Keo-Karpin is a strong brand and there is no way it's up for sale. One, India is culturally diverse and consumers feel the need for offerings, that cater to regional preferences. Two, regional brands can offer the promise of value, thanks to lower overheads. Three, some regional brands boast a legacy that runs back several decades. Four, the sheer number of people living in a geographical limit make a regional brand viable.
Some regional brands are more than willing to take on competition.
But the man isn't keen on venturing out. Today, Naturals boasts volumes around 2,000-2,500 litres a day. Kamath doesn't seem keen on moving beyond Mumbai and Pune, but insists that there is no way he'll sell the Naturals brand to transnationals. Strong regional brands like Naturals may be able to weather competition from large companies. Their strong brand equity, built over a period of time, should stand them in good stead.