Dharma is a Sanskrit word with a wide import of meaning. It could be described as Righteousness, Duty, Responsibility, Virtue, Goodness and so on.
In today’s dynamic world the tag “Brand” is no longer restricted to denote a product or a service. Some of the biggest brands are people today. At the same time, a younger and more demanding audience is looking for far more than mere product attributes.
They are increasingly inquiring whether a manufacturer is an equal opportunities employer. Whether raw materials are sourced locally. Whether finished goods are manufactured in decent environs. Whether production is endangering our atmosphere and water. Whether our celebrities are walking the talk.
So every Brand has to live by a Dharma. And we are delving into what’s coming next in that all-important space.