NSRCEL hosts ‘Cracking the Consumer Code: Building Beyond Metros’ in Kochi

NSRCEL, as part of Velocity – Kotak BizLabs, a CSR initiative by Kotak Mahindra Bank (in partnership with NSRCEL), hosted ‘Cracking the Consumer Code: Building Beyond Metros’ in Kochi, where founders and industry voices came together to explore how start-ups can decode emerging consumers and build brands rooted in trust and relevance.

The panel featured Rayhan Abdul Rahiman, CEO, Make Your Own Perfume (MYOP); Shiyas VP, Co-founder & CEO, FindMyHostel and Roomindo, and Venkitraman Anand, CEO & Managing Partner, NexUp and Mentor, NSRCEL. The session was moderated by Pradhyanand Kumbhare, Senior Program Manager, Revenue Stage Programs, NSRCEL.

The session unpacked what it truly means to build for Bharat – from creating meaningful connections in smaller cities to tapping into new-age aspirations and growing with authenticity. Some of the key takeaways were:

• While consumption in Tier 1 and Tier 2 cities looks different, the gap is narrowing every day – the aspiration levels are the same, it is the journey to purchase that changes
• Supply chain challenges exist, but compared to the high setup costs in metros, Tier 2 still wins, especially with improving infrastructure
• The most exciting shift is by Gen Z from Tier 2 cities – they are digital natives with local roots blending global trends with regional pride, thus redefining India’s consumer marketApplications for this programme are open. Please visit: https://nsrcel.org/velocity/