By Archana Raj

A purpose-driven brand has to be more than just a trendy marketing term. It encapsulates the core reasons for your company's existence. It encompasses the messages you prioritise, the services you offer, and the commitments you make to customers, employees, and shareholders.

Going beyond purpose-washing, one brand that has integrated purpose into its core product is inDrive, the ride-hailing ary. Avik Karmakar, Senior GTM Manager for South Asia, told BestMediaInfo.com that this is a key factor that differentiates the brand from competitors in the ride-hailing industry.

He said, "By being a purpose-driven and people-oriented brand, we believe that people will eventually recognise the impact we make."

According to reports, almost 80% of consumers are more loyal to purpose- driven brands, and 64% choose, switch, or avoid brands based on their stand on societal issues.

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