wrapper.

I bet this name is too obvious yet a shocker for you.

Haldiram's began in 1937 as a small confectionery and namkeen shop in Bikaner, Rajasthan, famous for Bikaneri Bhujia.

It is now a ₹7,000+ crore snack empire with 400+ outlets, exports to 100+ countries.

For the first 60-70 years they didn’t do any kind of advertisement. They built their core fame and post 2000s, for the nation-wide push they started print and TV advertisements.

The best strategy they used is making their foundation strong by a great distribution. It is a must read case study in itself.

They started when the market had no packed Indian snacks. Starting with an unorganised market, they made it a cultural artifact. People started carrying it in trains, taking it abroad and gifting it at weddings.

They partnered with wholesalers, ensuring availability at kirana stores, railway stations and sweet shops. They also distributed it to army and BSF canteens.

In 1960’s they opened two shops, one in Delhi and one in Kolkata. It was a strategic move to make it accessible in the prime hubs. Making it a household name across the nation.

Their distribution strategy was so strong, they removed any barrier that came their way. In 1995, Haldiram was among the first to adopt nitrogen-fused packaging to increase the shelf life of the products.

Built the strongest distribution.

Find your tribe. Haldiram went to wholesalers, canteens, and stations. In your case, it may look like communities, reddit threads, parlours, cosmetic shops, dermatology clinics, metros.

Look at where your ideal customers hang out and place your product there.

If you enjoy traditional drinks like Aam panna, Jaljeera, then you must have consumed Paper Boat products.

Launched in 2013, Paper Boat targeted nostalgic Indian drinks in the market of fruit tetra packs.

It is currently a 1600 crore+ brand with juices, snacks, and 20+ flavours.

They went heavy on advertising post the initial success of it in 2016.

Though they shifted to advertising within 3 years, the initial organic growth had already done its job. Paper Boat created buzz before they went heavy on advertisement.

One thing that worked the best for Paper Boat is strong positioning.

When most beverage brands were selling you a product, Paper Boat sold you a feeling. They didn't position themselves as a juice brand. They positioned themselves as a memory brand.

Every product in their lineup — Aamras, Jaljeera, Kokum, Aam Panna — was a drink your grandmother made. Not something you bought, something you remembered. Which lowered their barrier to entry. You aren’t buying a new product, you are buying a familiar drink.

The packaging of it became the cherry on the top. It made their positioning stronger.

Strong positioning goes a long way.

Answer one question — In the crowded market, why should your customer choose you specifically?

Dig deeper in this question, don’t just accept a casual answer. The moment you have an answer unique to you, from there your positioning will start becoming stronger.

These were cases of three brands and there are many more like these. All of them have one thing in common — they are based on foundational principles.

When Tupperware launched, it targeted housewives. They displayed it at kitty parties. The home makers felt empowered with it and were happy to do it. And there are many more like them.

This is it for today’s newsletter. I’ll see you next week with another edition. Meanwhile, I would love to hear your thoughts.

– Diksha