Decoding Culture & Consumer Behavior: Insights with Shagorika Heryani, Founder of Athina

In this insightful episode of The Brand Called You, host Ashutosh Garg speaks with Shagorika Heryani, Founder of Athina, speaker, and writer with more than two decades of experience studying the intersections of culture, consumer behavior, and branding across India, the Middle East, and Southeast Asia.Discover how hidden cultural signals shape today's markets, why some products become inevitable, how emotional connections with brands are built, and what it takes for organizations to remain culturally relevant in an increasingly fragmented world.• Why mainstream culture is becoming increasingly decentralized• The rise of regional content, niche communities, and micro-influencers• How social media accelerates cultural shifts—and the risks of algorithmic amplification• The "Roots and Wings" paradox shaping Indian consumers• The ethical responsibilities that come with cultural intelligence• The emerging forces that will define the future of branding and consumer behaviorIn this episode, you'll discover: