Happy country:

Breakthrough is India's first strategy focused end-to-end brand and business solutions consulting company for neighbourhood markets. We exist to create successful businesses because we believe successful businesses create more jobs. More jobs in turn create happy families that make happy communities. And happy communities is the soul of every happy country. MSMEs create jobs closer to home with zero migration of people. They help people stay with families and get jobs nearby. We must empower MSMEs to grow and scale up faster. To transform and scale their business, they need new knowledge. More than finance, sharing of modern business knowledge will help MSMEs to scale faster than they can ever imagine. Breakthrough is committed to sharing modern business knowledge with a focus on the brand.

Strategy focus

In 'The Art of War', a 2500-year-old treatise on strategy, Sun Tzu said, "Tactics without strategy are the noise before defeat". If you focus too closely on the tactic, we become dependent on it. The failure of businesses to grow and scale up faster in a competitive market is the lack of understanding to differentiate between strategy and tactics. Strategy is about moving from 'what' to the 'why'. Sun Tzu's words bring more clarity to the results achieved with strategy, "To fight and conquer in all your battles is not supreme excellence; supreme excellence consists in breaking the enemy's resistance without fighting". In the modern world of business, Sun Tzu's words translate to using strategy to emerge victorious by spending less on campaigns and marketing warfare. Strategy is the most priciest activity in modern business today. Strategy is always invisible, only noble minds see it.

Asia is different

Modern Brand Thinking was developed on the western idea of the world, where a country speaks the same language and enjoys the same tastes in food, enjoys the same dressing style, etc. In Asia, every 50 kms has a different culture and a distinct Identity in language, tastes, food, dress, style and culture. In Asia, every 50 kms seems like a distinct country by itself. So, the western idea of branding will not help the business cause in Asia. Breakthrough pioneered Brand Reverse - a thinking which reflects Asian markets. The idea of Breakthrough Brand Reverse was published as a national story by Business India - the first and foremost Business Magazine in India in its May, 2014 issue with 'India Waiting' as the cover.

Seek knowledge

Knowledge is the key for every modern business. It has become the biggest differentiator in business landscape in every market. Creating power brands and long term sustainable robust business will be based on the profoundness of the knowledge you seek. Building a brand is all about conquering hearts. It is also about conquering the future by visualising it in this moment. It can only be done if you seek deep knowledge on multiple subjects including cognitive science, behavioural economics, design thinking, brand signals, human emotions, cultural context, future markets, etc.

Change the world

Change your views. Change the world. When you change the way you see the world, you can change the world you see. Breakthrough believes in creating prosperous Asian countries, beginning with India. We believe in the cause of eradicating poverty in our lifetimes for all people by empowering Local Businesses. We hope to achieve our dreams by creating Local Leader Brands and Leader Businesses that rule Neighbourhood Markets. We want these Leader Brands to create more local jobs by being highly successful. In everything we do, we believe in challenging the status quo of our clients and the markets they are in. We inspire people to think differently. We motivate them to grow faster than they can imagine and be successful. We help the local businesses dominate over global multi-national giants in their local neighbourhood backyards. We create aspiration in entrepreneurs to scale up. We share knowledge to achieve their milestones in scaling up. We dream of a modern business world where local art, crafts, flavours, ideas and tastes thrive in diversity to make the world rich in culture and more interesting for humanity to march ahead. If you can change your views today, you can change the world tomorrow. Believe. Belong. Be.

Brand reverse

To power brands into the leadership position in different markets, we pioneered a unique branding process called Brand Reverse. Tried, tested & practised for over 20 years in Indian markets, this process is the reverse of traditional branding approach followed by international branding companies across the globe. It helps local brands fight the invasion of international brands into their regional markets. It helps them emerge victorious in the war of their lives. For instance, over a decade ago after we launched The Travancore Heritage resort at Chowara near Kovalam in Kerala, most national and international hospitality brands stormed into the market. But even then, this standalone property stood up to the new powerful competitors and retained its position. Brand Reverse also helps brands conquer new markets. For instance, when our client Bhima Jewellery was entering Madurai we added a new layer to its brand positioning. We took the cultural aspect of the Tamil Nadu market into consideration to give a new direction to this leading Kerala jewellery brand. Bhima became the market leader competing against all the leading brands in South India in this temple town. Our brand strategies in rebranding SFS Homes in Kerala and powering Le Pondy in Pondicherry - to be the leading resort on the eastern coast of India, are noteworthy case studies on this topic. To be precise, Brand Reverse is all about fine-tuning the brand positioning by adding a new layer to brand communications by considering the consumer behavioural aspects of a specific region. In other words, it is not about translating the brand campaigns done in one language to other Indian languages. It is about doing specific brand campaigns to address each regional market the brand is catering to. A study of our brand communications for Vivanta by Taj and The Gateway Hotel in different destinations in South India will help you understand this aspect of Brand Reverse better. In essence, Brand Reverse is all about helping brands be leaders in all the specific regions of India and thus be the leading brand in their category in the country.