This disruption is clearly visible in the sheer level of execution in the herbal portfolio not just limited to Lever Ayush (where the company has exhibited remarkable agility to move from conception to successful execution within a short period time in response to growing demand for Naturals) but also in the acquisition and highly successful scale-up of Indulekha, the launch of herbal variants in most of its key categories, and the launch of global products like Citra and St Ives. The huge importance given to analytics is another key disruption, which could provide the company with a long-term competitive advantage and enable it to overcome the difficulties posed by its relatively large size compared to peers. The high degree of independence given to teams looking into this region and the rapidly evolving local strategy across regional teams (CCBT Country Category Business Teams, 15 mini boards in action) have unlocked the latent potential for entrepreneurship within the company. Even other Asian markets like Indonesia, China and Philippines have 2x, 4x and 5x higher per capita consumption, respectively, than India, indicating huge room for growth.