ITV

Category: Marketing

  • Best budget cycles in India

    Best budget cycles in India

    Mumbai: Imagine a world where your daily commute is fun, healthy, and easy on your wallet. That’s the promise of electric bikes, or e-cycles. These innovative bikes come with electric motors that give you a boost when you need it, making hills and long rides a breeze. They’re not only a blast to ride but also a smart, budget-friendly alternative to driving. You’ll save money on gas and parking, and enjoy a ride that keeps you active without leaving you sweaty

    E-cycles are a win for both you and the planet. By choosing an e-cycle, you’re cutting down on carbon emissions and helping to create a cleaner, greener environment. Plus, with a range of models available, there’s an e-cycle for everyone, whether you’re commuting to work or exploring nature trails on the weekends. They combine the best of exercise and convenience, making it easy to stay fit and save money while having fun. Embrace the future of transportation with e-cycles – good for your health, your pocket, and the world.

    1. EMotorad – Dive into an electrifying adventure with the EMOTORAD Youth X1 Mountain Electric Cycle – the forefront of the Electric Revolution. Crafted with an 18-inch frame and driven by a potent 250W BLDC motor, this bike guarantees thrilling rides across all types of terrain. Its 7.65Ah Li-Ion removable battery allows for extended journeys with ease, while the front suspension ensures each ride is smooth and comfortable. The striking Deep Blue design adds a dash of style to your eco-friendly travels. Ideal for efficient cycling, this e-bike features a robust motor and a convenient removable battery, although its range may vary based on battery capacity. Step into the future of cycling with the EMOTORAD Youth X1.

    2. Leader – The Leader E-Power L6 27.5T Electric Cycle represents the pinnacle of urban mobility. Designed for versatility, it boasts a powerful 250W BLDC motor and a Li-Ion removable battery, enabling riders to navigate city streets and rugged trails with ease. Safety and comfort are at the forefront with front suspension and dual disc brakes, ensuring smooth rides and reliable stopping power. Enhanced with a front LED light and horn, this bike guarantees secure rides both day and night. The sleek grey color adds a touch of style to its functional design. Additionally, the Leader E-Power L6 comes with a 1-year warranty on the battery and motor, providing peace of mind. Embrace the future of cycling with this outstanding electric bike and enjoy every journey with confidence

    3. Hornback– The HORNBACK X1 Full Size Foldable Electric Cycle combines convenience and performance in a sleek package. Its 20-inch frame and foldable design make it easy to store and carry, perfect for urban commuters and outdoor enthusiasts. Powered by a 250W BLDC motor and a 7.65Ah Li-Ion removable battery, this bike delivers reliable performance. The 28-inch wheels and seven-speed Shimano gears ensure smooth and versatile rides, reaching speeds of up to 25 km/h and covering distances of up to 45 km on a single charge. The stylish black color adds a touch of elegance to its functionality. With the HORNBACK X1, you get a versatile and efficient ride, ideal for navigating city streets and exploring outdoor trails.

    4. Hero– Set out on thrilling urban escapades with the HERO LECTRO C6E 700C City Hybrid Electric Cycle. Crafted for versatility, this bike boasts a resilient 5.8Ah IP67 rated battery, ensuring dependable performance even in challenging conditions. Featuring seven-speed Shimano gears and dual disc brakes, it provides precise control and efficient braking for a safe and enjoyable ride. Available in a vibrant orange hue, it appeals to riders of all ages and genders, making it suitable for ages 12 and above. With 95 per cent pre-assembly, setup is quick and hassle-free. Sporting an 18.5-inch frame, this electric cycle seamlessly blends style, functionality, and convenience, offering an unparalleled riding experience for urban commuters and leisure riders alike.

    5.  Leader – Set out on a sophisticated urban journey with the Leader E-Power L7 27.5T Electric Cycle, a pinnacle of modern elegance and functionality. With its powerful 250W BLDC motor and dependable Li-Ion battery, this bike effortlessly conquers both city streets and rugged terrains. Prioritizing safety and comfort, it boasts front suspension and dual disc brakes for a smooth and secure ride. Enhanced by a front LED light and horn for added visibility, nighttime adventures are both safe and stylish. Its sleek Grey design exudes sophistication, making a statement wherever you go. Backed by a reassuring one-year warranty on both the battery and motor, this cycle invites you to embrace the future of cycling with confidence and elevate your riding experience to new heights.

    As you navigate through the thrilling world of electric cycles in India, you’ll find a diverse range of options waiting to be discovered. From the sleek and stylish designs of Emotorad to the rugged performance of Hero Lectro, each brand brings its own unique charm to the table. Whether you’re seeking speed, comfort, or eco-conscious commuting, there’s an electric cycle out there tailored just for you. So, why not take the plunge and embark on your own electrifying journey? With these top electric cycles leading the way, the possibilities are endless.

  • Sonic branding in practice: A deep dive into the process of creating ‘MOGO’ for leading brands

    Sonic branding in practice: A deep dive into the process of creating ‘MOGO’ for leading brands

    At BrandMusiq, we harness the transformative power of sound to create sonic identities that align with a brand’s core essence and resonate with its audience. Our strategic, industry-spanning process customizes to each brand, mapping customer journeys to identify unique touchpoints, or “earpoints.”

    The MOGO is the sonic summation of a brand’s persona. Musicality is crucial to evoke the desired expressions, which is why we call it a musical logo and not just an audio or sonic logo. What we create is a comprehensive sonic identity system, much like a visual identity but for the auditory senses.

    MUSE: The heart of sonic branding

    Our process, anchored by MUSE (musical strategy exercise), combines Western psychology, Indian classical arts, and modern audio science. This intricate process helps us distill a brand’s essence into a universal sonic palette.

    Step 1: Brand discovery

    In a two–three hour collaborative session, we explore the brand’s DNA, persona, and the emotions it aims to express through sound.

    Step 2: Sonic mapping

    Transitioning from abstract concepts to tangible sounds can be challenging. To bridge this gap, we develop sonic moodboards—audio sketches that help clients identify their brand’s sound zone, ensuring the musical direction aligns with the brand’s persona.

    Step 3: Unveiling the MOGOSCAPE and MOGO

    The culmination of our process is the creation of the master sonic identity of the brand, comprising MOGOSCAPE, MOGO and mini-MOGO. In the digital age, music and sound are as crucial as visual elements in defining a brand’s identity. The MOGOSCAPE, a 60–90 second sound palette, serves as the brand’s sonic backdrop, embedded within which is the MOGO—a concise, distinctive sound signature that captures the brand’s essence in a three second audio cue.

    After finalizing the master sonic identity, we work with our clients to understand the consumer journey and map the various earpoints—audio touchpoints—where the sound will be integrated. This approach creates more opportunities for the brand to be heard, ensuring a consistent and cohesive sonic presence. The MOGOSCAPE allows for content customization, enabling the creation of fresh and new adaptations, all derived from the master sound.

    Sonic identity system: MOGOSCAPE, MOGO, and Mini-MOGO

    Our sonic identity system comprises three main components:

    1. MOGOSCAPE: This 60–90 second sonic palette acts like a visual color scheme for the brand, encompassing various tones and musical elements that capture the brand’s essence.

    2. MOGO: The musical logo, a three-second sound signature, strengthens brand memory and evokes core values and emotions.

    3. Mini-MOGO: A 1.5-second audio cue used for notifications and alerts in digital interfaces, reinforcing the brand’s aural identity in everyday interactions.

    These elements help create a unique sound identity, enhance brand awareness, and foster deeper emotional connections with customers across various touchpoints.

    Real-world applications

    After completing the sonic identity, we create versions or adaptations to suit specific earpoints (or audio touchpoints) and the content theme.

    ·      Vivo: For the in-phone product integration, the ringtone and notification sounds were designed to have a digital feel while maintaining consistency by using the same melodic framework as the MOGO.

    ·      Air India Express: Created an in-flight version of the Air India Express sonic identity to evoke a sense of calm and peace.

    ·      Infosys: Developed unique sonic branding for digital videos, events, and merchandise, tailored to each theme and content.

    ·      HDFC: Implemented a pioneering sonic integration by incorporating the MOGO across all ATMs nationwide, signaling the successful completion of transactions.

    ·      Zomato: Developed sonic navigation cues to provide users with intuitive and engaging alerts throughout the order and delivery process.

    ·      Federal Bank: Established a pan-India presence for Federal Bank by creating versions of the sonic identity for various Indian festivals, reinforcing the brand’s cultural connection and celebratory spirit.

    The power of sonic branding

    Sound reaches the human brain 20 times faster than visuals, enhancing customer immersion and engagement by up to 86 per cent. Research shows that music can improve brand recognition by 46 per cent, and 41 per cent of consumers believe sound is a key element of brand communication. Furthermore, 74 per cent of young adults feel more emotionally connected to a brand thanks to music. With the rise of voice-enabled technology and a global resurgence in audio consumption, there has never been a better time to integrate sonic branding into your brand strategy.

    At BrandMusiq, we transform brand identities from cognitive recognition to emotional connection, ensuring that your brand’s sound is not just heard, but felt. Thanks.

    The article has been authored by BrandMusiq founder and soundsmith Rajeev Raja.

  • PepsiCo India triumphs at Cannes Lions 2024 with four wins

    PepsiCo India triumphs at Cannes Lions 2024 with four wins

    Mumbai: PepsiCo India has once again distinguished itself in the marketing world by winning four awards at this year’s Cannes Lions, making it the brand with the highest number of awards.  

    Gatorade earned one gold and one bronze award for its groundbreaking Turf Finder initiative, recognised in the creative data category and entertainment for sports under live experience subcategory. Launched earlier this year, the Turf Finder Initiative is designed to ignite a passion for sports among residents of India’s bustling metropolitan areas. This initiative reflects Gatorade’s dedication towards promoting active lifestyles and fostering a love for sports in urban environments.

    Speaking on the win, chief marketing officer, India beverages, Tarun Bhagat said, “We are immensely honored and thrilled by Gatorade’s success at the 71st Cannes Lions International Festival of Creativity. Winning top honors such as the Gold in the Creative Data Lions for Data-enhanced Creativity, and a Bronze in the Entertainment Lions for the Sports category is a significant achievement that highlights our innovative approach and dedication to fostering an active-lifestyle culture in India.

    Our Turf Finder initiative, leveraging Google Maps data, perfectly aligns with our mission to promote active lifestyles. In bustling metropolitan cities, there is a significant challenge in finding adequate spaces for playing sports. Despite a strong intent to engage in playing sports, individuals often find it difficult to locate suitable spaces due to a lack of adequate play areas. With Turf Finder, Gatorade seeks to solve this issue by leveraging the data from Google Maps to identify potential areas and transform them into playing areas, thereby providing sporting access for everyone. This initiative underscores Gatorade’s commitment to addressing real-world challenges and fostering community engagement in meaningful and impactful ways. We are grateful for the support and collaboration that made this possible and look forward to furthering our mission to promote sports and an active lifestyle.”

    Similarly, Lay’s achieved remarkable success, winning two awards, including one silver and one bronze in categories such as Glass: The Lion for Change and Sustainable Development Goals under live experience subcategory, along with the prestigious WARC Creative Effectiveness Grand Prix. The ‘Drops of Joy’ campaign, launched to reclaim water vapour during potato frying to achieve water-positivity, and ‘Farm Equal’, a project empowering over 2,500 women farmers in India with specialized tools in collaboration with USAID, were recognized for their innovation and impact.

    Commenting on the occasion, Lay’s India – PepsiCo category lead Saumya Rathor said: “We’re overjoyed to have our efforts recognized at Cannes. At our core, Lay’s is rooted in agriculture and deeply values the communities we work with and the environment we depend on. Our ‘Drops of Joy’ campaign highlights our efforts in water positivity by reclaiming water during production. Additionally, through Project Farm Equal, we’ve had the privilege of empowering over 2,500 women farmers, providing them with the tools and support they need. Winning Cannes Lions for these initiatives is a humbling reminder that our dedication to making a positive impact is resonating and making a difference.”

    Publicis Groupe, South Asia chief creative officer & Leo Burnett, South Asia chairman Rajdeepak Das added “With PepsiCo we have found the right partners who are aligned to our vision of using the power of creativity to make a real difference. All the campaigns from Gatorade Turf Finder, Lays Farm Equal and Drops of Joy use modern-day technology and tools to make a difference to our communities, and we couldn’t be prouder of our partnership with PepsiCo. And we are thrilled that some of the most creative minds from around the world who are part of the prestigious Cannes Jury also resonated with our work, winning us these precious Lions.”

    These achievements by Gatorade and Lay’s highlight PepsiCo India’s commitment to innovation and its ability to create impactful campaigns that engage audiences and drive positive change. 

  • Premiumization benefits all states and cities equally: Kunal Patel

    Premiumization benefits all states and cities equally: Kunal Patel

    Mumbai: Monika Alcobev Ltd is recognised for representing iconic brands such as Bushmills Irish Whiskey, Jose Cuervo Tequila, Lucifer’s Gold, Hayman’s Gin, and The Choya, marking its presence in the Indian market with a turnover of Rs 650 crore over the past five years.

    Kunal Patel’s leadership has been instrumental in transforming Monika Alcobev into a family-owned enterprise with a multi-disciplinary approach. Under his guidance, the company secured partnerships with globally renowned liquor brands, significantly enhancing its portfolio. Patel’s vision extends beyond just expanding the product line; he aims to deepen the company’s reach across India, particularly focusing on tier 2 and tier 3 cities.

    India’s alcohol beverage market is undergoing a transformation, driven by changing consumer preferences and lifestyle shifts. The modern Indian consumer is more discerning, seeking premium and unique drinking experiences. Kunal Patel notes, “Today’s consumers are more informed and adventurous. They are willing to explore and invest in premium brands that offer distinctive flavors and a touch of luxury.”

    Upcoming trends in the Indian market include a rising demand for craft spirits, flavored liquors, and exotic blends. There’s also a noticeable shift towards wellness-oriented alcoholic beverages, such as low-calorie and organic options. Monika Alcobev is keen on tapping into these trends by introducing new and innovative brands that cater to the evolving tastes of Indian consumers.

    Indiantelevision.com caught up with Patel, where delved on other topics like responsible drinking, future of this industry and a lot more…

    Edited excerpts

    On the rise in demand for premium alcobev products in India, particularly in tier 2 and tier 3 cities

    Premiumization benefits all states and cities equally. We provide these cities with products like Lucifer’s Gold Whisky, Russian Standard Vodka, Belenkaya Vodka, and so on. Super-premium brands like 1800 Tequila & Bushmills Single Malts, which were not previously available, show an increase in the demand for tequila, cognac, and single malts.

    On the key challenges and opportunities you foresee in penetrating new markets

    The standards and regulations of the government provide challenges as usual. We have a capable and committed staff to do a lot of market research in response to these developments and changes. Our team is growing and adding members in every state and district that we can. We always consider marketing as a strong lever to help sales get their numbers and sooner or later the hard work will be fruitful.

    On Monika Alcobev’s process for selecting and introducing new brands to the Indian market

    We constantly consider supply and demand while evaluating any product’s quality, price, and packaging. Additionally, we have experts from several sectors in the alcobev industry working with us to choose the top brands by conducting market research beforehand and tastings for a final approval.

    On adapting to changing consumer preferences in India over the years

    By consistently staying ahead of the curve and monitoring demand, we have adjusted. We see that Indian consumers are changing, progressing, and seeking to investigate various product categories. The revolution in gin that occurred four or five years ago is now influencing tequila. Since we have a significant market share in the tequila industry, we can readily adjust to any new trends that tequila drinkers may introduce. 

  • Acer and Unidays forge strategic partnership for student market growth

    Acer and Unidays forge strategic partnership for student market growth

    Mumbai: With the assistance of the Admitad partner network (a Mitgo Group company) Acer and Unidays have announced a strategic partnership to focus on performance marketing and promotional collaboration. This partnership aims to achieve mutual growth objectives by combining Acer’s high-quality products with Unidays’ targeted marketing capabilities. Admitad has started receiving great responses from Unidays in just a short period. Their GMV has reached 16.6 lakhs and with more optimization in the campaign from Uniday’s end,  the numbers will go up in future.

    According to industry reports, India’s domestic Electronics Manufacturing Services (EMS) industry revenues are set to more than double, reaching $55 billion by FY2027. In this partnership, Acer provides exclusive discount codes for Unidays members, encouraging purchases and increasing sales volume. Acer will benefit from increased visibility among Unidays’ audience, enhancing brand awareness and recognition in the student market. The partnership allows for targeted promotions that are relevant to the needs and preferences of students, ensuring that they receive offers that are most beneficial to them.

    Students can easily access Acer’s products and discounts through the Unidays platform, streamlining the shopping process. The Unidays platform provides a user-friendly experience, making it simple for students to find and utilize the best deals on Acer products. Purchasing through this partnership ensures hassle-free returns and comprehensive warranty options, adding peace of mind for consumers.

    Unidays earns a commission for each sale made through its platform using unique tracking codes. Both Acer and Unidays share insights regarding user behaviour, sales performance, and campaign effectiveness, allowing for the optimisation of marketing strategies. The brands want to provide a superior shopping experience to students by offering exclusive, attractive deals on essential tech products while also building a sustainable, long-term partnership that continuously evolves to meet the changing needs of students and the broader market.

    Speaking on the partnership, Mitgo, India and APAC managing director Neha Kulwal said, “Admitad is extremely delighted to be a catalyst for this partnership. Students will benefit from the reliability and trust associated with both Acer and Unidays, ensuring they receive genuine products and dependable customer service. For brands, this partnership will set an example in the industry, ensuring the achievement of mutual growth objectives by leveraging Acer’s high-quality products alongside UNiDAYS’ targeted marketing capabilities.”

    According to Acer head of marketing Sooraj Balakrishnan said, “We are happy to work with UNiDAYS through our trusted partner Admitad. This partnership is a testament to our ongoing commitment to providing students access to high-quality technology. It offers exclusive discounts and deals, making it easier for students to purchase the products they need for academic and personal growth. By leveraging UNiDAYS’ extensive reach and targeted marketing capabilities, Acer will be able to connect with the student community more effectively, ensuring they benefit from our innovative products. This collaboration enhances our presence in the education sector and reinforces our dedication to supporting students in their educational journey. We are confident this partnership will drive significant value and mutual growth for both brands.”

  • BOULT x Mustang: A bold partnership that simply gets your heart racing

    BOULT x Mustang: A bold partnership that simply gets your heart racing

    Mumbai: BOULT, an audio brand has unveiled an exhilarating partnership with Ford Mustang in India. Both BOULT and Ford Mustang are committed to making powerful technology accessible to everyone. BOULT’s ethos revolves around striving for better performance and delivering an unmatched experience. This partnership aims to provide buyers with a sense of adventure through cutting-edge technology and exceptional features. The tie-up with Ford Mustang is a testament to the shared pursuit of style, excellence and speed. With the introduction of the new BOULT Torq, BOULT Dash, and BOULT Derby, the brand intends to target the young, tech-savvy and luxury car enthusiasts buyer segment.

    This partnership with Ford Mustang gives BOULT access to the heritage and superlative design insights of the brand enabling Indian wearable manufacturer to work with the Ford Mustang team on bringing alive the years of unique Mustang designs to the new audio range by BOULT. The product line also opens up new avenues to leverage the aspirational audience segment who look forward to design supremacy in their favorite audio products.  

    “We are thrilled to partner with Ford Mustang, a brand that shares our dedication to style, excellence, and speed,” said BOULT co-founder Varun Gupta. Through this collaboration, we aim to captivate the young and tech-savvy buyer segment with our new offerings: BOULT Torq, BOULT Dash, and BOULT Derby. This long-term partnership not only opens up doors to a new audience segment but also gives an opportunity to look at product design in a new way.”

    “Partnering with Ford Mustang is a groundbreaking moment for BOULT, igniting a new era of innovation and excellence,” said BOULT senior brand & category manager Tom Stany. “Together, we are not just launching products; we are crafting experiences that embody the thrill of speed and the essence of cutting-edge technology. The BOULT Torq, BOULT Dash, and BOULT Derby are more than audio devices; they are a testament to our commitment to inspire and elevate the everyday lives of our consumers. This collaboration is a celebration of our shared vision to push boundaries and create something truly extraordinary.”

    The partnership commenced earlier this year and will see the launch of multiple products throughout the coming months, each designed to elevate the audio experience. The design partnership will be a driving force for BOULT for the years to come making it unique for the audio industry.

    To celebrate this exciting collaboration, BOULT has produced a captivating digital film entirely conceptualized and shot in-house by BOULT’s creative team. This film not only highlights the synergy between BOULT and Ford Mustang but also showcases the innovative spirit driving both brands forward and brings in a new era of design language for BOULT. The film opens up with shots of Ford Mustang racing through a track with each frame highlighting how the new products have been meticulously designed taking inspiration from the various elements of the car.

     
     

  • Virgio earns PETA certification for ethical fashion

    Virgio earns PETA certification for ethical fashion

    Mumbai – Virgio, the pioneering sustainable fashion brand, is proud to announce that it has officially received the PETA Approved Vegan certification. This significant milestone underscores Virgio’s unwavering commitment to ethical practices, animal welfare, and pro-planet fashion.

    People for the Ethical Treatment of Animals (PETA) India is the best known animal rights organisation in the country with over 2 million members and supporters. Global PETA entities combined have more than 9 million members and supporters. Every year, billions of animals suffer and die for clothing and accessories. The fashion industry has long been criticised for its exploitation of animals, involving practices that are often hidden from the public eye. From the use of fur, leather, wool, and silk to testing products on animals, the industry has a substantial impact on animal welfare. Animals are subjected to cruelty and inhumane conditions to meet the demands of fashion consumers.

    Virgio has been at the forefront of transforming the fashion industry by embracing sustainable & ethical fashion.  Achieving PETA approval is a testament to Virgio’s mission. Virgio uses cruelty-free vegan materials such as natural fabrics, recycled fabrics, and other alternatives to traditional animal-derived products. This ensures that no animals are harmed in the creation of the collections.

    “We are thrilled to be recognized by PETA for our commitment to cruelty-free and ethical fashion,” said Amar Nagaram, Co-founder and CEO of Virgio stated. “This certification aligns with our core values of ethics, transparency, innovation, and responsibility towards our planet and all its inhabitants. It is a significant step forward in our mission to create fashion that respects the environment and its inhabitants.”

    Virgio’s PETA Approved Vegan status assures consumers that no animal-derived materials are used in the creation of its products. The certification process involved rigorous scrutiny of Virgio’s supply chain, materials, and manufacturing processes to ensure compliance with PETA’s stringent standards.

    “PETA India is thrilled to have Virgio proudly declare its compassion for animals and respect for the environment by obtaining ‘PETA-Approved Vegan’ certification,” says PETA India Senior Corporate Affairs Assistant Priyanka Bhoj. “Consumers are increasingly rejecting fashion that involves animal suffering and death, and the harmful environmental impact of leather, wool, and other animal-derived materials is well-documented. By choosing vegan, Virgio is setting the standard in the industry and leading the way in ethical and sustainable fashion.”

    “We believe in fashion that lasts longer, looks better, and does no harm,” Amar Nagaram added. “Our partnership with PETA strengthens our resolve to lead the industry towards a more humane and sustainable future.”

  • Mocemsa’s Al Ameera is a fragrance that masterfully captures the essence of India: Paarth Malhotra

    Mocemsa’s Al Ameera is a fragrance that masterfully captures the essence of India: Paarth Malhotra

    Mumbai: Originating from the heart of a first generation perfumer, emerges a fragrance brand that intertwines tradition and modernity in a beautiful mix called Mocemsa. Mocemsa was launched in 2017 by Pulkit Malhotra, a graduate from Grasse Institute of perfumery and Paarth Malhotra with the aim to bridge the gap between luxury and affordability by creating high quality, luxurious perfumes at accessible prices and giving great olfactory experiences to the users.

    Mocemsa is a premium Indian perfumery brand with unrivaled original fragrance formulations. Each perfume is expertly crafted in Spain, Barcelona, using the highest quality ingredients and adhering to strict international standards, including being 100% IFRA compliant and cruelty-free. This dedication to originality and quality ensures that every Mocemsa fragrance is a true masterpiece, reflecting the brand’s ethos of luxury, sophistication, and authenticity. This same is reflected in their growth rate which is 63 per cent on yearly sales since its inception.

    Indiantelevision.com caught up with Malhotra, where he shared more insights regarding his brand’s creation and many more…

    Edited excerpts

    On inspiration to start Mocemsa

    My brother and I have always been interested in the world of perfumery. Although it was a small segment of our family business, it consistently captured our interest. When we embarked on the journey of founding Mocemsa, we identified a significant gap in the Indian market: the dichotomy between mass-market products priced under 500 INR and international luxury brands costing upwards of 6,000-7,000 INR. Our vision was to deliver the same quality as international brands but at a fraction of the cost. Our background in perfumery helped in achieving the desired price points without compromising on quality. Once Mocemsa entered the market, the superior quality of our products quickly garnered consumer appreciation, resulting in high demand and rapid sales.

    On ensuring your products maintain a high level of luxury while being accessible in terms of pricing

    We are among the very few companies in the fragrance industry that are nearly 100% vertically integrated. From crafting the fragrance formula and developing the perfume concentrate to managing the final sales point, we control the entire supply chain. This vertical integration allows us to maintain costs and ensure high quality. Additionally, we adopt a minimalist approach to marketing, allowing our products to speak for themselves. The savings are passed on to the consumer, making luxury fragrances more accessible.

    On ensuring the quality and originality of your fragrances

    Our in-house perfumers, led by Pulkit, who has extensive knowledge and experience in the fragrance industry, drive our commitment to quality and originality. Pulkit makes sure there is an innovative environment within our product development process, where originality is celebrated and rewarded. We use the finest raw materials, which undergo stringent quality control. IFRA is an organisation that regulates the usage of certain harmful raw materials, we are happy to state that we are IFRA compliant and in many cases go step or two ahead of the required compliances. This is only possible once you have a solid R&D in place.

    On your signature Al Ameera fragrance

    Mocemsa’s Al Ameera is a fragrance that masterfully captures the essence of India. It seamlessly blends traditional Indian spices like cardamom and saffron with exquisite floral notes such as rose. These ingredients evoke the rich aromas of Indian cuisine and nature, paying homage to India’s long-standing tradition of perfumery. For centuries, spices and flowers have played a vital role in Indian ceremonies and daily life. Al Ameera merges these timeless scents to create a warm, sensual, and spiritual olfactory experience. While deeply rooted in tradition, it also exudes modern elegance, making it suitable for both grand occasions and everyday wear.

    On your decision to expand into shop retail and airport stores

    Retail shops and airport stores are prestigious venues that play a significant role in a fragrance brand’s presence. At Mocemsa, we have always aspired to compete on an international level with global brands. Our expansion into these spaces aligns with this aspiration, and we are thrilled to see consumers embracing our products in such environments. This expansion is to enhance Mocemsa’s growth by increasing brand visibility and accessibility.

    On ensuring that customers have a luxurious and memorable experience with Mocemsa fragrances, both in-store and online

    Our philosophy is to let the product speak for itself, but we also recognize the importance of creating a comprehensive brand experience. We invest heavily in staff training to ensure that our advisors provide a consistent and enriching experience across all locations. This extends to our online presence, where we strive to offer a seamless and luxurious shopping experience.

    On accumulating 63 per cent yearly sales growth

    Our success is attributed to being clear on our target audience and market positioning. We adhere to the principles of product, price, place, and promotion. Key milestones include our entry into 75 prestigious retail and airport stores, the rapid acceptance and demand for our products in India, and the continuous innovation in our fragrance offerings.

    On your plans for the future in terms of product innovation and market expansion

    We typically launch two to three new fragrances each season, with our next release anticipated in early October 2024, or possibly sooner. Our future plans include global expansion, with a projection to establish a sales network in 10 countries. We are committed to continuous innovation in our product line to meet and exceed consumer expectations.

  • Manah Wellness unveils new brand identity

    Manah Wellness unveils new brand identity

    Mumbai: Manah Wellness, a leading organisation offering employee mental well-being services, has announced the launch of its new brand identity. This significant change reflects the company’s emergence as an organization that is redefining the employee mental wellbeing space through path-breaking approaches and innovative frameworks.

    “For far too long, workplace wellbeing has focused on individual employees. At our workplaces, we can’t nurture a mental wellbeing culture unless we all are in it, together. Our new identity is about togetherness, the key to achieving our goals of employee mental wellbeing. This foundation to our work sets us apart from the rest in the workplace mental wellbeing space.

    “Our strength is our community. And within these communities, we have champions that embody, celebrate and support us in our wellbeing journeys. Manah’s new identity is a celebration of champions of wellbeing, worldwide,” said Manah Wellness co-founder and CEO Dr Ashwin Naik.

    Fittingly, Manah calls its new visual identity ‘the champ’.

    “Our focus on community building and supporting champions of wellbeing has led to industry-leading impact across Maritime, Aviation, Banking Financial Services and Social Impact sectors across six countries. Our new visual identity reflects our beliefs and the approaches we have taken to build success stories for our customers,” added Manah Wellness co-founder and COO Ritika Arora.

    “Manah’s new visual identity is a testament of our commitment to our customers. Acknowledging the trust they place in us, we will continue to act in an agile manner, going the extra mile for the mental wellbeing needs of their employees,” said Manah Wellness CMO Manoj Chandran. “The unique logo not only demonstrates the inclusion of everyone at the workplace but is also a reaffirmation of our mission to affect fundamental shifts in the global workplace mental wellbeing.”

  • Oriflame aims to empower 1M Indian micro-entrepreneurs by 2029

    Oriflame aims to empower 1M Indian micro-entrepreneurs by 2029

    Mumbai: Oriflame, the leading Swedish beauty brand with a global presence, has announced India as one of its top-priority markets. Building on its current success, the premier cosmetic brand aims to onboard one million brand partners within the next five years, thereby promoting micro-entrepreneurship and nurturing a dynamic start-up culture across the country. This ambitious target aligns perfectly with India’s growth trajectory and the government of India’s emphasis on employment generation and self-reliance.

    Oriflame is committed to promoting the entrepreneurial spirit. By enabling individuals to become brand partners, the brand instils entrepreneurial ethics and empowers the workforce, especially women, by offering the flexibility to design their own work schedules. This approach facilitates the creation of a fulfilling career that prioritises both social and mental well-being, creating the way towards financial independence.

    At the forefront of the ‘Made in India’ and ‘Make in India’ initiatives, Oriflame is actively establishing research and development capabilities within the country to produce products tailored for Indian consumers, infused with Swedish quality and innovation. This approach adheres to global quality standards and European safety regulations while also promoting domestic manufacturing.

    Oriflame senior vice president and head of India and Indonesia Edyta Kurek stated, “India is a key market for Oriflame, and we are immensely grateful for the love and trust from our Indian consumers. Oriflame products sold in India are mostly produced locally, in our own factories, creating not only employment opportunities but also contributing to the nation’s economic growth. Our plan to transform 1 million brand partners into micro-entrepreneurs in the next five years demonstrates our dedication to this vibrant market and we’re in it for the long haul. We are excited to continue this journey with our Indian community, promoting micro-entrepreneurship and supporting India’s vision of self-reliance.”

    Oriflame offers a two-fold opportunity- individuals can either become brand partners to build their own businesses or join as VIP members to enjoy products directly from the website. In both scenarios, consumers gain access to the brand’s iconic, globally acclaimed products, all formulated with the highest quality standards and adherence to responsible and sustainable practices. Notably, Oriflame has been recognised as a Climate Champion in Europe for four consecutive years which showcases the company’s devotion to the environment and its people.