Tried & tested: In a world post Covid, consumers actively seeking ‘clinically tested and proven’ products
Clinical trials are taking the shape of brand identities and partly influencing purchase behaviour, offers Shankar Prasad, founder of skincare brands Plum and Phy. (Illustration: rohnit phore) By Reya Mehrotra In 2020, Dabur, which had long had a monopoly in the Chyawanprash market, suddenly faced a slew of competitors all selling ‘clinically tested and proven’ … Read more
