Building Consumer Brands: Insights from Ashwinn Krishnaswamy
In the dynamic world of consumer packaged goods, mixing hard data with creative branding often feels like catching lightning in a bottle. Ashwinn Krishnaswamy shares proven strategies and the right tools to validate demand, refine product decisions, and develop a go-to-market plan that scales.
Understanding Market Demand
Every breakthrough product begins with real market demand. Ashwinn Krishnaswamy stresses that entrepreneurs must first ask the right questions: How big is the opportunity? Which tools reveal category trends and competitive intensity? By treating tools like Ahrefs not just as SEO helpers but as market-analysis platforms, founders can identify categories with genuine interest.
For example, if you’re exploring an electrolyte drink, typing “electrolytes” into Ahrefs shows both search volume and keyword difficulty. You might discover high seasonal spikes in summer, signaling ideal launch windows. However, seeing a difficulty score of 88 (on a 0–100 scale) confirms that ranking organically will take vast resources. That insight alone guides you to either pivot to a niche term or invest in paid channels. In short, use Ahrefs to act like an analyst—gather insights, then decide whether to dive in or find a less crowded niche.
Insights from Particle
While SEO tools gauge intent, Particle uncovers real sales performance. This platform lets entrepreneurs examine e-commerce brands’ revenue, best-selling SKUs, and trending products—data that’s otherwise private. You can, for instance, study Vital Proteins and see that 90% of their revenue may come from just two top-selling flavors. Instead of launching ten different variants, you could focus resources on proven winners.
Beyond individual brands, Particle’s Trend Explorer highlights rising categories. If magnesium glycinate supplements are surging, you’ll spot which brands dominate and which subcategories remain underserved. Entrepreneurs use these insights to trim risk: launch fewer SKUs, optimize inventory, and build around offerings with demonstrated demand.
The Case for Starting a Physical Product Business
Many founders avoid physical products due to supply chain hurdles and capital needs. Yet Ashwinn argues that, in a low-risk setup, building a tangible product is one of the fastest ways to sharpen marketing skills—and understand every link in the value chain.
"Building a physical product business is very hard… but if you can do it in a somewhat low stakes way, it is a phenomenal way to get really good at marketing." — Ashwinn Krishnaswamy
Tackling inventory forecasting, margin analysis, and distribution logistics forces founders to master customer acquisition, brand positioning, and conversion optimization. These competencies translate across both CPG and software, making the hard lessons invaluable.
Standing Out in Crowded Categories
In saturated markets, having a “me too” offering is a recipe for obscurity. According to Ashwinn, successful brands differentiate through distinctive look, feel, and storytelling. Take Moon Juice: its sleek amber glass jars and minimal typeface create an aspirational aesthetic that commands shelf space. Or consider Lemme—the Courtney Kardashian-backed supplement line—whose playful purple packaging and influencer marketing resonate clearly with Gen Z women.
When competitors rely on plain white bottles and generic labels, a striking design or lifestyle narrative becomes the lever that drives trial. Entrepreneurs should audit top players on Amazon, TikTok Shop, and their own websites, then ask: “How can our brand spark an emotion or tell a story they’re missing?”
Opportunities in Branding for Older Adults
Most CPG startups focus on younger demographics, leaving a gap in the 60+ market. Yet older adults control significant purchasing power and value quality design and clear messaging. Ashwinn points out that creating elegantly branded products—think skincare patches or supplements with refined packaging and easy-to-read instructions—can capture an underserved audience.
By studying existing products that skew young and female, then reimagining their features for a mature market, entrepreneurs can carve out a niche. This approach not only differentiates but also aligns with channels where older consumers engage: email newsletters, community events, and targeted retail partnerships.
Bootstrapping Your Product Idea
The fear of high upfront costs stops many would-be founders in their tracks. Ashwinn recommends a lean, freelance-driven approach:
• Hire designers on Fiverr or Upwork to create basic packaging mockups and logo options.
• Build a one-page Shopify or Webflow landing page to describe your concept and capture sign-ups.
• Run small paid campaigns to test messaging and gauge click-through rates.
Spending as little as $500–$1,000 in this early stage can validate whether consumers resonate with your brand’s look, story, and value proposition. If the response is lukewarm, iterate before sinking tens of thousands into inventory and agencies.
Researching Your Market and Competitors
Solid market research goes beyond keyword tools. Ashwinn urges founders to:
- Analyze reviews on competitor products to uncover pain points or unmet needs.
- Talk directly to potential customers—retail store managers, forum users, or friends in the target demographic.
- Use AI assistants like Manis to speed up background research and summarize category insights.
By combining quantitative data (Ahrefs, Particle) with qualitative feedback, you build a bulletproof business case and refine your product roadmap based on real consumer desires.
Distribution is Everything
As Ashwinn succinctly puts it, “First-time founders focus on product; second-time founders focus on distribution.” No matter how innovative or well-designed your product is, robust distribution channels make it succeed. Whether through direct-to-consumer e-commerce, retail partnerships, affiliate networks, or social commerce on TikTok Shop, your ability to reach customers efficiently determines growth.
Conclusion: Key Takeaways
Becoming a standout CPG entrepreneur means blending data-driven market research, strategic brand differentiation, and a distribution-first mindset. Test your concept on a minimal budget, refine your design for a targeted audience, and map out your acquisition channels before scaling.
• Focus on distribution first: Identify and validate your go-to-market channels before investing heavily in product features.
What niche will you target in the next wave of consumer brands? Share your strategy and questions in the comments below as we continue exploring the intersection of research, branding, and distribution.