Impact of COVID-19 on Brands and consequent changes in Marketing Strategy

Samir Modi began his business career in 1992 as a management trainee for Philip Morris in the US where he promoted Marlboro brand cigarettes. After various stints in the Modi Group's businesses, he launched a network-marketing arm, Modicare, in 1996. The venture began with 12 products and 300 distributors. In 2003, he took over the cosmetics business in Modicare, launching Colorbar Cosmetics for the domestic Indian market in 2004. Over the years, Modi carved out a niche for Colorbar by repositioning the brand as a more exclusive yet affordable product. In 2005, Modi launched Twenty Four Seven, India's first 24-hour retail store chain. Modi marketed the retail chain as a one-stop shop for daily and general necessities.