Why Brands Charge More: Sagnik Kusari (Tata, Ex ITC) on Storytelling & Emotion | Neev by Sheena

Why does a product that costs 500 rupees from one company sell for 5,000 from another? In this episode of Neev by Sheena, we sit down with Sagnik Kusari, Key Account Manager at Tata Consumer Products and former ITC professional, to talk about sales, marketing, and the human side of business. Sagnik explains that when a customer needs to feel something about a product, an aspirational or emotional value, that is exactly where a brand steps in. A strong brand lets a company price higher, makes selling easier for the sales team, and helps marketing do its job better. Having worked with mass market brands at both ITC and Tata, he shares the nuances he has seen up close, starting from his early career at Coffee Day Global Limited. We talk about why storytelling matters so much in India. We are an emotional country, and that shows in our advertising. Brands place realistic or aspirational stories inside TV ads, serials, and movies because customers look for something relatable. Without a story, how would a brand fit its value into someone’s mind? The conversation goes beyond brands too: Emotional intelligence in business. Sagnik shares why you need to be emotionally intelligent enough to know what not to say to someone, not just what to say. Education and culture. We compare the education systems of Calcutta and Delhi, including how reading and writing become an intrinsic habit in Calcutta. Should negotiation, sales, and marketing be part of school curriculum? Sagnik says yes, at a very tender age, whether a child grows up to be a salesperson, work in tech, or build a business. Whether you are a parent, a student, an educator, or someone building a career in sales or marketing, this conversation will change how you see every ad and every price tag. Connect with Sagnik on LinkedIn:   / sagnik-kusari-20522212b   📧 neevby.sheena@gmail.com @neevbysheena Neev. The root of every rise. #NeevBySheena #BrandStorytelling #MarketingPodcast #FMCG #BusinessPodcast #EmotionalIntelligence #SalesAndMarketing #BrandingExplained #IndianMarketing #EducationAndBusiness