Collaboration is driving innovation and growth across industries. As the business landscape evolves, leaders are finding that partnerships can unlock new opportunities and expand consumer reach in previously unimaginable ways. From leveraging shared resources to creating groundbreaking products, brand collaboration reshapes how businesses operate in today’s interconnected world.

Ankur Damani, Commercial Director (Country Head) - India & Sri Lanka, Triumph Group underscores the multifaceted nature of collaboration. “Collaboration can be at various levels, starting from employees and vendors to partnerships with other brands. A lot of like-minded brands today are leveraging each other's strengths to reach out to consumers in ways never seen before. Social media and the rise of new brands have accelerated this trend,” he said. He also pointed out how unconventional partnerships, such as the recent viral campaign between Zepto and Shaadi.com, showcase the potential of creative alliances to engage consumers and generate significant impact.

Echoing this, Ajay Singh, Business Head, HRX said collaboration is woven into the brand’s DNA. “The world has shifted. The smart ones are collaborating, while the rest are competing,” he remarked. Singh shared how HRX’s partnership with Myntra over a decade ago set a precedent for celebrity brands collaborating with e-commerce platforms. “At the time, such a partnership was unprecedented in India. Today, it stands as a case study for others attempting to replicate the model,” he said. He emphasized that collaboration is not just about shared resources but also shared ideologies, noting that finding like-minded partners can amplify the impact of any initiative.

Harshvardhan Chauhan, CMO, Trident Group views collaboration as essential for navigating an ever-changing consumer landscape. “Over the past two decades, we’ve witnessed a massive shift—from the rise of online shopping to the emergence of quick commerce. Collaboration allows brands to experiment early, test products in specific markets, and expand their consumer base,” he explained. He added that collaborations often extend beyond traditional partnerships, citing examples of international brands leveraging influencer marketing and intellectual property (IP) tie-ups to reach new demographics. “For D2C brands, collaborations with platforms and marketplaces have become critical to testing products city-wise and refining their propositions,” he said.

Adding to this perspective, Ricky Vasandani, Chief Executive Officer, Solitario Diamonds highlighted how luxury brands have set the standard for collaboration. “The biggest example of the power of collaboration is in luxury partnerships. Nike shoes cost $100. Dior shoes cost $1,000. But together, a Nike-Dior collaboration commands $10,000,” he shared. Vasandani also referenced the Swatch-Omega partnership as another iconic example of how collaborations can elevate brand value. “At Solitario, collaboration has been our stepping stone. We began by partnering with prominent mall chains like Nexus and Phoenix, which gave us access to a broader consumer base and enhanced our brand’s visibility. Collaboration, in today’s fast-paced world, is not optional,” he asserted. “With the advent of AI and rapid innovation, businesses must leverage partnerships to stay ahead.”

Driving the Lab-Grown Diamond Category with Strategic Collaborations

Ricky Vasundhani of Solitario recounts the journey of introducing lab-grown diamonds to the market. Initially perceived as an elusive concept, these diamonds gained traction through a series of strategic collaborations. Vasundhani began by partnering with a bridal clothing designer, Poonam Thakre, in Pune. This partnership was instrumental in presenting jewelry and apparel together, redefining the bridal shopping experience. The result? An impressive Rs 1 crore in sales within just 30 days.

“Such collaborations go beyond visibility—they help customers experience the product in unique settings. Solitario later aligned with traditional jewelers and premium retailers in Spain, positioning its products alongside global luxury brands like Chanel and Rolex. This integration into high-end clusters elevated the brand's appeal, showcasing lab-grown diamonds as a premium, sustainable alternative to traditional ones,” he explained.

Building Global Brands: The Collaborative Approach of Trident Group

Trident Group exemplifies the power of collaboration across the value chain. From manufacturing to global retail, partnerships have been the cornerstone of its success. Established as India’s largest terry towel manufacturer three decades ago, Trident has become a global powerhouse, supplying to retailers like Walmart, Costco, and Target.

In retail, Trident’s partnerships with global retailers play a pivotal role in revenue generation, with 65 percent of its $6–8 billion revenue stemming from exports. These collaborations extend beyond simple transactions—they involve shared learnings and mutual value creation.

Aligning Ideologies for Collaborative Success

HRX, with a mission to empower a billion Indians to become their best version, has diversified beyond fitness apparel into food, content, and fitness programs. Partnerships have been central to this growth. For instance, HRX teamed up with Cure Foods to launch a healthy food chain, offering everything from HRX burgers to recipes curated by Hrithik Roshan's chef. This strategy not only broadened HRX’s product offerings but also reinforced its core ideology of promoting a healthy lifestyle.

According to Singh, the success of such collaborations lies in aligning ideologies with partners who possess the expertise and commitment to scale. For instance, HRX’s partnership with CultFit created India’s first celebrity-designed workouts, available across cult centers and homes through fitness equipment and online content. These initiatives underline the importance of mutual value addition and shared vision in partnerships.

But collaboration doesn’t stop at product innovation. HRX also explores partnerships in content and marketing. For instance, the “8 with HRX” initiative highlights Hrithik’s fitness journey, bringing authenticity and engagement to the brand. These efforts demonstrate how brands can create a deeper connection with their audience through innovative and multi-faceted collaborations.

Fostering Inclusivity and Innovation

Ankur Damani of Triumph International adds another dimension to the conversation by highlighting inclusivity and consumer engagement as key facets of collaboration. Triumph leverages cutting-edge technology to address diverse body types, promoting inclusivity in both product design and marketing.

Damani elaborated on Triumph’s revolutionary bra fit challenge, an initiative aimed at educating women about their correct sizes. By fostering trust and educating consumers, Triumph enhances its brand value beyond mere product sales. This consumer-centric approach exemplifies how brands can collaborate directly with their audience to build lasting relationships.

Damani also shared his experience from Le Creuset, where limited marketing budgets necessitated innovative collaborations. By partnering with premium brands like BMW and American Express, Le Creuset amplified its presence through exclusive events featuring celebrity chefs. These collaborations provided a unique experience for consumers and boosted the brand's visibility through social media and word-of-mouth.

As leaders across industries have demonstrated, the future of business lies in leveraging the strength of collaboration to create meaningful experiences, expand market reach, and drive sustainable growth.