Founded in 2020 by Radhika Butala, The Better Collective set out with a bold ambition: to change how brand and marketing strategy are perceived and practiced in India. In a market where brand building was historically equated with television ads, and more recently reduced to performance marketing, Butala’s firm is working to bring strategic depth and long-term thinking back into the equation.
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At its core, The Better Collective operates as a brand strategy and development consultancy. But it’s far from conventional. The firm partners closely with startup founders at various stages, helping them build meaningful, culturally resonant brands with lasting impact—not just sales spikes. Their process focuses on foundational questions like brand positioning, competitive differentiation, and creating narratives that move beyond product features into emotional territory.
“We want customers to feel like they’re entering a world, not just buying a product,” says Butala. “That world needs to speak to them in their language—emotionally, culturally, and visually.”
The company takes pride in being an end-to-end partner, hence the word “collective” in its name. Their services span from brand strategy and visual identity to go-to-market planning and even CMO consulting. For existing businesses aiming to scale, they offer embedded brand leadership—acting almost as an in-house team with an external lens.
Despite being a young company, The Better Collective has already worked across industries—FMCG, F&B, beauty, wellness, real estate, and more. Each project begins with intensive research, founder interviews, market mapping, and audience analysis. Butala emphasizes that their goal isn’t to enforce a strategy but to collaborate deeply and challenge assumptions with empathy and data.
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Looking ahead, Butala envisions The Better Collective growing into a long-term partner for larger businesses—embedded, trusted, and deeply involved in shaping not just business outcomes, but cultural narratives. “We want to influence not just what people buy, but how they feel, think, and live,” she says.
Their strongest asset? The ability to create culturally rooted, emotionally resonant brands—powered by insight, storytelling, and a collaborative mindset. As Indian startups mature, The Better Collective is betting on depth over hype, and meaning over metrics.
