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Atul S Nath + Siddarth Menon

I'm Blown

A Marketing and Business podcast

#45 in Marketing · 🇮🇳
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About the show

I’m Blown is the podcast that rips open the strange, hilarious, totally unbelievable world of Indian consumer behaviour & marketing. Every week, in a tight, punchy, short episode, we unpack one mind-bending fact, quirk, or cultural oddity that shapes how India buys, behaves, believes, and breaks every marketing rule on the planet. Whether you’re a marketer, founder, strategist, creator, advertiser, or just an amused observer of Indian madness, this show will blow your mind and make you see the consumer landscape with brand-new eyes.

Newest episodes

E28: We're quick commercing everything, is it really about convenience?

40 min

Quick commerce began as a rescue mission: the forgotten ingredient, the surprise guests, the missing charger. Now Indians are ordering headphones, fashion, cosmetics and even diagnostics in minutes. In this episode, Sid & Atul sit down to ask what really changed. Why did India’s big retailers miss it? Why did the early economics look so strange? And when shopping becomes instant, do we stop planning and start buying on impulse? We also look at whether the model works beyond a handful of dense cities. A conversation about habit, convenience and the end of “I’ll get it later.”

E27: Is Astrology the new Therapy for the young in India?

33 min

As we dive into the world of astrology apps in India, it’s fascinating to uncover how this ancient practice has found a new audience among the younger generation. In our latest episode of I'm Blown, Sid & Atul share insights on this trend that defies expectations. Nearly 60% of astrology app users are under 30, challenging the notion that astrology is solely a tool for the older generation. A Pew Research poll indicating that 37% of individuals aged 15 to 25 still believe in astrology, showing that skepticism may not be as widespread as initially thought. The notion of privacy plays a crucial role. Young individuals often prefer consulting strangers online rather than family members, seeking a safe space to explore their feelings without judgment.

E26: You know how much I got this for?

19 min

In this episode, Atul & Siddarth dive deep into the intriguing world of consumer behavior, focusing on the psychological motivations that drive our purchasing decisions. It's not just about the products we choose, but also about how we feel about those choices and the stories we tell ourselves—and others—about them. Reflections on consumer behavior reveal that our purchasing decisions are deeply intertwined with our emotions and social dynamics. Understanding these layers can provide invaluable insights for marketers and consumers alike. As we navigate our buying journeys, let’s remember the complex motivations behind our choices—not just what we buy, but why we feel compelled to share and rationalize those purchases.

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All episodes

E28: We're quick commercing everything, is it really about convenience?

40 min

Quick commerce began as a rescue mission: the forgotten ingredient, the surprise guests, the missing charger. Now Indians are ordering headphones, fashion, cosmetics and even diagnostics in minutes. In this episode, Sid & Atul sit down to ask what really changed. Why did India’s big retailers miss it? Why did the early economics look so strange? And when shopping becomes instant, do we stop planning and start buying on impulse? We also look at whether the model works beyond a handful of dense cities. A conversation about habit, convenience and the end of “I’ll get it later.”

E27: Is Astrology the new Therapy for the young in India?

33 min

As we dive into the world of astrology apps in India, it’s fascinating to uncover how this ancient practice has found a new audience among the younger generation. In our latest episode of I'm Blown, Sid & Atul share insights on this trend that defies expectations. Nearly 60% of astrology app users are under 30, challenging the notion that astrology is solely a tool for the older generation. A Pew Research poll indicating that 37% of individuals aged 15 to 25 still believe in astrology, showing that skepticism may not be as widespread as initially thought. The notion of privacy plays a crucial role. Young individuals often prefer consulting strangers online rather than family members, seeking a safe space to explore their feelings without judgment.

E26: You know how much I got this for?

19 min

In this episode, Atul & Siddarth dive deep into the intriguing world of consumer behavior, focusing on the psychological motivations that drive our purchasing decisions. It's not just about the products we choose, but also about how we feel about those choices and the stories we tell ourselves—and others—about them. Reflections on consumer behavior reveal that our purchasing decisions are deeply intertwined with our emotions and social dynamics. Understanding these layers can provide invaluable insights for marketers and consumers alike. As we navigate our buying journeys, let’s remember the complex motivations behind our choices—not just what we buy, but why we feel compelled to share and rationalize those purchases.

E25: Rakh Lo, Kabhi Kaam aa Jayega!

20 min

In this episode, we explore the Indian mindset of reuse and recycling, examining how scarcity influences our behaviour and how this approach can inspire sustainable practices. We discuss personal stories, cultural habits, and the economic factors driving this mindset.

E24: Small Tech Tweaks, Big Human Reactions

16 min

In this episode, we explore how human behavior influences the design and acceptance of technology, from lifts to online shopping, and how understanding these behaviors can improve user experience and adoption.

E23: Why not let Tech take over all decisions in Sports?

18 min

In the world of sports, technology has become a central figure, influencing decisions, enhancing performance, and reshaping the viewer's experience. While advancements such as VAR (Video Assistant Referee) and ball-tracking systems aim to reduce errors and enhance fairness, they also bring challenges that affect the essence of the games we love. In this episode, Sid & Atul explore the duality of technology in sports—its benefits in accuracy and the potential drawbacks of diminishing the emotional connection that fans and players share with the game.

E22: EVs that go Vroom Vroom !

5 min

In product experience, the importance of sound extends beyond automobiles. Atul & Sid reflect on how consumers perceive products based on auditory feedback. If a product operates silently, consumers may question whether it is functioning properly. This connection between sound and perception is a vital consideration for marketers and product designers.

E21: Over 50% of Loans for Consumer Durables are for Smartphones!

17 min

The fact that over 50% of loans for consumer durables in India are used to purchase smartphones indicates a profound change in how consumers view these devices. Sid & Atul talk about how historically, loans were primarily associated with large purchases like homes or cars. However, as smartphones have evolved into powerful tools for communication, education, and even employment, they have taken on a new role as a necessity rather than a luxury.

E20: India Goes for Gold

13 min

⁠India buys more gold than the US, UK and Japan combined! Sid & Atul explore the deep cultural, emotional, and financial significance of gold in India. We discuss why Indians buy so much gold, its role in tradition and savings, and how recent government policies impact consumer behaviour.

E19: Mini: Horn OK Please

4 min

Atul & Sid are back with another mini episode - this time about honking on Indian Roads !

E18: Mini: Stick your leg out !

4 min

In the bustling streets of India, every ride can reveal surprising insights, especially when it comes to driving etiquette. Have you ever noticed how drivers communicate their intentions on the road? In this mini episode, Sid & Atul explore some unconventional yet fascinating driving signals, particularly focusing on the use of leg signals in Ahmedabad, India. This unique practice not only reflects local innovation but also raises questions about safety and communication in driving.

E17: Over 40% of Annual Sales occur in festival weeks!

16 min

Festivals in India are more than just celebrations; they're spiritual. People feel an innate urge to splurge, making big purchases as symbols of hope and new beginnings. This isn’t just about buying a new car or a refrigerator; it’s about expressing emotions and status. During these times, people feel connected, and buying becomes a shared family affair. It's not just about need—it's about timing, tradition, and a sprinkle of faith. As we peel back the layers, it’s clear: festivals ignite a unique blend of emotions and rational spending that’s deeply rooted in Indian culture. What do you think drives this phenomenon?

E16: Mini: Unwritten caste system of Indian Roads

5 min

In this one, Sid & Atul explore the roads for I'm Blown stuff.... Navigating the roads in India often feels like a game of privilege. Cows rule the asphalt, while cars, trucks, and bikes follow an unspoken caste system. Ever noticed how the bigger the vehicle, the more right of way it gets? Trucks and buses don’t care, while us car owners stress over every scratch. And what about those pedestrians? They seem to have their own set of rules, too! It's all about perception, right? The bigger the car, the more control we feel. Let’s chat about the wild world of road etiquette!

E15: Mini: "I'm Blown" on the roads

4 min

How Traffic Behaviors Reflect Cultural Differences. Atul & Sid chat about why people do what they do on the roads, including some crazy I'm Blown moments!

E14: Why FREE Hits Different in India

23 min

Atul & Siddarth talk about how the Indian mindset drives the pursuit of value in every purchase, from negotiating prices to seeking freebies. In a culture deeply rooted in maximizing value, every purchase is an opportunity for negotiation and savvy decision-making. Whether it’s haggling at a local market or seeking the best deal online, Indians have a unique approach to spending. In this episode, we'll explore the mindset behind this phenomenon, why it matters, and how you can apply these insights to your understanding of buying habits.

E13: Why take the World's Hardest Exam?!? - Part 2

17 min

Why are millions chasing the toughest competitive exam in the world? The answer lies in prestige, permanence, and the quest for upward mobility. In India, the Railway entrance exam has become a phenomenon with approximately 30 million candidates vying for a spot. But why are so many people drawn to this exam, often considered one of the toughest in the world? In this episode, Sid & Atul delve into the various factors that motivate candidates to take on this challenge, from societal prestige to career stability.

E12: The World's Hardest Exam to Crack! - Part 1

25 min

Preparing for a competitive exam can be daunting, especially when the odds are stacked against you. The Indian Railways entrance exam is notoriously tough, with about 30 million applicants vying for a minuscule number of positions. In this episode, Atul & Sid explore the reasons behind the exam's difficulty, including competition levels, syllabus relevance, and preparation challenges.

E11: Is 10 Rupees a Magic Price Point?

18 min

When it comes to pricing in India, many marketers grapple with a unique phenomenon: the prevalence of low unit price packs, particularly the 5 and 10 rupee categories. Why do these price points hold such significance, and what implications do they have for brands and consumers alike? In this episode, we’ll explore the magic of these price points, uncovering insights from industry experts and providing valuable takeaways for marketers.

E10: Luxury Hotels in Temple Towns.

18 min

Siddarth & Atul talk about the trend in the last two to three years having seen a significant increase in luxury hotels emerging in traditionally religious locations such as Varanasi, Ayodhya, and Tirupati. This is not just a coincidence; it reflects a broader change in how Indians perceive and engage with their cultural and religious heritage. Learn how luxury hotels are reshaping religious tourism in India. From unique experiences to cultural expressions, discover what drives this trend.

E9: Early Tech is nothing short of Magic!

24 min

In this episode, we explore the magic of technology through personal stories and examples, from VHS tapes to AI chatbots, highlighting how innovations transform our lives and perceptions.

E8: Would you eat Parle G biscuits in America?

23 min

Hosts Siddarth Menon & Atul S Nath explore the emotional and cultural factors driving Indian snack brands like Parle G and Frooti in global markets, with insights into nostalgia, taste prediction, and cultural identity.

E7: D2C on the rise! (with NEW AUDIO)

23 min

With hosts Atul & Sid, discover why D2C brands are thriving in India's CPG space. Learn the driving factors behind this trend and what it means for consumers. In recent years, the direct-to-consumer (D2C) model has gained significant traction in India, especially in the consumer packaged goods (CPG) sector. But why are consumers increasingly choosing to buy directly from brands rather than through traditional marketplaces like Amazon or local stores? The D2C model allows brands to sell their products directly to consumers, bypassing traditional retail channels. This shift has been particularly noticeable in categories like personal care, food products, and household items. But what has prompted this change?

E6: We'll Modernise, but we love Traditional

16 min

The hosts explore how cultural influences, sensory experiences, and the depth of language impact consumer behavior and marketing strategies in India. They discuss the challenges of adopting new habits in a society rooted in tradition and the importance of familiarity in driving acceptance of modern products. The conversation concludes with key insights into how marketers can effectively blend tradition with modernity to resonate with consumers.

E5: Washing Machines outrunning Air Conditioners

14 min

Hosts Atul S Nath & Siddarth Menon talk about the penetration of Washing Machines in Indian Households vs Air Conditioners, and the stark difference. They talk about the various reasons for this huge gulf and what drives the consumers to buy and not.

E4: The 2nd Largest Influencer Category in India are Tutors!

18 min

In this episode, Atul & Siddarth explore the growing influence of tutors in India, positioning them as significant players in the education sector alongside traditional influencers and celebrities. The conversation delves into the dynamics of social authority, the shift in learning approaches among students, and the potential future of tutoring with the integration of AI. Key takeaways highlight the importance of upward mobility through education and the evolving role of tutors as facilitators rather than just information providers.

E3: Midnight Shopping, Indian Style

22 min

In this episode, hosts Siddharth & Atul explore the intriguing phenomenon of late-night online shopping in India, particularly the peak time of 12:27 a.m. They delve into the emotional aspects of shopping, the role of privacy, and how collective decision-making influences purchases, especially in electronics. The conversation also touches on cognitive load, gender differences in shopping habits, and the impact of marketing strategies that drive late-night purchases. The hosts emphasize the intertwining of entertainment and shopping, highlighting how modern consumers are becoming more impulsive in their buying behavior.

E2: Lemony drinks in India & why they score over Colas

18 min

In this episode, Siddarth & Atul delve into the surprising dominance in the Indian soft drink market, exploring consumer behavior, brand strategies, and the impact of cultural perceptions on beverage choices.

E1: South Indians are Primarily Vegetarian?

19 min

Welcome to I’m Blown — the podcast where Siddarth Menon & Atul S Nath explore the strange, hilarious, totally unbelievable world of the Marketing Landscape in India.In this first episode, Siddarth and Atul unpack this crazy myth and misguided belief that most people have - that Soouth Indians are Primarily Vegetarian - listen in. Do share your feedback with us and share your favourite consumer oddity and marketing crazy fact about India!

Coming Soon !

1 min

I’m Blown is the podcast that rips open the strange, hilarious, totally unbelievable world of Indian consumer behaviour & marketing. Every week, in a tight, punchy, short episode, we unpack one mind-bending fact, quirk, or cultural oddity that shapes how India buys, behaves, believes, and breaks every marketing rule on the planet. From midnight shopping binges…to Cash-on-Delivery psychology…to why we hoard plastic bags like family gold…to the emotional economics behind “free”… Whether you’re a marketer, founder, strategist, creator, advertiser, or just an amused observer of Indian madness, this show will blow your mind and make you see the consumer landscape with brand-new eyes. Short episodes. Big insights. Real behaviour. Zero sugarcoating. Welcome to the side of Indian marketing nobody talks about but everyone is influenced by.

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