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Category: Marketing

  • The deep root of kabaddi mats in India

    The deep root of kabaddi mats in India

    Kabaddi, a traditional Indian sport, has ancient roots that trace back over 4,000 years. This contact team sport, known for its intense physical and mental demands, has evolved significantly, with its equipment, particularly the mats used for playing, reflecting a blend of cultural heritage and modern advancements.

    Kabaddi’s origins are often linked to ancient Indian epics such as the Mahabharata, where tales of strategy, bravery, and teamwork resemble the game’s essence. Historically, Kabaddi was played on simple, unmarked fields of dirt or clay, which were readily available in rural India. The raw and rustic nature of these early playfields symbolized the sport’s close connection to the land and the community. These early versions likely involved grappling and raiding techniques, played on natural surfaces like earth or grass.

    Evolution of kabaddi mats – From cultural significance to modern kabaddi mats

    Despite the technological advancements, Kabaddi mats retain a deep cultural significance in India. They symbolize the sport’s journey from rural roots to a globally recognised competition. The mats are not just functional equipment, they are a bridge connecting the past to the present, embodying the spirit of resilience and adaptability. Traditional mats were often made of natural materials like mud, hay, or cloth. These provided a basic playing surface, allowing for the sport’s characteristic dives, lunges, and tackles, and also natural mats had limitations. The mud could become slippery or uneven after rain, while hay and cloth lacked durability. As kabaddi transitioned from rural fields to organised competitions, the need for a more standardised and reliable playing surface became paramount.

    However, today’s modern kabaddi mats are typically made from high-quality foam and synthetic material designed to provide shock absorption and grip. The advancements in technology have led to the development of mats that not only ensure player safety but also enhance performance by offering a consistent and reliable surface. Also, Modern mats have the capacity by which they can be used on either side. When one surface deteriorates or gets dirty, you can play the game on the other side of the mat. These mats are more long-lasting. The design of modern Kabaddi mats involves a multi-layered approach. The top layer is often made from non-slip materials to prevent players from slipping during the game. The middle layers are constructed to absorb impact, reducing the risk of injuries such as sprains or fractures. The bottom layer is designed to grip the floor, ensuring that the mat stays in place throughout the game.

    The impact on competitive kabaddi

    Kabaddi mats are not merely a playing surface; they are a vital component of competitive Kabaddi. Their role in ensuring player safety, enhancing performance, and promoting the sport’s growth is undeniable. As Kabaddi continues Kabaddi mats have significantly impacted the competitive landscape of the sport.

    1.    Increased player confidence: A safe playing surface fosters a sense of security in players. This allows them to push their limits with greater confidence, leading to a more aggressive and exciting brand of Kabaddi.

    2.    Faster gameplay: The firm yet cushioned surface allows for quicker movements across the court. This facilitates a faster-paced game with more dynamic raids and tackles, making it more captivating for viewers.

    3.    Standardized playing conditions: The use of standardised Kabaddi mats ensures consistent playing conditions across different venues. This levels the playing field for all teams, promoting fairness and a focus on athletic skills.

    4.    Global expansion: Portable Kabaddi mats enable the sport to be played in diverse locations, fostering its growth internationally. This exposure attracts new players and audiences, contributing to the overall popularity of Kabaddi.

    Looking ahead: The future of kabaddi mats

    The future of Kabaddi mats is undoubtedly intertwined with the advancement of Kabaddi itself. Here are some potential areas of development:

    1.    Sustainable materials: The exploration of eco-friendly and recyclable materials for Kabaddi mat construction could contribute to a more sustainable sporting environment.

    2.    Technological integration: Integration of sensors into the mats could provide valuable data on player movement, impact forces, and potential injury risks. This data can be used for training optimization and injury prevention strategies.

    3.    Smart mats: The development of “smart mats” with interactive capabilities could enhance training techniques. For instance, these mats could light up specific zones to guide players during drills or training exercises.

    The evolution of Kabaddi mats in India reflects the sport’s dynamic journey from its ancient roots to its modern-day prominence. While technological advancements have transformed the mats into sophisticated pieces of sports equipment, they continue to embody the cultural heritage and traditional values associated with Kabaddi. These mats are a testament to the sport’s enduring legacy, symbolizing the blend of tradition and innovation that defines Kabaddi’s place in Indian culture and its growing global footprint.

    This article has been authored by Gravolite director Paras Maheshwari.

  • Ultra Soft Toys ensures its toys enrich kids, blending education and entertainment: Sushilkumar Agrawal

    Ultra Soft Toys ensures its toys enrich kids, blending education and entertainment: Sushilkumar Agrawal

    Mumbai: With the advent of technology, kids nowadays are surrounded by a myriad of digital distractions. Despite this, the enduring appeal of toys that seamlessly blend fun and education remains stronger than ever. Ultra Soft Toys, a prominent player in the Indian toy industry, stands at the forefront of this intersection with its diverse array of plush animals and educational toys. It is a distinguished venture of the 40-year-old Ultra Media & Entertainment Pvt Ltd with a strong emphasis on quality and innovation.

    Recently unveiling ambitious plans at Toy Biz 2024 in Delhi, Ultra Soft Toys showcased their commitment to innovation and quality from their state-of-the-art manufacturing facility in Noida. This strategic move not only bolsters their capacity to meet growing global demand but also underscores their dedication to bringing joy and learning to families worldwide.

    Indiantelevision.com caught up with Ultra Media & Entertainment MD & CEO Sushilkumar Agrawal to delve deeper into their toy business, their unique strategies to stay at the forefront and much more…

    Edited Excerpts:

    On Ultra Group’s inspiration behind venturing into the toy industry and its differentiating aspect from other giant toy brands

    Ultra Group, with its rich entertainment legacy, has ventured into the toy industry to extend its storytelling prowess and connect with younger audiences. Their unique approach integrates beloved characters and narratives from their entertainment portfolio, fostering deep emotional connections with consumers. Unlike other toy brands, Ultra Group leverages cutting-edge technology and innovative designs, ensuring their toys are not only entertaining but also educational, enhancing creativity and learning in children through interactive experiences.

    On the new manufacturing facility in Noida and its ability to enhance your production capacity

    Our new manufacturing facility in Noida significantly boosts production capacity with advanced machinery. This expansion allows for increased output, improved quality control, and greater efficiency. The facility’s strategic location facilitates better logistics and faster distribution. This investment enables us to meet growing demand, maintain high-quality standards, and innovate rapidly to keep pace with market trends and customer expectations.

    On Ultra Soft Toys maintaining its commitment to quality and innovation in the highly competitive toy industry

    Ultra Soft Toys maintains its commitment to quality and innovation by rigorously selecting premium materials and employing advanced manufacturing techniques. Continuous research and development ensure our products are safe, durable, and engaging. We stay ahead of trends by integrating new technologies and listening to customer feedback. Our dedicated team of designers and engineers constantly innovate, creating unique and educational toys that stand out in the competitive market. The focus on educational toys segment marks a pivotal strategy moving ahead for Ultra Soft Toys to capture a larger market share. The company anticipates significant revenue growth in this segment as parents increasingly prioritise toys that promote foundational learning and development in children. The acquisition of an additional manufacturing facility in Noida, effectively doubling our production capacity, positions us strongly to meet the increasing global demand while upholding our standards of quality and innovation

    On Ultra Soft Toys’ inspiration to focus on educational toys, and the impact you anticipate this segment will have on your growth

    Ultra Soft Toys was inspired to focus on educational toys by recognising the increasing demand for products that combine fun and learning. Parents seek toys that support their children’s development, and we aim to meet this need with innovative, engaging designs. We anticipate this segment will significantly boost our growth by attracting a broader audience, enhancing brand loyalty, and positioning us as a leader in the educational toy market.

    On products that garnered the most attention, showcased at Toy Biz 2024, and the reason for their popularity

    Our stall shone brightly with our latest collection of educational toys, newly designed cushions, export-ready products, and impressive large-scale toys. These products combine our entertainment legacy and offer immersive play experiences. Ultra Soft Toys showcased a diverse range of products, including plush animals, educational toys like themed cube plushies, themed soft toy playbooks, and travel-friendly accessories.

    On Ultra Soft Toys’ expansion targets for both retail and online channels by FY24-25, and the strategies that are in place to address the challenges anticipated in your global expansion

    Ultra Soft Toys aims to expand its retail presence by increasing the number of physical stores by 20 per cent and entering new international markets in FY 24-25. Simultaneously, online sales targets include a 30 per cent growth through enhanced e-commerce platforms and strategic digital marketing. With a strong footprint in over 65 malls and retail stores nationwide, Currently Ultra Soft Toys has a product range of over 100 products with 225 SKUs. We are planning to expand to 200 products with 375 SKUs by end of FY24-25. The company has advanced its omnichannel strategy, with its offline presence which now spreads across 35 cities in 11 states of India. We have consistently achieved a 27 per cent growth YoY. Challenges such as regulatory compliance are addressed through localized marketing strategies, partnerships with local distributors, and rigorous market research to ensure alignment with regional preferences and regulations. Our expanded production capacity and focus on international markets underscores our dedication to delivering exceptional products that resonate with families worldwide. Currently, we export to European and South African countries, with plans to expand into the Middle East and the USA this fiscal year.

  • The power of local influencers in boosting hospitality brands

    The power of local influencers in boosting hospitality brands

    Imagine walking into your favorite neighborhood café, the aroma of freshly brewed coffee taking over you. As you wait for your order, you spot a familiar face from Instagram — your favorite local influencer is sitting nearby, taking shots of the latest menu item. The café’s vibe instantly feels more inviting, and more trustworthy, simply because someone you admire endorses it. This is the power of local influencers in the hospitality sector. Local influencers are more than just social media celebrities; they are trusted voices in their communities, with the ability to impact opinions and drive purchasing decisions. India’s influencer marketing industry is expected to swell to ₹34 billion by 2026, from ₹19 billion in 2023, as businesses increasingly turn to social-media influencers to drive sales and deepen brand connect, a recent Ficci EY report said. For hospitality brands, influencers can be important allies, increasing brand visibility and trust in ways that traditional advertising cannot. By utilising influencers’ genuine connections with their followers, hospitality brands can develop more meaningful and impactful marketing campaigns.

    One of the major advantages of engaging with local influencers is enhanced brand visibility. In a crowded market, differentiation is critical. Local influencers can introduce your brand to a loyal and engaged audience. A popular local food blogger, for example, can visit your restaurant, share their eating experience, and reach thousands of potential consumers who rely on their recommendations. This type of exposure is crucial, especially for smaller hospitality brands that may not have the resources to run large advertising campaigns. According to a 2024 survey by Influencer Marketing Hub, 67 per cent of marketers plan to increase their influencer marketing budgets because of its effectiveness. Local influencers can help increase your brand’s trust. When an influencer promotes your hotel, restaurant, or other hospitality service, it acts as a seal of approval. Their followers, who trust their recommendations, are more likely to consider your brand when making their own decisions. This word-of-mouth marketing is incredibly powerful and can lead to increased bookings, reservations, and overall customer interest.

    Working with local influencers also allows you to successfully target specific demographics. Influencers frequently have a deep understanding of their target audience’s interests and behaviors. This knowledge enables hospitality brands to better adapt their marketing efforts. For example, if a local travel influencer primarily attracts young professionals interested in weekend getaways, a boutique hotel can offer special packages that cater to this demographic. By aligning your offerings with the interests of the influencer’s audience, you can create more relevant and appealing marketing campaigns. The power of local influencers is not limited to online interactions. Many influencers also participate in local events and have a strong community presence. This means that their endorsements can extend beyond social media, influencing offline behavior as well. For instance, an influencer might host an event at a local restaurant or recommend a nearby hotel to friends and family. These offline interactions can further enhance a brand’s reputation and drive business.

    Collaborating with local influencers adds a personal touch to your brand. This human aspect has the potential to make a huge difference in the hospitality industry, where personal encounters and customer service are important. When an influencer shares a favorable experience with your business, it humanizes it and makes it more relatable. This emotional connection can build loyalty and inspire return visits. They are also extremely effective in creating user-generated content (UGC). When influencers share their experiences with your brand, followers frequently respond by commenting, sharing, and generating their content. This influence has the potential to increase your brand’s reach and engagement. 89 per cent of marketers feel the ROI on influencer marketing is comparable to or better than that of other marketing channels, according to a Mediakix study. UGC serves as genuine testimonials that can sway potential clients’ selections. Encouraging influencers and their followers to use branded hashtags or participate in social media challenges can further boost your brand’s online presence.

    To illustrate the impact of local influencers, let’s look at some real-world examples. In India, the hospitality brand Club Mahindra chain has successfully collaborated with local influencers to showcase their luxurious properties and unique experiences. By inviting influencers to stay at their hotels and share their experiences, Club Mahindra has reached a wider audience and reinforced its reputation as a premier hospitality brand.

    While the benefits of collaborating with local influencers are clear, hospitality brands need to approach these partnerships thoughtfully. Here are some key considerations to ensure a successful collaboration:

    1. Identify influencers whose values and audience align with your brand. Authenticity is crucial, and the influencer’s followers should genuinely fit your target demographic. Research their content, engagement rates, and previous collaborations to check  their suitability.

    2. Establish clear goals and expectations. Whether you aim to increase brand awareness, drive bookings, or promote a specific service, communicate your objectives clearly to the influencer. This clarity will help them create content that aligns with your goals and resonates with their audience.

    3. Foster a genuine relationship with the influencer. Rather than a one-off collaboration, consider building a long-term partnership. This approach allows the influencer to develop a deeper understanding of your brand and convey that authenticity to their audience. Engage with their content, provide feedback, and show appreciation for their efforts to nurture a positive and productive relationship.

    4. Encourage creative freedom. Influencers have their unique style and ways of connecting with their audience. Allow them the freedom to create content that feels natural and authentic. This approach not only maintains the influencer’s credibility but also ensures that the content resonates more effectively with their followers.

    5. Measure the impact of the collaboration. Track key metrics such as engagement rates, website traffic, and conversion rates to evaluate the effectiveness of the partnership. Gathering insights from these metrics can help refine your influencer marketing strategy and improve future campaigns.

    In a world where online connections drive real-world decisions, local influencers are the new representatives for hospitality brands. Their unusual ability to combine authenticity and targeted reach makes them valuable allies for hotels, restaurants, and event locations. By using the power of local influencers, hospitality brands may not only increase their visibility and credibility but also foster long-term partnerships with their communities. As the marketing environment continues to develop, one thing is certain: local voices will continue to guide us to our next favorite meal, stay, or experience.

    The article has been authored by Stellaratti Brand Consultants founder Simer Motiani.

  • How marketing strategies are instrumental in driving business growth from market expansion to increased market share?

    How marketing strategies are instrumental in driving business growth from market expansion to increased market share?

    With every business targeting the top spot in the market, the need to expand its market presence has become more important than ever. From using the digital space to make customer experience better to exploring a variety of tactics, the entire digital space has revolutionized the way businesses interact with their audiences.  

    No matter the type of business one is into, marketing strategies are the lifeblood of any successful business. The work of marketing strategy is not just to identify and capture new opportunities for the business but also to create a strong brand presence in today’s competitive market. Also in recent times, we have observed a growing trend of environmental consciousness among consumers. Some recent research suggests that over the past five years, there has been a 71 per cent rise in online searches for sustainable practices and goods globally. Therefore, we firmly believe that consumer preferences are essential for driving growth and staying competitive in today’s dynamic market landscape.”  

    In this pursuit, CEID Consultants & Engineering Pvt Ltd DGM – marketing Abhinav Govil said, “I’ve worked with both large corporations and startups, and noticed a significant difference in their management mindsets. Corporations tend to focus on marketing, while startups concentrate on sales—though both often refer to their efforts as marketing. In my view, sales is about closing deals in the short term, whereas marketing aims to generate leads over the long term. Corporations typically adopt a one-to-many approach, aiming to create demand and measure ROI. In contrast, startups often use a one-on-one approach, focusing on generating revenue and measuring conversion rates. Corporations strategize with a customer-focused approach, while startups prioritise a product-focused strategy.”

    “Both approaches are necessary at different stages, but it’s crucial for companies to recognize that sales follow marketing. Regardless of whether it’s B2B or B2C, marketing must first create awareness, followed by consideration, and finally conversion. Relying solely on sales for conversion can be time-consuming and labor-intensive. Sales and marketing are distinct functions within a business, they are interdependent. Effective marketing generates leads and creates a favorable environment for sales, while successful sales efforts convert those leads into customers and provide feedback to refine marketing strategies. Together, they drive business growth and customer satisfaction. “ added Govil.

    How can businesses increase market share through marketing strategies?

    When a particular industry grows, the market share of businesses in that industry must grow as well. As it helps companies stay competitive and profitable. It involves capturing a larger portion of the existing market. Therefore, here are areas where businesses can focus to increase market share:

    Know your customers:

    Always understand and place customer needs at the centre of every marketing strategy, especially the existing ones. Building and reinforcing connections with existing customers can help a company broaden its space. This involves personalized marketing, excellent customer service, and building long-term relationships. By using customer data, businesses can create their marketing messages to individual preferences, resulting in more effective campaigns and higher customer satisfaction. Tactics like targeted email campaigns, loyalty programs, personalized content, customer feedback loops, and tailored social media interactions  are essential.

    Customer retention:

    To take business growth to new heights, keeping existing customers is more cost-effective than focusing on acquiring new customers. Therefore, regularly working on customer feedback can help businesses work on their products and services. Additionally, working on delivering services on time and staying in touch with existing customers through direct interaction, surveys and social media platforms can help build a sense of community and keep the brand top-of-mind.    

    Innovation and differentiation:

    Regularly introducing new services or constantly revising the existing ones can offer unique value propositions. Communicating what makes a product or service unique and valuable to the customer is crucial for differentiation. This could be superior quality, exclusive features, or exceptional service. Lastly, keeping up with the trends and consumer preferences allows businesses to innovate proactively.

    Use of technology in modern marketing strategy

    Technology has entirely changed the face of marketing strategies that businesses use in today’s hyper-competitive business scenario. Some of the latest data suggests that around 35 per cent of the company today use advanced technology like AI in their businesses and over 50 per cent of businesses worldwide plan to include the use of technology to grow and expand the overall company.

    Tools that can help businesses grow at a faster rate:

    ●    Marketing automation: Automation streamlines marketing processes, allowing businesses to efficiently manage campaigns across multiple channels. Email marketing, social media scheduling, and lead nurturing are examples of automated marketing activities.

    ●    Data-driven decision making: Utilising data analytics enables businesses to make informed decisions based on customer insights. This includes analysing customer demographics, preferences, and purchasing behavior.

    In short, effective strategies are the backbone of business growth and they not only help in expanding the business but also help in increasing the market share and making sure that the business’ financial health is intact. By using various marketing tactics and technology businesses can stay ahead of the competition and achieve sustainable growth.

    The article has been authored by CEID Consultants & Engineering Pvt Ltd DGM – marketing Abhinav Govil.

  • Medusa Beverages and Warner Bros. launch House of the Dragon exclusive edition

    Medusa Beverages and Warner Bros. launch House of the Dragon exclusive edition

    Mumbai: Medusa Beverages, the home-grown beer brand, and Warner Bros. Discovery Global Consumer Products partner to unveil the exclusive ‘House of the Dragon’ inspired edition. This collaboration seamlessly merges Medusa’s brewing expertise with the captivating world of the acclaimed HBO Original drama series. Drawing inspiration from House of the Dragon, this innovative partnership captures the fiery essence of dragon fire and the bold, adventurous spirit of Medusa.

    Crafted in celebration of the series’ return, this limited-edition collection pioneers India’s beverage market, promising an unforgettable experience for fans and enthusiasts. Each brew in the collector’s series features exclusive, limited-edition cans that reflect the series’ dramatic landscapes, from scorching infernos to icy realms, embodying pivotal elements of House of the Dragon’s epic narrative.

    Medusa Beer founder & CEO Avneet Singh expressed his enthusiasm, stating, “We are thrilled to partner with Warner Bros. Discovery Global Consumer Products to unveil the exclusive House of the Dragon-inspired limited-edition cans. This collaboration epitomizes the rich tradition, bold innovation, and epic storytelling that define both our brand and the iconic series.”

    Fans can expect a wealth of rewards, including bespoke merchandise and exciting giveaways celebrating the collaboration, where the House of the Dragon-inspired limited-edition collection will debut later this month.

  • The PepsiCo Foundation, PepsiCo R&D and Quaker release ‘Building A Healthier Tomorrow’ report

    The PepsiCo Foundation, PepsiCo R&D and Quaker release ‘Building A Healthier Tomorrow’ report

    Mumbai: The PepsiCo Foundation, in collaboration with PepsiCo R&D and Quaker, has released the ‘Building A Healthier Tomorrow’ report at an event in Mumbai, highlighting the success of the Quaker ‘Bowl of Growth’ program. Launched in 2023 with NGO MAMTA HIMC, the initiative aims to uplift community health by supporting 1,000 malnourished children aged 3-5 in Mawal & Mulshi Blocks, Pune District, Maharashtra.

    Program impact and key findings:

    . 98 per cent of children consistently ate at least three-quarters of the ‘panjiri’ made with Quaker Multigrain & Millet-based recipe.

    . 89 per cent of the children in the program experienced improved or stable growth parameters.

    . 95.6 per cent of mothers & caregivers reported an increase in their children’s appetite.

    The program places the mother and child at the heart of its interventions. It has empowered parents and caregivers with knowledge and resources to provide balanced nutrition to children. A key focus of the program is to intervene during the early stages of malnutrition to prevent its progression to severe forms, ensuring a healthier future for children.

    Aligned with PepsiCo’s principle of ‘Partnership of Progress’, the Quaker ‘Bowl of Growth’ program strategically partnered with the Government of Maharashtra to ensure the scalability and sustainability of nutrition interventions. Building on the success of the first phase, Quaker will continue the program in Pune, reaching an additional 2,000 children, with further expansion plans for Mumbai, aiming to benefit 4,000 children.

    The event witnessed participation from the Government of Maharashtra, Commissioner of ICDS, Kailash Pagare; BJ Govt. Medical College, Pune, professor & head, Department of Community Medicine, Dr. Muralidhar P. Tambe; PepsiCo, chief medical officer and Senior Vice President of Life Sciences, Dr. Pietro Antonio Tataranni; PepsiCo Foundation, International Programs Lead, Kareem Mohamed; PepsiCo India and South Asia, R&D Region Senior Director, Mijanur Rahman; PepsiCo India, senior director and supply chain head, Rinkesh Satija; MAMTA HIMC, executive director, Dr. Sunil Mehra; and government of Maharashtra, deputy director and state nodal officer for child health, Dr. Govind Chaudhary. The municipal commissioner of Brihanmumbai Municipal Corporation (BMC), Dr. Bhushan Gagrani, shared a video message as part of the event.

    Congratulating PepsiCo India, Government of Maharashtra commissioner, ICDS, Kailash Pagare said, “The improvement in children’s nutritional health by the methodology of education, awareness and supplementation of nutrition is truly encouraging. These achievements highlight the importance of multi-sectoral collaboration in addressing malnutrition. The Government of Maharashtra fully supports and appreciates such initiatives as it aligns with our state’s vision for a healthier future.”

    Brihanmumbai Municipal Corporation (BMC) municipal commissioner Dr. Bhushan Gagrani (IAS) in his video message about the program, praised PepsiCo India for its dedication and commitment in launching the impactful ‘Bowl of Growth’ program in Pune, which aligns seamlessly with the state government’s efforts to eradicate malnutrition. He emphasized that the success of this initiative underscores the strength of public-private partnerships and stressed the importance of scaling this program to reach more children across Maharashtra.

    PepsiCo Foundation president and PepsiCo global head of philanthropy C.D. Glin, commented on the significance of the program, “At the PepsiCo Foundation, we combat food insecurity through initiatives like meal delivery, supporting food banks, and regenerative farming. Malnutrition is a global issue, and proactive intervention is crucial to address the unique challenges faced in different regions. The Quaker ‘Bowl of Growth’ report highlights our commitment to improving childhood nutrition, showing significant gains in nutritional intake and knowledge. Our partnership with MAMTA HIMC has positively impacted community health in Pune, Maharashtra. Additionally, the support received from the local administration at each and every step over the last year has been instrumental in the implementation of the program. By addressing food insecurity at a local level, we aim to help create sustainable and long-lasting change in the communities we serve.”

    PepsiCo MD, chief medical officer and senior vice president, life sciences, Dr Pietro Antonio Tataranni, added, “Through our pep+ (PepsiCo Positive) commitment, we are dedicated to offering positive choices that benefit people and our planet. The impact findings of the ‘Bowl of Growth’ program highlight PepsiCo’s efforts in supporting underserved communities in India.  The results are particularly encouraging, with 89 per cent of the children in the program experiencing improved or stable growth parameters. Additionally, 95.6 per cent of mothers & caregivers reported an increase in their children’s appetite. These numbers are a testament to the dedication and hard work of our teams over the past year. It’s heartening to see that the enrolled children loved the panjiri, with nearly each child consistently consuming at least three-quarters of the provided recipe.”

    PepsiCo India category lead, brand Quaker Sravani Babu said, “At Quaker, our 145-year commitment to nutrition is embodied in the ‘Bowl of Growth’ program. The ‘Building A Healthier Tomorrow’ report highlights significant improvements in children’s nutritional intake and awareness among mothers and caregivers. The positive response to Quaker’s nutrient-rich panjiri recipe has been particularly inspiring. Through our partnership with MAMTA HIMC, we have made a substantial impact on community health in Maharashtra. Aligned with PepsiCo’s principle of Partnership of Progress, this program marks an important first step, with its expansion now reaching Mumbai.”

    Key interventions of the Quaker ‘Bowl of Growth’ program:

    . Nutrition: Developed a local recipe ‘panjiri’, made with a specialized Quaker multigrain & millets -based product with 18 vitamins & minerals.

    . Awareness: Conducted thematic engagement sessions and released a program video on the importance of nutrition and millets.

    . Education: Hosted daily workshops and introduced an illustrated comic book emphasising balanced nutrition.

    Quaker’s ‘Bowl of Growth’ initiative aligns with PepsiCo’s pep+ (PepsiCo Positive) ambition and ‘Food for Good’ efforts, aiming to provide nutritious food to 50 million people by 2030.

    The report launch was complemented by ‘Fuel the Future,’ an educational initiative aimed at empowering community members. Through this national competition, Quaker, a brand that stands for nutrition, aims to empower students of India’s Nutrition and Allied Science College to be the changemakers, drive awareness and educate communities about malnutrition.

  • Portronics launches Vayu 3.0 a portable tyre inflator

    Portronics launches Vayu 3.0 a portable tyre inflator

    Mumbai: The loved gadget brand, Portronics, has launched the Vayu 3.0, a portable tyre inflator for vehicle owners. The device can refill objects to up to 150 PSI pressure, enabling owners to use it on their car, motorcycle, bicycle tyres and balls, as well as sports gear like footballs, basketballs and volleyballs. Its compact form factor and built-in 4000mAh rechargeable battery make it an ideal companion for contingencies when there is no petrol pump in the vicinity.

    Performs Best Under Pressure

    This Vayu 3.0 is super convenient in high-pressure situations, like a deflated tyre in the middle of nowhere. Users do not have to be ace auto mechanics to operate it either. Its cordless design and intuitive interface can be mastered by non-technical folk as well.

    An LED display provides clear and precise readings, and an automatic pressure detection feature provides accurate tyre pressure readings. Once the desired pressure levels are entered on the device, the built-in air compressor starts pumping air into the tyre and shuts offs automatically when the internal pressure reaches the desired value. The Vayu 3.0 also lets users choose from preset modes—car, bike, bicycle, ball—to fill the air to a fixed pressure with minimum steps.

    Portable and Practical

    The Vayu 3.0 comes with many nozzles of different sizes, shapes and functions—for greater compatibility—and is a Presta Valve adapter-enabled model. The inflator is powerful enough to refill a tyre in less than 10 minutes and the battery capacity is enough to refill all four car tyres before needing to be recharged. It also includes a powerful LED flashlight that comes in handy when inflating a tyre in poor light or while navigating in the darkness to tend to the problem. The Vayu 3.0’s 4000mAh battery can be recharged via its standard USB Type-C port.

    Pricing & Availability

    The Portronics Vayu 3.0 is available for purchase at an introductory price of just INR 2099 on the company’s official website, backed by a 12-month warranty. It is also available on Amazon.in, Flipkart.com, and other leading online and offline stores.

  • playR launches its latest range of innovative sports apparel

    playR launches its latest range of innovative sports apparel

    Mumbai: playR, a brand that has consistently upheld the philosophy of “Encouraging a healthier, meaningful life through sports,” has announced its latest range of innovative sports apparel. Since its inception, playR has been committed to keeping the player first, creating products and services that enhance the health, meaning, and pleasure of everyday life.

    “Our goal has always been to integrate sports into daily life, work, and our way of living,” said playR co-founder and iCOREts Pvt Ltd director Ravi Kukreja. “By combining our expertise and innovative ideas, we have developed apparel that not only meets the high demands of athletes but also promotes a healthier lifestyle for everyone.”

    playR’s new collection includes a diverse range of sports apparel such as T-shirts, polos, jackets, shorts, tracksuits, lowers, and socks. Each product is designed with the utmost care and attention to detail, ensuring maximum comfort and performance. The products embody the perfect blend of technology and style, providing athletes with the infrastructure and support they need to excel.

    In addition, playR is the official merchandise partner of several leading Indian Premier League (IPL) teams, including Chennai Super Kings, Mumbai Indians, Knight Riders, Rajasthan Royals, and Punjab Kings. Fans can now purchase apparel supporting their favorite teams, ensuring they can show their allegiance in style.

    The Indian sports equipment and apparel market is projected to reach over $40 billion by 2027. playR is poised to be a leading provider in this rapidly growing market. Its focus on quality and innovation positions the brand to take India to a global stage, driving economic and social development.

  • Innovation is our primary driver: Anirban Banerjee

    Innovation is our primary driver: Anirban Banerjee

    Mumbai: Eveready Industries India Ltd (EIIL) along with India’s First Woman IPS Officer, Dr. Kiran Bedi unveiled a first-of-its-kind flashlight with safety alarm – the Eveready Siren Torch. This market disruptor and pioneering siren flashlight emits a loud 100dbA safety alarm when the user pulls the attached key chain in a distressing situation. Designed to empower women and people at large, the newly launched siren flashlight aims to enhance safety and security in daily life. This product is backed by the brand’s latest campaign, #AwaazUthaneyKaPower, conceptualised by Ogilvy India, which is led by deaf and verbally challenged people to highlight the need for this product to ensure safety and security for all.

    For the #AwaazUthaneyKaPower campaign, Eveready collaborated with India Signing Hands, an organisation dedicated to providing solutions to “accessibility” issues faced by the deaf community in India. To dispel the silence around women’s safety, the campaign connects with the deafening power of non-verbal communication through a powerful film crafted by Ogilvy India. The film features deaf and verbally challenged women, alone in different locations, narrating their traumatic experiences in sign language. They recount being very close to danger sometimes or being subjected to eve-teasing. Eveready Siren Torch empowers women to make noise even without a voice, with 100-decibel SOS alarms to prevent abuse and alert passersby. The film encourages others to stand up for themselves, feeling empowered by the message: “Ab awaaz main bhi uthaungi” – I will make my voice heard too.

    According to the Georgetown Institute 2023 Women, Peace and Security Index, The sense of safety among women aged 15 years and above in India has seen a decline. In 2017, 65.5 per cent of Indian women reported feeling safe, but this figure dropped to 58 per cent in 2023. The index gauges the safety perception of women walking alone at night in the city or in the area where they live.

    Indiantelevision.com caught up with Eveready Industries India Ltd. senior VP & SBU head (batteries & flashlights) Anirban Banerjee where he discussed the safety issue and also highlighted key elements on how the product shares the message and how it can create an impact and more…

    Edited excerpts

    On the inspiration behind Eveready Siren torch and its alignment with the brand’s overall product strategy

    As a torch company, we recognise the importance and history of our product, especially in the context of a developing country like ours, where safety remains a significant concern, particularly for women on the go. Despite the advent of modern technologies like AI, the torch has long served as a fundamental tool for safety. To enhance the value of this trusted product, we aim to raise awareness about its role not only in providing light but also as a crucial emergency tool. Ideally, no one should face harm, but in the unfortunate event that they do, this torch can be indispensable. In emergencies, one in a hundred people can create sufficient light and sound to alert others and seek help. Its small and compact design ensures easy accessibility.

    On Eveready Industries collaborating specifically with India Signing Hands for the #AwaazUthaneyKaPower campaign

    Partnering with India Signing Hands for this cause is a perfect fit. For individuals without a voice, the ability to make themselves heard in dangerous situations is critical. Imagine being in danger and unable to shout for help. This small torch can amplify your voice with a simple pull, making it an essential tool for those who cannot speak. If they can use it effectively, so can anyone.

    On the idea for this campaign and the outcome you hope to achieve from it

    Our campaign aims to be realistic and impactful. While we produce many torches and don’t hold press conferences for each launch, this particular torch carries a purpose and message. Our advertisement features real individuals rather than actors, emphasizing the genuine experiences and needs that inspired this product.

    On the Eveready Siren torch addressing accessibility issues, particularly for the deaf community

    Upon collaboration, we gained access to their channel and are now reaching out to various organisations, including the Ministry of Social Welfare. We will pitch this torch as a simple yet effective device that produces noise when needed. Whether or not we receive external support, we are committed to doing everything we can to promote and distribute this product. As Mr. Alok mentioned, India has approximately 68 million individuals in the deaf and challenged category. Educating and making this population aware of and accessible to this torch is incredibly powerful.

    Eveready’s plans for promoting the Eveready Siren torch and continuing to support accessibility initiatives

    Innovation is our primary driver, especially in the categories of batteries and torches. While some innovations are large-scale, others are subtle yet significant. This torch represents a straightforward and practical idea tailored for the Indian audience, which spans beyond metropolitan cities like Mumbai to numerous towns and villages. Our future plans include expanding into other categories, particularly portable power devices, for which Eveready is already renowned. However, today’s focus is on showcasing how differentiation can make a significant impact.

  • Hitchki redefines dining and nightlife with a Bollywood twist: Reeti Khowal

    Hitchki redefines dining and nightlife with a Bollywood twist: Reeti Khowal

    Mumbai: In a bustling urban landscape where dining out is as much about the experience as it is about the food, Hitchki has carved a niche for itself by offering a vibrant dining and nightlife experience. Perfect for catching up with friends or enjoying a lively night out, Hitchki’s unique selling proposition (USP) lies in its Bollywood theme and lively atmosphere.

    The quirky décor, inspired by iconic Bollywood films and the nostalgic music transport guests back to the golden era of Indian cinema. This Bollywood theme not only sets the stage for a memorable dining experience but also appeals to the cultural nostalgia of a diverse clientele.

    The restaurant’s menu is a delightful fusion of traditional Indian flavors and global cuisine. Guests can savor a variety of dishes, from classic Indian delicacies to contemporary international fare, all expertly crafted to please the palate. The impressive selection of drinks, including innovative cocktails and fine spirits, complements the culinary offerings, making every meal at Hitchki a gastronomic adventure.

    Adding to the charm of Hitchki is its lively atmosphere. The restaurant regularly hosts live music performances, DJ nights, and themed events, ensuring that there is always something exciting happening. These vibrant events not only draw crowds but also create a dynamic and engaging environment that keeps guests coming back for more.

    The restaurant has also announced its exciting collaboration with Naagin Sauce. From 15 July to 30 July, all Hitchki outlets in India will host the ‘Uff Uff Mirchi Wings Challenge.’ The challenge will showcase a variety of hot wings, each more tempting than the last, all prepared with Naagin’s special sauces. Participants who successfully finish the chicken wings challenge within the time limit will triumph and secure a place on the leaderboard, along with exciting rewards from Hitchki and Naagin Sauce. At the end of the 15-day contest, the participant with the fastest completion time will be crowned the ultimate winner and receive an exciting prize.

    The restaurant industry is in a constant state of flux, shaped by shifting consumer preferences and global trends. In 2024, new trends are transforming how restaurants operate and market themselves. As the industry moves towards personalised and experiential strategies, establishments are finding innovative ways to engage with their customers.

    To gain deeper insights into Hitchki, Indiantelevision.com reached out to Mirah Hospitality DGM – Marketing Reeti Khowal. She shared valuable perspectives on what makes Hitchki a leader in the industry.

    Khowal highlighted how Hitchki’s distinctive atmosphere transports guests back in time, celebrating the golden era of Bollywood hence redefining dining and nightlife with a Bollywood twist. This nostalgic element creates an emotional connection with guests, making their dining experience truly unique. Their menu blends traditional Indian flavors with contemporary twists and due to this fusion, it appeals to diverse palates and keeps the menu exciting and fresh.

    On the growing trend of themed restaurants, she discussed how Hitchki effectively capitalizes on this trend. By staying true to its Bollywood theme, they attract a wide audience looking for an immersive dining experience. Khowal also elaborated on how Hitchki utilises personalised and marketing strategies to connect with its audience. From targeted promotions to engaging social media campaigns, they highly ensure that the marketing efforts resonate with its customers.

    Finally, she spoke about how Hitchki maintains its competitive edge by continuously innovating and adapting to changing market trends and customer preferences. This approach allows Hitchki to stay ahead of the curve and consistently deliver a high-quality dining experience.