Why talking about who you are is key to building your brand

Dilip Kapur talks about what it was like growing up in a community like the Aurobindo Ashram in Pondicherry and how Hidesign grew out of a hobby.  It was a two-man operation initially and grew because people liked their designs.

He says he simply made what he liked, without a thought about whether somebody else would like them, and looking back, realizes that when you start thinking too much about what someone likes or doesn't, like you end up designing 'safe' products.

Kapur also believes that telling your story—of who you are, your heritage and what you stand for—is important for building your brand. That was one impetus behind the Hidesign Icon Exhibition held in Mumbai.

Hidesign is now getting into brand extensions like sunglasses and footwear. These too follow the principles that the brand stands for—being natural, ecological and a 'slow' product.

Their corporate social responsibility (CSR) initiatives too follow similar principles. For what you believe in has to come out in everything you do, not just your product. So, wildlife, ecology education, re-plantation, medicinal herbs and commitment to the community around them are some of their CSR focus areas.

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