Publication: We don’t chase shock – we chase instinct: Decoding Plum BodyLovin’s competitive edge
| dc.date.accessioned | 2025-12-21T08:46:59Z | |
| dc.date.available | 2025-12-21T08:46:59Z | |
| dc.date.issued | 2025-12-19 | |
| dc.description.abstract | In this edition of W-SUITE, Adgully speaks with Stuti Sethi, Brand Lead, Plum BodyLovin’, a key force behind the rise of one of India’s most loved fragrance-first bath and body brands. An alumna of MICA Ahmedabad, Sethi shares insights from her journey of building Plum BodyLovin’ into a clutter-breaking, culturally rooted, and deeply experiential brand. From taking bold creative risks and tapping into Indian cultural moments to understanding Gen Z’s evolving relationship with fragrance and self-care, Stuti reflects on what it takes to build a fun, inclusive, and homegrown brand in a category dominated by global players. She also opens up about women-led leadership, nurturing young talent, and why authenticity, emotion, and originality remain at the heart of lasting brand impact. | |
| dc.identifier.uri | https://www.adgully.com/post/10390/we-dont-chase-shock-we-chase-instinct-decoding-plum-bodylovins-competitive-edge | |
| dc.identifier.uri | https://ir.mica.ac.in//handle/123456789/10438 | |
| dc.language.iso | en | |
| dc.publisher | adgully.com | |
| dc.subject | Alumni in News | |
| dc.title | We don’t chase shock – we chase instinct: Decoding Plum BodyLovin’s competitive edge | |
| dspace.entity.type | Publication |