What according to you makes a brand `hot’?

When its starts having an emotional anchor. And gradually acquires a persona around its offerings or products.


A `hot’ brand within few hours can become `not so hot’…. What are your tips for brand owners to help them keep their brand hot?

 Key is to be authentic. Mistakes and misfortunes occur – being authentic helps.


In case when a hot brand is mired in a controversy, what is your suggestion for brand owners to cope with such a situation- lie low or take the bull by its horns? 

Be transparent and true. With an over wired media and all its consumers also critics, that is the best approach.


What makes Bangalore a unique brand?

Great people and a calming weather.


Profile: Amuleek Singh is Founder and CEO at Chai Point

Amuleek Singh Bijral is a full-time MBA graduate from Harvard Business School, class of 2006. He also holds a bachelor’s degree in Electrical engineering from T.I.E.T Patiala. He was the Managing Director, RSA for India and SAARC before starting this venture. Prior to his MBA, he worked in multiple roles at Microsoft Corporation.

He hails from Jammu & Kashmir and is a born mountains’ person. For the past several years is based out of Bangalore and considers himself a native.

Mr. Amuleek Singh Bijral, Founder and CEO of Mountain Trail Foods Pvt. Ltd, believes in scaling the market by making consumers want to buy the product. As he said, “We’ve made a lot of mistakes and still do, but we got into it to build a brand, which is inspirational”.


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