Reinventing and reimagining umbrellas in Kerala – an epic showdown

What is it about?

In Kerala, where monsoons dominate life, umbrellas are more than just a rainy-day essential—they’re cultural icons. Enter the fierce, yet, friendly-rivalry between Popy’s and John’s Umbrella Marts (SMEs), two home-grown brands that captivated the state for nearly three decades. What began as a simple necessity has turned into an innovation race, with quirky designs like umbrellas with fans, GPS trackers, and even selfie sticks. Behind this playful competition lies a story of family ties, smart marketing, and competitive economics. It is only in Kerala, that umbrellas transitioned from a commodity to a product. Cousins-turned-business-competitors Joseph and Davis Thayyil have transformed the humble umbrella into a symbol of identity and nostalgia for Malayalis. Their creative strategies not only captured markets but also redefined what an umbrella could be. How Popy’s and John’s umbrellas took advantage of Kerala’s unique monsoon season to drive product differentiation and establish themselves as household names for the last thirty years is a case to be explored. This above is presented as a case that draws data from published sources as well as from Kerala markets using unobtrusive methods.

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