MAM
Making sense of success, one click at a time
MUMBAI: If taste had a strategy and smell could sell, brands would already be halfway to market glory. At a Mumbai session titled “Winning With The Senses: How Sensory Science Drives Market Success”, industry experts dived nose-first into the subtle science of sight, sound, touch, taste, and smell, and how these sensations can turn ordinary products into emotional experiences.
The panel brought together Supriya Dang, independent consultant and ex-Unilever strategist; Sandeep Budhiraja, director and promoter of Spark Sensory; and Nirmala Metwal, consumer sensory insights leader at Mondelez International. Moderated by Sunder, the discussion explored how brands can quite literally strike the right chord, or scent, with consumers.
Supriya opened the floor by showing how sensory design acts as a bridge between product and perception. She cited Surf Excel’s packaging “click,” the lid’s sound mimicking a washing machine shutting, as a clever cue for reliability and completion. Touch also took the spotlight, with tactile beads in handwash formulations creating a more interactive, premium experience. And who could ignore the irresistible pull of freshly baked cookies? Their aroma, Supriya said, doesn’t just smell good, it sells.
Sandeep followed with a more technical look at how sensory science replaces guesswork with data. From quantitative descriptive analysis to temporal dominance tests, he explained how trained sensory panels map out taste, texture and aroma, turning subjective preferences into measurable insights. He noted that in a market flooded with “me-too” products, sensory cues are the secret ingredient for differentiation. “When brands blend science with storytelling, loyalty follows,” he said.
Nirmala brought in the brand perspective, sharing how her Mondelez team cracked what “refreshing” really means for an orange drink. It wasn’t just about flavour, it was about the right hue of orange, a balanced sweet-sour taste, and a smooth mouthfeel that left a clean finish. Aligning sensory cues with consumer expectations, she said, is what keeps products both loved and remembered.
As the discussion wrapped up, all agreed that in today’s cluttered market, sensory science is no longer just about testing, it’s about translating feelings into formulas. From the satisfying click of a cap to the comfort of a familiar scent, brands that appeal to the senses are the ones that make sense to consumers.
Rising living costs, longer financial responsibilities, and changing household structures are reshaping how Indian families plan for long-term financial security. In this shifting environment, life insurance is increasingly being viewed as a core part of structured financial planning rather than an optional protection tool.
Securing Your Family’s Finances with Life Insurance
Life insurance plays a role in family financial planning by supporting income continuity and long‑term financial responsibilities in the event of an unexpected loss. With this coverage amount, the family can continue to maintain their daily needs, fund children’s education, repay debts, and meet other financial obligations.
Beyond basic financial protection, life insurance has expanded to support long‑term planning objectives, helping families manage education costs, liabilities, and continuity of income.
Retirement Benefits with Life Insurance
As India’s workforce becomes more conscious of post‑retirement income security, life insurance is increasingly linked with retirement planning. Regular income options integrated into insurance products are being viewed to reduce dependence on external support systems later in life.
Save your Income Tax with Life Insurance
Tax efficiency remains one of the reasons families factor life insurance into financial planning, as it continues to be recognised under prevailing tax provisions as a long‑term savings and protection tool.
Policy Flexibility and Early Adoption Trends
Early adoption and flexible policy design have also contributed to growing relevance, as insurers respond to broader financial planning needs across different life stages.
How Life Insurance is Evolving for Family Financial Planning
- Easier Digital Access
Purchasing a life insurance policy no longer involves loads of paperwork, multiple visits to the insurance office, etc. With online options, purchasing and managing life insurance policies has become much easier.
You can compare various insurance plans online, get instant quotes for premiums, opt for paperless documentation, and avail of faster claim settlements. This also helps maintain transparency among policyholders.
- Growing Popularity of Term Insurance
Term insurance plans are becoming more popular because of their high coverage and affordability. This shift reflects a growing preference for high‑coverage, cost‑efficient protection aligned with practical family responsibilities.
- Focus on Long-term Family Goals
As financial planning becomes more structured and long‑term in nature, life insurance is increasingly viewed as foundational rather than supplementary. Its role in addressing income continuity, long‑term obligations, and evolving family needs explains why relevance continues to grow in today’s planning conversations.
