ITV

Category: MAM

  • Cultural sensitivity in advertising: Navigating diversity in India’s marketing landscape

    Cultural sensitivity in advertising: Navigating diversity in India’s marketing landscape

    Mumbai: India, a country woven with a tapestry of diversity and a melting pot of cultures, presents a unique challenge and opportunity for marketers. Its kaleidoscope of cultures, languages, and traditions necessitates a nuanced approach to advertising that respects and embraces this diversity.

    Showcasing India’s Diversity

    India boasts unparalleled diversity that manifests in its myriad languages, traditions, and customs. From the vibrant festivities of Diwali to the solemnity of Eid, the country is a melting pot of celebrations and rituals that vary across regions. Acknowledging and showcasing this incredible diversity forms the bedrock of effective advertising strategies.

    In-depth market research: Understanding the audience

    Thorough market research is the cornerstone of successful campaigns in India. The significance of understanding the cultural nuances and preferences of a diverse audience cannot be overstated. This research lays the foundation for crafting campaigns that resonate with people from various cultural backgrounds.

    Linguistic diversity: Tailoring campaigns for local audiences

    India’s rich linguistic diversity demands a thoughtful approach to advertising. While standardized national campaigns may have a wide reach, tailored local campaigns resonate more deeply with specific audiences. The impact of language in advertising is profound, bridging the gap between brands and consumers.

    Cultural sensitivity: Respecting symbolism

    Cultural sensitivity is paramount when leveraging symbols and cultural references in advertising. A keen awareness of the nuances within diverse cultures helps in avoiding misinterpretations or insensitivity, thereby fostering positive brand perception.

    The significance of Indian festivals in Advertising

    Aligning advertising strategies with major festivals is a powerful tool for brands in India. Campaigns crafted around festivals like Holi, Durga Puja, or Christmas resonate strongly, fostering emotional connections and positive brand associations. Successful campaigns during festivals have showcased the cultural ethos and values, resonating deeply with the audience.

    The influence of local celebrities

    Celebrities have long been leveraged as a marketing/advertising tool by brands thanks to their stardom and the credibility they hold among the masses. We can even go so far as to say that they have emerged as a driving force in Indian advertising. Their ability to connect with local audiences fosters credibility and relatability for brands. Leveraging local icons helps in crafting narratives that strike a chord across diverse cultural landscapes.

    Inclusive advertising: Narratives and cultural backgrounds

    Inclusivity in advertising involves showcasing diverse cultural backgrounds and narratives. Ads featuring individuals from different cultural backgrounds create a sense of representation and belonging among consumers, strengthening brand loyalty.

    The pivotal role of social media

    Social media and digital marketing play a pivotal role in breaking down regional boundaries. While offering opportunities for brands to connect with diverse audiences, it also poses challenges in maintaining cultural sensitivity in a borderless digital space.

    Cultural representation: Positive imagery and avoiding controversy

    Positive cultural representation is a cornerstone of successful advertising. It involves showcasing cultural elements in a respectful manner while avoiding controversies or stereotypes that might offend certain groups.

    Bottomline: Embrace diversity for long-term success

    The diverse Indian market holds immense potential for brands that navigate cultural diversity positively and responsibly. Cultural sensitivity, when integrated into advertising strategies, not only builds brand credibility but also fosters long-term customer loyalty. Understanding and embracing the multifaceted cultural landscape of India is not just a marketing strategy but a testament to a brand’s commitment to inclusivity and respect. Cultural sensitivity can lay a strong foundation for brands seeking sustained success in India’s diverse and culturally rich marketplace.

    The author of this article is Excellent Publicity strategy director Manini Contractor.

  • Zomato launches ZEAL: Wheelchair accessible rest points for delivery partners

    Zomato launches ZEAL: Wheelchair accessible rest points for delivery partners

    Mumbai: In its continued endeavour of providing equitable access to opportunities for all, Zomato, India’s food ordering and delivery platform, is working towards making its rest points in metro cities wheelchair accessible. This initiative is focused on ensuring hassle-free movement of its wheelchair-bound delivery partner fleet. Starting with transforming two shelter points, one located in Delhi and the other in Bangalore into barrier-free spaces for wheelchair-bound delivery partners, Zomato is committed to building inclusiveness across the value chain and fostering a more convenient infrastructure and built environment.

    Acknowledging the immense potential of individuals with disabilities, Zomato has taken proactive steps towards creating a holistic and inclusive environment for all. The firm currently has 300 persons with locomotor disabilities as delivery partners in its fleet, under its flagship project ZEAL (Zomato’s Equitable Action for Livelihood).

    Launched earlier this year, these rest points are part of Zomato’s ‘Shelter Project,’ a groundbreaking initiative focused on creating a more supportive gig environment for the last-mile delivery partners of various companies. These well-ventilated spaces are equipped with comfortable seating, charging points, washrooms, high-speed internet, helpdesk, first-aid support, free Wi-Fi, and access to food options. The project’s purposeful design offers dedicated spaces for delivery partners to rejuvenate and relax between deliveries, fostering their physical and mental well-being.

    Commenting on the announcement, Zomato chief sustainability officer Anjalli Ravi Kumar, said, “At Zomato, we are constantly working towards creating a safe and inclusive working environment for all stakeholders. By making these rest points wheelchair accessible, we are focused on empowering the last-mile delivery partners with various abilities. We are grateful for our association with Tejasvi Surya and Hindustan Petroleum Corporation Limited, who helped revamp the shelter in Bangalore and New Delhi respectively.  As we continue to grow, we will work towards expanding this initiative and accommodate the diverse needs of delivery partners.” 

  • ASCI elevates ad standards with a vigilant system of digital surveillance. Green claims scrutinised. – Manisha Kapoor, ASCI

    ASCI elevates ad standards with a vigilant system of digital surveillance. Green claims scrutinised. – Manisha Kapoor, ASCI

    Mumbai: The Advertising Standards Council of India (ASCI) takes a pivotal stride towards enhancing transparency and accountability in environmental advertising through the unveiling of comprehensive draft guidelines on “Environmental/Green Claims.” The draft guidelines are open for public feedback until the 31st of December 2023, post which they will be finalised. Developed by a multi-stakeholder task force, including environmental experts, these guidelines aim to ensure that advertisements are free from greenwashing practices. The draft guidelines establish a clear framework for advertisers to present truthful and evidence-based environmental claims.

    Environmental claims include, suggesting or creating an impression that a product or a service has a neutral or positive impact on the environment, is less damaging to the environment than a previous version of the same product or service or a competitive product or has specific environmental benefits.

    Environmental/Green claims can be explicit or implicit. They can appear in advertisements, marketing material, branding (including business and trading names), on packaging or in other information provided to consumers.

    Indiantelevison.com spoke to ASCI secretary general & CEO Manisha Kapoor on the fresh guidelines and the reasoning behind it now. Once the rules are framed, how they will be implemented and much more…..

    On the Advertising Standards Council of India (ASCI) takes a pivotal stride towards enhancing transparency and accountability in environmental advertising through the unveiling of comprehensive draft guidelines on “Environmental/Green Claims.” ….it is very easy to say this but how will this be implemented on a larger scale across mediums

    ASCI has a well-established code and mechanism for resolving grievances against objectionable ads. Greenwashing is a kind of misleading ad. Not only are such claims against the ASCI Code, but any misleading ad violates The Consumer Protection Act, 2019 as well.  Besides accepting public grievances, ASCI’s extensive surveillance system, which includes TAM tracking digital channels and platforms, 32 national newspapers, 50 magazines, and 425 TV channels in 14 languages, ensures that we are looking at advertising across media and geography.

    This proactive system, complemented by an in-house digital surveillance team, effectively oversees various mediums. This comprehensive approach underlines ASCI’s commitment to maintaining standards across the diverse landscape of advertising platforms, and we will be scrutinizing green claims as a part of this effort

    On being environment-friendly, sustainable, etc are oft-used words, how will a brand now make sure that these words are not used loosely, what would be ASCI’s implementation on this? For carbon offset claims and compostable, biodegradable, recyclable, non-toxic, free-of, etc. claims, how will this be implemented

    Once finalized, ASCI’s guidelines will be implemented through proactive Suo-moto surveillance as well as efforts to educate the industry and consumers. These guidelines will help advertisers navigate the complexities of green claims and set clear directives for acceptable advertising practices on the subject, with a specific focus on preventing the indiscriminate use of broad terms such as “environment-friendly” “sustainable.” etc. Brands will be required to substantiate their environmental claims with concrete evidence to ensure accuracy and relevance.

    It is recommended that advertisers use narrower claims for which they can provide clear evidence. Advertisers will need to provide competent and reliable scientific evidence for claims regarding carbon offset, compostability, biodegradability, recyclability, non-toxicity or any other environmental claims made in advertising. The guidelines also call for transparency in the evaluation process of these claims and require certifications from nationally or internationally recognized authorities to verify the authenticity of such claims.

    On Influencers and Celebrities endorsing such claims what will be the implication on them, will the brand be held responsible or the person endorsing it

    By ASCI’s guidelines, influencers and celebrities endorsing environmental claims must ensure they have done due diligence to ensure the accuracy and reliability of their information. By law, endorsers need to make sure they have done due diligence for the ads they endorse, or else they can be fined or suspended from endorsements. In the past, the government has taken action against celebrities as well as brands. ASCI has an ‘Endorser Due Diligence’ service in place through which endorsers, including celebrities, can ensure they have taken all precautions to feature in ads without misleading content.

    On how clear is the context, about environmental claim should specify whether it refers to the product, the product’s packaging, a service, or just to a portion of the product, package, or service. Can you elaborate on this

    The guideline emphasizes precision and transparency in environmental claims. If not evident from the context, any claim regarding a product’s environmental impact should explicitly mention whether it pertains to the entire product, its packaging, a specific service, or only a portion of the product, package, or service. This ensures that consumers receive clear and accurate information about e what specific aspects of a product or service are green. The goal is to prevent ambiguity and promote transparency in advertising practices, aligning with ASCI’s commitment to responsible advertising.

    On how does a common consumer differentiate between genuine claims and claims made by so-called influencers on various social media platforms, especially Instagram

    Consumer vigilance and education on advertising is a key aspect ASCI is working on as part of the ASCI Academy. We have tied up with several civil society organizations to improve the advertising literacy of consumers. We will also soon launch a certification course for influencers to ensure their work is responsible. While consumer education is a large and long-term exercise, ASCI is stepping up its efforts in this area along with several other organisations.

  • PNB MetLife names cricket superstar Smriti Mandhana as brand ambassador

    PNB MetLife names cricket superstar Smriti Mandhana as brand ambassador

    Mumbai: PNB MetLife, one of India’s leading life insurance companies, is partnering with cricket sensation Smriti Mandhana to bring its message of ‘Karo Bade Sapno Ki Tayyari’ to every Indian. Her association with the brand is aimed to inspire and encourage customers to continue to dream big, whilst securing their dreams through PNB MetLife.

    PNB MetLife’s new brand ambassador is an iconic figure in Indian cricket, renowned for her explosive batting prowess. Smriti is a two-time ICC Women’s Cricketer of the Year and Arjuna Award recipient. Her journey embodies the values of perseverance, trust, and discipline that drive PNB MetLife to become a trusted life insurance partner for every Indian.

    PNB MetLife India Insurance Co Ltd managing director and CEO Ashish K Srivastava expressed his enthusiasm for this significant partnership. He stated, “We are pleased to welcome Smriti Mandhana to the PNB MetLife family. Her dedication to the sport and exceptional performance on the field is an inspiration to fans to work hard and dream big. Through this partnership, PNB MetLife hopes to inspire all Indians to dream big and enable them to do so by securing their future.”

    Smriti Mandhana also shared her excitement about this collaboration. “I’m truly honoured to be joining hands with PNB MetLife as their brand ambassador. Just as cricket presents unexpected challenges and opportunities, and one needs to be prepared at all times, it’s best to be prepared for the ups and downs in life. I believe that life insurance can act as a valuable tool to navigate through life’s innings smoothly. And I’m excited to collaborate with PNB MetLife and spread awareness to others about the importance of planning and securing their financial future.”

     

  • 17 years of Max: Redefining affordable fashion in India

    17 years of Max: Redefining affordable fashion in India

    Mumbai: Max Fashion, marks 17 years of its presence in India, touching over 480 stores. The brand’s success is deeply rooted in its core values of, affordability, and trendsetting styles, making fashion clothing accessible to everyone. Reaffirming its promise to serve millions of Indian consumers, Max captures a share of mind in value fashion, catering to the ever-changing needs of its target audience. Growing its customer base to 35 million, the brand is geared to set new benchmarks for the apparel market, building a strong connect with the style-conscious, youth audience.  

    Max Fashion vice president & head of marketing Pallavi Pandey adds, “Max has always been driven by a vision to democratize fashion, and our growing position in the market is a testament of the trust and loyalty customers have shown towards the brand, over the years. We are very excited about the evolving and rapidly transforming Indian market. The opportunities in our market are immense and we continuously strive to deliver the latest fashion trends at affordable prices to everyone on the Family.”

    Always ahead of the times, Max continues to build its prowess in creating a world-class shopping experience. Extending its presence from offline to online with its e-commerce platform maxfashion.com and now on mobile, the brand stands out for its largest social footprint with 1 million+ youth following on Facebook and Instagram. The entire gamut of the shopping experience, from e-kiosks to features like click ‘n’ collect at stores, is driven by omnichannel thinking and the brand’s belief in ease of shopping.

    One of the first to have introduced international styles, Max keeps up with an up-to-date clothing line for its diverse audience, bringing in new styles every 45 days. To match evolving trends and consumer demand, the brand introduced new fashion verticals, ensuring everyone finds what they want. From shirt shop to Lingerie, to baby clothes, Max recently launched its new line of sustainable products under, “Max Cares”.

    Witnessing a sharp rise in customer loyalty and an increasing base of new shoppers, year on year, Max is invested responsibly. The brand actively engages in initiatives that reduce environmental impact, promote ethical sourcing, and support community development. 

  • MAGGI Magic sparks up MasterChef India on Sony LIV

    MAGGI Magic sparks up MasterChef India on Sony LIV

    Mumbai: Sony LIV is reigniting the country’s passion for the art of cooking like never before, as MasterChef India is streaming exclusively on the platform from Monday to Friday at 8 p.m. This new season promises to be an absolute feast for viewers across the country. In a unique momentous collaboration, Sony LIV has joined hands with MAGGI Masala-ae-Magic, to set a new benchmark of culinary excellence on MasterChef India.

    MAGGI Masala-ae-Magic by Nestle comes on board as the ‘co-powered by’ sponsor for MasterChef India, bringing with it a unique blend of innovation and flavours. The brand will infuse the show with numerous themes like zero waste, sustainability and fuelling home cooks’ entrepreneurial aspirations.

    Through this partnership, the brand aims to engage with a wide range of consumers and become a trusted ally to home cooks across the country in enhancing the flavour of everyday meals. Nestle and MasterChef India’s share a common vision of celebrating culinary arts, nurturing talent and inspiring food enthusiasts across the nation.

    MasterChef India marks the return of Chef Vikas Khanna and Chef Ranveer Brar, along with the latest addition, Chef Pooja Dhingra, on the judging panel. With their unrivalled expertise serving as the guiding light, 12 passionate home cooks will engage in a fierce culinary battle in the iconic MasterChef kitchen, each vying to emerge as the ultimate MasterChef of the season.

    MasterChef India, co-powered by MAGGI Masala-ae-Magic, streaming exclusively on Sony LIV at 8 p.m.!

    Sony LIV head of ad sales revenue, Ranjana Mangla stated, “ MasterChef India exclusive on Sony LIV has opened to a grand reception. The show with its blend of intense competition and innovative culinary delicacies, offers a plethora of opportunities for curated content innovations. This dynamic environment opens doors for brands to seamlessly integrate their stories in effective and meaningful ways. Nestle’s collaboration with Sony LIV marks a significant milestone to drive associative value and enhance the brand’s core proposition through customized solutions that will enhance the thrill of the competition and reflect our shared commitment to fostering culinary talent.”

    Nestlé India Head – Foods Business Rajat Jain commented, “MAGGI Masala-ae-Magic has been an integral part of Indian kitchens for more than a decade. With a deep understanding of the ever-evolving cooking requirements, we stand as a trusted ally in making everyday meals extraordinary. We look forward to this first-ever association of MAGGI Masala-ae-Magic with MasterChef India. With this association, we hope to inspire all Indian home cooks to believe that they can create magic in their daily cooking.”

  • Empower India: Best practices of e-commerce companies helping reduce plastics in packaging

    Empower India: Best practices of e-commerce companies helping reduce plastics in packaging

    Mumbai: Empower India, a public policy think-tank, studied best practices of the retail industry including e-commerce to reduce the usage of plastics in packaging. While retail and e-commerce companies have taken measures to reduce single-use plastics – Amazon is ahead of the saving curve with Flipkart a close second followed by BigBasket. Amazon had saved 97,222 metric tons of single-use plastic in 2021, Flipkart is close to eliminating all single-use plastic packaging in its Indian fulfillment centers, and BigBasket is piloting a project to eliminate packaging from fruit and vegetable deliveries across India by 2023.

    The disposal of non-recyclable or non-biodegradable packaging materials contributes to landfills, pollution, and resource depletion. According to experts, 94 per cent of plastics are recyclable whereas India only recycles about 60 per cent and the rest is discarded into landfills and water bodies. As a result, sustainability in packaging is becoming increasingly crucial.

    According to data online, Amazon is making steady progress in delivering products safely while continuing to reduce packaging and increase recyclability. The company has eliminated 100 per cent single-use, thin-film plastic packaging originating from its India fulfillment network since 2020, and introduced packing paper and paper cushions in its fulfillment network to replace plastic air pillows and bubble wraps. Paper cushions are used to fill the void space inside packages to ensure that the product is well protected in transit. In the same year, Amazon also introduced 100 per cent biodegradable paper tape to seal and secure outbound customer shipments. Flipkart on the other hand introduced scalable sustainable alternatives such as eco-friendly paper shreds, replacing poly pouches with recycled paper bags, replacing bubble wraps with carton waste shredded material and two-ply roll to name a few. Amazon uses machine learning algorithms to determine the suitability of flexible packaging, resulting in packaging that is up to 90 per cent lighter than similar-sized boxes. These algorithms have reduced the use of corrugated boxes by over 35 per cent in North America and Europe in the past five years. Flipkart’s smart packaging approach also focuses on right-sizing and minimizing packaging waste.

    Empower India secretary general K. Giri said, “While there is debate about how e-commerce is impacting the livelihood of retail sellers, it is very encouraging that e-commerce companies are reducing plastic waste through its best practices. I am impressed by the impact that these companies have had on small MSME who manufacture packaging materials. However, for the retail sector to help achieve a collective vision of net-zero carbon emissions by 2040 then there is a need to encourage MSME to adopt more technology-driven solutions.”

    Drawing the attention of the government towards this, Empower India urged the government to consider the suggestions for incorporation in various schemes the ministry is contemplating for green initiatives and also share with relevant ministries during discussions.

  • Unwrapping the 2023 holiday shopping season: A global perspective from Taboola Newsroom

    Unwrapping the 2023 holiday shopping season: A global perspective from Taboola Newsroom

    Mumbai: As the curtains fall on another year, the world eagerly anticipates the grand spectacle of the holiday shopping season. Beyond the tinsel and festive cheer, this annual ritual is a dynamic battleground where retailers and consumers engage in a dance of trends and preferences. Insights from Taboola Newsroom light up the 2023 holiday shopping season, unveiling a global landscape with unique patterns.

    Amidst the glittering lights and cheerful carols, the resounding theme of this year’s festivities is clear: savings take center stage. Taboola’s global data unfolds a narrative where consumers, driven by a world where every penny counts, are on a relentless quest for discounts, budget-friendly options, and lucrative deals as the Taboola Newsroom reveals a surge in consumer interest in keywords such as “Discounts” (up by 131%), “Budget” (up by 27%), and “Deals” (up by 10%).

    For retailers, this presents a unique opportunity to craft their marketing strategies around the theme of savings. Promotions, discounts, and budget-friendly offerings are likely to resonate with consumers. Brands that can effectively convey their value proposition in terms of affordability stand to gain a significant advantage in this competitive holiday season.

    Early Shopping and Extended Holidays: A New Shopping Landscape

    Traditionally, the holiday shopping season used to kick off in earnest on Amazon’s Great Indian Festival Sale and Flipkart’s Big Billion Days. However, in recent years, consumers have been starting their holiday shopping earlier, driven by various factors. In India, the holiday shopping buzz starts during Dussehra and goes on until the New Year. It’s not just about buying things; it’s a time when families celebrate festivals like Diwali and prepare for Christmas. Streets light up, markets get busy, and online shopping becomes exciting. The joy of being together and the festive spirit blend with the thrill of finding the perfect gifts. So, from Dussehra to New Year’s, it’s a season of celebrations and shopping fun in India.

    Taboola’s data shows that “holidays” are surging in online interest by 180%. In the past week, certain retailers have harnessed the holiday fervor exceptionally well, experiencing a notable surge in online traffic. The frontrunners in this holiday shopping race include Multi-Category Retailers, boasting a remarkable increase of 26% in clicks. Christmas-themed retailers have witnessed a staggering uptick of 49%, while Gifting sites are not far behind with a solid 14% boost. Additionally, Food & Drink and Travel Accessories have seen respective increases of 11% and an impressive 49%. This surge in interest underscores the global resonance of the holiday season, as consumers around the world gear up for a festive shopping spree like never before.

    Weekend Surges and NRF Insights: Adapting to Evolving Holiday Shopping Behavior

    Despite retailers pushing out early promotions, the data from Taboola Newsroom suggests that November and December remain robust months for holiday shopping. Data from Skimlinks’ network aligns with the National Retail Federation’s (NRF) 2023 holiday shopping report, indicating that consumers are choosing to extend their holiday shopping over an extended period. This change in shopping behavior has implications for retailers. They need to prepare for an extended shopping season, ensuring that their promotions and inventory are available and relevant throughout this period. Retailers can no longer afford to focus solely on Prime Day and Big Billion Days; they need to capture the attention of consumers over a more extended time frame.

    Navigating the Landscape and Unwrapping Success

    In this dynamic and ever-evolving holiday shopping landscape, it becomes evident that consumers prioritize savings, early shopping, and an extended buying period. For retailers globally, this signals a call to action – a strategic alignment with these insights becomes imperative for a successful holiday season.

    The data shared by Taboola Newsroom provides a comprehensive roadmap to navigate the intricacies of the 2023 holiday shopping season. Savvy retailers will recognize the profound significance of savings in shaping consumer choices, expanding their reach to tap into the global market, and gearing up for an extended holiday shopping season that transcends traditional boundaries.

  • Planify employs a meticulous approach to identify hidden gems among companies

    Planify employs a meticulous approach to identify hidden gems among companies

    Mumbai: Planify is the biggest startup platform to invest in Startups, pre-IPO & Unicorns. Planify is an integrated marketplace that connects entrepreneurs with investors for hassle-free equity fundraising, helps liquidate early investors to sell their existing investment in startups, and provides opportunity to new investors to invest in these Startups, PreIPO and Unicorns. Planify’s vision is to become the go-to place for the angel investing, entrepreneurship, and startup wave in India & Its mission is to fund every entrepreneur to help them gain early access to financial and strategic capital, to propel their company’s growth.

    Rajesh Singla is a market veteran and has experience of 15+ years working in the field of Private Equity, stock markets, angel investments & startups. Singla started Planify in Feb 2019, where he is actively involved in asset and wealth management and has over five years of expertise in managing capital pools of various angel investors. As part of Planify, he has delivered 250+ exclusive opportunities for investors and has 31+ successful exits providing 250% – 2,000% returns.• Overall, Planify-backed investment opportunities produce annual returns of more than 50%.

    Indiantelevision.com caught up with Singla where he shared valuable insights regarding strategies, growth, expansion plans and much more…

    Edited excerpts

    On unique strategies Planify employs when evaluating potential startups for investment

    Planify Unique Service Proposition is the extensive work carried out on our platform to enable ease of Investments into startups.

    We follow a ‘4-S Due Diligence Model’. The 4-S Model may be classified as follows:

    1. Supply-Demand Gap: The first thing we look at is whether the Company has a readily available market & is it being able to adequately fulfill the requirements with its products.

    2. Solving Real-life problems: Identifying companies that solve real-life problems involves recognizing those dedicated to impactful solutions, often leveraging innovation and technology.

    3. Scrutinize Moat: Scrutinizing Moat involves identifying companies that have a distinctive advantage over their industry peers. The advantage could be in technology or in having access to a larger market or even a better supply chain.  

    4. Sustainable Business Model: It involves identifying those companies prioritising long-term environmental, social, and economic impact. Such companies strategically integrate sustainable practices, contributing to their resilience and positive influence on the global ecosystem.

    On the company navigating the risks associated with pre-IPO investments in the dynamic startup landscape

    Planify employs a meticulous approach to identify hidden gems among companies, seeking undervalued opportunities. Rigorous due diligence, market analysis, and a keen understanding of emerging trends enable strategic investment decisions, ensuring that the company identifies and nurtures promising ventures poised for growth in the ever-evolving startup ecosystem. This proactive approach minimizes risks and positions the company to capitalize on undervalued counters, contributing to a robust and diversified investment portfolio. Following this approach the company has been able to facilitate some very highly successful exits for investors.

    An investment of 3.1 crores across 31 startups (10 Lac each in these Startups, pre-IPOs, and SMEs) is presently valued at 17 Cr. providing absolute returns of ~450% and CAGR returns of a whopping 117% every year.

    On supporting the growth and scalability of the startups it invests in beyond just financial backing

    In supporting the growth and scalability of the startups that Planify invests in, the company goes beyond financial backing through a multifaceted approach:

    a) Prarambh – It serves as the founders’ fundraising toolkit which includes assistance with Due Diligence, Term sheets, Equity Restructuring, Pitch decks, Valuations, and Projections.

    b) Strategic Consulting – Providing strategic guidance and mentorship to startups, leveraging industry expertise and insights to enhance their business operations and decision-making.

    c) Networking – Facilitating networking opportunities for startups, connecting them with industry professionals, potential partners, and investors to broaden their collaborative ecosystem. Planify goes one step further to establish the connection between the startup & consumers.

    On the company playing in assisting startups in their journey from the initial stages to achieving unicorn status

    Planify is emerging as a pioneering catalyst, guiding startups seamlessly from inception to unicorn status. We offer an array of support, ensuring founders concentrate on their core competencies.

    a) Prarambh – It serves as the founders’ fundraising toolkit which includes assistance with Due Diligence, Term sheets, Equity Restructuring, Pitch decks, Valuations, and Projections.

    b) Fundraising – We expertly navigate the fundraising journey, turning obstacles into stepping stones for ambitious startups. Planify facilitates fundraising through 3 different categories namely:

       Seed Funding: Planify facilitates fundraising worth Rs. 0.25 Cr. to Rs. 5 Cr. in the Seed Funding category.

       Startup Funding: Planify facilitates fundraising worth Rs. 5 Cr. to Rs. 25 Cr. in the Startup Funding category.

       Growth Funding: Planify facilitates fundraising worth Rs. 25 Cr. to Rs. 50+ Cr. in the Growth Funding category.

    c) SME – Planify positions itself as an Anchor Investor in SME IPOs, collaborating with Merchant Bankers to provide crucial support to these companies during their listing process. This strategic role showcases Planify’s commitment to fostering growth in the SME sector by facilitating access to capital and navigating the complexities of the IPO journey for emerging businesses.

    d) Mainboard IPOs – Planify actively subscribes to Mainboard IPOs, offering its investors early access to lucrative opportunities via Pre-IPOs. This strategic approach enables Planify investors to participate in high-growth undervalued businesses, providing a valuable avenue for diversification and potential returns.

    With Planify, startups find a trusted partner committed to propelling them toward unicorn status.

    On the company’s growth in the next 3-4 years

    The company envisions robust growth over the next 3-4 years, with strategic expansion plans. Planify plans to pursue a 5-prong approach for expansion. This approach includes the following:

    a) Pre-IPO: Planify recognized a significant market challenge where IPOs were frequently oversubscribed, leaving investors struggling to discover promising Angel Investment opportunities. Simultaneously, high-potential startups faced difficulties in securing funds for growth. Planify positioned itself as a crucial link between investors and founders, focusing on pre-IPO investments. With a portfolio of 300+ pre-IPO investment opportunities, Planify has facilitated transactions exceeding Rs. 250 Cr. Essentially, Planify is bringing order to the previously unorganized realm of investment banking.

    b) SME IPO: Planify empowers SMEs by facilitating their IPO journey, unlocking new opportunities for growth and expansion. With a streamlined process and expert guidance, Planify ensures that SMEs can access the capital market efficiently, enhancing visibility and attracting potential investors for sustainable business development.

    c) Fundraising: Planify excels in facilitating seamless fundraising for businesses. Leveraging its robust platform, it provides a comprehensive suite of services, including financial expertise, marketing support, and strategic guidance, ensuring that companies can navigate the fundraising landscape successfully and secure the capital needed for their growth and success. Planify has facilitated Rs. 100+ Cr. worth of fundraising across 20+ startups.

    d) Launchpad: Planify’s latest offering, Launchpad, provides a unique opportunity for startups to showcase their potential on the platform for a year, garnering attention and support from investors. With over 20 startups already leveraging Launchpad, the platform has proven to be an effective avenue for fundraising, enabling these ventures to secure the necessary capital for their expansion and development.

    e) VentureX Fund: Planify is set to establish itself as a Venture Capital Fund (Category 1) under the name VentureX, with a minimum commitment of Rs. 1 Cr. Investors opting for specific ticket sizes must meet money calls. Planify is dedicated to judiciously deploying these funds in the initial two years through strategic investments in promising companies. This structured approach ensures proportional financial participation from investors across different investment tiers.

    f) Subscriptions: Planify has rolled out a groundbreaking Prime Membership & pro Membership feature for just Rs. 999/- & Rs. 2400/- annually. This membership offers exclusive benefits, including early access to over 300 comprehensive research reports, advanced screeners, networking opportunities, valuations, and capital table insights. Additionally, members gain access to the Angel Investment Masterclass, monthly newsletters, blogs, and videos. The prime membership also provides exclusive updates on pre-IPOs of emerging startups in India, enhancing the overall investment experience for Planify users.

    By investing in a subscription, users gain a competitive edge in their financial decision-making processes, making Planify’s database a valuable resource for Angel investors, micro-VCs, Venture Capitalists, Family Offices, Channel Partners, Stockbrokers, Agents, and businesses alike.

  • Walplast achieves high double-digit growth of 20 per cent in its Homesure portfolio

    Walplast achieves high double-digit growth of 20 per cent in its Homesure portfolio

    Mumbai: Walplast Products Pvt. Ltd, a recognised leader in building materials products and the 3rd largest manufacturer of Wall Putty in India, proudly announces a significant growth in its Homesure portfolio. Led by managing director Kaushal Mehta, the company continues to redefine standards in the manufacturing of construction building materials.

    In an industry marked by dynamic shifts, the Homesure portfolio, Walplast’ consumer facing brand, has witnessed an impressive 20% volume growth in the first half of FY ’23-’24, outpacing the market. This surge is indicative of the growing consumer preference for Walplast’ innovative and hassle-free home-building products, solutions and services.

    Driving this impressive growth is Homesure TileEx Tile Adhesives, with a 52% volume growth Y-O-Y. The high growth is a result of numerous focused initiatives – Channel Development and increased market penetration, driving a higher order of Influencer connect through the Samriddhi Loyalty Program, and the unwavering commitment to enhancing consumer acceptance of a wide range of adhesive products. Also, the brand received high traction to the distinctive “Power of 4 Aces” consumer campaign– Application, Adhesion, Aqua-Safe, and Accessibility – which has played a pivotal role in capturing salience and market share.

    Walplast’s strategic expansion in other product portfolios like Decorative Paints with Homesure Mastertouch has yielded impressive results, achieving substantial market penetration in key regions, including Maharashtra, MP, Gujarat, and Rajasthan. Simultaneously, the company has doubled volumes in Gypsum Products, showcasing its adaptability and responsiveness to diverse construction needs. Walplast’s global reach has also expanded significantly, with exports to more than 23 countries. This achievement solidifies the company’s status as one of India’s largest exporters of Wall Putty, contributing substantially to the global construction industry.

    According to industry reports, the Indian construction materials market is projected to grow at a CAGR of 8% over the next five years, driven by increased infrastructure development, urbanization, and a rising demand for sustainable building solutions. Walplast’ stellar performance positions it as a key player in this thriving market.

    Mehta commented, “Our growth aligns with industry trends, reflecting not only the strength of our product portfolio but also our commitment to customer satisfaction and sustainable construction.