Mumbai: Decathlon is launching Decathlon Pulse, a fully-owned subsidiary dedicated to building new long-term growth engines, accelerating Decathlon’s ambition to move people through the wonders of sport.
In a sports and wellness market offering major growth opportunities, Decathlon is determined to explore new ways to expand its footprint for the benefit of people, society at large and the planet.
An independent entity within the group, Decathlon Pulse will invest in innovative people and businesses that share its values and commitment. In line with Decathlon’s global strategy, Decathlon Pulse will fully complement the group’s core activities by diversifying its ability to drive impact and lead the change.
Three levers of action to build additional long-term growth
Decathlon Pulse will focus on three main levers:
● Build and scale ideas and concepts with strong potential to create standalone new businesses that will complement Decathlon’s core activities and strengthen the group’s value proposition.
● Invest as a shareholder in highly innovative companies that could change the sport ecosystem and accelerate the adoption of new sustainable business models.
● Acquire strong and forward-looking sports brands and sporting goods distributors that are changing the game by their revolutionising ideas and trailblazing business models.
Driving innovation and growth through strategic partnerships
For many years, Decathlon has been investing in companies with the same intention: to have an impact on all stages of the sports ecosystem’s value chain.
Since 2018, Decathlon has invested close to 400 million euros in capitalistic partnerships, from investments in startups and small companies to the acquisition of majority stakes in premium pure players like AllTricks and Bergfreunde.
Decathlon Pulse, through its clear roadmap, independent management and dedicated teams, will accelerate this strategic movement, having the capability, means and agility to look beyond today’s changes and focus on long-term strategic growth.
Franck Vigo is appointed CEO of Decathlon Pulse. Decathlon’s Global CEO Barbara Martin Coppola will serve as its chairwoman, ensuring the complementarity with Decathlon’s core activities.
Decathlon Global CEO and Decathlon Pulse chairwoman Barbara Martin Coppola: “We are thrilled to launch Decathlon Pulse. This marks a significant milestone in our journey to better serving the sporting needs of the customers of tomorrow. Decathlon Pulse is a separate entity, but will be complementary to the Decathlon as they work towards the same purpose to move people through the wonders of sport. Decathlon Pulse will be dedicated to finding new growth levers and game-changing innovations in the sports market. I can’t wait to see what the team achieves in the future.”
Decathlon Pulse CEO Franck Vigo: “Today marks an exciting new journey for us as we launch Decathlon PULSE, driven by a passion for sport and a singular vision to continuously enhance our impact on people’s lives. We believe the best way to do so is to build long-term relationships with game-changing companies and people, in which we invest while maintaining their full autonomy to create a better sports industry.”
Mumbai: Positive Vibez Brand Solutions (PVBS) and WhyNotNow (WNN) has announced their collaboration in providing comprehensive brand strategy solutions aimed at brands across industry sectors & empowering startups to reach their full potential in today’s competitive marketplace.
Positive Vibez Brand Solutions (PVBS) is a marketing agency in India, renowned for its strategic brilliance and seamless execution in amplifying brands and orchestrating unforgettable experiences. PVBS has a proven track record of serving top brands across the nation, leveraging a dedicated team of 35-plus experts spanning various marketing disciplines. With its innovative approach and expertise, PVBS consistently delivers global solutions that elevate brand presence and create lasting impact.
WhyNotNow (WNN) is a brand advisory firm focused on delivering integrated brand strategy & marketing solutions, Martech, and PR services to startups, SMEs, and unicorns. With over 30 years of founder’s experience in brand strategy across diverse industry sectors, WNN is committed to helping businesses of all sizes succeed by providing expert guidance and innovative creative solutions.
The collaboration between PVBS and WNN marks a significant milestone in the realm of brand strategy solutions. By combining WNN’s expertise in branding & innovative marketing strategy, Martech, and PR with PVBS’s proficiency in brand strategy, design, and event execution, the partnership aims to craft brand magic that captivates audiences worldwide.
PVBS co-founder and director Suneet Batra expressed her enthusiasm about the collaboration, stating, “We are thrilled to join forces with WhyNotNow (WNN) to offer unparalleled brand strategy solutions to our clients. By leveraging our collective expertise and resources, we are confident in our ability to deliver exceptional results and drive brand success.”
WNN founder and CEO Sharad Gupta echoed this sentiment, saying, “At WhyNotNow, our mission is to empower businesses & brands to thrive in today’s dynamic landscape. Our collaboration with PVBS allows us to expand our reach and capabilities, enabling us to create impactful brand experiences that resonate with audiences globally. Our strategic focus on start-ups, Small & Medium Businesses will offer innovative branding & marketing solutions to the emerging sector and try to attain thought leadership in the industry.”
Together, PVBS and WNN are poised to redefine the landscape of brand strategy solutions, providing startups, SMEs, and unicorns with the strategic guidance and creative firepower they need to succeed in an ever-evolving marketplace.
Mumbai: Noise, a connected lifestyle brand, launched its first limited-edition smartwatch, NoiseFit Javelin, co-created with India’s Golden Boy and brand ambassador, Neeraj Chopra. The exclusive smartwatch pays tribute to Neeraj’s #ArmOfGold, encapsulating the will, grit, and pride that have brought numerous glories to India. From its name to its design inspired by the nation’s colours, the NoiseFit Javelin encapsulates the pride of the nation, further personalised with Neeraj’s signature and unique serialization, marking a tribute to his legacy victory of 2021.
The NoiseFit Javelin not only commemorates Neeraj Chopra’s journey of resilience but also integrates innovative features to assist users in maintaining fitness and training with equal determination. This limited edition smartwatch embodies the perfect alignment of Noise and Neeraj Chopra, uniting under a shared appreciation for embracing the Noise within and etching India’s name on the global map.
Neeraj’s journey from a promising athlete to an Olympic champion resonates deeply with Noise’s brand ethos. It represents that from humble beginnings come great achievements if one never stops dreaming and persevering. As Neeraj continues to set records and inspire millions, Noise seized the opportunity to honour his accomplishments and connect with enthusiasts nationwide. This badge of honour capsulises Neeraj’s grit and determination on the global stage, showcasing how dedication and unwavering focus can transform ambitious dreams into reality. This special edition smartwatch not only pays homage to Neeraj’s historic Olympic gold medal but also invites users to personally celebrate his inspiring journey and future wins.
Noise co-founder Gaurav Khatri said: “As a proud homegrown brand marking leadership at national and global levels, it is our privilege to create this limited edition alongside Neeraj Chopra, as we celebrate the sports icon. We don’t see it as just another smartwatch, but a badge of honour, embodying Neeraj’s indomitable spirit of a championship allowing a tangible connection to his lasting legacy. Neeraj has been integral to the Noise family, and with NoiseFit Javelin capsulizing his signature glory and essence of our core values, we are excited to give fans an opportunity to connect and celebrate India’s golden boy’s remarkable journey, together.”
“When I teamed up with Noise, I was certain we had a strong synergy. Inspired by their journey of bringing global pride to India and empowering lives through innovation, I am thrilled to bring this special edition smartwatch, the NoiseFit Javelin, that embodies the grit, will, and trust that inspire us all to push our limits every day. Each watch bears my signature, offering a chance to own a unique piece of my journey from 2021. As we continue to take India to great heights, this smartwatch allows us to celebrate the glory together with our fans.” said Neeraj Chopra
This limited edition smartwatch not only celebrates Chopra’s grit, pride, and will but also delivers a powerful array of features to enhance the user’s lifestyle.
Beyond its distinctive design, the NoiseFit Javelin packs a powerful punch. The smartwatch features a stunning 1.46” AMOLED display, Bluetooth calling capabilities, and a robust 3-layer build with a screw dial crown. Inspired by Chopra’s dedication and focus, the Javelin boasts a “Scheduled DND” mode, allowing users to silence distractions and achieve peak performance. Additionally, an SOS feature ensures safety and security for users on the go.
The NoiseFit Javelin prioritizes user well-being with the comprehensive Noise Health Suite, including heart rate monitoring, SpO2 tracking, sleep monitoring, stress measurement, and even a female cycle tracker. The NoiseFit Javelin is built to withstand the elements with its IP68 water and dust resistance rating. Furthermore, the device boasts a long-lasting battery life of up to 7 days, keeping users connected and on track throughout their busy days.
Featuring over 100 sports modes, the NoiseFit Javelin caters to a variety of fitness enthusiasts. Users can stay stylish and informed with over 100 customizable watch faces. The smartwatch also integrates a productivity suite with reminders, weather updates, a built-in calculator, music control, and a multi-functional clock with alarm, timer, and stopwatch features.
As a tribute to Neeraj’s remarkable achievement in 2021, the watches are serialized exclusively for that year, making each piece a unique collector’s item. The NoiseFit Javelin limited edition smartwatch is priced at Rs. 3,999 and available for purchase on gonoise.com, Amazon and Myntra starting today. With its unique design, advanced features, and focus on well-being, the NoiseFit Javelin is the perfect way for users to celebrate his victory and embrace an active lifestyle.
Mumbai: Acerpure, an Acer group entity with 48 years of innovation, leadership and excellence in the global IT hardware market, has unveiled its latest flagship product, the Acerpure Aspire & Swift TV series. Available in 32, 43, 55, and 65 inches, these TVs feature state-of-the-art technology for an immersive viewing experience. The Acerpure TVs offer Pure vision with an astonishing 1.07 billion colours, bringing every scene to life with pure clarity and vibrancy. Equipped with Pure Dolby audio, a bezel-less design, multiple connectivity options, and a powerful processor, these models offer pure style with advanced technology for an unparalleled viewing experience. With up to Ultra High Definition (UHD) resolution of 3840 x 2160, they ensure crystal-clear picture quality that brings every detail to life.
Powered by the Google TV operating system, these TVs offer seamless integration with a wide range of apps and services, providing pure entertainment options. With a 178-degree viewing angle, viewers can enjoy consistent picture quality from wider angles, making these TVs a perfect fit for family movie nights and social gatherings. The Variable Refresh Rate feature ensures smooth motion handling, enhancing the viewing experience for fast-paced action scenes and sports.
The Acerpure TV series is designed for those seeking high-quality features in a more compact form that meets global standards. Pure Audio is a key focus in the Acerpure Swift series, which comes equipped with immersive Dolby ATMOS technology. This audio system creates a multi-dimensional sound experience that elevates every scene, making viewers feel like they are right in the middle of the action. Connectivity options are abundant, with three HDMI 2.0 ports, USB 2.0, Bluetooth V5.0, and dual-band Wi-Fi (2.4G + 5G), ethernet port allowing users to easily connect a variety of devices and enjoy their favourite content thus making it a television of pure trust and entertainment. Aligned with the Make in India initiative, the Acerpure TV series epitomizes pure trust and entertainment, combining innovative technology with the pride of Indian manufacturing.
Acerpure India director Vasudeva G said, “As we enter the new market, we aim to reinforce a strong position in the consumer electronics space. The five different variants launched under the Aspire and Swift Google TV series represent our commitment to align with the varied needs of Indian consumers, enabling them to embrace a more pure and technologically advanced life. Coming from Acer with a long history of technology breakthroughs in the IT category we believe that our innovative approach and dedication to quality will resonate with consumers, making Acerpure a household name synonymous with excellence and innovation in home entertainment.”
With over 18000 pin codes being serviced Acerpure is committed to providing world-class customer service and reliability, ensuring a hassle-free experience. The combination of Pure Vision, Pure Audio, Pure Style, Pure Trust, and Pure Entertainment makes the Acerpure Aspire and Swift TV series an outstanding choice for consumers seeking a superior home entertainment solution.
Mumbai: Bringing together the magical fusion of coffee and chocolate, Hershey India introduces HERSHEY’S Coffee Mocha Flavored Milkshake this monsoon. HERSHEY’S Coffee Mocha Flavored Milkshake is an exquisite blend of cocoa and coffee crafted especially to elevate your taste buds and uplift your mood, perfect for enjoying during the rainy season. This milkshake serves as a refreshing treat, offering chocolate lovers and coffee enthusiasts the chance to ‘Slurp Up the Fun’ on a cloudy day.
Infused with the goodness of calcium, vitamins, and immunity-boosting zinc, each sip of the new flavor is a pure indulgence. The HERSHEY’S Coffee Mocha flavored Milkshake is a delicious addition to Hershey India’s existing milkshake range, which includes Chocolate flavor, Strawberry flavor, Cookies n Crème flavor, Almond flavor, Vanilla Ice Cream flavor and Cashew Butterscotch Ice Cream flavor offering consumers a diverse selection of indulgent options.
Priced at Rs 40, HERSHEY’S Coffee Mocha Flavored Milkshake is available at selected grocery stores and retail outlets.
Mumbai: In today’s world, the urgency to address climate change is more pressing than ever. We all want to do our part to protect the environment, but the idea of making significant lifestyle changes can sometimes feel overwhelming. The good news is that many simple, everyday choices can make a big difference, both for the planet and your bank account. Imagine reducing your carbon footprint while also saving money — it’s a win-win situation. From adopting greener transportation habits to making smarter energy choices at home, these changes are not only feasible but can also lead to a healthier, more sustainable lifestyle. Here are seven practical and effective ways to cut down on your carbon emissions and keep more money in your pocket.
Ditch the car, hail the ride-share (or bus!): Traffic jams aren’t exactly eco-friendly, and neither is the gas guzzling. Public transportation options like buses, trains, and subways are a great way to cut down on emissions. Plus, monthly passes on metros like the Delhi Metro in India can save a bundle compared to daily car expenses.
Two wheels are better than four (especially when they have a motor): For shorter trips, there’s nothing quite like the freedom and ease of a bicycle. And if you’re worried about breaking a sweat, consider an electric bike from a company like EMotorad – they’re becoming more popular for a reason! Plus, bikes are way cheaper to maintain than cars – no more gas station visits!
Appliance upgrade? Think green machine: When it’s time to replace an old fridge or washing machine, look for energy-efficient models from brands like Bajaj, Havells, and Godrej in India. These might cost a bit more upfront, but they’ll slash your electricity bills over time. Many brands offer energy-star rated appliances, so keep an eye out for those labels.
Lighten up and light up with LEDs: Those old incandescent bulbs are real energy suckers. Switching to LED lights is a smart move – they use way less power, last ages, and come in all sorts of brightness options. Companies like Philips and Wipro in India provide a wide range of LED lighting solutions. The initial cost might be slightly higher, but those savings on your electricity bill will add up fast.
Reduce, reuse, repeat (and save!): This age-old mantra is more relevant than ever. Before you toss something, consider if it can be reused, repaired, or recycled. There are also tons of reusable alternatives to everyday items available now, from shopping bags to water bottles. Remember, every bit you keep out of the landfill is a win for your wallet and the environment. Initiatives like Swachh Bharat Abhiyan in India encourage recycling and waste management at the community level.
Adopt renewable energy sources: Using solar or wind energy reduces reliance on fossil fuels, leading to a smaller carbon footprint. Companies like Tata Power Solar offer solar panel installations for homes and businesses in India. While the initial installation might seem pricey, government incentives and tax breaks can help offset those costs. Plus, imagine the satisfaction of using clean energy and slashing your electricity dependence!
Conserve water (With help from Hindware and Cera): Reducing water usage not only conserves this precious resource but also reduces the energy required for water heating and distribution. Water-saving fixtures from brands like Hindware and Cera in India can significantly reduce water consumption. Fixing leaks and installing low-flow faucets and showerheads can lower your water bill.
Adopting these seven strategies is a powerful step towards reducing your carbon footprint and enhancing your financial well-being. Each small change, whether it’s cycling instead of driving, investing in energy-efficient appliances, or conserving water, contributes to a healthier planet and can lead to substantial savings. By integrating these eco-friendly practices into your daily routine, you’re not only making a positive impact on the environment but also setting a precedent for a more sustainable lifestyle. The benefits of these changes extend beyond just the individual; they foster a sense of responsibility and community that is crucial for tackling the challenges of climate change. Start today, and enjoy the dual rewards of protecting our planet and saving money. Together, we can make a significant difference.
Mumbai: Copenhagen, Denmark – Nordgreen, has announced the appointment of Harnaaz Sandhu, former Miss Universe, as its new brand ambassador. This partnership signifies a significant milestone as Nordgreen aims to deeply connect with the aspirational spirit of India.
From the heart of Copenhagen to the vibrant streets of India, Nordgreen’s watches symbolize more than just timekeeping—they embody a philosophy of elegance, responsibility, and timeless beauty. Harnaaz Sandhu, with her inspiring journey from a small village in Punjab to the global stage, perfectly mirrors this ethos. Her story resonates with millions of Indians who dream big and work passionately towards their goals.
Riveram India Pvt. Ltd. is the exclusive distributor for Nordgreen watches in India. Riveram India co-founder Sana Khan stated, “We are excited to have Harnaaz Sandhu on board, who made our country proud by winning the Miss Universe title in 2021. Her journey mirrors our brand’s values of resilience, grace, and the power of dreams. We believe this synergy will inspire many to embrace their unique stories and strive for greatness.”
“I am thrilled to partner with Nordgreen, a brand that beautifully combines Scandinavian elegance with a commitment to respect and responsibility for future generations. Their dedication to quality craftsmanship and social responsibility resonates deeply with me. Together, we aim to inspire others to embrace a mindful lifestyle, where every moment is cherished and every choice makes a difference,” expressed Sandhu.
Head of talent Rishu Bartaria shared: “We are thrilled to announce our partnership with this esteemed Danish watch brand for Harnaaz Sandhu. Their elegance and dedication to craftsmanship perfectly align with Harnaaz’s values and our agency’s commitment to excellence. This collaboration celebrates sophistication and style, and we look forward to creating memorable moments together.”
Mumbai: Snacking has become a pivotal part of our daily lives, with consumers seeking convenient and indulgent options to satisfy their cravings at all hours. This trend has transformed the food industry, and beloved brands like Baskin Robbins are evolving to meet these changing preferences.
Known for its rich history of delighting ice cream lovers, Baskin Robbins has ventured beyond traditional ice cream offerings to introduce innovative snacking products that cater to modern consumers’ needs. From bite-sized ice cream rocks to stickless doublet bars and funwich ice cream sandwiches, Baskin Robbins is redefining the snacking experience while maintaining its reputation for quality and delight.
Indiantelevision.com caught up with Graviss Foods Pvt Ltd, Baskin Robbins’ CEO Mohit Khattar to talk about their latest brand campaign – “The Happiest Ice Cream in the World”, the brand’s journey into the snacking industry, evolving ice cream market in India, consumer demands and much more…
Edited Excerpts:
On the inspiration behind Baskin Robbins venturing into the snacking industry and consumers’ responses so far
We have observed changes in the consumption patterns of consumers and today snacking is emerging as one of the biggest consumption drivers in the lives of consumers. The trend of snacking aims to expand the focus from ice creams as celebratory products to snacking and dessert options all-day long.
From mid-day snacking to early evening snacking or even late-night snacking, there are multiple day parts where consumers look for snacking alternatives. Innovation has always been the cornerstone of our business and we keep a close tab on changing consumer preferences. We understand the core need and adapt and evolve our products alongside them. Hence, our latest introductions are developed keeping the emerging trends in mind. We now offer bite-sized ice cream rocks, stickless doublet ice cream bars and even funwich ice cream sandwiches. So far, consumer response and feedback has been encouraging and positive.
On the current state of the ice cream market in India, including recent growth trends and shifts in consumer preferences
The Indian ice cream market currently is valued at over Rs 25,000 crore and has been performing well, growing at a rate of 15-17 per cent annually. Over the past few years, Baskin Robbins has outpaced the industry with an average CAGR of 30 per cent.
There have been some evident growth drivers. These include premiumisation, convenience and frequent snacking and the acceptance of ice creams as a category that goes beyond celebrations. Improved power situation, better cold chain infrastructure and even larger refrigerators at home are factors that are pushing the industry to grow faster.
We have seen that premiumisation is booming! Consumers crave better-quality indulgences, never tried before flavours and newness in formats. They appreciate taste and consumption experiences that give them something new to experience.
Another emerging trend is that of convenience. Consumers not only want products closer to their location but also want them delivered quickly. Hence our approach to not just products but also distribution is evolving quickly. This implies increased presence in more neighbourhoods through not just our exclusive parlours but also premium retail stores as well as a stronger push and presence on e-comm and aggregator platforms.
Additionally, to cater to the rise in frequent snacking – we are developing and introducing products that fit into different day parts and can satisfy customers.
Are you seeing any rise in consumer demand for healthier ice cream options
There has been some traction in the health-conscious segment lately, though it remains relatively small within the overall market landscape. Currently our D’lites range offers classic flavours like Strawberry and Bavarian chocolate – all without added sugar. While this range is currently limited, reflecting consumer preference, we remain vigilant in monitoring the market. We are committed to exploring opportunities to expand this range if and when the market demands.
On Baskin Robbins ensuring the highest standards of quality and safety in your packaging processes to prevent occurrences such as recent incidents where insects were found in ice cream products going viral on social media
At Baskin Robbins, we strive to maintain the highest quality in everything we do. Stringent process control, close monitoring and evaluation at various stages right from procurement of raw material to processing, production and storage helps to keep the integrity of the end products as intended.
Adoption of technology at various stages of the production process including fully automated machines, scanners and metal detectors help identify and segregate products with issues and maintain the sanctity of the process. Even in our parlours, we conduct monthly audits to keep our stores in good shape and ensure the integrity of products and services.
As brands that customers trust, the onus is on us to keep up the vigil and continuously invest behind not just new technology but also behind solid processes and sensitisation of personnel at all levels to ensure that customers get nothing but the best. As a much loved and responsible brand, we have always taken care to put in multi-stage checks to ensure that pristine quality reaches the end customer.
On Baskin Robbins managing and strategising during low sales periods or the dry season, apart from peak sales seasons and the specific strategies you have found most effective in both scenarios
To start off with I would like to say that ice cream holds timeless appeal, enjoyed by people of all ages year-round and so our strategy is a nuanced balance between maintaining year-round presence and strategically focusing efforts during peak seasons.
Throughout the year we launch engaging marketing campaigns that resonate with our audiences. We focus on strategic product partnerships with like-minded food brands, aligning with current trends and consumer interests to keep us relevant and appealing. We want to be where are consumers are at all times and hence you will also see us engaged with interesting events such as Vir Das’s show, concerts or pop ups. Additionally, we also invest in gathering consumer research and feedback to understand market needs and preferences, using these insights to refine offerings and prepare for successful new product launches.
The multifaceted approach ensures we are always exploring new and fun ways to engage with our target audience.
On the impact of your latest campaign, “The Happiest Ice Cream in the World” and the key elements of this campaign and its effectiveness in stimulating demand
Our consumers’ voices are the heartbeat of our brand. We thrive on hearing from them, and we asked them how they felt about us. And we were thrilled that they had plenty to say!
From describing us as “sensational” to praising our “quality”; from recognising our products as “pure and premium” to associating them with “playfulness” and “fun,” the feedback was overwhelmingly positive. Our ultimate favourite was that Baskin Robbins makes one “happy, happier, happiest!”
Bringing joy to consumers is at the core of our brand ethos and our latest campaign, “The Happiest Ice Cream In The World!” is a vibrant portrayal of spreading happiness.
The campaign comprises of a series of short captivating films that showcase consumers caught in bizarre situations, but dealing with it in a calm, cool, collected manner with their favourite Baskin Robbins in hand! The key takeaway being that through life’s ups and downs, the brand will be that one reliable, cheerful companion that makes consumers truly happy, irrespective of what happens around them.
And we must say that response and love we have received from the customers for the campaign has been nothing short of stellar both in terms of sales and awareness!
On the future plans and innovations that can be expected from Baskin Robbins in terms of business expansion and product development
Innovation is what drives us. We are committed to introducing unique and exciting flavours and formats that cater to the evolving tastes of our new age consumers. Our research and development team, guided by consumer feedback and insights, is focused on creating innovative products and formats for us, be it for the impulse category or dine-in parlour category. Over the last few years, we have built a sizable portfolio of products that appeal to today’s consumers and go beyond traditional ice cream offerings. This includes new age ice cream flavours like Lotus Biscoff, Brown Biscuit Boba and Blueberry ‘N White Chocolate and many others; a huge portfolio of exciting sundaes, ice cream cakes, ice cream sandwiches, bite -sized ice cream rocks, multi layered ‘stickless’ ice cream Doublet bars and many more such options that enable a consumer to savour the category in myriad ways and we shall continue to do the same going forward as well.
On our expansion plans, we currently operate 950 plus exclusive brand parlours across 280 plus cities in the country. We aim to hit the 1000 store mark later this year. Our current presence not just includes in all of the metro and tier one cities but also over 200 tier two and tier three cities as well. We will continue to grow into tier two and tier three cities going forward.
On the role that you see AI influencers playing in the future of digital marketing and brand promotion
We employ multiple levers in our marketing strategy and are always on the lookout for new and fun ways to engage with our consumers. This year, we partnered with an AI influencer for one of our summer product launches. Digital personalities with their substantial and engaged following allowed us to reach a different, tech-savvy audience base. We foresee AI continuing to be a part of our campaigns in various capacities, depending on consumer interests at any given point in time. While AI influencers offer unique opportunities, our approach remains flexible to adapt to evolving trends and preferences.
Startups need to optimise their revenue, as they often operate with limited resources and try to get the most out of each coin they earn. Startups generally encounter severe competition, rapidly changing market dynamics and need for investors’ attraction through growth demonstration. An efficient strategy of revenue optimization can mean a business success or failure.
Most startups tend to concentrate on conventional strategies, which include pricing adjustments and sales growth, but there are some hidden areas that have been overlooked by many that can bring in significant amounts of revenue. These areas offer new opportunities for growth and profitability.
The following are a few hidden areas of revenue optimisation that should not be overlooked:
Human capital optimisation
As a startup, every resource counts, making it essential to ensure that employee productivity is optimized to the fullest. To maximize the impact of human capital, it is crucial to efficiently delegate tasks and maintain a centralized view of what everyone in the organization is doing. Startups can also leverage data-driven approaches to optimize their sales force and capture the highest possible revenues. This involves customer segmentation, workload mapping, and task automation. In the fast-paced and resource-constrained environment of a startup, every employee’s contribution counts.
Data-driven decision making
Another area that has gone unnoticed by many startups, resulting in a loss of potential revenues, is data-driven decision making. Most startups rely heavily on intuition instead of using the wealth of information available while making key decisions about their business. Many startups also collect data but don’t know how to use it effectively to guide decision-making. Startups can rely on a trusted third-party software to better manage costs while also using the data that is readily available to them. This can be seen as an investment, but a necessary one. According to the Big Data and Artificial Intelligence survey conducted in 2019 by NewVantage Partners, 92 per cent of leading businesses are investing in big data and AI initiatives to drive innovation. By developing robust data models for analyzing customer potential, buying behavior, and market trends, startups can make better choices concerning target segments, pricing policies, and resource allocation.
CRM integration for enhanced customer engagement
Another way a startup can increase its income is by taking advantage of advanced Customer Relationship Management (CRM) strategies. CRM is a business strategy that manages a company’s interactions with current and potential customers. For startups, CRM is crucial because it helps them understand and profile their customers better. It enables startups to tailor their marketing efforts, sales strategies, and customer service to meet the specific needs and preferences of their target audience. By leveraging CRM, startups can gain a 360-degree view of customers, personalize marketing and sales, improve customer service, enhance sales forecasting, and streamline operations. CRM simplifies customer interaction and provides important data insights, enabling startups to streamline sales activities, improve client engagement, and generate untapped opportunities for growth in revenue.
Supply chain optimisation
Another hidden avenue of profit maximization for startups is the optimization of their supply chain. Inefficient management of the supply chain can lead to stock-outs, late deliveries and increased costs which impact directly on revenue. Startups must carry out thorough analysis of their supply chain, identify bottleneck areas and implement measures to enhance efficiency such as just-in-time inventory management, supplier diversification, and process automation among others. Through optimising its supply chain, a startup will cut down on costs, develop better customer relationships and ultimately boost its revenues.
Sourcing and procurement
How start-ups source or procure materials, services or other resources could make a significant difference in their incomes. Poor sourcing practices may result in higher costs and poor quality products being delivered late thus eating into profitability margins. New businesses should carefully evaluate their sourcing strategies using data analytics and market intelligence tools so as to find out about the most economical and dependable suppliers. By doing this, start-ups can optimize their sourcing processes and decrease operational expenses thus improving overall financial performance.
Pricing and monetisation
The last thing that needs to be considered by a start-up is the way it prices its products or services. Many startups face a challenge of striking a balance between pricing that attracts customers and pricing that maximizes the potential for revenue generation. Startups can leverage data analytics and specialized tools to develop sophisticated pricing strategies. By analyzing customer data, startups can gain insights into willingness to pay, price sensitivity, and perceived value. Web analytics and surveys provide behavioral data to segment customers and tailor pricing. Pricing optimisation software can analyze sales, trends, and factors to recommend the optimal approach.
To sum up, while startups focus on traditional revenue optimization strategies, there are many hidden areas that affect their financial viability in large measures. Start-ups can generate growth in revenues and long-term sustainability through human capital optimization, data-driven decision making, CRM integration, supply chain efficiency sourcing and procurement and pricing and monetization.
The article has been authored by Entera founder Sharad Goyal.
Mumbai: The Ipsos global survey titled, attitudes to crime & law enforcement shows, urban Indians want govt to prioritise creating jobs and boosting the economy (49 per cent) over stopping or reducing crime (32 per cent) and protecting local citizens’ health and environment (27 per cent).
Global citizens too had similar views of expecting their govt to focus on creating jobs and boosting the economy (50 per cent), over stopping or reducing crime (24 per cent) and protecting local citizens’ health and environment (27 per cent). Though in case of Chile (59 per cent) and Peru (55 per cent) more number of citizens expected their govt to prioritise stopping and reducing crime over everything else. Singapore (80 per cent) and Indonesia (77 per cent) had a vast majority of citizens exhorting their govt to prioritize creating jobs and boosting the economy over stopping and reducing crime or protecting citizens’ health or environment.
Further, the survey captured the perceptions of citizens on crime.
Views were divided on the state of crime and violence in the neighbourhood in the past 12 months: For urban Indians, 26 per cent said crime had increased, 37 per cent said it was the same, while 19 per cent said it had reduced. Chile (63 per cent) and Peru (62 per cent) had highest number of citizens claiming crime and violence had seen an uptick.
Citizens were asked to provide their views on a host of law and order issues around their neighbourhood in the past 12 months and across the list of crimes, that were seen to fester and the Indian citizens who replied in the affirmative for issues were – vandalism (26 per cent) (though India was placed lowest on this issue across all 31 markets); illicit drug consumption (28 per cent); burglaries (35 per cent); drug trafficking (27 per cent); violence against adult women (25 per cent); violence against adult men (26 per cent); gangs (25 per cent); violence against children and adolescents (27 per cent); and prostitution/ people prostituting themselves (23 per cent).
“For a market like India with large inequalities and the glaring divide between the haves and have nots, it is inevitable that crime is a harsh reality one lives with; and it takes more than a robust law and order system, vigilance and crackdown by the law enforcers. Onus also rests with the citizens in terms of being aware and cautious of potential dangers. Interestingly, jobs and the economy is taking precedence for citizens over law and orderin their expectation from the government,” stated Ipsos India CEO Amit Adarkar.
Confidence in law enforcement
A good law enforcement ecosystem is reassuring to citizens providing them both physical and mental peace. We assessed citizens on how confident they felt about law enforcement in their neighbourhood capturing views on different aspects. And interestingly more number of citizens were happy with the services rendered by law enforcers, in fairness, capability and effectiveness. For instance, 76 per cent Indian citizens said the law enforcers like the police in their neighbourhood was providing the same level of respect to all citizens; 76 per cent Indians were satisfied with the capability of the law enforcers in finding and arresting the correct criminal after a crime; 77 per cent citizens were satisfied with the ability of the law enforcers in stopping violent crimes from happening (India topped the global list on this attribute and the ability of our law enforcers); and 77 per cent citizens were satisfied with law enforcers’ ability of stopping non-violent crimes like burglaries, thefts from happening.
“Among citizens, there is fear of breaking the law and its implications. Likewise, the police, lawyers are respected by those on the right side of the law but dreaded by those who flout law. They are embodied with power to prosecute, jail and fine the offenders. That itself is highly reassuring for citizens and a deterrent,” added Adarkar.
The survey delved deeper to unravel the primary causes of crime and corruption. And the causes that came to light were alarming, at the same time addressable. Citizens felt the causes for crime and corruption were multitude, like, poverty and unemployment (50 per cent), drug and alcohol abuse (38 per cent), lack of education (34 per cent), corrupt political environment (31 per cent), ineffective law enforcement (20 per cent) and breakdown of traditional values (20 per cent).
“These factors are responsible for high crime rates; so apart from lifting the poor from their misery, the other factors cited that are fueling crime and corruption in our society should be addressed like unemployment, drug and alcohol abuse, breakdown of traditional values,” stated Adarkar.
The survey also captured views on what is right and whether breaking the law under some circumstances was acceptable.
At least six in ten urban Indians (60 per cent) held the view that citizens should always obey the law even when it interfered with their interest; 40 per cent on the contrary held the view that sometimes one must ignore the law to do the right thing.
These are the findings of a 31-country Ipsos global advisor survey titled Attitudes on Crime and law enforcement survey that tracks how people around the world see crime playing out in their communities, what they want governments to do, and how much trust they have in law enforcement, among other trends etc.
