I'm Blown

The fact that over 50% of loans for consumer durables in India are used to purchase smartphones indicates a profound change in how consumers view these devices. Sid & Atul talk about how historically, loans were primarily associated with large purchases like homes or cars. However, as smartphones have evolved into powerful tools for communication, education, and even employment, they have take...

⁠India buys more gold than the US, UK and Japan combined! Sid & Atul explore the deep cultural, emotional, and financial significance of gold in India. We discuss why Indians buy so much gold, its role in tradition and savings, and how recent government policies impact consumer behaviour.

Atul & Sid are back with another mini episode - this time about honking on Indian Roads !

In the bustling streets of India, every ride can reveal surprising insights, especially when it comes to driving etiquette. Have you ever noticed how drivers communicate their intentions on the road? In this mini episode, Sid & Atul explore some unconventional yet fascinating driving signals, particularly focusing on the use of leg signals in Ahmedabad, India. This unique practice not only ref...

Festivals in India are more than just celebrations; they're spiritual. People feel an innate urge to splurge, making big purchases as symbols of hope and new beginnings. This isn’t just about buying a new car or a refrigerator; it’s about expressing emotions and status. During these times, people feel connected, and buying becomes a shared family affair. It's not just about need—it's a...

In this one, Sid & Atul explore the roads for I'm Blown stuff.... Navigating the roads in India often feels like a game of privilege. Cows rule the asphalt, while cars, trucks, and bikes follow an unspoken caste system. Ever noticed how the bigger the vehicle, the more right of way it gets? Trucks and buses don’t care, while us car owners stress over every scratch. And what about those ped...

How Traffic Behaviors Reflect Cultural Differences. Atul & Sid chat about why people do what they do on the roads, including some crazy I'm Blown moments!

Atul & Siddarth talk about how the Indian mindset drives the pursuit of value in every purchase, from negotiating prices to seeking freebies. In a culture deeply rooted in maximizing value, every purchase is an opportunity for negotiation and savvy decision-making. Whether it’s haggling at a local market or seeking the best deal online, Indians have a unique approach to spending. In this episo...

Why are millions chasing the toughest competitive exam in the world? The answer lies in prestige, permanence, and the quest for upward mobility. In India, the Railway entrance exam has become a phenomenon with approximately 30 million candidates vying for a spot. But why are so many people drawn to this exam, often considered one of the toughest in the world? In this episode, Sid & Atul delve...

Preparing for a competitive exam can be daunting, especially when the odds are stacked against you. The Indian Railways entrance exam is notoriously tough, with about 30 million applicants vying for a minuscule number of positions. In this episode, Atul & Sid explore the reasons behind the exam's difficulty, including competition levels, syllabus relevance, and preparation challenges.

When it comes to pricing in India, many marketers grapple with a unique phenomenon: the prevalence of low unit price packs, particularly the 5 and 10 rupee categories. Why do these price points hold such significance, and what implications do they have for brands and consumers alike? In this episode, we’ll explore the magic of these price points, uncovering insights from industry experts and provi...

Siddarth & Atul talk about the trend in the last two to three years having seen a significant increase in luxury hotels emerging in traditionally religious locations such as Varanasi, Ayodhya, and Tirupati. This is not just a coincidence; it reflects a broader change in how Indians perceive and engage with their cultural and religious heritage. Learn how luxury hotels are reshaping religious t...

In this episode, we explore the magic of technology through personal stories and examples, from VHS tapes to AI chatbots, highlighting how innovations transform our lives and perceptions.

Hosts Siddarth Menon & Atul S Nath explore the emotional and cultural factors driving Indian snack brands like Parle G and Frooti in global markets, with insights into nostalgia, taste prediction, and cultural identity.

With hosts Atul & Sid, discover why D2C brands are thriving in India's CPG space. Learn the driving factors behind this trend and what it means for consumers. In recent years, the direct-to-consumer (D2C) model has gained significant traction in India, especially in the consumer packaged goods (CPG) sector. But why are consumers increasingly choosing to buy directly from brands rather than...

The hosts explore how cultural influences, sensory experiences, and the depth of language impact consumer behavior and marketing strategies in India. They discuss the challenges of adopting new habits in a society rooted in tradition and the importance of familiarity in driving acceptance of modern products. The conversation concludes with key insights into how marketers can effectively blend trad...

Hosts Atul S Nath & Siddarth Menon talk about the penetration of Washing Machines in Indian Households vs Air Conditioners, and the stark difference. They talk about the various reasons for this huge gulf and what drives the consumers to buy and not.

In this episode, Atul & Siddarth explore the growing influence of tutors in India, positioning them as significant players in the education sector alongside traditional influencers and celebrities. The conversation delves into the dynamics of social authority, the shift in learning approaches among students, and the potential future of tutoring with the integration of AI. Key takeaways highlig...

In this episode, hosts Siddharth & Atul explore the intriguing phenomenon of late-night online shopping in India, particularly the peak time of 12:27 a.m. They delve into the emotional aspects of shopping, the role of privacy, and how collective decision-making influences purchases, especially in electronics. The conversation also touches on cognitive load, gender differences in shopping habit...

In this episode, Siddarth & Atul delve into the surprising dominance in the Indian soft drink market, exploring consumer behavior, brand strategies, and the impact of cultural perceptions on beverage choices.

Welcome to I’m Blown — the podcast where Siddarth Menon & Atul S Nath explore the strange, hilarious, totally unbelievable world of the Marketing Landscape in India. In this first episode, Siddarth and Atul unpack this crazy myth and misguided belief that most people have - that Soouth Indians are Primarily Vegetarian - listen in. Do share your feedback with us and share your favourite consume...

I’m Blown is the podcast that rips open the strange, hilarious, totally unbelievable world of Indian consumer behaviour & marketing. Every week, in a tight, punchy, short episode, we unpack one mind-bending fact, quirk, or cultural oddity that shapes how India buys, behaves, believes, and breaks every marketing rule on the planet. From midnight shopping binges…to Cash-on-Delivery psychology…to...