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Godrej Nature's Basket: when evolution is done wrong

Video killed the radio star. Then, video went from large TV screens to smartphone screens. Pedal power went to combustion engines to electric vehicles. Local stores became supermarkets, then went online. Actually, everything went online (sadly even social communication). The point is evolution. Natural evolution, not forced evolution. And forced evolution is what did Godrej Nature’s Basket (GNB) in. Its start, in 2010, was focussed enough - one store, in an upmarket region in Mumbai, selling only premium gourmet food items like artisanal bread, wine and imported cheese. Then came the expansion over the years. To New Delhi, Pune, and other cities. To selling private-label brands and going online.  So far, so natural. Coupled with revenue growth that was picking up. Then came 2016-17, and with it ‘GNB Refresh 2020.’ A marketing tagline that essentially meant the brand took a 180° spin - from a 'World Food Store' to a 'Daily Food Delights' store. It became a neighbourhood...
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Home for the Aged at Nagao Verna to be renovated

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