In this edition of Before It Was Obvious, Khatija, Head of Marketing at Fireside Ventures, speaks with the founders of Moxie. They talk about building India's first dedicated wavy-and-curly hair brand, choosing channels on the basis of demand rather than hype, holding the line on product quality while competing with giants, and what it takes to build a brand consumers form an emotional relationship with.A conversation on judgment, depth, and what it really takes to build an enduring brand.

Most decisions that shape a company don't announce themselves. They show up quietly, in a board meeting, a brand tracking number, a consumer call at midnight.

In this edition of Before It Was Obvious, Khatija, Head of Marketing at Fireside Ventures, speaks with Anurag Kedia and Gagandeep Makker, founders of Pilgrim. They talk about building in the ingredient-led beauty space, going deep before going wide, expanding offline with conviction, and earning consumer trust in a category full of noise.

A conversation on judgment, depth, and what it really takes to build an enduring brand.