Sunil Kant Munjal, chairman of Hero Enterprise, acknowledges that bringing on Tiger Woods as brand ambassador when he was at a career low point in 2014 meant taking a huge risk but says it “was worth taking the gamble on”. Munjal weighs the financial impact of brand ambassadors and also discusses why he stepped down as managing director of Hero MotoCorp, one of the world’s largest motorcycle companies, in 2016.


Pamela Reif has conquered the German-speaking world—is Asia next?
Pamela Reif has a “small, but strong” following in Switzerland. But the social media star says no matter how small her audience is, she won’t turn to buying followers, something that’s looked down upon in her world. However, promoted posts are not out of the question, particularly if she courts a new following in Asia. It’s a market Reif says is interesting, with a lot of potential.

Fake job? Pamela Reif stands up for social media influencers
Social media star Pamela Reif was once called “a Swiss clock” by one of her corporate clients, because she’s never late when she posts to her millions of followers. So what does she think of critics who say that being an influencer is a fake job? She gave us her view at the Forbes Women’s Summit 2019 in Zurich.

Putting first espresso machine in space among Lavazza’s high points
What does it take to put an espresso machine into space? Lots of time and lots of money says, says Lavazza’s vice chairman Giuseppe Lavazza, as he describes this high point in the history of his family’s 124-year-old company. He also tells us how the project to give astronauts a coffee break to remember came about.

How long before Asian market gets served by coffee maker Lavazza?
Lavazza is interested in the Asian market, but according to our Newsmaker, countries such as China and Japan aren’t a priority. Vice chairman Giuseppe Lavazza explains why a very specific business model is needed so the coffee maker can be ambitious, but pragmatic, about the way forward.

Lavazza’s “small ambition” to stand up to Nestlé on its home turf
Lavazza wants to make a dent in Switzerland’s coffee market, which is dominated by the likes of Swiss food giant Nestlé. But vice chairman Giuseppe Lavazza is undeterred by the task at hand, hoping to play on the Italian company’s long history and idea of quality. “There’s always more to taste,” he says teasingly.

Lavazza: We’re on track for 2 billion euros in annual revenue by 2021
When Lavazza restructured in 2010, the Italian coffee giant eventually doubled, according to vice chairman Guiseppe Lavazza. And thanks to the acquisition of Mars Drinks in 2018, he says the company is now well on track to achieve its goal of 2 billion euros in annual revenue by the year 2021. At last week’s Zermatt Summit, Lavazza says his brand is adjusting to Switzerland’s highly-competitive market.

India has no love for China’s Belt and Road Initiative
While many countries—including Switzerland—continue to show support for China’s Belt and Road Initiative, others remain skeptical. “India has a clear view that that’s not a good idea,” says Hero Enterprise Chairman Sunil Munjal, who explains that his country feels the initiative will benefit China alone.