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The UpstreamLife
A platform that enables and nurtures brands in their distribution: the story of Oxbow Brands
In this episode I talk with Rahul Johar who has literally scaled brands in India across several retail formats. What is true is that Indian e-commerce brands are now moving offline and they need all the nurturing to understand how distribution works. Distribution is hard, it eats into margins and is a question of having the right eye-balls at retail outlet. This is where Oxbow Brands steps in.
00:00 - Introduction
01:36 - What is Oxbow and what does it intend to do?
03:06 - 70 years of business legacy
09:00 - The offline experience and why brands need it
12:59 - Why offline distribution derisks your business
20:16 - The fun of modern shopping
23:40 - The business of Oxbow and nurturing brands
31:05 - The excitement of being a business in India.
34:10 - Working with distributors
36:40 - Why tech is necessary to blend with distribution and experience.
40:20 - Retailers supporting smaller brands is important
44:56 - Expansion plans
46:00 - Rahul's inspiration
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