Sangeeta Talwar was the marketing director and executive vice president of Nestle India. After twenty-one years in Nestle, she moved to Mattel India as CEO and MD. In 2004, she joined Tata Tea as the executive director and was appointed as the president, South Asia, for the Tata Global Beverages Group, the consolidated entity. During her time, Tata Tea became the largest tea brand in India by value and volume. She also led the launch of the 'Jaago Re' campaign, the first social marketing campaign in India, which won international acclaim and several awards.
Unlike usual business books, The Two-Minute Revolution provokes you to think big-about innovation as well as excellence in on-the-ground execution.
Sangeeta Talwar, the first woman executive in the FMCG industry, who established one of the most beloved and enduring brands of India-Maggi Noodles-shares creative and strategic lessons which can help you grow and add value to your business. Drawing from decades of first-hand experience in Nestle, Tata Tea and Mattel, she prescribes a plan of action that includes tactics such as keeping all the balls in the air, executing to perfection, being consumer obsessed and pivoting on profitability.
Insightful and packed with fascinating examples-from creating and launching Maggi Noodles to spearheading the highly effective Jaago Re campaign for Tata Tea-this book suggests tried and trusted strategies for building extraordinary brands.
'Sangeeta Talwar has helped create and market India's favourite consumer products, many of which have become generic names in our society. This is a truly fascinating book about product identification, creation and marketing in a society in transition at a time when information and data were scarce. The distilled wisdom of a time
when one depended on one's knowledge and instincts, coupled with market visits and deep understanding of consumer behaviour, is invaluable to all managers facing a rapidly changing economy. As the
first woman executive in the FMCG industry, her insights make this book a must-read for all managers'-T.V. Mohandas Pai, chairman, Aarin Capital Partners
'Sangeeta Talwar's book interweaves the story of her hands-on experience in building some of today's most iconic brands, with her personal story of the grit and guts it takes to succeed in the world of business. Generously peppered with insights and advice, it makes rewarding reading for anyone looking to understand the
perspiration and inspiration that go into creating a successful brand' -Anand Mahindra, chairman, Mahindra Group
'I have known Sangeeta for a long time, and I have had the opportunity to interact closely with her over the last few years. I have always appreciated the clarity with which she evaluates business issues, and I believe that she has brought that same clarity to her book. Her experiences and wisdom gained during her long and successful
corporate career are captured nicely through tales that are relatable and riveting. Her book underlines the importance of not just great strategy but also excellence in execution. The core thought of the
book resonates with what I have long believed-that understanding and addressing human behaviour creates lasting business value' -Shiv Nadar, founder and chairman, HCL Technologies
'Business innovation is a survival strategy which takes painstaking endurance to convert to competitive advantage. Sangeeta Talwar's book reflects this journey of endurance to build competitive brands in a complex market'-Kiran Mazumdar-Shaw, chairman and MD, Biocon'Sangeeta's valuable insights from her hugely successful professional career in leading Indian and multinational companies will resonate well with every working professional. Truly a rewarding read for young professionals, especially those in marketing and branding, who have just embarked on a career in the corporate world and are getting a taste of the fundamental realities of business'-Shikha Sharma, managing director and CEO, Axis Bank'Sangeeta has brought to life a number of excellent business lessons and business insights, through very relatable experiences. It is an easy-to-read but hard-to-forget book!'-Meena Ganesh, managing director and CEO, Portea Medical
'Sangeeta has woven masterly stories of three iconic brands, offering sharp insights and lessons along the way and focusing on some of the fundamental questions in branding and marketing. And, all of this played out in the last four decades which also saw the Indian market break out of historic and relatively low rates of growth
and into a different consumption trajectory'-Vinita Bali, global business executive
