Know-How Exchange : Branding

Hi Preeti,

It would be difficult for all in KHE to respond to this as Sanjeev Kapoor's celebrity status would be confined largely to Indians (& South Asians).

As an Indian who has noticed his meteoric rise in a span of a decade or so I can share my thoughts on this.

1.Sanjeev was the first to understand Television as a medium. There have been celebrity chefs in India prior to Sanjeev and two names come to my mind immediately- Tarla Dalal and Jiggs Kalra. But they were a product of the earlier times, the 70s and 80s, and had a presence in the print medium. Sanjeev's rise has coincided with the splurge in cable and satellite connectivity across the country. It's also clear he enjoys being on Television. He has a certain charming value which endears him to women, who are the primary audiences.

2. He also brings in spontaneity and enjoyment to the art of cooking. Very often the his food shows on TV are watched because it makes great viewing.

3. He realizes the limitations of a typical kitchen and while the results are fantastic his recipes are often simple enough, not requiring a wild goose chase for exotic ingredients.

4. He has also understands that he is a brand. So he keeps himself in the limelight through forays, among others, into reality dance shows besides endorsing a host of brands.

5. Finally, he keeps the brand 'Sanjeev Kapoor' recipes available in multiple communication formats- TV shows, books, website etc. He is there when you need him.

According to Vigyan Verma - sounds like he has a first mover advantage.