With the rising cost of acquiring and retaining new customers,
it became imperative to have a growing core of loyal consumers.   Going the ‘extra-mile’ was the only way to ensure annuity-based, vital portfolios. As an example, Nestle India initiated various ‘direct-contact’ programs to build engagement with different members of the consumer’s family.

This enabled Nestle products, as relevant for various ages and usage occasions, to take a stronger share in the family’s purchase decisions.

The same technique to build brand portfolio vitality was encouraged when Jaspal was associated with the brands of Bausch & Lomb, Marico and Dr.Reddy’s.