The sort of college that one gets into is a big deal; especially in India where some of the top institutions are so incredibly hard to get into such as the IITs, IIMs and so on. That college is like a badge of honour that a student has; it is a sort of flex. Remember how ‘Nice IIT Degree bro’ was trending not so long ago? Now someone put their alma mater on a milk packet and people are calling it a weird sort of flex.
Presumably, this company is owned by an IIM alumnus (or alumni if they are more than one person) – someone who really wanted to let everyone know they went to IIM? Country Delight is a Gurgaon based company that promises fresh, hygienic and hassle-free doorstep delivery of milk products. The USP is a free self-test kit with the trial order.
Build a reputation for yourself based on the quality of your goods and services, not by using the name of your college, felt a lot of people.
There has to be something that sets apart a new brand – else why would someone shift from the brand they are currently using? Ministers advertise their degrees, people put their degrees on their resumes so why not this?
To break into a market with entrenched players like Amul and Mother Dairy, a new brand has to show itself to have some USP and a brand like IIM helps increase credibility.
Maybe they aren't talking about the Indian Institute of Management at all? Maybe it’s the Indian Institute of Milk?
If one wants to catch the buyer’s attention by making a truthful statement, there is nothing wrong with that, felt a lot of people. Making a college the USP of a company is not much different from a celebrity endorsement.
This is not an accurate parallel because it isn't celebs endorsing themselves using the name of their alma mater; rather brands using celeb names to sell products. Either way, it isn't too original.
Basically this is showing off one’s educational credentials, feel the tweeple. It’s like that old joke – how do you know someone is from IIM? They’ll tell you.
...Clever pun there.
Small mercies that they didn’t put which IIM on the packet.
This is a flex that matters to a lot of people; a point of brand differentiation.
IIM or no IIM – the test of the pudding is in the eating, after all.
It doesn’t matter that the brand is using the IIM tag on its packaging. The products have received largely positive responses and ratings. In the end, the product does speak for itself and that is what matters.
Do you have something interesting you would like to share? Write to us at [email protected]
