Disclaimer: This episode includes discussion about the tobacco industry. Nothing in this conversation should be considered an endorsement or promotion of tobacco use. Smoking is injurious to health. Please make informed decisions.

What does it take for a 95-year-old family business to stay relevant in 2025?

That’s the central question in this conversation with Abhishek Pai, who represents the fourth generation of the iconic Bharath Group, a name deeply rooted in the history and economy of coastal Karnataka.

From its origins in 1930 to its presence today across FMCG, logistics, real estate, education, and entertainment, Bharath Group’s evolution isn’t just about diversification. It’s about how heritage can be leveraged to build the future.

Abhishek brings a rare dual perspective:
an insider shaped by legacy + an outsider shaped by global learning.

In this episode, he opens up about:

• How legacy companies define their identity in a modern, digital-first era

• The transformation of marketing inside an old-school consumer goods giant

• The challenges of building brand perception in “sin product” categories

• Why Tier-2 and Tier-3 India is the real testing ground for mass-market success

• What he would change if resources were unlimited

If you’re interested in business history, markets beyond metros, or the intersection of tradition and reinvention, this is an episode you’ll want to explore.

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🔗 Bharath Group Website: https://bharathgroup.co.in/🔗 Connect with Abhishek on LinkedIn: https://www.linkedin.com/in/abhishek-pai-262667134/

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Timestamps

(Use these to jump to specific themes)

00:00:00 – Introduction to Marketing Mantra Podcast

00:00:29 – Host Sandeep Mallya introduces Abhishek Pai and episode context

00:03:20 – Abhishek joins the conversation: Overview of Bharath Group's legacy, philosophy, and values

00:05:35 – Discussing the tobacco industry’s impact and social relevance

00:07:46 – Carrying forward the company's philosophy; diversification into FMCG

00:09:44 – Product positioning: Branded product at unbranded price

00:10:30 – The importance of packaging and consumer perceptions

00:13:10 – How the founder identified a market need in the 1930s

00:21:30 – Abhishek’s personal journey: Growing up in a business family

00:25:18 – Abhishek’s role in driving and managing various business verticals

00:26:48 – Challenges of marketing tobacco and "sin" products

00:30:45 – Market focus: Tier 2 cities and rural markets vs. metropolitan areas

00:31:43 – Legacy business advantages: Deep-rooted distribution networks

00:33:50 – Traditional vs. modern advertising; influencer marketing ; effective strategies in the digital era; memorable campaigns

00:37:00 – How marketing at Bharath Group changed from 30 years ago to now

00:45:10 – Case studies: Apple ads, Nirma jingles, and nostalgia in marketing

00:51:27 – Work-life balance, mental health, and employee satisfaction

00:55:18 – Talent pool and employment trends in Mangalore and tier 2 cities

01:11:12 – Advice for young marketers: Risk your profit margins, not your principles

01:12:16 – Rapid fire segment with Abhishek

01:15:23 – Closing remarks

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Visit ⁠https://www.99signals.com⁠ for more insights on SEO, blogging, and marketing.

In this episode of Marketing Mantra, I share my honest take on the growing chaos of acronyms around AI search. Every week there’s a new one: AEO, LLMO, AIO, GAIO, SEvO, and honestly, most of them don’t make sense. They’re shallow rebrands of SEO dressed up with new jargon.

I break down where each of these acronyms came from, why they don’t hold up, and why only one term actually deserves a place in our marketing vocabulary: GEO (Generative Engine Optimization). Just like SEO defined the Google era, I believe GEO will define the generative era.

What You’ll Learn in This Episode:

• The backstory of AEO, LLMO, AIO/GAIO, and SEvO — and why I think they’re destined to fade.

• Why GEO stands apart as a clear, focused, and lasting framework.

• The pillars of GEO that I focus on in my own work:

  • Citations and Mentions – how to get cited in generative answers.

  • Schema and Entities – why structuring your content matters more than ever.

  • Authority and Trust – building credibility with both people and AI engines.

  • Prompt-Based Visibility – how I test and track brand presence across ChatGPT, Gemini, Claude, and Perplexity.

• Why I believe GEO is the playbook marketers need to embrace right now.

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Links and Resources

• 📖 Read my full blog post on GEO: Generative Engine Optimization (GEO): How to Stay Visible in the Age of AI Search

• 🌐 Learn more about my agency: Startup Cafe Digital

• 📚 Explore more in-depth guides at 99signals.com

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BONUS RESOURCES + FREE DOWNLOADS

If you're a fan of the podcast, here are some FREE online marketing resources from my blog, 99signals, to help you level up your marketing skills:

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠The Ultimate Blogging Toolkit⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ (⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://ebooks.99signals.com/blogging-toolkit⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠) - This eBook features 75+ marketing tools to help you blog better and boost your traffic!

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠The Essential Guide to Link Building with Infographics⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ (https://resources.99signals.com/infographic-backlinks-pdf) - This PDF guide will show you how you can easily design an infographic and quickly build high-quality backlinks to supercharge your SEO.

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Top-rated articles at 99signals⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ (⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.99signals.com/best/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠) - This page contains a list of all the top-rated articles on my blog. It’s a great place to get started if you’re visiting 99signals for the first time.

-=-=-=-=-

Visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.99signals.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for more insights on SEO, blogging, and marketing.

Affiliate marketing has changed dramatically, and I’ve felt it firsthand. With content saturation, shrinking organic visibility on Google, and declining trust, the old playbook of publishing reviews and waiting for rankings no longer works.

In this episode of Marketing Mantra, I share how I’ve adapted my approach to keep affiliate revenue steady in 2025.

You’ll learn:

• Why the old “publish a review and rank on Google” model no longer works

• How I build credibility with proof-driven reviews and real use cases

• Why diversifying into video, email, and other channels is now essential

• Practical examples of affiliate strategies that still work in 2025

If you rely on affiliate marketing, this episode will give you a clear roadmap to stay profitable by focusing on proof, trust, and real value.

=-=-=-=

BONUS RESOURCES + FREE DOWNLOADS

If you're a fan of the podcast, here are some FREE online marketing resources from my blog, 99signals, to help you level up your marketing skills:

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠The Ultimate Blogging Toolkit⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ (⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://ebooks.99signals.com/blogging-toolkit⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠) - This eBook features 75+ marketing tools to help you blog better and boost your traffic!

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠The Essential Guide to Link Building with Infographics⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ (https://resources.99signals.com/infographic-backlinks-pdf) - This PDF guide will show you how you can easily design an infographic and quickly build high-quality backlinks to supercharge your SEO.

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Top-rated articles at 99signals⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ (⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.99signals.com/best/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠) - This page contains a list of all the top-rated articles on my blog. It’s a great place to get started if you’re visiting 99signals for the first time.

-=-=-=-=-

Visit ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.99signals.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for more insights on SEO, blogging, and marketing.