IBLA 2025 | 'Understand what makes consumers tick': KM Birla on winning in the consumer market

Aditya Birla Group Chairperson Kumar Mangalam Birla underscored that the cornerstone of entering any new market lies in deep consumer understanding, not just capital or scale.

"It’s about understanding what truly ticks for the customer,” he told CNBC-TV18 at the India Business Leader Awards (IBLA) 2025, stressing that sharp consumer insights are what allow businesses to design winning models around real demand.

"Consumer insights are very important to build a business model around that," he told CNBC-TV18 at India Busness Leader Awards (IBLA) 2025.

He said that it is also equally important to be ready with "very thorough preparation", understand one's leverage, and what it takes to win in the industry. "Then executing to precision," he added, outlining the Birla playbook to entering new markets.

In 2024, the conglomerate diversified its consumer portfolio by entering the paints market with the launch of Birla Opus and the jewellery market with Indriya. The group is already a key player in India's fashion, retail, and lifestyle industry.

A year since its launch, he remarked that both brands have taken off well.  

"The Indian consumer is rapidly coming of age and India is perhaps the most promising consumer cohort globally. This year, we have redoubled our bet on the dynamism of the Indian consumer, by launching two major new consumer brands - in paints and jewellery," KM Birla had said at the time.

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