The Problem

Duckback, a century-old Indian waterproof products brand, had lost its retail position to cheaper imports post-liberalization. The brand retained strong equity among an older consumer segment. However, it lacked any product or positioning relevant to urban commuters or outdoor enthusiasts.

Its Competitors had moved into the outdoor and urban commuter market with modern branding and clear consumer identities. Duckback had neither. But there was something the competitors couldn’t replicate: the Duckback name still meant waterproof quality to a generation of Indian consumers who grew up with it. The brand had a real equity base. It just needed a vehicle.

The Process

I approached this as a product-led growth opportunity. To understand the company and initiate the process, I began with a BCG analysis, which highlighted waterproofing as Duckback’s core strength.

Building on this, I conceptualised Securebrella—a full-body weather protection system. Its viability was then evaluated using Porter’s Five Forces, competitor analysis (across four bases), and supported by market size and revenue data.

The Outcome

Securebrella is a full-body weather protection system designed for urban commuters. It reimagines the traditional umbrella by integrating retractable transparent protection panels that shield users from sideways rain—addressing a clear gap in existing products.

The design enables flexible, real-time adaptation to weather conditions. Independent transparent rain sheets can be deployed selectively based on wind direction and secured using simple tack buttons when not in use. A smooth sliding mechanism ensures ease of use even in heavy rain, while the sheets naturally wrap around the umbrella on closing, maintaining a compact form. The product also integrates a combination lock within the handle, allowing users to securely leave it unattended in public spaces.

Beyond functionality, Securebrella is positioned as both practical and aspirational, with distinctive colours and designs that enhance its everyday appeal.

Priced at ₹999 in the accessible premium segment, it leverages Duckback’s heritage in waterproofing while introducing a differentiated, modern product category. The concept was further supported by a complete go-to-market strategy, including the ‘Weather Warriors’ campaign, where users participated in real-weather hikes using Duckback gear, generating authentic, experience-led content.

The Impact

Securebrella is a differentiated product that fills a clear gap in a high-growth market, with the potential to re-establish Duckback. At just a 3% market share, it can generate ~₹45 Cr annually — approaching Duckback’s historical peak revenue from a single product line.