Research that moves markets
In-depth research editions and analysis from the Cap7tara team — original fieldwork, market intelligence, and strategic perspective.
THE NEXT HEALTHCARE DIAGNOSTIC BATTLE MAY NOT BE IN THE HOSPITAL
Healthcare GTM is evolving from simply selling better diagnostic devices to making diagnostics accessible earlier in the patient journey. The opportunity lies in decentralised screening, stronger integration with primary and specialty care, AI-enabled insights, and solutions that fit naturally into existing clinical workflows. For medtech companies, success will depend not only on product capability, but also on understanding the right customer, care pathway, adoption barriers, physician needs, and economic value. Ultimately, the next healthcare growth opportunity may come from changing where, when, and why a product is used.
Read Edition →THE NEXT HEALTHCARE DIAGNOSTIC BATTLE MAY NOT BE IN THE HOSPITAL
Healthcare GTM is evolving from simply selling better diagnostic devices to making diagnostics accessible earlier in the patient journey. The opportunity lies in decentralised screening, stronger integration with primary and specialty care, AI-enabled insights, and solutions that fit naturally into existing clinical workflows. For medtech companies, success will depend not only on product capability, but also on understanding the right customer, care pathway, adoption barriers, physician needs, and economic value. Ultimately, the next healthcare growth opportunity may come from changing where, when, and why a product is used.
Healthcare AI Starts Before the Model
Why data quality, interoperability, clinical context, and workflow will determine who actually wins with AI in healthcare. Healthcare AI is often discussed from the top down.
Waste Management Innovation Trends
Turning Waste into Strategic Value in the Circular Economy The next trillion-dollar opportunity may not come from new resources—but from the waste we already produce.
Copy of How Pharmacists Drive Global OTC Sales
Here's a number that should make every OTC brand manager pause — 70% of OTC purchase decisions are influenced at the pharmacy counter. Yet less than 20% of OTC brand budgets are actually spent on pharmacist engagement.
What a ₹10 Ice Cream Launch Reveals About the Next Battle in Indian FMCG
India’s ice cream market is getting crowded. But the interesting story is not simply that another brand has entered the category. It is who is entering, at what price, and with what distribution muscle. Reliance Consumer Products has entered the ice cream market with Bombay Creamery, including products starting at ₹10.
Marico's ₹20,000 Crore Bet: Can a Coconut Shampoo Disrupt India's Hair-Care Game?
The blue bottle is recognized in nearly every Indian household. Now Marico wants you to think beyond oil, and start thinking about a complete hair-care ecosystem. Their latest launch, Parachute Advansed Protein Shampoo, isn't just a new product. It's arguably the biggest strategic bet in Marico's history. Here's what's really interesting, and worth watching if you're in FMCG or strategy.
Inside the Global Energy Drink Market: Winners, Risks & Emerging Opportunities
The global energy drink market is undergoing one of its most significant transformations in recent years. What was once a category driven primarily by caffeine content and convenience is rapidly evolving into a broader ecosystem centered around functionality, wellness, premiumization, and lifestyle branding. Over the past six months, major beverage companies, emerging startups, celebrity-backed brands, and regulators have all contributed to reshaping the competitive landscape.
When One FMCG Recall Becomes a Market-Wide Risk
3 recent food recalls reveal a bigger challenge for FMCG leaders — the risk doesn't always stay inside one product.
The FMCG Consumption Reset: Why Food, Dairy, and Beverages are Not Categories but Strategic Battlegrounds
Growth will not be going anywhere. It will merely be shifting gears at such speed that most strategies won’t be able to keep up. In the Indian FMCG ecosystem, there are six key categories Packaged Foods, Dairy, Beverages, Staples, Health Foods, and Confectionery all of which are currently witnessing a profound evolution.