The Science of Building 10X Consumer Brands | Anurag Kedia | TEDxNMIMSIndore
In this insightful talk, Anurag Kheria, Co-founder of Pilgrim, explores the science behind building 10X consumer brands—brands that achieve massive growth in a fraction of the traditional time. Drawing from principles like the Drake Equation, Swarm Intelligence, and the Law of Occupancy, he explains how brands can multiply desire, experience, and communication to accelerate success. Through real examples from Pilgrim, Anurag reveals how science and storytelling together create rapid, sustainable brand growth. Anurag Kedia is the co-founder and CEO of Pilgrim, India’s D2C beauty brand launched in 2019. An IIT Bombay and IIM Ahmedabad alumnus, he brings over two decades of expertise in beauty and wellness, having built Four Fountains spa and later Pilgrim — a clean, cruelty‑free, vegan brand offering global-inspired skincare at accessible prices. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx
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