In this episode of Scratch, Viren speaks with Gyve from SURI about what it takes to build a challenger brand in a category dominated by habit and legacy players.
Gyve shares how SURI found its edge by listening closely to real customer frustrations and rethinking the product from the ground up, from design and performance to sustainability. Instead of treating sustainability as the headline, SURI builds products people genuinely want to use first, then makes them better for the planet.
It also dives into how SURI is translating that momentum into retail, competing on shelf through design, clarity, and brand recognition, while continuing to evolve as a work in progress, including early validation from Jony Ive that reinforced their belief in design as a core differentiator.
Watch the video version of this podcast on Youtube ▶️: https://youtu.be/0n5MyEr06NM
🖊️Mentioned in the show:
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Viren Samani, and he’s joined by Gyve Safavi of Suri in this episode
Find Rival online at www.wearerival.com, LinkedIn.
Find Viren on LinkedIn
Find Gyve on LinkedIn.
Say hi at media@wearerival.com, we’d love to hear from you.