We know brands become so popular that they become generic e.g. Xerox, Surf, Bisleri. Sometimes the generic name is adopted as the brand name e.g. Manjal ( which stands for turmeric in Malayalam ), Chandanam (sandalwood in Malyalam ) and Mullappoo ( mogra in Malayalam ). These are all soap brands and have an annual turnover of Rs. 10-12 crore. Manjal was aqcuired by Marico from Oriental Extractions in 2006. Oriental then created Chandanam and Mulappoo brands. These brands represent the benefits of a category. They phonetically represent a category or benefit they stand for, e.g. Frooti and Mangola. Beyond a particular region, the same generic names will become pure brand names.
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