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Category: Below The Line

  • Jayaram Nair sparks Intensity in Tribes JV, relocates to Bangalore for brand blitz

    Jayaram Nair sparks Intensity in Tribes JV, relocates to Bangalore for brand blitz

    MUMBAI: Jayaram Nair, a seasoned brand activation guru, has launched Intensity, a joint venture with Tribes Communication, and is relocating to Bengaluru to spearhead the new venture. Nair, who boasts 26 years of experience in the cut-throat world of BTL media, is promising to deliver “high impact solutions” across India’s sprawling marketing landscape.

    “I’m excited to announce my new gig,” Nair declared on LinkedIn, “Intensity is a fresh venture, a JV with the award-winning Tribes Communication. We’re talking integrated brand building, folks, and we’re ready to get going.

    Nair’s resume reads like a who’s who of Indian advertising, with stints at Cheil India, Percept Ltd, and Publicis Groupe. He’s a self-proclaimed “growth specialist,” “motivator,” and “change leader,” with a knack for P&L management and a “practical approach” to problem-solving.

    “I’ve been around the block,” Nair quipped, “From Mumbai to Gurgaon, I’ve seen it all. Now, I’m bringing that experience to Bangalore, but let’s be honest, the whole world’s my playground.”

    Intensity, backed by Tribes’ extensive network across 14 cities, is set to offer a full suite of brand building services, from live events and retail branding to loyalty programs and gaming events. Nair’s experience in “dark marketing” (read: cigarette promotions) suggests he’s not afraid to tackle tricky briefs.

    “With a handpicked team and a pool of top-notch partners, we’re ready to fuel growth,” Nair asserted. “We’re not just building brands; we’re building empires.”

    He will be operating from Bengaluru, but it is clear his ambition is to take on the whole of the Indian market.
    This move marks a bold step for both Nair and Tribes, as the duo aims to carve out a significant slice of India’s burgeoning marketing pie. With Nair’s experience and Tribes’ reach, they are setting their sights high.

  • Jos Alukkas Reports 28 per cent surge in diamond jewellery sales, emphasises natural rocks

    Jos Alukkas Reports 28 per cent surge in diamond jewellery sales, emphasises natural rocks

    MUMBAI:  Natural is in. That is natural diamonds versus the lab-cultured diamonds. No further proof of that is needed than  jewellery retail chain Jos Alukkas sales graph which has seen a 28 per cent uplift in diamond jewellery sales, reflecting a growing consumer preference for high-quality, natural diamonds.

    The brand’s commitment to elegant designs and quality has propelled this growth, aided by a recent partnership with the Natural Diamond Council (NDC) to boost awareness about natural diamonds.

    The surge in sales signals a shift in consumer attitudes towards diamonds as symbols of personal style and sophistication. Key categories like engagement rings, wedding bands, and diamond necklaces have seen significant demand, driven by rising disposable incomes.

    Jos Alukkas Group managing director Varghese Alukkas stated:  “India has become the second-largest market for diamond jewellery. Our 28 per cent  growth this financial year underscores the emotional connection customers have with natural diamonds. Our collaboration with the NDC enhances our mission to educate consumers about their brilliance and heritage.”

    NDC managing director  India and the Middle East Richa Singh said that engaging content and workshops to elevate consumer understanding of ethical diamond sourcing were in the offing..

    Jos Alukkas  managing director John Alukkas highlighted the future potential of the diamond market in India, predicting a growth of 150 per cent to $18 billion in the next decade. He pointed to the brand’s goal of making natural diamonds more accessible through innovative designs.

    Managing director Paul J. Alukkas added that the company takes pride “in celebrating the legacy of natural diamonds and aims to build trust and admiration through our work with the NDC.”

    Jos Alukkas has been a prominent name in the jewellery industry for over six decades, offering quality gold, diamond, and platinum designs. The company operates over 60 showrooms and an online store, maintaining a commitment to quality and innovation.

  • Amazon India boxes it up for 2025 Mahakumbh Mela attendees

    Amazon India boxes it up for 2025 Mahakumbh Mela attendees

    MUMBAI: If you are Amazon, you have to do something different, something amazing, something out of the box, right? Which is what Amazon India has done.

    In a heartfelt endeavor to enhance the experience of attendees at the 2025 Mahakumbh Mela, Amazon India is stepping beyond conventional boundaries with its innovative “dibbon se badhkar” (More than just boxes) initiative.

    Amazon India director growth &  marketing (CMO) Pragya Sharma  emphasised that true innovation lies not just in creating new products, but in transforming lives by seizing meaningful opportunities.

    In collaboration with the Mahakumbh Mela authorities, the ecommerce giant  has repurposed its iconic cardboard boxes into portable beds. These thoughtfully-designed beds  are providing a much-needed oasis of comfort for tired attendees at vital locations including the lost and found center, the  Kumbh hospital, and for the Kumbh police. The beds serve as a sanctuary, offering respite to those navigating long festival days and nights.

    “Our initiative goes beyond conventional thinking; we’re transforming the very boxes we use into a solution that brings comfort and convenience,” said Sharma. “This is a testament to our collective commitment to serving communities with care and thoughtfulness.”

    This innovative idea aligns seamlessly with Amazon’s mission to enrich daily lives. As hundreds of millions gather in Prayagraj for this monumental event, the “dibbon se badhkar” initiative stands as a small yet significant step towards delivering much-needed care and comfort.

  • Live Your City GM Sheetal Birla gears up to rev Indian live entertainment

    Live Your City GM Sheetal Birla gears up to rev Indian live entertainment

    MUMBAI: She’s hoping to get Indian live entertainment lovers swooning in feverish delight. As general manager, India, for  global live-entertainment discovery tech platform Fever Labs  – a position she took up in October 2024 – she will find the going easy.

    The reason: Live your City, the brand under which Fever operates has been running candlelight concerts in India since June 2024. And they have been a raging success starting with the first performances, in Mumbai and New Delhi at venues like Four Seasons in Worli, and Shri Ram Centre of Performing Arts in Connaught Place. These were followed up with venues like Pune’s  Radisson Blu, Jaipur’s  Rajasthan International Centre, Mumbai’s Royal Opera House,  and the JW Marriot,  Juhu, Benglauru’s  Sheraton Grand Bangalore Hotel and Thiruvananthapurm’s  Hyatt Regency and Hilton Garden Inn. Ticket prices have varied from Rs 500 to Rs 2,500. 

    While Sheetal is pleased about the progress Live your City has made so far, she is all charged up about leading the expansion strategy of the experience providing  company.  

    “From immersive experiences to sports events and music festivals, live entertainment has the power to unite people like nothing else. Now, combine that with the power of technology – and you’ve got Fever, the world’s leading platform for multi-category experiences, transforming the way we access culture and entertainment. With a data-driven approach, Fever not only inspires users but also empowers creators. The country’s rich cultural heritage, combined with its appetite for innovative experiences, presents unprecedented opportunities. I look forward to working with the talented team to expand our footprint and create memorable experiences that resonate with India’s diverse audiences,” said  Sheetal. “As Walt Disney said, ‘It’s kind of fun to do the impossible.’ Here’s to pushing boundaries, creating memories, and bringing people closer to the moments that truly matter. Let the adventure begin!”

    Sheetal’s career spans Fortune Global 500 companies and dynamic startups, and she brings extensive technology leadership experience and a proven track record in scaling businesses across diverse sectors. Her expertise in leveraging AI and data-driven strategies for business growth aligns perfectly with Live Your City’s vision for the Indian market.

    Prior to joining Fever Labs (Live Your City), Sheetal held transformative positions at several leading organisations, including Falkonry (deep tech and AI), Samsung (mobile), Tesco (retail), and Siemens (telecom), where she consistently demonstrated excellence in brand building, go-to-market strategy development, and revenue growth acceleration. Her global perspective, shaped by living in eleven cities across six countries, brings a unique understanding of diverse markets and consumer behaviours.

    Sheetal holds a bachelor’s in computer science and engineering and an MBA from Insead.  Her combination of technical expertise and business acumen positions her perfectly to drive Live Your City’s next phase of growth in India’s dynamic entertainment sector.

  • CNN-News18 Indian of the Year is back to recognise achievements of exceptional Indians

    CNN-News18 Indian of the Year is back to recognise achievements of exceptional Indians

    MUMBAI: CNN-News18 has returned with the fourteenthh edition of its highly anticipated flagship awards platform, Indian of the Year (IOTY). Regarded as India’s biggest and most credible news television awards, IOTY celebrates exceptional achievements of Indians who are inspiring the world through their triumphs. The recent editions have seen names such as Shah Rukh Khan, Neeraj Chopra and Virat Kohli as the winners of the coveted title of Indian of the Year.

    CNN-News18 Indian of the Year 2024 awards are set to honor individuals in seven categories: entertainment, sports, rising sports star, youth icon, business, climate warrior, and social change. Each category includes five nominees whose work in the past year has made a significant impact, reaching new heights and inspiring generations to come.

    In the sports category, nominees include India’s Olympic medalists Manu Bhaker, Swapnil Kusale, PR Sreejesh and cricketers Jasprit Bumrah and Smriti Mandhana. 

    The rising sports stars category has Aman Sehrawat, D Gukesh, Abhishek Sharma, Smriti Mehra, Shafali Verma and Sarabjot Singh as the nominees.

    The star-studded nominees in the entertainment category include Shraddha Kapoor, Vijay Sethupathi, Pankaj Tripathi, Fahadh Faasil, and the Laapata Ladies team. 

    The youth Icon category features Vicky Kaushal, Janhvi Kapoor, Nikhil Kamath, Nancy Tyagi and Jaya Kishori.

     Zomato CEO Deepinder Goyal, Ola CEO Bhavish Aggarwal, Bajaj Auto MD Rajiv Bajaj, Team HAL and Apollo Hospitals JMD Dr Sangita Reddy are nominated in the business category.

    In the climate warrior category, UNICEF India’s youth advocate Vinisha Umashankar, climate change activist Hina Saifi, sustainability activist Soumya Ranjan Biswal, environmentalist Chami Murmu and entrepreneur Kriti Tula are nominated.

     The social change category includes nominees such as Women in Cinema Collective, social activists Tatwashil Kamble & Ashok Tangade, singer and philanthropist Palak Muchhal, and change makers Adhik Kadam and Laljibhai Prajapati. 

    The jury for this edition comprises environmental activist Afroze Shah, former solicitor general of India Harish Salve and former judge of the supreme court of India Indu Malhotra. 

     Network18 CEO Smriti Mehra – English & Business News said:  “CNN-News18 Indian of the Year is a marquee recognition that resonates deeply with audiences across the country. Its immense popularity stems from a legacy of celebrating excellence, making it a trusted platform that not only inspires viewers but also delivers unmatched value to brands that associate with it.”

    CNN-News18  managing editor Zakka Jacob added:  “Built on the success of its past blockbuster editions, Indian of the Year has cemented its place as India’s premier recognition platform. With a history of honouring icons who define the nation’s spirit, this edition promises to elevate the legacy, showcasing stories that continue to inspire and unite.”

    The selection process will be a mix of both jury and public voting; with 50 per cent of the decision-making power given to the audience, and the remaining 50 per cent  is entrusted to the jury, striking a balance between collective choice of the masses and the discerning eye of experts. 

    RP-Sanjiv Goenka group is the presenting partner and Reliance Industries is the associate partner for this edition of CNN-News18 Indian of the Year.

    The voting process and jury round will culminate in a spectacular grand finale where the winners will be revealed and honoured.

    To vote for your favourite nominee, please visit www.indianoftheyear.com

  • Zomato hires live events pro Kunal Khambhati from Bookmyshow

    Zomato hires live events pro Kunal Khambhati from Bookmyshow

    MUMBAI: That the food delivery and tech megacorp Zomato has big ambitions in the live space became apparent when it acquired PayTM’s Insider ticketing business for Rs 20,480 million. It That move  gave it instant access to a platform as well as data around a few million customers who were using it which would make it easier for it provide them further services, including live events and going out experiences.

    Now the company has hired Kunal Khambhati, the former head of live events and intellectual property at BookMyShow. The recruitment has happened just as Zomato is gearing up to launch its long-talked-about going out app, District, that will serve users looking for restaurant bookings, payments, live performances, sports events, staycations and holiday rentals. Khambhati’s role will be to look after the live entertainment vertical of the app. 

    He has oodles of experience under his belt: he played a big hand in live events and IP for nearly eight years, across India, Indonesia, and Sri Lanka. Before this, he had held the position of associate vice-president – marketing strategy & sales at Percept for nearly 10 years.  He is a 2006 graduate of the Indian Institute of Planning and Management. 

    At Zomato, Khambhati is most likely expected to work alongside former Twitter exec Rahul Ganjoo and Pradyot Ghate (spent several years in Zomato across product, tech and growth) who will lead the District app. 

    Zomato  had hired Zeenah Vilcassim as CEO of its live entertainment division last year from Bacardi where she  was the marketing director of  India. 

    When District launches, Zomato will have three apps – Zomato, (food delivery), Blinkit (grocery delivery ) and District (going out).

    That’s not all:  Zomato founder Deepinder Goyal wants to take Zomato live into the stadium space as well, partnering with those who are willing and upgrading the infrastructure. 

    The execs at Zomato live are sure going to have their hands full. 

     

  • State of B2B brand building

    State of B2B brand building

    Mumbai: In today’s digital era, the importance of online brand building in the B2B sector is becoming increasingly evident. While many B2B companies have traditionally focused on performance attributes such as price and features, they have often neglected the broader initiatives to build their online brand presence. However, recent studies suggest that this approach may be overlooking a crucial aspect of modern marketing.

    Research in the European Journal of Marketing explored how B2B companies create their brand image online through their products and customer interactions. The study found that companies can build a strong and consistent online brand image by focusing on two key aspects: the quality of their products and their customer engagement. This means companies need to show they are good at what they do and also need to build good relationships with their customers online.

    This finding challenges the traditional B2B marketing paradigm. It suggests that B2B companies should not only emphasize competence in product design and R&D but also warmth in activities related to sales and customer service. This approach can help firms build strong B2B brands that are both warm and competent online.

    The argument for a balanced approach to online brand building in B2B marketing is further supported by data from Boston Consulting Group (BCG) and Google. Their research shows that online brand marketing improves not only the brand but other components as well, such as the return on marketing investment (ROMI) on performance marketing, customer advocacy, and even employee satisfaction. Despite the clear benefits of online brand marketing, many B2B companies continue to underinvest in this area. This is a missed opportunity. Companies that are more mature in terms of online brand marketing generate a higher ROMI on those efforts; moreover, strong online brand marketing capabilities reinforce performance marketing, leading to better engagement overall.

    Let’s take the example of Tesla. Elon Musk, the CEO of Tesla, has played a pivotal role in the company’s growth and success. His charismatic personality and visionary leadership have been instrumental in shaping Tesla’s brand image. Musk’s personal brand is characterized by his passion for innovation, commitment to sustainable energy, and bold, often controversial, statements.

    Musk’s active presence on social media platforms, particularly Twitter, has been a key aspect of Tesla’s online marketing strategy. His tweets about new product launches, company updates, and even his personal thoughts and opinions, generate significant media attention and public interest. This has helped boost Tesla’s brand visibility and market value.

    If you want more examples near home, take a look at the judges on Shark Tank India. They are not just investing in businesses; they’re also investing in their personal brands. Each judge, a successful entrepreneur in their own right, uses the platform to demonstrate their expertise, strategic thinking, and unique approach to business. Their critiques, advice, and investment decisions all contribute to their personal brand narratives. Plus, they extend their brand-building efforts beyond the show. They engage with their audience through social media, sharing insights, experiences, and personal stories that reinforce their brand identities. They also leverage their business ventures and public speaking engagements to further enhance their personal brands.

    This strategic personal brand building serves to strengthen their business interests. A well-crafted personal brand can foster trust, attract opportunities, and drive business growth. Therefore, their participation in Shark Tank India is not just about discovering the next big business idea; it’s also about shaping public perception and building a strong personal brand that supports their entrepreneurial endeavors. This strategic personal brand building serves to strengthen their business interests. A well-crafted personal brand can foster trust, attract opportunities, and drive business growth. Therefore, their participation in Shark Tank India is not just about discovering the next big business idea; it’s also about shaping public perception and building a strong personal brand that supports their entrepreneurial endeavors.

    In fact, B2B businesses need to build their brands online. This is because the B2B buying process often involves more research and consideration than B2C purchases. By building a strong online brand, B2B companies can position themselves as thought leaders in their industry, build trust with potential customers, and ultimately drive more sales. So, whether it’s through content marketing, social media, SEO, or other digital marketing strategies, online brand building should be a key part of any B2B company’s marketing strategy.

    The author of this article is Bottle Openers COO Shilpi Prasad.

  • Air Canada Brings Global ‘Fly the Flag’ Initiative Celebrating Equality, Inclusivity and Diversity to India

    Air Canada Brings Global ‘Fly the Flag’ Initiative Celebrating Equality, Inclusivity and Diversity to India

    Air Canada, Canada's largest domestic and international airline, has been strengthening connections between India and Canada since 2015 with three new direct routes introduced in less than two years. To celebrate people making a mark in India, Air Canada is bringing its global ‘Fly the Flag’ initiative to Mumbai. In this latest iteration, ‘Fly the Flag’ highlights how people all over the world are making an impact in local communities, while displaying the values of diversity, equality, and inclusivity.

    Air Canada has partnered with award-winning content creators Beautiful Destinations to revive the Hooper’s Ground basketball court and showcase Mumbai’s beauty, diversity, and vibrant culture. The initiative was conceived to create an enduring positive space in the community for people to come together that would leave an artistic legacy that is visible from the sky. Renowned Indian artist Sajid Wahid—through ST+ART India Foundation—used colour and design inspirations from Canada and India, including moose and elephant motifs reminiscent of the two nations, to create the unique colourful court.

    Speaking at the event, Mr. Arun Pandeya, General Manager, Air Canada – India & South Asia said, “At Air Canada, we believe that by doing good and by participating fully in the communities we serve, our airline truly thrives. We’re committed to giving back through a range of initiatives each year that help advance diversity, equality and inclusivity around the world. Air Canada is grateful for the opportunity to add value in meaningful ways to the neighborhoods and communities in this wonderful nation. We thank our partners for making today’s event such a success, and the youth for taking part in the inaugural game on the new court.”

    Attaching a detailed press release along with images here – we hope you can carry this. Please feel free to reach out for any clarifications or further information.

  • Dettol Banega Swachh India campaign kick started Season 5 with #YourHandInMine

    Dettol Banega Swachh India campaign kick started Season 5 with #YourHandInMine

    MUMBAI: Reckitt Benckiser, world’s leading consumer Health and Hygiene Company, in association with campaign ambassador Mr. Amitabh Bachchan and NDTV, kicked off the 5th season of Dettol Harpic Banega Swachh India (BSI) campaign at an event held at Dr. R.N. Cooper Municipal General Hospital in Juhu today. Marking another successful year, Amitabh Bachchan announced #YourHandInMine as the central theme for the 5th year of Dettol BSI. In this season the campaign will focus on driving behaviour change towards sanitation, cleanliness and health by inculcating the habit of washing hands regularly, air pollution control and working towards an ODF and hygienic India by 2019. The event was attended by eminent personalities and dignitaries including Shweta Shalini, Advisor to CM Maharashtra and Executive Director, Village Social Transformation Foundation; Naina Lal Kidwai, Chair, India Sanitation Coalition; Subhash Dalvi, Chief Nodal officer, Swachh Mumbai Prabhodan Abhiyan; Afroz Shah, reputed lawyer and environmentalist; Bhagyashri Dengle, Executive Director, Plan India, among others. 

    Children are the change-agents of the society. They tend to inculcate the learning into a habit, which influences a larger sphere around them. Therefore, with #YourHandInMine, Dettol Harpic BSI aims to reach out to children to make them key drivers in bringing about behaviour change by encouraging greater community involvement through them. Under this theme, the campaign appeals to individuals to come together and become part of a collective community action to make India clean and healthy. 

    Speaking at the event, RB AMESA Health, SVP, Mr. Gaurav Jain said, “Dettol BSI has been successfully creating awareness and driving behavior change for the last four years. With each passing year, the program has been able to create a positive impact with community partnerships reaching out to a wider audience. We have covered 10,000 schools, across 7 states so far and our aim is to reach 2.5 lakh schools this year. The program has added a conservative estimate of $500,000 to the national economy by reducing the cost of diarrhea and there is a significant reduction (5%) in diarrhea cases among the exposed children. Our focus for this year remains to drive behavior change with the collective effort of the community, better and effective involvement from people by encouraging and empowering individual contribution towards the larger cause.”

    At the event Mr. Bachchan was presented with special Dettol BSI Hygiene Kit by school going children that educates them about the right methods in a fun manner. Due to their exposure to our Hygiene Kits – awareness about Diarrhea amongst children has significantly increased from 66.8% to 87%. 

    While congratulating Dr. R.N. Cooper Municipal General Hospital for its commendable work around sanitation and cleanliness, Mr. Bachchan also emphasized on how #YourHandInMine aims to motivate people to contribute towards the Swachh Bharat Abhiyan initiative by making small efforts in their own way. He also outlined multiple steps that one can take to make their surrounding clean and hygienic. In order to extend the reach of the Dettol BSI campaign, RB has partnered with the Associated Chambers of Commerce and Industry of India (ASSOCHAM), to reduce the effects of air pollution, particularly in northern India, caused due to the burning of agricultural stubble after the harvesting season. Through this association RB will reach out to 2, 11,000 people and 42,200 households in 95 villages in Punjab. RB has further strengthened its foray into addressing the issue of air pollution, by partnering with Global Interfaith WaSH Alliance (GIWA) and Sankalp Taru.  It has successfully planted 30,000 trees in Rishikesh as part of the Tree plantation drive which aims to plant over 200,000 trees in Dehradun, Uttarakhand. 

    As part of continued efforts by RB to improve sanitation and hygiene, the company has built 17,000 toilets out of the 25,000 toilets it aims to create through people participation. It also partnered with Ministry of Urban Development (MoUD) to launch the ‘Toilet Karenge Search, Toilets Rakhenge Swachh’ campaign that focuses on encouraging citizens to use Google Maps to locate public toilets, and share their ratings and reviews after using them. RB has committed to be the behavior change communications partner to spread awareness and dissuade people from defecating or urinating in the open, through this social campaign.

  • Escorts earmarks Rs 30+ crore for new anti-lift tractors’ campaign

    Escorts earmarks Rs 30+ crore for new anti-lift tractors’ campaign

    BENGALURU: Indian tractor manufacturer Escorts Limited (Escorts) has brought in a series of innovations to redefine the tractor market under the Powertrac Euro brand – the Anti-lift Tractor models ALT 3500 and ALT 4000 to South India. The series had a limited launch in North India earlier. A BTL campaign in already live and the company has planned a multi-media campaign that will begin in April 2015.

     

    Industry sources peg the marketing spends for the Powertrac-ALT campaign at Rs 30 crore, split equally between ATL and BTL activities. “Since Escorts is pushing for a larger share and also wants to push the new ALT series, I wouldn’t be surprised if it spends even Rs 50 crore or more,” revealed an industry source.

     

    “We will spend whatever it takes, depending upon the need, for the campaign,” Escorts Agri Machinery CEO S Sridhar told Indiantelevision.com at the South India launch in Bengaluru late last week. “With a determination to create tractors of the future that eliminate drudgery from the lives of ordinary Indians, our engineers have understood the pain of haulage customers and designed India’s first comprehensive Anti-lift Tractors – the new ALT Series by Powertrac. We are proud of being the first company in the country that today is catering to operator safety in its own unique way without compromising on machine profitability. Our Anti Lift Tractor brings freedom from drudgery and life threatening situations for the driver while offering never before value for money to the tractor owner,” he added.

     

    Escorts Agri Machinery vice president, head of Knowledge Management Centre (R&D) Shenu Agarwal added, “Anti Lift Tractors from Powertrac once again underline our superior understanding of the customer requirements. No tractor company has endeavoured before to ameliorate the hapless driving conditions experienced by the haulage operators, particularly in mining and transportation. Currently, while driving up a gradient, tractor tends to dance with a fully loaded trailer hitched to it, thereby putting the life of driver and his helper in precarious condition. Increased wear and tear and accidents also increase the inefficiencies for the tractor owner. Our ALT 3500 and ALT 4000 tractors will bring an end to all these untold miseries. We are looking forward to unleash a consumer and dealer awareness drive to communicate the idea behind Anti Lift Tractors.”

     

    Escorts is the third largest player in the approximately six lakh units per annum tractor market in the country. The company sells around 70000 units per annum. In the first year, the company’s target is about 5000 units of the ATL series, which will be ramped up to 20,000 units over the next three years. More variants and models for the ATL series are in the offing, reveal company sources.

      

    Vermillion handles the media buying duties, while NCR region based Sankraft and the Mumbai based Titanium handle the creative duties for Escorts Agri Machinery.

     

    The Escorts Agri Machinery division revenues were up by 13.5 per cent to Rs 5,123.3 crore in 18-months ended March 2014 from Rs 4,513.5 crore in 18-months ended March 2013. The EBIT for the division stood at Rs 496.4 crore in 18-months ended March 2014 against Rs 70.75 crore in 18-months ended March 2013. The company spent Rs 68.37 crores for the 24 month period ended 31 March, 2014, and Rs 45.02 crore for the year ended 31 March, 2014, towards advertising. It spent Rs 140.62 crore in the 24 month period ended 31 March, 2014 and Rs 93.88 crore for FY-2012 towards commission, discount and sales incentive.