ITV

Category: Marketing

  • DS Group’s Pulse Candy was recognised by IIMA as a case study in marketing excellence

    DS Group’s Pulse Candy was recognised by IIMA as a case study in marketing excellence

    Mumbai: Being a leader in the hard-boiled candy segment for the last eight years, Pulse Candy has captured millions of consumers’ taste buds. The IIMA case study examines the marketing strategies and strategic decisions that fueled Pulse Candy’s rise to prominence. It looks at how DS Group identified market needs, developed a unique product, and navigated various challenges to achieve success.

    “We are deeply honoured by IIM Ahmedabad’s recognition of Pulse Candy as a case study,” said DS Group vice chairman Rajiv Kumar. “This acknowledgement highlights our team’s dedication and the product’s significant impact on the market. Our continuous focus on innovation and dedication to deliver what the consumer wants is what has helped us flourish and remain relevant since the last 95 years. We hope this case study serves as an inspiration to future marketers and entrepreneurs.”

    IIM Ahmedabad prof Sanjay Verma said, “The inclusion of Pulse Candy in our case study series underscores the remarkable intersection of innovation and strategic acumen. Pulse Candy’s journey from a bold market entry to industry leadership is a testament to the power of creative marketing and strategic vision. This case study not only highlights DS Group’s ability to identify and capitalize on market opportunities but also provides invaluable insights for future business leaders. It is a compelling example of Culture Marketing and how well-executed strategies can redefine market dynamics and achieve unprecedented success.”

    This three-part case study examines DS Group’s strategic entry into the competitive hard-boiled candy market. The FMCG giant’s transition into a sector dominated by established national and international players is explored in detail. The study analyzes the identified market opportunity and DS Group’s approach to product differentiation. It provides a comprehensive overview of market size, growth, segmentation, key competitors, and distribution channels.

    The launch of Pulse Candy is the second part of the series and is highlighted as a turning point in the case study. By identifying a consumer preference for tangy raw mango, DS Group created a unique, premium candy. This innovative product, with its distinctive taste and packaging, rapidly gained popularity, surpassing competitors to become the market leader.

    Pulse Candy’s success is further examined in terms of marketing strategies and challenges in the third series. Pulse Candy achieved Rs 1 billion in sales in eight months through BTL, digital, and influencer marketing. Despite counterfeits, copycats, and shortages, DS Group’s strategies maintained market dominance.

  • McDonald’s India launches multi-millet bun with Chef Sanjeev Kapoor

    McDonald’s India launches multi-millet bun with Chef Sanjeev Kapoor

    Mumbai: McDonald’s India (West & South), operated by Westlife Foodworld has introduced its first multi-millet bun in collaboration with CSIR-Central Food Technological Research Institute (CFTRI) during national nutrition week. McDonald’s also partnered with Chef Sanjeev Kapoor to highlight the brand’s focus on nutritious menu options.

    The multi-millet bun, made with Bajra, Ragi, Jowar, Proso, and Kodo, allows customers to enjoy their favorite burgers like McAloo Tikki and McSpicy Paneer with added nutritional value. These millets, sourced from states across India, reinforce McDonald’s commitment to local and sustainable sourcing.

    The launch is supported by a brand film, conceptualised by DDB Mudra, featuring Chef Sanjeev Kapoor, an advocate of millet-based cuisine. The film features Chef Sanjeev Kapoor surprising customers by suggesting improvements to their burgers. He introduces the multi-millet bun, highlighting its benefits and the collaboration with CSIR-CFTRI, supported by the ministry of science and technology. Kapoor’s advocacy for millets further strengthens the campaign’s message of healthier eating.

    Chef Sanjeev Kapoor said, “I am excited to be a part of this unique and thoughtful initiative by McDonald’s India to launch the Multi-Millet Bun. As someone who has been passionate about promoting the goodness of millets, I was captivated to see McDonald’s India embarked on a journey to provide more nutritional and mindful eating choices to its customers.”

    McDonald’s India (W&S) CMO Arvind R.P. said, “The introduction of the Multi-Millet Bun, developed in collaboration with the esteemed CSIR-CFTRI, is a testament to our constant endeavour towards offering mindful choices through various menu innovations. We are also pleased to extend our collaboration with Chef Sanjeev Kapoor, whose trusted culinary expertise and unwavering advocacy for millets in India make him the perfect fit to endorse our new Multi-Millet Bun. This strategic combination of traditional superfoods with modern food sciences results in a delicious and nutritious addition to our customers’ favourite burgers. We believe that our fans will relish and appreciate this innovative menu item.”

    DDB Mudra Group group creative directors Gagandeep Bindra and Rahul Arcot said, “Millet buns is one of McDonald’s tastiest and most nutritious addition to an ever-growing menu packed with goodness. But something about Millet Buns doesn’t scream excitement for Gen-Z. Because most of them don’t even realize that they’ve been devouring Millets in various forms for years. Thanks to a certain Mr. Kapoor, who besides being one of India’s most trusted culinary voices, also runs an entire channel dedicated to creating wholesome Millet Cuisines with MilletKhazana. We believe he’s the perfect spokesperson for our latest offering, connecting with our audience across India in his inimitable style.”

    The new multi-millet bun offers essential vitamins, minerals, and dietary fiber while maintaining McDonald’s signature taste and quality. Customers can now enjoy these nutritious buns at McDonald’s outlets in West and South India, through Drive-Thru, or via the McDelivery App.

  • Samsung ‘Solve for Tomorrow’ 2024 reveals 10 finalist teams for the grand finale

    Samsung ‘Solve for Tomorrow’ 2024 reveals 10 finalist teams for the grand finale

    Mumbai: Samsung India has announced the Top 10 teams of ‘Solve for Tomorrow’ 2024, its flagship CSR programme. The top 10 teams will now advance to the grand finale where they will present their unique ideas to a grand jury comprising Samsung leadership and other key industry leaders. The shortlisted teams come from some of the country’s remotest regions, including Golaghat and Kamrup Rural in Assam, Jhalawar in Rajasthan, Udupi in Karnataka, and Bilaspur in Chhattisgarh, highlighting the programme’s deep regional penetration.

    These finalists underwent a rigorous selection process involving multiple rounds of pitch presentations to Samsung jury members and mentoring sessions by experts from Samsung and Foundation for Innovation & Technology Transfer (FITT), IIT Delhi.  As a reward, each of these 20 teams received a grant of Rs 20,000 for prototype development. In addition to this, the shortlisted teams from the youth track received latest Samsung Galaxy laptops while the teams from the school track received Galaxy tabs.

    In the 3rd edition of the programme, students submitted their ideas under two overarching themes: ‘Community and Inclusion’ and ‘Environment and Sustainability.’ Under these broad themes, most of the ideas focused on tackling key issues such as education and resource access for underprivileged communities, challenges in experiential learning, digital literacy, water conservation, and arsenic pollution.

    The teams also participated in an ‘Innovation Walk’, designed to provide mentoring, expert sessions and exposure to the students. This was held at various Samsung offices including Samsung R&D Centres in Bengaluru, and Noida, as well as the regional headquarters in Gurugram. The students participated in sessions that were instrumental in providing insights to the product development process, which also helped them improve their ideas. This was followed by a National Pitch Event, where the final 10 teams were selected.

    “We are thrilled to witness the journeys of these 10 shortlisted teams from across the nation, which are nothing short of remarkable. The ‘Solve for Tomorrow’ programme has been able to expand the boundaries of creativity and capability for all participants, ultimately preparing them not only for the finale but for their future endeavours as well. Through the programme, we aim to equip the participants with technical skills, instill them with confidence and help them in thinking innovatively. As we approach the grand pitch event, we are excited to see how these participants will bring their path-breaking ideas to life and create positive social change,” said Samsung Southwest Asia corporate VP SP Chun.

    “The innovation and creativity displayed by these young minds are truly inspiring. Samsung’s ‘Solve for Tomorrow’ programme has been a substantial contributor in providing these students with the right mentorship and training needed to refine, elevate and nurture their ideas. FITT takes immense pride in being a part of this esteemed platform, where young innovators are empowered with the skills and confidence that will remain integral to their future journeys,” said IIT Delhi managing director, FITT, Nikhil Agarwal.

    This edition of the ‘Solve for Tomorrow’ 2024 programme has seen participants from some of the country’s most remote regions, including Imphal in Manipur, East Khasi Hills in Meghalaya, and Bilaspur in Chhattisgarh. All students were inspired to develop ideas aimed at addressing societal issues, fulfilling Samsung’s mission to leverage technological innovation to improve the lives of people, particularly those in underprivileged communities.

    Here are the finalist 5 teams of the School Track and the problems they are solving

    SkyGuard Wildfire Monitoring: Reduce the adverse impact of air pollution and wildlife risks on communities, especially those in peri-urban, rural, and forested areas by developing  solutions that focus on environmental monitoring and public health improvement by providing real-time data to mitigate the adverse effects.

    Eco Tech Innovator: The team is developing a solution to reduce the ill effects of arsenic contamination in drinking water sources, leading to reduction of essential minerals.

    Praetor VR: The team envisions developing affordable VR-based learning solutions for students who cannot afford the expensive ones.

    You: Provide support to the LGBTQ community by offering legal, and educational initiatives to encourage acceptance and equality.

    HamaraLabs: Developed an app that gives course information, breaking it down to make decision-making easy.

    Here are the finalist 5 teams of the Youth Track and the problems they are solving

    Metal: Finding a solution to the problem of arsenic contamination, particularly in groundwater.

    Team Hemta: Developed solutions to reduce the burning of agricultural waste.

    BioD: Offering solutions to help the overdependence of single-use plastics that contribute to carbon footprint as well as oceanic and landfill pollution.

    Ramdhan Lodha: Addresses agricultural challenges by offering sustainable and farmer-friendly solutions.

    EnvTech: Offering groundwater solutions to help reduce overdependence on borewells.

  • “Evocus is proactively addressing industry challenges by staying ahead of emerging trends:” Aakash Vaghela

    “Evocus is proactively addressing industry challenges by staying ahead of emerging trends:” Aakash Vaghela

    Mumbai: Leading the hydration innovation market, A.V Organics Pvt Ltd stands at the forefront with Evocus, India’s first black alkaline water. Dedicated to advancing health and wellness, Evocus combines 100 per cent natural ingredients with superior alkaline properties, setting a new standard for modern hydration.

    Indiantelevision.com’s Suman Baidh had a chat with A.V Organics Pvt Ltd founder and managing director Aakash Vaghela about his ambitious path of growth and expansion. Aakash’s visionary approach drives the company’s strategic focus on innovation, market penetration, and global outreach. As Evocus continues to enhance its competitive edge through advanced technology, strategic partnerships, and quick commerce, the brand is poised to extend its reach both domestically and internationally.

    On Evocus managing to maintain its competitive edge as it expands both within India and internationally

    Evocus has maintained its competitive edge through a relentless focus on innovation, quality, and customer-centricity. Our unique selling proposition lies in the health benefits of our black alkaline water, which resonates well with health-conscious consumers. By leveraging advanced technology and research, we ensure that our product remains superior in terms of its alkaline properties and mineral content. Additionally, our strategic partnerships and strong distribution networks have enabled us to expand our reach both within India and internationally. We also invest heavily in brand building and digital marketing to create a strong brand presence across diverse markets.

     On the key growth and expansion targeting for Evocus in the coming years

    Our growth strategy is anchored on three primary pillars: market penetration, product diversification, and geographic expansion. In India, we aim to deepen our market presence in tier-one and tier-two cities. Internationally, our focus is on entering high-potential markets in Asia, the Middle East, and North America. We are also working on expanding our product portfolio to include new variations of innovative health beverages. Our goal is to double our market share in the next three years while maintaining our commitment to quality and customer satisfaction.

    On envisioning the role of quick commerce in the future of your distribution strategy

    Quick commerce is set to play a pivotal role in our distribution strategy. With the rise of e-commerce and changing consumer behaviour towards instant gratification, we are adapting by strengthening our partnerships with leading quick commerce platforms. This allows us to ensure that our products are available to consumers with minimal delivery times, enhancing their overall shopping experience. We are also investing in our logistics and supply chain infrastructure to support faster and more efficient delivery models.

    On measuring the success of your partnerships and metrics is important

    The success of our partnerships is measured through a combination of quantitative and qualitative metrics. Key performance indicators include sales growth, market share expansion, customer acquisition rates, and brand visibility. We also assess the strength of our partner relationships through customer feedback and engagement levels. Another critical metric is the return on investment from joint marketing and promotional activities. Ultimately, the success of our partnerships is reflected in the overall growth and health of the Evocus brand.

    On Evocus positioning itself to overcome these challenges and capitalize on emerging trends

    Evocus is proactively addressing industry challenges by staying ahead of emerging trends. We are investing in research and development to continuously improve our product formulations and introduce new, innovative products that meet the evolving needs of our consumers. Moreover, we are enhancing our digital presence and leveraging data analytics to gain deeper insights into consumer preferences, enabling us to tailor our marketing and product strategies effectively.

    On new products or variations of Evocus that you are planning to launch soon

    Yes, we are excited about the upcoming launch of several new products and variations. We are exploring the addition of functional beverages that offer specific health benefits, such as enhanced hydration, energy boosts, and immune support. These new products will help us expand our consumer base and strengthen our position in the health beverage market.

    On raising funds be utilised to drive the next phase of Evocus’ development

    The funds raised will be strategically deployed across several key areas to drive the next phase of Evocus development. A significant portion will be invested in scaling up our production capacity and enhancing our supply chain infrastructure to meet growing demand. We will also allocate funds towards expanding our marketing and brand-building efforts, both domestically and internationally. Additionally, we are committed to investing in research and development to drive product innovation and maintain our competitive edge. Finally, we will use the funds to strengthen our distribution networks, including expanding our presence in quick commerce and fund for global expansion in e-commerce.

  • India’s BPC market to hit $34 billion by 2028: Nykaa Beauty Trends Report

    India’s BPC market to hit $34 billion by 2028: Nykaa Beauty Trends Report

    Mumbai: India’s beauty market, the fourth-largest globally, is at a critical point driven by premiumization, evolving demographics, and technology. To explore these changes, India’s leading beauty retailer has released the ‘Nykaa Beauty Trends Report,’ developed with Redseer. The report identifies key trends and insights on navigating the dynamic beauty market.

    A significant finding is the rise in premium beauty consumption, driven by access to global brands, expanding routines, and product innovations. This shift is supported by growing consumer aspirations, higher discretionary spending, and dual-income households.

    Nykaa has been central to this trend, offering over 3600 beauty brands and introducing global luxury brands to India. Gen Z, young millennials, and non-metro consumers are driving growth, supported by Nykaa’s content, educational efforts, and omnichannel presence, including over 200 stores and its e-B2B platform, Nykaa Superstore.

    Nykaa Beauty executive director and CEO Anchit Nayar said, “As India rapidly ascends to become one of the world’s most influential beauty markets, we at Nykaa are incredibly optimistic about its future. The insights from our Beauty Trends Report clearly show a market poised for extraordinary growth, driven by premiumization, technological advancements, and a new generation of discerning consumers. Nykaa remains committed to leading this transformation by democratizing access to the world’s best beauty brands, fostering innovation, and expanding our reach across both digital and physical channels. We believe that by staying true to our core values of authenticity and customer-centricity, we will not only grow with the market but also play a pivotal role in shaping the future of beauty in India.”

    Redseer Strategy Consultants founder and CEO Anil Kumar remarked, “The Indian beauty and personal care market, valued at $21 billion, is on the brink of a transformative journey, projected to grow at a robust 10-11 per cent CAGR over the next five years. This dynamic sector is not merely expanding; it’s rapidly evolving, with e-commerce expected to surge by 25 per cent annually, leading the way. The democratization of beauty expertise through social media, now influencing over 500 million users, is ushering in a new era of informed and empowered consumers. Brands that embrace this evolution, leveraging omnichannel strategies and innovative offerings, will not only thrive but will shape the future of beauty in India. The coming years will be pivotal as we witness a market that doesn’t just grow—it redefines itself.”

    The report offers a comprehensive roadmap for brands looking to navigate the rapidly evolving BPC market in India. With its deep analysis of current and emerging trends, the report underscores the importance of innovation, strategic expansion, and consumer-centric approaches in driving future growth.

  • Celebrate the arrival of a bundle of joy with Johnson’s Baby’s new gift set

    Celebrate the arrival of a bundle of joy with Johnson’s Baby’s new gift set

    Mumbai – Johnson’s Baby has launched its gift set. The all-new gift range was unboxed at Johnson’s Baby ‘Onederland’ event with 280+ influencers and experts in Delhi.

    A special gift to celebrate arrival of a little one, Johnson’s baby latest gift sets is available in 4 distinct variants with a curated collection of Johnson’s Baby popular products. Each gift set has been designed keeping the unique needs of new mothers and their newborns. For the first time, Johnson’s baby introduces a gift set along with a maternity bag with a name tag which can be personalised with the baby’s name. A perfect companion for outings with the little one, the maternity bag is available in attractive colours, is easy to carry, durable and water-resistant providing mothers a worry-free experience incase of any spills.

    As a brand which celebrates the special moments of newborn, Johnson’s baby for the first time launches an AI generated lullaby & video which can be personalized with the baby’s name to make the nap time ritual even more special. Conceptualized by Hogarth, parents can now access the new lullaby feature by scanning the QR code on any Johnson’s baby gift box and create a personalized lullaby in English and Hindi languages.

    Commenting on the launch, Kenvue business unit leader-essential health and VP marketing Manoj Gadgil said, “We are excited to launch our new Johnson’s baby curated gift sets.  Johnson’s baby has always focused on enhancing the joys of parenthood and we hope these gift sets become synonymous with the joys associated with the birth of a newborn. Our gift sets have been thoughtfully curated with many personal touches including an AI powered lullaby and our best-selling products designed to help protect a baby’s delicate skin.”  

    The Johnson’s baby gift set were unveiled at Johnson’s Baby ‘Onederland’ event with India’s leading mummy influencers, experts and heads from communities from across the country. The event brought alive three distinct aspects of a motherhood journey including Journey to Day1, Preparing for Day 1 and Day 1 and Beyond. The event began with the JourneytoDay1 inviting mothers or the ‘Chief Oneder Officers’ to share their journeys and stories with their little one with a Promise Wall activation, followed by Preparing for Day 1 segment focusing on ingredient transparency and how to choose the best products suited for a baby’s delicate skin.  For the final segment on Day 1 and Beyond, experiential zones and expert led knowledge sessions highlighted various aspects of baby skin science, myth busters and how to give the first bath, massage and much more.

  • Juleo-YouGov report: Two in three users never meet matches in person

    Juleo-YouGov report: Two in three users never meet matches in person

    Mumbai: Juleo in partnership with YouGov, surveyed over 1,000 singles from the top eight Indian cities to understand the current trends in Indian matchmaking. The Juleo-YouGov Indian Matchmaking 2024 Report reveals key insights on the challenges singles face, including the lack of in-person meetings, safety concerns, and the mental health impact of using dating and matrimony apps.

    The report shows that two out of three individuals who use dating or matrimony apps and websites have never met their matches in person, indicating a lack of real-life connections. Common reasons include the inability to find suitable profiles and ghosting.

    An alarming 78 per cent of female respondents reported encountering fake profiles on these platforms. Women express a strong desire for better privacy controls, with 74 per cent of all respondents stating that their profiles should only be visible to those they choose. Additionally, 82 per cent of women believe government ID verification is necessary for dating or matrimonial platforms, emphasising the need for safety measures.

    The report also highlights the emotional and psychological toll of online matchmaking. Nearly half of all respondents experience mental health challenges from using these platforms. The pressure to make a great first impression is significant, with 62 per cent feeling stressed to maintain witty conversations. Furthermore, three out of four women feel overwhelmed by their experiences on dating or matrimony apps. The endless swiping feature adds to their woes, with 70 per cent finding it futile.

    Clinical psychologist & TEDx speaker, Kamna Chhibber commented, “Relationships are challenging in modern times. The availability of too many choices and options can become a deterrent in building significant partnerships. Additionally, safety can get compromised as individuals seek to contact and meet more people. Building mechanisms for exploring relationships in a manner that is safe and which protects them – physically, emotionally and psychologically – is critical.”

    Juleo’s founder-CEO, Varun Sud said, “The report shares the deep pain faced by the youth today in pursuit of love. Face-to-face conversations and in-person meetings form the core foundation of genuine relationships. Milne se hi baat banti hai. We have hence started a global movement through Juleo to change how singles find love in a safe, trustworthy and responsible manner.”

  • “We harness the power of Gen AI platforms to revolutionise content creation:” Innova Solutions’ Arpita Dubey

    “We harness the power of Gen AI platforms to revolutionise content creation:” Innova Solutions’ Arpita Dubey

    Mumbai: As B2B marketing grows more complex with longer decision cycles and fragmented buyer behaviors, Innova Solutions is stepping up to simplify and unify the process. Under the expertise of Innova Solutions’ Sr director, head of marketing, APAC SBU & India, Arpita Dubey, who has over 18 years of experience, the company is utilising AI and data-driven tools to break down silos and deliver personalized customer experiences that drive business growth.

    Indiantelevision.com’s Arth Chakraborty caught up with Dubey to talk about integrating AI into B2B marketing strategies, challenges when adopting AI for marketing purposes, and more.

    Edited Excerpts:

    On the first steps for integrating AI into B2B marketing strategies

    To strategically leverage technology in B2B marketing, it is crucial to clearly define key objectives and identify opportunities where AI can have the greatest impact. Integration of AI in marketing enables curated persona development and hyper-personalization, which are vital for targeted campaigns aimed at niche audiences. By improving data analytics and content generation, AI allows for faster, more cost-efficient processes and better utilization of marketing budgets.

    Initial steps should include conducting a cost-benefit analysis, assessing the maturity and capabilities of AI tools, and identifying marketing techniques where AI integration can enhance brand presence and accelerate growth, all while meeting marketing and overall business objectives.

    On the AI technologies or tools that are currently most effective in your marketing efforts

    The effectiveness of any tool is directly tied to the specific marketing objectives it aims to fulfill. At Innova Solutions, our strategic priorities include enhancing brand visibility, establishing ourselves as an employer of choice, driving business growth, and cultivating a brand that resonates with customers, employees, and job seekers. To achieve these goals, we are leveraging AI-enabled automation tools like HubSpot for advanced segmentation and hyper-personalization of campaigns and ZoomInfo for deeper audience insights.

    We utilise the integrated AI capabilities of Salesforce to optimize customer relationship management. Additionally, we harness the power of generative AI platforms to revolutionize content creation, enabling us to produce high-quality content at scale while significantly reducing the time and costs associated with these efforts. We are also using an in-house developed content management platform that has the capability to store, train various resource banks and provide quick output for various services customer testimonials, etc. Furthermore, we are continuously exploring tools and technologies that enhances our performance ensuring that our digital presence remains strong and effective.

    On the biggest challenges you faced when adopting AI for marketing purposes

    As AI becomes increasingly integrated into marketing systems, several strategic challenges arise in achieving full-stack AI adoption. Foremost among these are ensuring content authenticity, maintaining data quality, preventing data leakage, and avoiding plagiarism. In the B2B marketing landscape, where our programs span multiple services across diverse industries and geographies, training AI models with extensive resource banks presents a significant challenge.

    A major hurdle has been related to data quality and integration. Ensuring that existing data is both clean and compatible with AI systems demands substantial time and resources. Furthermore, equipping the marketing team with the skills needed to effectively utilize AI tools involves considerable investment in upskilling and training.

    On measuring the success of your AI-driven marketing initiatives and the crucial KPIs

    The success of AI-driven marketing initiatives is measured through several key performance indicators (KPIs), including lead quality scores, conversion rates, customer lifetime value, and return on marketing investment. Custom metrics have also been developed to track efficiency gains in marketing processes.

    On the emerging AI trends that you believe will significantly impact B2B marketing in the near future

    Conversational AI, extended personalization capabilities, AI-enabled SEM are some of the trends in AI technology that are most likely to evolve and profoundly affect B2B marketing in the near future. Apart from this, we are also in a time where we need to be more targeted in our approach, AI-enhanced account-based marketing (ABM) is another trend that I am seeing picking up speed, leading to more efficient and effective ABM campaigns. Lastly, as I mentioned earlier AI in data analytics and decision-making is going to further evolve and become more seamless and help in driving better ROI.

  • Mumbai City FC’s games will be an acid test for the usage of our products: Munish & Vikram

    Mumbai City FC’s games will be an acid test for the usage of our products: Munish & Vikram

    Mumbai: Mumbai City has announced its multi-year partnership with UpUrFit as the Official Pain Relief & Recovery Partner starting from the 2023-24 season. Their innovative solutions are tailored to meet the needs of athletes at all levels, offering effective pain relief and promoting faster recovery times.

    As part of this partnership, UpUrFit’s  products will be integrated into the training and recovery routines of our players. Additionally, UpUrFit will offer expert guidance and support to the medical and coaching staff, ensuring that our team benefits from the latest advancements in sports recovery technology.

    Indiantelevision.com caught up with UpUrFit co-founders Munish Vig and Vikram Gunjal where they shared more additional insights on this.

    Edited excerpts

    How did the partnership with Mumbai City FC come about, and what does it mean for UpUrFit to be the Official Pain Relief and Recovery Partner?

    UpUrFit’s USP has been its scientifically formulated product portfolio which has been co-created with athletes and experts. As such an early set of collaborators in this mission have been the Sports Physiotherapists community. It was hence very much the Physiotherapy and Medical department of MCFC that we initially connected with more to seek product feedback. The efficacy and relevance of the range left them impressed and the Physio department was the one who pushed for this partnership with the rest falling in place in record time.

    Mumbai City FC has been the epitome of continued excellence and have managed to raise the bar on performance in every one of their recent seasons. As the ISL trophy holders they obviously are one of the best in the league! It is hence a huge privilege but also a responsibility for UpUrFit – we have to ensure that our products perform at a high level to match the intensity of MCFC performances and we are confident of that! This partnership will enable sports&fitness enthusiasts to recognize that UpUrFit’s products stand the true test of a champions’ need and hence can be their companion in breaking barriers of pain and discomfort without parallel.

    How do you plan to leverage your partnership with Mumbai City FC to enhance and evolve your product offerings

    UpUrFit’s products have already been carefully formulated by experts and their development further enhanced by feedback from pro athletes. We ensured that we spent 3 months in our beta products testing, to enable iterations that pro athletes (football teams, running squads et al.) needed of the products and hence we are well poised to further the evolution of the product range basis usage of one of the most intense athletic outfits in India!

    Mumbai City FC’s training sessions and games will be an acid test for the usage of our products and we have already passed with flying colors in their initial usage and assessment! MCFC footballers will be frequent users of products to tackle pain and discomfort to enable them to perform at their best and as such their usage and feedback will help us in both modifications to our current products whether in formulation or packaging, as well as enabling us to develop new products which address similar concerns and then democratise those offerings for enthusiasts in due course.

    Can you discuss any specific products or technologies that have been particularly successful for your brand?

    While it has been initial days and we have been in the market for just around 6+ months, we can clearly see multiple products from our stable being a fit for specific audiences and used cases. The Pain Relief products (Thermo Spray and Cryo Spray) have been universal in their adoption while the war-up and cool down aids (Thermo Gel and Cryo gel) have started making a big dent with pros across sports whether its football, running or bodybuilding.

    Our wipes have seen a broader adoption with on-the-go cleansing post sport or activity a key unserved need till now! We have had instances of urgent orders from individuals wanting to rush from an intense game to their spouse’s birthday celebrations, seeking the refuge of cleansing and refreshing of our XXXL Body&Face Wipes and XXL Shampoo Wipes!

    This obviously has been led by meaningful innovations and formulations – whether it’s the large towelette sized wipes that cater to a full body cleansing, or completely clean and drug free formulation for our Pain Relief and Recovery products, athletes and enthusiasts have started rewarding us for thinking about them and their needs while establishing UpUrFit!

    What role do you see pain relief and recovery products playing in an athlete’s overall performance and well-being?

    We can clearly see Indian athletes and sports leagues evolving and gearing up to compete on global stages as the recent Olympics and other sporting events indicate. That said, this brings with it much higher levels of intensity not only during competitions but also during training! This only gives rise to higher incidents of breakdown due to injuries exacerbated by lack of recovery!

    We see Pain Relief & Recovery products as developed by UpUrFit as a key component in an athlete’s regimen of staying at her/his sharpest and keeping injury free! Our warm-up and cool-down aids (The Thermo Gel and CryoGel) amplify an athlete’s warm-up and cool down protocols’ output thereby minimising injury risk and maximizing recovery post game or training. That said, injury and pain are a part of every athlete’s life and our Pain Relief range (The Thermo Spray and Cryo Spray) enable a strong first level of defence and relief to both sports induced chronic pains as well as impact led injuries.

    Innovation plays a key role during any product development. If yes then how will you incorporate it within this partnership?

    As stated above, UpUrFit’s products have been scientifically formulated with key inputs from athletes and experts. Listening to our key users hence to develop better solutions, be it formulations, packaging or completely new innovations is in our DNA. For e.g. our Shampoo Wipes which promote best in Class hair & scalp hygiene on-the-go, were developed after identifying dirt and grime that settles on an athletes or enthusiasts hair and scalp, as a major irritant during their athletic pursuits.

    We will keep this spirit of innovation alive and use observation of players and their feedback, not only to enhance our products further but also formulate new solutions. We have a responsibility to keep the ISL trophy champs free of injury, pain and discomfort and will use our resources of product expertise to fulfil their needs.

    What are some of the key challenges you faced while establishing UpUrFit in the sports fitness industry?

    There was initially disbelief (albeit followed with welcome arms) that a brand would adopt the mission of specifically solving problems for Athletes and Enthusiasts and going beyond the needs of a average household! Sportspeople have been given the short shrift on products development till the recent past –  we see so many brands use existing household formulations and add a “sport” or a “fit” to an existing product to position it in the Sports industry! That said, for UpUrFit once athletes and administrators were convinced of our objectives in enhancing their efforts and specifically creating products for their needs, we were treated as one of their own! This has been as true for our initial partners like the Maharashtra State League Women’s Football team – Young Guns FC as it has been for MCFC!

    We are still putting in efforts to reach out to all teams across multiple sports, big and small! While we see high intent, we also realise that resourcing of teams at ground levels is low albeit growing. We would love more corporate entities to step up and promote sports so that these teams where the real talent emerges from are able to equip their athletes better!

    How do you envision the future of sports and fitness products evolving, and what trends do you think will shape the industry in the coming years?

    We will see more brand accord due respect to athletes and sports enthusiasts by formulating products and designing packaging for their needs rather than repositioning existing solutions! We have already seen the likes of Fast&Up doing this in the re-hydration space and UpUrFit is delivering similar promises for mitigating Sports induced Pain and Discomfort!

    The western markets where the sports segments have been developed for years and are a sizable market will also be an indicator. One trend that we foresee is the emergence of key ingredients delivering sports&fitness specific benefits. As an example, Magnesium is already a big hit due to its recovery properties in developed countries and will gradually gain prominence in India. UpUrFit has introduced the 1st Magnesium Sulphate (Epsom Salts) + Menthol BodyWash to deliver relief from Muscle Fatigue & Soreness and more will follow not just from us but other relevant Sports & Fitness brands as well.

    We also see other brands like Fast&Up and UpUrFit specifically dedicated to the sports&fitness space becoming big hitters. We are not very far away from seeing Indian equivalents for the likes of an “Art of Sport” – the U.S sports personal care juggernaut. We will also see key sports personalities throw their weight behind such meaningful solutions – Serena Williams “Will Recover” comes to mind as a harbinger of this trend even for India!

     

  • AkzoNobel India launches ‘Dulux Velvet Touch Eterna’

    AkzoNobel India launches ‘Dulux Velvet Touch Eterna’

    Mumbai: Four decades since introducing luxury in Indian decorative paints industry with its flagship Dulux Velvet Touch range of interior emulsions, Akzo Nobel India Ltd. is now redefining the epitome of luxury with Dulux Velvet Touch Eterna – its first uber-luxury interior emulsion in India.

    Dulux Velvet Touch Eterna takes Dulux Velvet Touch’s unparalleled legacy of innovation and superior quality to the next level. Introduced for the first time in Indian interior emulsions, the advanced PU reinforced acrylic makes paint significantly more durable and dust-resistant, ensuring that walls stay impeccably pristine and timelessly elegant.

    This innovation also delivers on consumers superior colour performance expectation from luxury paint. As the first Dulux paint offering in India to come powered by the TruColour+ technology with antioxidants, Dulux Velvet Touch Eterna envelopes living spaces with rich and intense colours that stay fresher for longer. Unpleasant odour during paint application too is a thing of the past as the added tea tree oil results in a refreshing aroma.

    AkzoNobel India executive director-Decorative Paints Rohit Totla said, “As one of the Most Trusted Brands of India, Dulux is yet again pushing the boundaries of innovation and superior quality of its flagship brand Dulux Velvet Touch. Leveraging our global expertise, we have combined the best of timeless aesthetics with technology-driven performance to ensure that each brushstroke mirrors the eternal elegance and refinement that the most discerning Dulux paint consumers aspire to achieve.”

    Knowing that timeless spaces deserve an equally timeless touch, Dulux’s colour experts have curated the exclusive ‘Eternals’ collection for Dulux Velvet Touch Eterna with 10 themes such as Eternal Love, Eternal Fire and Eternal Cosmos. Whether used on their own or paired with complimenting palettes, (deep tones for impact, mid tones for a softer look, pale tones for a gentle lift to the walls or selected whites that bring tranquillity), the Eterna collection helps consumers to effortlessly transform their home interiors inspired by the hues of timelessness and exclusivity. 

    “At Dulux, we never compromise on quality and know that families want to enjoy a worry-free paint experience. That’s why we are backing the unmatched quality of Dulux Velvet Touch Eterna system (topcoat and base coat) with a 10-year performance warranty* under our Dulux AssuranceTM warranty program,” added Rohit.

    Launched in select markets across India, the availability of Dulux Velvet Touch Eterna will be expanded to all major cities in the following months.