Godrej Air: Solo Consumer Research Across Modern Trade Stores

Priyansha scoped this research herself during her internship at Godrej Consumer Products. The brief was to understand the fragrance market and identify where Godrej Air was losing ground to competitors.

She started by mapping the key product categories within the Godrej Air portfolio and designed a prioritized survey before going into the field herself.

Over one month, she visited dozens of modern trade stores across Mumbai, intercepting customers as they walked in and running her survey in real time. She also documented in-store activations from competing brands, photographing examples as she went, building a dataset of what was working for others in the category.

Once she had the primary data, she sat with the India sales head and the head of promoters, as well as on-ground promoters, to layer in their perspective on how Godrej Air was perceived versus competitors.

From Data to Three Activation Strategies

Her synthesis led to a clear hypothesis: Godrej Air was underperforming its competitors in modern trade, and the gap was addressable through in-store activation rather than product changes.

She delivered three specific activation recommendations: a holographic display in high-footfall store locations to drive trial; a fragrance sampling experience to let customers experience the product before purchase; and a free car freshener sample program to help customers build familiarity with the format.

Within a week of her internship ending, she visited a modern trade store and saw one of her recommended activations running in market.