ITV

Category: Marketing

  • Decathlon’s next frontier

    Decathlon’s next frontier

    Mumbai: Decathlon, a multi-specialist sports brand, is revealing its new purpose, to “Move People Through the Wonders of Sport,” and the strategy behind this bold new ambition to bring innovative and sustainable sport to everyone. As part of this evolution, Decathlon is unveiling its new brand, which includes a dynamic and forward-looking identity and the new “orbit” logo.

    Since the beginning of its journey in 1976, Decathlon has always believed in sports’ vital role in helping societies to be healthier and happier. And today, people need sport more than ever.

    At the beginning of this transformation journey, Decathlon wrote its “North Star”, a long-term ambition to accelerate its mission for the good of societies and the planet. Guided by the North Star, a new purpose was born: Move People Through the Wonders of Sport.

    Anchored to this purpose, Decathlon is adopting an ambitious global strategy, which encompasses an enhanced customer experience, a strong commitment to sustainability and an overall modernisation of the company. Core to the customer experience is an evolved brand introduced today.

    Barbara Martin-Coppola, Decathlon’s Global Chief Executive Officer: “Today marks a very special moment in both the history and future of Decathlon. Now more than ever, the world needs sport. It has a unifying power and can improve both physical and mental health. At Decathlon, we want to have a greater positive impact on humans, society and the planet by Moving People Through the Wonders of Sport. I am proud to be working towards the North Star – our guiding light and ambition – with our teammates. It’s been incredible to see our diverse community come together to celebrate what makes us special: enabling everyone to practise sport on their own terms. I am confident that our ambitious strategy, evolving our way of doing business, will ensure Decathlon leads the sector as a unique and trusted sports brand.”

    A New Brand Identity and Portfolio

    Decathlon’s striking new brand identity reflects the brand’s ambition while celebrating its past. Along with a dynamic blue, it now welcomes a new brand icon – “the Orbit” – expressing movement, the ambition to reach new heights, and circularity, at the heart of Decathlon’s sustainable business model.

    Decathlon is unleashing the full potential of the brand to bring sport to everyone through a new and simplified brand portfolio with 9 category specialists: Quechua (mountain), Tribord (water and wind), Rockrider (outdoor cycling), Domyos (fitness), Kuikma (racket), Kipsta (team sports), Caperlan (wildlife), Btwin (urban gliding and mobility) and Inesis (target), and 4 expert brands: Van Rysel, Simond, Kiprun and Solognac.

    A Business Model Based on Sustainability

    All the good that sports can do for people’s lives and societies cannot be at the expense of the planet.

    Decathlon aims to be a driving force and has committed to becoming Net Zero by 2050.

    DECATHLON’s decarbonization targets are (scopes 1, 2 & 3):

      . 20 per cent reduction in absolute CO2 emissions in 2026.

     .  42 per cent reduction in absolute CO2 emissions in 2030 and net zero by 2050.

    Strongly engaged in reaching its ambition, Decathlon has, for the second year in a row in 2023, decoupled its growth and its CO2 emissions.

    Decathlon is working hand in hand with suppliers and partners to unlock sustainability all across the supply chain. With this collaborative approach, Decathlon has been working with suppliers to decarbonise processes and pave the way for new business models based on circularity and increased product life cycles.

    This also means that across the product range, Decathlon is increasing product lifespans and enabling customers to reuse, repair and recycle their products.

    A New Customer Experience Shaped by a Digital-First Mindset

    Decathlon is harnessing the power of digital with a global revamp of the e-commerce website to provide a seamless shopping experience for customers anytime, anywhere.

    Decathlon’s digital supply chain has been rethought with best-in-class tools and AI algorithms to enable accurate forecasting, assortment planning and stock parameters. This has already led to significant reductions in stock levels and many improvements, including decreasing transportation costs, carbon footprint and delivery time.

    Decathlon is also breaking ground with new ways to embark its customers on an immersive experience, including its 3D Shopping App on Apple Vision Pro in the U.S.

    In the coming months, more than 1,700 stores around the world will be refurbished with a whole new setup, offering customers intuitive navigation, increased product visibility, engaging physical and digital displays, and an aesthetically pleasing atmosphere.

    Innovation at the Heart of a Multi-Specialist Sports Brand

    Every day, over 850 engineers and 400 designers at Decathlon relentlessly invent, create, design, and try and test new materials and products. The result is a set of groundbreaking sporting solutions, underpinned by 900 patents.

    Decathlon’s organisation is shaped by this culture and includes expert teams such as Booster Innovation – supporting local teams, Sports Lab – dedicated to the study of sports and dynamics of the human body, AddLab- a 3D prototyping centre and Advanced Design – designing the sports and experiences of the future.

    Looking to the Future as One

    Decathlon aims to become one of the most Inclusive organisations in the world.

    In 2023, Decathlon’s Executive team reached parity for the first time in its history, and the company has made unprecedented commitments for 2026, including measuring representation, inclusion and belonging, acting on it, and setting global standards and best-in-class performance in DEI.

    Decathlon is building and strengthening communities such as women in leadership and associated programmes, forging external partnerships with DEI experts. In 2023, Decathlon received several industry recognitions including tenth place in Forbes’ Retail & Wholesale category for the world’s “Best employer for Women”.

  • 315Work Avenue to host ‘Womenia 2024’: An event to celebrate International Women’s Day

    315Work Avenue to host ‘Womenia 2024’: An event to celebrate International Women’s Day

    Mumbai: In keeping with its philosophy of parity for women, leading coworking company, 315Work Avenue is hosting ‘Womenia 2024’ a prestigious event marking the celebration of International Women’s Day on 15 March 2024 in the vibrant city of Bangalore. This year, the event theme is #prosperitythroughparity and will feature a panel discussion comprising renowned personalities from the world of film, HR, Technology, F&B and other Corporates. The event will see meaningful conversations with dynamic individuals on a variety of topics ranging from overcoming adversity to tips for succeeding in the workplace as a woman and sharing personal experiences in the workplace to make the world a better place to live in.

    The event will also witness performances by Stand-up comedian, RJ and improviser Sonu Venugopal and Alankritha Bhat, renowned dancer and choreographer.  The invitees include Smitha Dixit, RJ and content lead, Radio Mirchi as Moderator, Skanda Ashok, Actor, Suma Rao, Transition Management, Merck Life Sciences, Balaji Kesavaraj, CEO, Make My Campaign, Amreeta Majumdar, Global HR Head, Avataar, Shenaz Bapooji, Founder, Skyful, Arjun Gowda, Actor, Soumya Rao, CEO and founder, Thrive Café, Chandu Gowda, actor, and Aishwarya Vasudevan, Group COO, Neuberg Diagnostics Laboratory. The conversations will provide an opportune moment to celebrate the contribution of women in diverse fields.

    Speaking about the occasion, 315Work Avenue founder Manas Mehrotra said: “Womenia 2024” is not just an event; it is a movement towards inclusivity and parity and recognition of the tremendous potential of women in shaping a more equitable and prosperous world. Women are the architects of our society and it’s our privilege to celebrate their myriad talents and contributions. Events like these serve as a reminder of the collaborative strength we possess in driving positive change. We urge all women to continue to aspire to their dreams and put in the right efforts to succeed. Our panel discussion will be bringing together a diverse array of voices from various sectors.”

    315Work Avenue is committed to focusing on pathways to enhance the economic inclusion of women. The coworking firm has curated the theme to reflect on strategies that would establish the parity of women through prosperity. Women have multiple identities and hence it’s crucial to conceptualise intersectionality that will capture their unique experiences while working as a collective too to achieve progress.

  • Joy Personal Care onboards Shah Rukh Khan as brand ambassador for face wash category

    Joy Personal Care onboards Shah Rukh Khan as brand ambassador for face wash category

    Mumbai: Joy Personal Care, the Indian home-grown personal care brand, under the aegis of RSH Global,proudly announces its collaboration with Shah Rukh Khan as the brand ambassador for the face wash category of Joy Personal Care.

    JOY Lemon Face Wash, amongst the flagship products of the company, will be endorsed by Khan, alongside Sanya Malhotra, who has been the brand’s ambassador since the past year. The star duo, Shah Rukh Khan and Sanya Malhotra, will be featured in the upcoming commercial of the brand that is set to be launched during the IPL 2024. Leveraging its two-year partnership as an associate sponsor of the Kolkata Knight Riders, Joy Personal Care aims to maximise visibility and impact during this high-profile event.

    Joy Personal Care’s dedication to gender equality and inclusivity perfectly mirrors the values upheld by its brand ambassador, Khan. Renowned for his vocal support of women’s empowerment, Shah Rukh Khan has captured the hearts of women across generations. This shared ethos makes this collaboration a powerful conduit for spreading the brand’s message far and wide.

    Commenting about the association, Joy Personal Care (RSH Global) founder & chairman Sunil Agarwal expressed, “With the face wash category accounting for approximately 2500 crore, this collaboration signifies our commitment to making a measurable impact by expanding our market share within the category. Moreover, Shah Rukh Khan’s influential presence in our nation will enable us to connect with audiences across the length and breadth of the country.”

    Joy Personal Care (RSH Global) CMO Poulomi Roy further commented, “Mr.Khan is an iconic figure renowned for his vocal advocacy for gender equality and inclusivity. He shares a synergy in his values with our brand. Furthermore, we have been associated with KKR for the past two years and this year, with Mr.Khan coming on board for our face wash category, we will be launching a high-voltage campaign featuring him.The campaign will be leveraged through both TV and digital media, ensuring maximum reach and engagement.”

    Commenting on the association, Khan said, “I am delighted to partner with Joy Personal Care as the brand ambassador of the facewash category. It’s a progressive brand, with a refreshing approach that shuns unrealistic beauty ideals and prioritizes inclusivity in its thoughtfully crafted campaigns. I’m eager to embark on this exciting journey with them.”

    Joy has persistently been an advocate for social causes and inclusiveness, evident in their impactful campaign, “#JustEmpowerOne,” which aims to raise awareness and empower survivors of acid attacks. The brand has also partnered with Gujarat Giants this year, as an associate sponsor for the Women Premier League series. Through the collaboration with the Gujarat Giants, Joy is not just endorsing a sports team but actively engaging in a cultural dialogue, challenging outdated perceptions where individuals are free to pursue their interests, whether in beauty or sports, without conforming to limiting stereotypes.

    Additionally an exciting rap music video featuring the celebrity women cricketersMithali Raj, Harleen Deol, Sneh Rana, and Shabnam Shakil and penned by Shikha Makan.

     

     

  • AIWA India unveils new sound bar range

    AIWA India unveils new sound bar range

    Mumbai: The newest sound bar range from audio technology pioneer AIWA India is here to improve the quality of your home theater experience. The new soundbars offer unparalleled audio performance and versatility to satisfy a broad range of customer needs. They are available in three different SKUs: KANDO, KABUKI, SATORI.

    Let’s dive into the features of each model:

    KANDO (AW-SSB120): This soundbar brings listeners to a world of immersive music that incites powerful emotions. It is named after the Japanese word meaning deep emotional connection and appreciation.

    The 120W output power and 2.1 channel design of the KANDO soundbar allow it to be used with a wide range of devices, including TVs, DVD players, PCs, laptops, tablets, and mobile phones.

    Users may effortlessly connect their preferred audio sources for a flawless listening experience with USB, Bluetooth, AUX, and HDMI interfaces.

    KABUKI (AW-SSB180): The immersive audio experience of the AW-SSB180 KABUKI sound bar transports listeners to a different universe, reminiscent of the fascinating setting of Kabuki performances.

    This soundbar is compatible with many devices, such as TVs, DVD players, PCs, laptops, tablets, smartphones, and MP3 players. It has a 2.1 channel setup with a strong 180W output.

    With its USB, SD, Bluetooth, AUX, OPTICAL, and HDMI(ARC) connections, the KABUKI guarantees flexible music playback and smooth connectivity.

    SATORI (AW-SSB240):  Named after the Japanese word representing a state of pure awareness, the AW-SSB240 SATORI sound bar eliminates sonic distractions to deliver exceptional audio fidelity that immerses listeners in every detail of their favorite music, movies, and games.

    Boasting a powerful output of 240W and a 2.1 channel configuration, the SATORI sound bar offers compatibility with TV, DVD, PC, laptop, tablet, mobile, and MP3 players.

    With USB, SD, bluetooth, aux, optical, and HDMI(ARC) inputs, users can enjoy versatile connectivity options for an enhanced audio experience.

    “At AIWA, we are constantly working to create and redefine entertainment solutions for our valued customers. With the launch of our latest AIWA Sound Bars, we are expanding our product line to provide exceptional audio experiences. These sound bars show our unwavering commitment to perfection by combining exceptional sound quality, intelligent features, and seamless connectivity.  We’re excited to bring this new dimension of entertainment to our customers.” AIWA India MD Ajay Mehta.

  • PE Mathai of Muthoottu Mini Financiers wins ‘Best CEO’ Award

    PE Mathai of Muthoottu Mini Financiers wins ‘Best CEO’ Award

    Mumbai: Muthoottu Mini Financiers Ltd, one of the country’s leading NBFCs, is proud to announce that PE Mathai, chief executive officer (CEO) of Muthoottu Mini Financiers, has been awarded the Best CEO in the banking, financial services, and insurance (BFSI) category at the Indian Leadership Summit and Awards by The Business Fame. This recognition highlights Mathai’s leadership, vision, and contributions to the financial sector.

    This acknowledgment as the Best CEO in BFSI reflects Mathai’s strategic leadership at Muthoottu Mini Financiers. Under his guidance, the company has achieved significant milestones, including 103 per cent QoQ profit growth in Q1 of this financial year, expanding to 900 plus branches of Muthoottu Mini Financiers nationwide, and working towards having 1000 branches nationwide by the end of 2024. Mathai’s commitment to financial stability is reflected in the company’s CARE rating improvement, rising from BBB- in 2019 to a commendable A- in 2022. The company has registered a cumulative asset under management (AUM) growth of 100 per cent over the past four years – averaging 25 per cent per year.

    When the pandemic struck, Mathai emerged as a steadfast captain, guiding Muthoottu Mini through uncharted waters. Branch networks expanded, diverse product offerings emerged, and the organization’s commitment to financial lifelines remained unwavering. Together with Muthoottu Mini’s other leaders, Mathai spearheads the ambitious goal of growing AUM to Rs 7,000 crores by 2027. A key facet of Mathai’s leadership is the drive at Muthoottu Mini to go ‘digital‘, aligning with the digitisation of the gold loan segment to reach those in need across the country.

    Expressing his gratitude, Muthoottu Mini Financiers CEO PE Mathai said, “I am humbled and grateful to receive the Best CEO Award in BFSI sector at The Business Fame’s Indian Leadership Summit and Awards. This recognition is a testament to the efforts of the entire team working hard at Muthoottu Mini Financiers to make common people achieve their dreams through our high-quality financial service products. We remain committed to innovation, customer satisfaction, and sustained growth in the sector.”

    The Business Fame’s Indian Leadership Awards and Summit is a platform that acknowledges leaders and organizations across diverse industries in India. The awards recognise individuals and entities that have set benchmarks for success and made contributions to the country’s economic development.

    The award ceremony brought together leaders from various sectors to acknowledge individuals who have demonstrated commitment and impact in their fields.

  • “Security and privacy are top priorities for Single.ID in our collaboration with partners”: BishSmeir

    “Security and privacy are top priorities for Single.ID in our collaboration with partners”: BishSmeir

    Mumbai: Single.id is world’s first cross-reward-programme-identifier.

    Whenever a consumer claims a retailer’s special offer using a discount voucher, it’s easy for the retailer to attribute the source of such redemption, because they take delivery of the physical voucher.  When it comes to linking offers to payments, this is a lot more complicated.

    There are many players in the transaction value chain, from card issuers, payment gateways, card acquirers, card schemes and open banking, so attributing the source of an offer claimant is very hard. One payment only generates one payment transaction so it should only generate one reward, but this isn’t always the case.

    When many different transaction streams and payment apps are available, a lack of clear attribution for payment linked rewards results in Retailers paying out multiple times on each transaction, depleting their ROI and creating a strong resistance to participating in multiple Reward Programmes.

    Enigmatic Smile solves this very real concern for Retailers with its Single.id service. Because it operates as a cross-reward-programme-identifier for every individual and their payment cards, as a network effect kicks in, Single.id establishes itself as a provider of End User identity across the entire retail rewards space – something no other competing system has achieved. This single identity, ascertained and deduced from multiple sources, becomes a huge value over time for Reward Programmes, Retailers and End Users.

    Indiantelevision.com caught up with Enigmatic Smile’s CEO BishSmeir and country head Chandra Bhushan, where they talked about their recent collaboration with three new large partners in detail.  

    Edited excerpts

    On the significance of Single.ID’s collaboration with these three new very large partners

    The collaboration between Single.ID and our three new very large partners in Fintech/Retails industry represents a significant shift in the Reward tech landscape by revolutionizing the way rewards are attributed in payment transaction with user consent. This collaboration streamlines the process for retailers, offering clear attribution for reward claims, and enhances the overall efficiency and effectiveness of reward programs.

    On specific benefits can customers expect to see from this collaboration

    Customers can anticipate several benefits from this collaboration. Firstly, they’ll experience a smoother and more streamlined rewards claiming process, eliminating the confusion and frustration often associated with multiple reward programs. Secondly, by consolidating their rewards under a single identity across various merchants, customers can maximize their rewards potential and simplify their cashback earning and redemption across 20 thousand touch points by giving their consent.

    On ways you anticipate that this collaboration will differentiate Single.ID from other players in Fintech

    This collaboration positions Single.ID as a leader in Fintech by offering a unique solution to a longstanding challenge. Unlike other players, Single.ID’s cross-reward-programme-identifier seamlessly integrates with partners, providing unparalleled clarity and efficiency in reward attribution. This differentiation sets us apart as innovators inreward systems landscape.

    On maintaining the security and privacy of customer data within the framework of this collaboration

    Security and privacy are top priorities for Single.ID in our collaboration with partners. As part of our strict data protection measures, we adhere to industry-leading standards and regulations to ensure the highest standers of security and privacy for our users. We take explicit consent from users for everything we do, we are DSS PCI Compliant Level 1 Service providers and adhere to GDPR framework.

    On role of technology playing in facilitating this collaboration and maximizing its potential impact

    Technology plays a central role in facilitating our collaboration with various partners and merchants, enabling seamless integration and efficient reward attribution across multiple platforms.Single.ID harnesses the power of technology to optimize the effectiveness of reward programs and enhance the overall Reward Tech experience for customers and retailers alike.

    On future opportunities you envision arising from this collaboration

    We see tremendous potential for growth and innovation stemming from this collaboration. As the reward tech landscape continues to evolve, we aim to expand our partnership network, further enhancing the reach and impact of Single.ID’s cross-reward-programme-identifier. We remain committed to fostering long-term relationships with our partners in banking and non-banking segments, exploring new opportunities for collaboration and driving continued advancements in Fintech industry.

  • Ayatiworks introduces GenAI, Ayati intelligence for the retail sector in India

    Ayatiworks introduces GenAI, Ayati intelligence for the retail sector in India

    Mumbai: Ayatiworks, a digital marketing agency, is to announce the launch of its next-generation AI solutions, designed to transform the retail landscape in India. With a suite of advanced AI tools, Ayatiworks promises to revolutionize e-commerce and in-store experiences, offering unparalleled efficiency and consumer engagement.

    The introduction of Ayatiworks’ cutting-edge AI services marks a significant milestone in retail technology. In an industry first, their AI solutions can fully integrate and set up an e-commerce platform in a mere seven days, a pace unprecedented in the market. Ayatiworks’ AI strategies are crafted to amplify digital presence, turning casual online browsing into tangible sales, thereby increasing conversion rates and boosting the return on investment (ROI) from chatbots to analytics.

    “Retail in India is ripe for a technological renaissance, and Ayatiworks’ AI is the harbinger of this change,” said Ayatiworks CEO & founder Upendran Nandakumar. “Our AI doesn’t just augment the existing processes; it reinvents them. By converting footfalls into sales and simplifying the intricate web of retail compliance, we ensure that our partners are ahead of the curve in delivering customer satisfaction.”

    Ayatiworks’ AI is comprehensive, providing solutions that include customer behaviour analysis, inventory management, personalized shopping experiences, and post-sale service enhancements. These tools are designed not only to improve the customer journey but also to offer robust analytical insights that help businesses make data-driven decisions.

    The retail environment in India presents a unique set of challenges and opportunities. ayatiworks’ AI leverages these to deliver a seamless and intuitive retail experience. By harnessing the power of machine learning and predictive analytics, Ayatiworks’ solutions anticipate market trends, enabling retailers to stay ahead of customer expectations.

    As businesses continue to navigate the digital transformation, Ayatiworks emerges as a pivotal player in the Indian retail sector. Its AI services are a beacon of innovation, empowering businesses to embrace the future of retail.

  • EaseMyTrip signs a MoU with the Ministry of Rural Development

    EaseMyTrip signs a MoU with the Ministry of Rural Development

    Mumbai: EaseMyTrip.com, an online travel tech platform, signs a Memorandum of Understanding (MoU) with the Ministry of Rural Development to train Deendayal Antyodaya Yojana- National Rural Livelihoods Mission (DAY-NRLM)‘s Women’s Self Help Groups (SHGs) members under the Lakhpati Didi Yojana to focus on women-led skill development allowing them to nurture their entrepreneurial skills and become financially independent. Through this strategic move, EaseMyTrip intends to empower members of SHGs in 800 districts across the country.

    The Ministry of Rural Development’s Lakhpati Didi Yojana aims to train members, affectionately called Didis. It helps rural females set up micro-enterprises in their respective villages and earn a sustainable income of at least Rs. 1 lakh annually per household by leveraging their entrepreneurial skills. As per the MoU, MoRD will mobilise the SHG members and ensure their availability for the training by EaseMyTrip for the purpose. The eligibility criteria for selection of the Didis will be basic knowledge of reading & writing English / Hindi and knowledge of using a Computer & browsing the internet. The agreement enlists that EaseMyTrip shall contribute to this initiative by training and empowering 1 SHG member per block across 800 districts in India. The members will be trained in making travel reservations across all essential segments, including trains, buses, hotels, and flights. Additionally, EaseMyTrip will provide them with the required digital tools and impart education on integral aspects like searching, booking, making payments, and printing tickets on behalf of the customers. The selected members can be called ‘Ticket Wali Didi’.

    Excited to start the project,  EaseMyTrip CEO and co-founder Nishant Pitti said, “We strongly believe that empowering women is integral to the socio-economic growth of the country. Women’s representation is gradually taking an upturn in the entrepreneurial scenario, and they are acing the game with their multifaceted skills. However, their potential is yet to be unlocked in rural areas. Initiatives like the Lakhpati Didi Yojana empower rural women, helping them become financially independent by leveraging their inherent entrepreneurial skills. Through this historic agreement with the Ministry of Rural Development, we aim to train and equip members of Self-Help Groups and build future women entrepreneurs.

    As a part of the alliance, EaseMyTrip will conduct the Pilot project across 10 Blocks in Districts identified by the MoRD which are Patna, Begusarai, Vadodara, Rajkot, Surat, Bhopal, Ujjain, Ayodhya and Varanasi. Initially, the trial will be conducted at the specified locations, followed by the full-scale rollout. The agreement further binds that for every booking the members complete, EaseMyTrip will share the generated revenue with them, enabling them to be financially self-reliant. Additionally, its platform will be available and accessible for the selected member. In the next 3 weeks, the remaining nine blocks will also be covered.

    Expressing his thoughts on the partnership, Minister of Rural Development Giriraj Singh stated; “We are committed to ensuring the holistic development of women in rural areas. The Lakhpati Didi Yojana is a testament to our dedication to empowering women and fostering entrepreneurship at the grassroots level. This strategic partnership with EaseMyTrip will provide invaluable training and opportunities for women’s self-help groups across the nation, enabling them to become financially independent and contribute meaningfully to their communities.”

    Currently, 83 lakh SHGs with nine crore women are transforming the rural socio-economic landscape and have trained one crore females to become lakhpati didis. Through this MoU, EaseMyTrip intends to contribute to this cause and help rural females become financially independent. 

  • “We believe that customers globally are naturally shifting to products that are better for the environment”: Dhvanil Sheth

    “We believe that customers globally are naturally shifting to products that are better for the environment”: Dhvanil Sheth

    Mumbai: Skillmatics, founded in 2017 by Dhvanil Sheth, has redefined play-based learning for children and families worldwide.

    Standing out in the world of play-based learning Skillmatics offers innovative products designed to build core skills joyfully. The best-selling Guess in Ten games enhances problem-solving while exploring topics like animals and geography. The Foil Fun art kit offers mess-free creativity, meeting the needs of modern families. With versatile themed variations, Skillmatics leads by blending education and fun, stimulating cognitive development in young minds.

    Indiantelevision caught up with Skillmatics founder and CEO Dhvanil Sheth to learn more about their brand, USP and more…

    On the Skillmatics launch and challenges that you have faced

    Skillmatics was launched in 2017 and has been a pioneer in providing enriching play-based learning experiences for children and families. Our journey has had its fair share of challenges as we have grown from a two-member team to a global business with offices in four countries. The initial years were the hardest as no investor was willing to back our vision of building a global consumer brand from India. Such an endeavour had never been attempted or achieved by a start-up and as a result, we faced a lot of difficulty raising financing. In hindsight, this was a blessing in disguise as we learnt how to be frugal from day One and grow our business profitably. The other key challenge we faced was despite having very innovative products, we were unable to get large global retailers to launch our products in their stores. However, once we demonstrated success online, this barrier was overcome, and we are now present in over 30,000 retail locations globally.

    On unique features or innovations in Skillmatics’ products that set them apart in the industry

    At Skillmatics, we pride ourselves on the innovativeness of our products. We thoughtfully design our products to ensure they build core skills in children through the joy of play. Our best-selling product, Guess in 10, is a super fun game designed to build problem-solving skills in children while simultaneously helping them learn about key topics like animals, geography, space etc. Another leading innovation from Skillmatics has been our Foil Fun product. This mess-free art kit empowers children with independent creative play. Foil Fun meets the needs of modern families seeking engaging solutions that enable creative expression in their children. What truly distinguishes Skillmatics is our commitment to crafting original content, protected by trademarks and copyrights, ensuring unparalleled originality. Our products offer versatile themed variations, appealing to a diverse range of interests. By going beyond conventional educational games, Skillmatics establishes itself as an industry leader, blending learning and fun through a content-driven strategy that stimulates cognitive development in young minds.

    On the breakdown of Skillmatics’ revenue by different regions or countries

    Skillmatics is a global business with a presence in 20 countries across both online and offline retail. Our core markets are North America, the UK and India. North America accounts for ~70 per cent of revenues, India is ~10-15 per cent of revenues and UK is ~10 per cent of revenues. We have offices in Mumbai, Palo Alto, Dallas, and Manchester.

    On new markets or countries that Skillmatics is particularly interested in entering

    Skillmatics is strategically poised to expand its global footprint by venturing into new markets. We are looking to deepen our presence in Canada, Australia, Germany, and the Middle East in the coming year.

    On the next three-year plans, and upcoming initiatives for additional fundraising or partnerships to support Skillmatics’ expansion and growth

    Our core focus over the next three years is to establish Skillmatics as a dominant brand globally that is synonymous with “learn through play”. We plan to significantly expand our product assortment by entering newer categories while simultaneously deepening our distribution globally across both online and offline retail. Over the last seven years, we have built an intrinsic understanding of how to build brands and products that address the needs of parents. We intend to leverage this capability along with our global operating infrastructure and distribution to build new brands in adjacent categories. India is our fastest-growing market, and we believe the market has reached an inflection point. We will be investing heavily in India in the near term. We plan to launch India-specific products that are tailored to local preferences, and dial-up marketing to increase brand awareness and deepen our distribution and reach.

    We are a profitable business with large cash reserves, so there is no need to fundraise currently. That being said, we will require additional capital sometime in the next three years to support the increased scale of the business, grow our teams internationally and scale up our newer initiatives which are currently being incubated.

    On the company’s commitment to sustainability and any specific initiatives

    We take sustainability very seriously at Skillmatics. We are walking the talk and have partnered with a leading global climate agency to implement a model of offsetting the carbon consumed per unit sold by making an equivalent financial contribution to a renewable energy project. As a result, 60 per cent of our sales are carbon neutral today and we intend to cross the 75 per cent threshold soon. We also have a strong focus on using sustainable materials in all products. For instance, we only use wooden dice in our games while all other companies use plastic dice. Another example is that we use FSC-certified paper in our products.  

    On the strategies that Skillmatics employs to influence consumer behaviour towards choosing eco-friendly options

    We believe that customers globally are naturally shifting to products that are better for the environment. Our focus is to provide customers with sustainable, carbon-neutral products at competitive price points. If we can achieve this, we believe customers will always pick us. 

  • “Tea is a lifestyle and hence we thought to collaborate with a lifestyle consumer”: Rupali Ambegoankar

    “Tea is a lifestyle and hence we thought to collaborate with a lifestyle consumer”: Rupali Ambegoankar

    Mumbai: In the heart of bustling cities and serene countrysides alike, there exists a world where time slows down and senses awaken to the delicate dance of leaves and water. This is the realm of Tea Culture of The World  owned by Society Tea (Amar Tea Private Limited {ATPL), where each cup is not just a beverage but a symphony of flavors crafted from the finest gardens across the globe.

    From the misty mountains of China to the sun-drenched fields of India, every leaf is hand-plucked with reverence and steeped in tradition. With 120 exquisite blends, TCW weaves a tapestry of taste, inviting tea lovers on a journey of unparalleled refinement.

    Dr. Rupali Ambegaonkar, the astute business head of Tea Culture of the World (TCW) at Society Tea (Amar Tea Private Limited), has steered an extraordinary journey marked by innovation, resilience, and a relentless pursuit of excellence. Armed with a medical degree from Lokmanya Tilak Medical Hospital and a master’s from GS Medical and KEM Hospital, Dr. Ambegaonkar’s foray into the tea industry in 2011 marked a transformative moment. Recognising an untapped niche in India’s tea market, she founded TCW, introducing a diverse range of herbal and flavoured teas that defied convention and captivated consumers’ palates.

    Tea Culture Of The World

    Indiantelevision.com recently interviewed Ambegaonkar, who shared insights on their collaboration with Label Chola at Lakmē Fashion Week X FDCI. She discussed the infusion of Japanese tea culture into the runway, as well as their successful online business ventures.

    Edited excerpts

    On the collaboration with Lakhme Fashion

    Throughout my journey, I have been associated with women led sustainable businesses and we decided to collaborate with Lakmē Fashion Week X FDCI. Their team mentioned Label Chola and we liked the work that they did which was women led, sustainable orientated and fashion. We really thought that our synergies match so why not support each other and take this journey forward together. 

    On ways you see the convergence of tea culture and fashion influencing consumer behaviors, particularly in the context of luxury markets

    We have always looked at ourselves not as a team, but as a lifestyle. We always brought our teas from all over the world. People in different countries enjoy tea so we have always tried to introduce it. In our own tea culture, we have taken it to a different level. We procure tea from the rarest Indian estates and bring that to our Indian consumers which wasn’t happening before our company. So tea is a lifestyle and hence we thought to collaborate with a lifestyle consumer. A consumer who is attending Lakmē Fashion Week X FDCI is enjoying that kind of a lifestyle. There we felt our synergies match and so we thought it’s a great association also we are always learning. We don’t know how it will pan out but yes, we are evolving.

    On incorporating these themes into its brand identity and product offerings

    I think we incorporate it because of sustainability, and we like the colours of Chola. Our packaging is also very fashionable and we come up with very interesting packaging. We in our sense are very fashionable.

    On your online business

    Online business is the need of the hour. The consumer is more and more online. Our patrons find it extremely easy to get tea at their doorstep while our store offers an experience to taste and smell the tea also or people will give more information on the tea. But someone who has already experienced our store and wants the tea at their doorstep online is very convenient. We are scaling our online business and pandemic has taught us new lessons and that’s why we started to occupy online. Our online vertical is profitable and we are seeing growth which helps us to spend more in online business and increase our reach to not only food and tea patrons but to also our lifestyle and fashion patrons. We want to introduce our tea and lifestyle to them. We are really liking this online business and how it is evolving for us so far. It’s positive.

    On specific elements of Japanese tea culture integrating into Label Chola’s runway showcase

    Our brand is Tea Culture of the World so we are not biased to any particular culture. We celebrate all tea cultures. We have teas from all around the world. When we were discussing with Chola, she felt that this time’s collection was inspired from Japan, so we thought, why don’t we too celebrate the Japanese tea culture? So those who will attend the show, will get a taste of Japanese tea. This time we celebrated their culture next time it could be anyone be it India, Chinese, Argentinian etc.

    On collaborating with other events in future

    We keep doing interesting collaborations and want to give exposure to as many people who are in our target audience. There are few events and festivals that we  want to collaborate with in future. We will definitely announce when the collaboration will happen. People who follow our Instagram will know that we advertise a lot of events like tea-blending masterclass or tea tasting and something or the other where our consumers have the experience. During the pandemic we did a lot of online tea tasting sessions where we sent hampers to home and people could taste different teas. We keep doing events, which we announce on our portal.