ITV

Category: Marketing

  • “We prioritise safety, security, and inclusivity of remote mental health support”: United We Care’s Ravi Kikan

    “We prioritise safety, security, and inclusivity of remote mental health support”: United We Care’s Ravi Kikan

    Mumbai: United We Care is an innovative deep-tech company that’s revolutionising the realm of mental health and emotional wellness. With the fusion of  Generative Artificial Intelligence and a human-centric approach.

    United We Care (UWC) was founded in 2020 by Shumita, Ritu, and Sourav with a vision to bring happiness to the world.It has secured $1.5 million in seed funding led by Pramod Bhasin, (Genpact CEO & founder), Kunal Shah (CRED founder & CEO), and Asif Suraya (Inside Arbitrage and VP Mindful Health Solution founder and editor), among others.

    United We Care, a global leader in scientifically validated behavioral health programs, courses, and self-help content, is a mental health and wellness startup founded in 2020.

    Indiantelevision.com had the opportunity to connect with United We Care CMO Ravi Kikan who gave an in-depth information of United We Care’s journey

    Edited excerpts

    On inspiration of United We Care to come together and create a platform focusing on simplifying daily challenges through curated content and AI-enabled expertise

    The team at United We Care shares a common inspiration rooted in the collective vision of simplifying daily challenges and fostering mental well-being. Motivated by a genuine commitment to making a positive impact, we recognize the intricate daily struggles individuals face. United We Care was conceived as a solution that revolutionised the realm of mental health and emotional wellness. With the fusion of Generative AI  and a human-centric approach, we are ushering in an era of limitless possibilities and to empower users in navigating life’s complexities. The team’s diversity is a strength, bringing varied perspectives to the table and ensuring that platform caters to a wide range of needs and backgrounds. This shared passion for creating positive change fuels the team’s collaborative efforts in building a platform that resonates with users’ mental well-being, providing valuable support and insights to enhance their daily lives. The team’s personal experiences come to the forefront to understand what the consumer would actually need since most of the leadership team has gone through their own mental health journeys in life.

    On specific features or qualities make your platform unique, especially in the realm of mental wellness solutions

    At United We Care, we are a holistic mental health and wellness solution which makes mental health and wellness accessible, affordable and adaptable globally through deep tech but with the crucial human touch. The heart of our platform lies in STELLA, a groundbreaking global virtual mental health and wellness coach fueled by Cognitive AI. Her capabilities to understand emotions and respond are extremely unique, especially when it comes to moving toward cognitive AI. Our mood-tracking feature adds that element of self-assessment. We bring a commitment to accessibility, a roster of experts, and a secure pathway to personal wellness. STELLA offers assistance in over 29 languages and understanding more than 40 emotions. With an impressive 90% intent detection rate, STELLA’s impact is undeniable, as evidenced by over 5 million conversations it has facilitated and continues to count. We prioritise Affordability, Accessibility, and Adaptability, providing both on-premise and remote support for a globally inclusive offering.

    On technology enhance the user experience, and what role does it play in providing personalised guidance and support

    The healthcare industry is undergoing a seismic shift propelled by advanced technology, impacting patient care and management. Innovations such as telemedicine, wearables, and data analytics are at the forefront. Technology significantly elevates the user experience by facilitating personalised guidance and support on platforms like United We Care. With advanced algorithms and data analytics, technology tailors recommendations based on individual needs and preferences. Automated systems streamline processes, ensuring swift responses and relevant information. Real-time tracking and personalised notifications enhance engagement, providing users with timely updates. Additionally, STELLA, an AI-driven Global first digital human and virtual coach offers immediate assistance and a seamless personalised support system.

    On the company emphasising professional guidance and therapy from the comfort of one’s home

    We prioritise safety, security, and inclusivity of remote mental health support, ensuring a trusted and welcoming environment for users. The platform employs robust encryption protocols to safeguard sensitive information, guaranteeing the confidentiality of all interactions. Rigorous privacy measures comply with industry standards, fostering a secure space for users to share their experiences. Moreover, United We Care is committed to inclusivity, offering a diverse range of professional therapists to cater to various needs and backgrounds of the end consumers.

    On the future vision and goals of United We Care and any upcoming features, expansions

    United We Care envisions a future where mental healthcare is prioritised, personalised and comprehensive support is available 24/7 in languages users speak and can afford. The company is committed to reaching over 1 billion customers by 2025, extending its impact globally. In pursuit of these goals, United We Care is excited about upcoming innovations and expansions. The platform plans to introduce advanced features that enhance the user experience, such as AI-driven personalised mental wellness plans, virtual support communities, and extended language support. We are currently expanding our business in the US and India. We are already in the process of signing up some key contracts in the US with some major healthcare systems and plan to speeden up our reach in 2024-25.

  • Ghost Kitchens India secures five million USD in series a funding

    Ghost Kitchens India secures five million USD in series a funding

    Mumbai: Food-tech platform Ghost Kitchens India has raised five million USD in Series A funding, a mix of equity and debt. The round was led by GVFL Ltd with participation from NB Ventures, LetsVenture, and Lead Angels. Existing investors Yuj Ventures, Dholakia Ventures, and actor Rana Daggubati also participated in this round.

    The funds raised by Ghost Kitchens from this round will be utilized to scale business operations and foray into retail stores of its existing hero brands and new celebrity brands. Simultaneously, it will also help to upgrade the partner program and increase the footprint of company-owned and operated cloud kitchens and QSR stores.

    Ghost Kitchens founder and CEO Karan Tanna said, “We are happy that investors have appreciated and backed our plans to build a profitable F&B company led by innovation in technology. We have created ten times the value for our earlier investors and we are sure to continue with this performance for new backers. We are excited for coming years where we will focus on building iconic brands through customer loyalty and love for our food.”

    Earlier in 2022, Ghost Kitchens India had acquired a technology company-WTF which helped Ghost Kitchens to create its proprietary technology, helping them to manage their business end-to-end and to make it more efficient to generate organic revenue, better customer experience and more profitability. Leveraging this in-house SaaS built, Ghost Kitchens plans to be profitable in the next 12-15 months by doubling down on its hero brands and new celebrity brand partnerships.          

    Gujarat Venture Finance Ltd MD Kamal Bansal said, “We have closely observed Ghost Kitchens’ journey for over three quarters before partnering with them. Their execution is focused and frugal with a clear path of profitability. We were particularly excited about repeat customers of their brands and the in-house tech that they have which helps to optimise the aggregator algorithm better for organic growth. We are looking forward to the launch of celebrity brands as well. We are looking forward to what the future has for Ghost Kitchens in terms of growing a profitable sustainable business”.

    Last year in February 2023, Ghost Kitchens India acquired SpeakBurgers by celebrity Chef Vicky Ratnani and it plans to grow the partnership through 25 offline retail stores in the next 18-24 months.

    Chef Vicky Ratnani said, “I joined hands with Ghost Kitchens a year ago and their infrastructure to scale brands has helped SpeakBurgers to evolve tremendously. I wish Ghost Kitchens and all its backers a huge congratulations and with the new capital in place, Ghost Kitchens can realise its dream of an IPO in the next five years. Most importantly, I am glad that we will be able to spread love to more customers through good food.”

  • Canon marks 21st year as global leader in interchangeable lens cameras

    Canon marks 21st year as global leader in interchangeable lens cameras

    Mumbai: Canon Inc has announced that the company’s interchangeable-lens digital cameras (digital SLR and mirrorless cameras) have maintained the number one share of the global market for 21 consecutive years from 2003 to 2023.

    Canon’s EOS series of interchangeable lens digital cameras are imaging systems based on the basic concept of “Speed, Comfort, and High Image Quality,” for which the company has developed proprietary key components, including CMOS image sensors, the DIGIC image processors, and interchangeable lenses. Putting together a wide-ranging product lineup—from high-performance flagship models that are highly trusted by professionals to entry-level models that allow users to enjoy full-scale shooting with easy operation, as well as a rich selection of over 115 RF and EF series lenses that make possible a wealth of creative expression—Canon continues to support the diverse needs of customers.

    During the dawn of digital SLR cameras, Canon introduced its breakthrough EOS Kiss Digital (EOS Digital Rebel or EOS 300D in other regions) in September 2003. By launching this groundbreaking camera, which was competitively priced and featured a compact, lightweight design, Canon spurred growth in the digital SLR market, capturing the top share of the global market and heralding the age of digital SLR cameras. Since that time, Canon has continued to launch a range of groundbreaking products, including the professional-model EOS-1D series and the EOS 5D series, which paved the way for digital SLR video recording. Canon’s desire to further expand the boundaries of visual expression led to its next-generation EOS R System, launched in October 2018, which includes the full-frame mirrorless camera EOS R5—the first camera to feature 8K video recording—released in July 2020 and the EOS R3 in November 2021, which features tracking of fast-moving subjects and continuous shooting performance. In addition, Canon launched the EOS VR System, designed to record video for virtual reality content, in December 2021.

    In 2023, Canon led the demand for mirrorless cameras and lenses by further expanding its lineup of EOS R series cameras and lenses. This expanded lineup included the EOS R50 (released in March 2023), an APS-C size mirrorless camera complete with easy-to-use and convenient functions, the EOS R8 (released in April 2023), a full-frame camera that is both small and lightweight while demonstrating high performance and the EOS R100 (released in June 2023), an APS-C size mirrorless camera that even beginner photographers can use to enjoy full-fledged shooting, and 9 RF lenses.

    Additionally, Canon-brand cameras comprised the number one share of Rugby World Cup France 2023, demonstrating that they have earned the deep trust of professional photographers. Based on the support of this wide range of customers, Canon managed to secure the number one share of the global market for the 21st consecutive year.

    Canon will continue to refine its proprietary imaging technologies while bringing fulfillment and excitement to people’s daily lives as well as promoting the spread of photo and video culture by providing products, services, and solutions that meet its customers’ diverse needs.

  • Noise teams up with Graffiti artist Mooz to paint the wall with its new Noise Buds N1

    Noise teams up with Graffiti artist Mooz to paint the wall with its new Noise Buds N1

    Mumbai: Noise, a connected lifestyle brand, has teamed up with renowned graffiti artist Mooz to create a captivating graffiti art showcasing its latest TWS, Noise Buds N1. This collaboration is showcased in the brand’s latest digital film, highlighting the seamless blend of both creativity and innovation embodied by Noise Buds N1.

    Set against the backdrop of the wall in Ulwe, Navi Mumbai, the digital film follows Mooz’s journey as he unleashes his creative vision after plugging in the latest TWS, inviting viewers into his world to witness the transformation of his artistic concept into reality. Seamlessly blending his signature style with the bold chrome finish of Noise Buds N1, Mooz intricately designs the latest product, with each stroke mirrored on the wall in real time.

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by MOOZ GRAFFITI (@mooz.one)

    Through this collaboration with Mooz, Noise aims to bring together art and technology to create something truly extraordinary. Engineered to deliver exceptional sound in a premium chrome design, Noise Buds N1 is set to compliment users’ lifestyles by allowing them to stand out with the new elevated audio experience. With a playback time of up to 40 hours, the new TWS from Noise is ergonomically designed to suit users’ fashion with the segment’s most aspirational features.

    As Noise Buds N1 is set to go on sale on 27 February, the digital film offers an exciting preview of what’s to come. Stay tuned as Noise continues to redefine the landscape of connected living, one innovation at a time.

  • 73 per cent urban Indians believe our system is broken: Ipsos Global Advisor Populism in 2024 Survey

    73 per cent urban Indians believe our system is broken: Ipsos Global Advisor Populism in 2024 Survey

    Mumbai: Circa 2024 is a landmark year for world politics and elections when over four billion people will cast their vote in 70 plus countries.  India too goes to the polls in April-May 2024. Populism, anti-elitism and nativism, a 28-country global advisor study shows at least seven in 10 urban Indians polled (73 per cent) believe our system is broken. Further, there is a sentiment of lack of level playing field with at least 71 per cent urban Indians feeling the economy is rigged to favor the rich and powerful. 54 per cent Indians believe our society is broken. And 54 per cent Indians also believe the country is in decline.

    In fact, the common man seems quite excluded in the complete scheme of things – 72 per cent say traditional parties and politicians do not care about them; while 73 per cent feel experts in the country do not understand their lives and 74 per cent believing political and economic elite don’t care about hardworking people. The grouse of the common man was with the lack of fairness, with 74 per cent of the view that there was a glaring divide in society between the ordinary citizen and the political and economic elite. Similar view was held by citizens of Hungary (80 per cent), South Africa (79 per cent) and France (77 per cent).

    Solution? panacea? 74 per cent citizens believe we need a strong leader who is willing to break the rules, to fix the country and take the country back from the rich and powerful. Urban Indians also had strong views on political discourse with 74 per cent of those polled being of the view that most important political issues in India should be decided directly by the people, through referendums and not by the elected officials. This view was most pronounced in India across all the 28 markets covered in the survey, and some of the other top markets emerging included Thailand (73 per cent), Hungary (69 per cent) and South Korea (69 per cent).    

    Opinion about governments

    Should the government increase taxes to pay for any additional spending? While 40 per cent agreed (highest globally), 32 per cent disagreed, 15 per cent were unsure and 13 per cent neither agreed nor disagreed. Most markets disagreed with increase in taxes to provide govt with additional funds for spending, esp in Hungary (74 per cent), South Africa (72 per cent) and Colombia (68 per cent).

    The survey also factored in views of citizens on what govt should increase their spends on: 63 per cent Indians endorsed increase in spends by govt on infrastructure (roads, bridges, rail and air networks, water, electricity and broadband); 65 per cent citizens want govt to spend more on education (schools, universities, job training); 65 per cent citizens want govt to increase spends on public safety (law enforcement, fire and emergency medical services); 66 per cent citizens want govt to increase spends on defense and national security (e.g. military); 66 per cent of urban Indians want govt to increase spends on creating jobs and 60 per cent  Indians want the govt to increase spends for reducing poverty and social inequality.  

    Summarising on the findings of the survey, CSR & ESG group service line leader, public affairs, corporate reputation Parijat Chakraborty said, “The common man believes the system is broken and society is broken. There is this accentuated feeling that power and privileges rest with the political and the elite and they get a short shrift. And they largely believe the society is divided, between the common citizens and the politicians and the elite. For an emerging, growth oriented market like India, citizens want govt to increase spends on infrastructure, education, public safety, defense and national security, job creation and reducing poverty and social inequality.”        

    Methodology

    These are the results of a 28-country survey conducted by Ipsos on its Global Advisor online platform and, in India, on its IndiaBus platform, between Friday, November 22 and Friday, December 6, 2023. For this survey, Ipsos interviewed a total of 20,630 adults aged 18 years and older in India, 18-74 in Canada, Malaysia, South Africa, Turkey, and the United States, 20-74 in Thailand, 21-74 in Indonesia and Singapore, and 16-74 in all other countries.

    The sample consists of approximately 1,000 individuals each in Australia, Brazil, Canada, France, Germany, Great Britain, Italy, Japan, Spain, and the U.S., and 500 individuals each in Argentina, Belgium, Chile, Colombia, Hungary, Indonesia, Malaysia, Mexico, the Netherlands, Peru, Poland, Singapore, South Africa, South Korea, Sweden, Thailand, and Turkey. The sample in India consists of approximately 2,200 individuals, of whom approximately 1,800 were interviewed face-to-face and 400 were interviewed online.

    Samples in Argentina, Australia, Belgium, Canada, France, Germany, Great Britain, Hungary, Italy, Japan, the Netherlands, Poland, South Korea, Spain, Sweden, and the U.S. can be considered representative of their general adult populations under the age of 75. Samples in Brazil, Chile, Colombia, Indonesia, Malaysia, Mexico, Peru, Philippines, Singapore, South Africa, Thailand, and Turkey are more urban, more educated, and/or more affluent than the general population. The survey results for these countries should be viewed as reflecting the views of the more “connected” segment of their population.

    Some of the analysis refers to a “28-country average”. This reflects the average result for all the countries and markets where the survey was conducted. It has not been adjusted to the population size of each country or market and is not intended to suggest a total result.

    India’s sample represents a large subset of its urban population — social economic classes A, B and C in metros and tier 1-3 town classes across all four zones.

    The data is weighted so that the composition of each country’s sample best reflects the demographic profile of the adult population according to the most recent census data. The “28-country average” reflects the average result for all the countries and markets in which the survey was conducted. It has not been adjusted to the population size of each country or market and is not intended to suggest a total result.

    When percentages do not sum up to 100 or the ‘difference’ appears to be +/-1 percentage point more/less than the actual result, this may be due to rounding, multiple responses, or the exclusion of “don’t know” or not stated responses.

    The precision of Ipsos online polls is calculated using a credibility interval with a poll where N=1,000 being accurate to +/- 3.5 percentage points and of where N=500 being accurate to +/- 5.0 percentage points. For more information on Ipsos’ use of credibility intervals, please visit the Ipsos website. The publication of these findings abides by local rules and regulations.

  • MamyPoko Pants launches extra absorb pants

    MamyPoko Pants launches extra absorb pants

    Mumbai: MamyPoko Pants, one of the brands in baby diapers, has launched Extra Absorb Pants, the best absorbent pants that have been launched after extensive research of more than five years. This is the upgraded product by MamyPoko pants which comes with 30 patented technologies.

    The new and advanced product comes with the ability to facilitate deep absorption, which is essential for ensuring deep sleep in babies. To inform the target audience about the advanced product and the benefits it provides; the brand has devised a campaign to highlight the importance of deep absorption, ensuring a deep sleep for the child.

    In this pursuit, it has come up with Extra Absorb Pants to relieve the stress of mothers in ensuring the well-being & good sleep of their babies. Reiterating the message that a happy and cheerful baby eventually contributes to the happiness of the mother, the new diaper harnesses the benefit of the FlexiFit feature to provide two times protection from thigh leakage. At the same time, the additional third layer immensely enables deeper absorption for up to 12 hours. Likewise, the deeper absorbing capacity of the diapers translates to longer hours of uninterrupted deep sleep in children. Providing tranquil, long hours of deep sleep to the babies, in turn, allows mothers the much-needed extra time to resume their chores or indulge in recreation and hobbies to rejuvenate their energy after a short break.    

    The brand has rolled out a campaign #PowerofDeepSleep with an enthralling TVC to convey its objectives and benefits. And to further amplify its reach amongst target groups through digital platforms, the brand launched a DVC (Digital Video Commercial), and took an ingenious route to come up with an AI-led, CGI ad film to capture the imagination of the audience. The ad film explores the theme of uninterrupted deep sleep through the lens of an imaginative baby who delves into new adventures every day owing to an uninterrupted, peaceful deep sleep during the night.

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Neha Marda (@nehamarda)

     

    The Digital TVC was further leveraged with a 360° approach entailing influencer activity for driving amplification across digital platforms. For driving campaign mileage amongst the target audience, MamyPoko Pants roped in television celebrity Neha Marda to tap the large audience base following the actress. Along with this, the brand collaborated with mommy bloggers to create visibility and, likewise, instil the top-of-the-mind recall value of the brand among mothers.

    The campaign has been conceptualized by Grapes, an integrated communication agency. Elaborating on the campaign, Shradha Agarwal, Co-founder and CEO of Grapes said, “The campaign provided us with a lot of insightful experience. Being driven by the desire to always intrigue the audience with a breakthrough concept, we came up with a comprehensive 360° approach to create awareness among the target audience while ensuring back-of-the-mind recall value.”

    Speaking on the same, Unicharm vice president marketing Toshiyuki Nakamura said, “The launch of the Extra Absorb Pants marks our commitment to ensure the comfort of babies aimed at enriching and easing the motherhood journey. In the quest to support mothers in raising their babies, we created the new product after conducting extensive research and integrating innovative technologies that ensure uninterrupted deep sleep. The product has been consciously devised to abide by the ethos of the brand promoting deep absorption to ensure deep sleep in children. Consequently, to enunciate the benefits of the product, we took an integrated approach to drive maximum visibility with the help of the campaign. Our new campaign has been conceptualized to organically engage with the mothers and in turn, build brand credibility and loyalty among them by taking care of their babies with the Extra Absorb Pants.”

     

     

  • Artist Santanu Hazarika’s sneaker collaboration sells out rapidly

    Artist Santanu Hazarika’s sneaker collaboration sells out rapidly

    Mumbai: In an unprecedented phenomenon, renowned artist Santanu Hazarika and homegrown lifestyle brand Comet’s latest collaboration – a capsule collection of 300 pairs of sneakers – rapidly sold out within only two hours of its drop, marking the very time a homegrown sneaker collaboration has sold out in record time!

    Comet, a trailblazing force in the sneaker industry, is renowned for its bold designs and innovative approach to footwear. With a commitment to pushing boundaries and embracing creativity, Comet has carved a distinct identity in the world of streetwear. Their collaboration with renowned artist and sneakerhead Santanu Hazarika signifies a fusion of rebellious expression and artistic vision. Through this partnership, Comet continues to redefine the sneaker landscape, offering consumers a unique blend of style, substance, and self-expression.

    A name synonymous with the sneaker culture in India, Santanu had recently joined hands with Comet for the sneaker line. The collaboration was not just cool kicks but embodied the dynamic convergence of underground art, pop culture, and the sneaker revolution married with rebellion and expression. Taking inspiration from punk, heavy metal and anti-establishment sentiments, where the shoes featured vivid colours and design elements like thorns, a shooting star with an eye, and collar tabs that spelt out ‘Silent’ and ‘Scream’ to symbolise voices that have always echoed in silence. The line perfectly reflected Santanu’s sketchbook style and a disciplined expression that harmonised the silence of rebellion with a loud, unapologetic scream, striking a chord with the audience.

    The sneaker line went live last Thursday on the brand’s website and was off the shelves in a record time of two hours, thereby underscoring the audience’s anticipation for the collection.

    Talking about the success of this drop, Santanu shared, “As an artist, having my sneaker line was on my bucket list, so this is like my childhood dream come true! During the designing process, I had complete creative liberty. But naturally, there was some nervousness about this first-time collaboration. So, a complete sellout in only a few hours was definitely surprising! This has made me truly believe in the power of community.”

    “We are thrilled and humbled by the overwhelming response to our collaboration with Santanu Hazarika. The lightning-fast sellout of our limited edition drop in just two hours is a testament to the acceptance we as a brand have received from the vibrant community we are building with Comet. We are honoured to see the enthusiasm and passion our customer base has created for self-expression and creativity. This achievement only strengthens our commitment to nurturing a community where authenticity thrives and consumers are encouraged to embody our brand ethos of “Never Shy, Never Sorry’,” remarked Comet founder Utkarsh Gupta.

    BigBang.Social chief executive officer Anurag Iyer, added, “BigBang Social is proud to be the force to facilitate this association between Santanu and Comet, an ultimate combination of an extraordinary artist and a sought-after homegrown brand. Through the creator economy, we’re unleashing a tidal wave of creativity and innovation that knows no bounds. In this new-age digital economy where creators play an integral part in shaping culture, inspiring change, and building communities, we believe in empowering them to own their language and monetising their passions that foster a richer, more diverse cultural landscape.

    Santanu intends to foray into the gaming industry and tech merchandise with his designs. The artist plans to launch esports jerseys, gaming gear, and all sorts of electronic gadgets.

  • Vivify Asia transforms into Vivify Stories

    Vivify Asia transforms into Vivify Stories

    Mumbai: Vivify Asia, a creative production and technology solutions, revamping its brand identity to Vivify Stories, marking a significant evolution in its mission and identity. This strategic shift underscores the company’s commitment to crafting unforgettable brand activations, product launches, corporate meetings, events, and immersive experiences that transcend conventional boundaries.

    As Vivify Stories, the company embraces a holistic approach to storytelling, weaving captivating narratives that seamlessly blend the physical and digital realms. This transformation reflects Vivify Stories’ dedication to being more than just a creative production and technology agency; it positions the company as the architect of exceptional brand experiences that leave a lasting impact.

    “Our rebranding to Vivify Stories represents our unwavering dedication to elevating the art of storytelling in everything we do,” said Vivify Stories founder and CEO Vikram Bhalla. “We believe that every brand has a unique story to tell, and through immersive experiences that resonate across multiple platforms, we empower our clients to connect with their audiences in meaningful ways.”

    Some noteworthy past clients and projects of Vivify stories include Coca-Cola, Manchester United Football Club (MUFC), FIFA World Cup Trophy Tour, and Sprite Gully Cricket among others. These projects highlight Vivify Stories’ extensive experience and success in delivering impactful brand activations and immersive experiences across various industries and markets.

    Under the Vivify Stories banner, the company continues to innovate and push boundaries, guided by a team of seasoned professionals who bring expertise from diverse creative disciplines. Ralph Fernandes director of technical, an accomplished director of Photography (DOP) within the industry, shares his excitement about the rebranding: “As part of Vivify Stories, I am thrilled to be part of a team that is redefining the landscape of brand activations and immersive experiences. Our commitment to storytelling excellence remains steadfast, and I look forward to bringing our clients’ visions to life in new and exciting ways.”

    Vivify Stories invites clients, partners, and industry stakeholders to embark on this transformative journey with them, as they continue to pioneer innovative approaches to storytelling and brand activation.

  • “Winning trust early in the game ensured that the customer retention and repeat buying was high”: AS-IT-IS Nutrition’s Himmath Jain

    “Winning trust early in the game ensured that the customer retention and repeat buying was high”: AS-IT-IS Nutrition’s Himmath Jain

    Mumbai: AS-IT-IS Nutrition, headquartered in Bangalore, has recently unveiled some remarkable insights that have largely evaded media coverage. In the fiercely competitive landscape of Direct-to-Consumer (D2C) ventures. With a remarkable turnover of 200 crores already achieved, the company sets its sights ambitiously, targeting a turnover of 500-600 crores within the next three years.

    Setting itself apart from the competition, AS-IT-IS Nutrition adopts a strategic marketing ethos, allocating a mere four per cent of total revenues to marketing endeavors. This frugal approach not only distinguishes them but also underscores the efficacy of their marketing strategies, showcasing substantial outcomes achieved on a lean budget.

    Himmath Jain is the co-founder and director of AS-IT-IS Nutrition; a manufacturer of pure dietary supplements. He completed his MBA in 2003 from the Goa Institute of Management and subsequently worked with India Bulls and Morgan Stanley. After working for India Bulls and Morgan Stanley he joined his family’s pharmaceutical business in 2007.

    After joining the family business, he discovered there was a paucity of branded supplement BRANDS in India. To fill the existing gap in the supplement market he launched his own nutrition site MyNutraMart.com and launched Zenith Nutrition brand along with his brother Arvind in 2009. In 2012 he sold his family-run pharmaceutical business to pay greater attention to the nutrition business including focusing on its branding and online sales. In March 2018 his interest in nutrition and supplements led him to introduce AS-IT-IS Nutrition to the Indian market. 

    Indiantelevsion.com caught up with Jain, where he shared numerous insights of their company right from its achievements, to its marketing strategies and expansion plans and much more…

    Edited excerpts

    On elaborating AS-IT-IS Nutrition’s journey towards profitability while being bootstrapped and the key strategies that enabled this achievement

    AS-IT-IS Nutrition’s journey to profitability is rooted in our commitment to purity and quality, supported by lean operations, customer trust, and targeted marketing. We optimized expenses by focusing on product quality, streamlined our supply chain, and built customer loyalty through transparency and quality control. Our customer-centric approach and effective use of digital marketing also played crucial roles in our financial success. Not raising funds also helped us devise cost effective marketing campaigns and stay away from significant burn which other brands are susceptible to.

    On the company managing its resources effectively to achieve a turnover of 200 crores

    Winning trust early in the game ensured that the customer retention and repeat buying was high. Our resource management centered on cost-efficiency, scalable operations, and strategic investments. By optimizing packaging and logistics and leveraging technology in inventory and customer relationship management, we kept operational costs in check. Strategic investments in product development and marketing, coupled with a focus on cash flow management and a robust sales strategy, propelled us to achieve a 200-crore turnover.

    On shedding some light on the specific marketing strategies that have yielded substantial results for AS-IT-IS Nutrition

    Our effective marketing strategy, focusing on content marketing, customer advocacy, strategic partnerships, and consistent brand identity, has allowed us to achieve significant results with just 4% of revenue. By creating valuable content, leveraging customer testimonials, collaborating with aligned influencers, and ensuring cohesive messaging across platforms, we’ve built a strong brand presence and customer base with minimal spend.

    On the lean marketing budget aligning with the brand’s overall business strategy

    Our lean marketing budget reflects our ethos of efficiency and authenticity, supporting our financial success and sustainable growth. This approach emphasizes targeted, meaningful engagement over extensive spending, fostering brand authenticity, and credibility. It enables us to invest in innovation and maintain a customer-centric focus, ensuring long-term sustainability and brand relevance.

    On steps implemented to foster innovation amidst a rapidly changing business landscape of the company

    To foster innovation, AS-IT-IS Nutrition invests in R&D, adopts a customer-centric approach, monitors market trends, encourages cross-functional collaboration, and remains agile. These strategies ensure our products and practices are at the forefront of industry trends, allowing us to respond proactively to market shifts and customer needs, thereby sustaining our growth and market relevance.

  • AutoVRse secures $2M funding led by Lumikai for enterprise VR solutions

    AutoVRse secures $2M funding led by Lumikai for enterprise VR solutions

    Mumbai:  AutoVRse, a VR/AR tech startup, today announced the successful closure of a $2 million funding round led by Lumikai. This marks a significant milestone in AutoVRse’s journey, having already delivered cutting-edge VR solutions to multiple Fortune 500 companies and industry leaders including Shell, Godrej, Bosch, Tata Motors, Ultratech Cements, Aditya Birla Group, and many others.

    The funding will primarily be utilized to further enhance AutoVRse’s foundational enterprise product, VRseBuilder, “an end-to-end modular technology stack and SAAS platform to integrate VR into workflows of industries like manufacturing, construction, engineering, oil and gas, automotive, replacing ineffective manual instruction and/or expensive simulation techniques for purposes ranging from safety training to sales and collaborative remote work.”

    270 million accidents occur in heavy industries, costing them $1.25 trillion globally. VrseBuilder is a one-stop, self-serve, modular, SAAS-style platform that empowers large organizations to effortlessly create, deploy, and manage VR training solutions and applications at scale, in real-time, across the world.

    This funding will enable AutoVRse to augment its team with top-tier talent, and spearhead expansion efforts in the United States and expand its product suite. The company also plans to set up a B2B sales team in the US to drive qualified lead generation and facilitate market expansion.

    The company also leverages their state-of-the-art, in-house game studio for cutting-edge research and development while building District M, the Multiverse Dance Festival – a social, multiplayer, rhythm VR game. The game’s demo was launched on the Oculus AppLab two years ago and will soon be launched on Meta and PlayStation. The gaming division works closely with the enterprise division to leverage innovations for enterprise product development.

    AutoVRse co-founders Ashwin Jaishanker, and Adarsh Muthappa, enthusiastically shared their outlook for the company’s future, saying, “Virtual Reality (VR) wields transformative potential across diverse industries. Our enterprise solutions offer a world-class, ready-to-use, modular technology stack with SAAS-enabled deployment for purposes ranging from worker safety training to sales training and remote work design collaborations. An example of the real-world impact of our VR tech was our partnership with UltraTech Cements, where we deployed VR safety training modules across 51 plants in India and trained 50,000+ workers in VR—reducing factory incidents and saving lives. We leverage our in-house game studio to test, iterate, experiment and deliver immersive and cutting-edge innovative experiences for our enterprise clients. This cutting-edge research and cross-pollination of technology has also helped us create an immersive gaming experience with an original IP like District M.  Our vision is to build a foundational VR-OS (VR operating system) for enterprises, alongside world-class, meaningful, social, and fun experiences for consumers.”

    Speaking on the announcement, Lumikai founding general partner Salone Sehgal said, “AutoVRse’s technology and solutions for enterprises, compete with the global best. Their focus on innovation and providing scalable, VR-led solutions for very real problems facing heavy industries, coupled with their innovative, state-of-the-art gaming studio, is a powerful combination—paving their rise to becoming a world leader in the VR space. At Lumikai, we are super excited to be lead investors and partner with Ashwin, Adarsh, and the AutoVRse team to build a world-class, enduring AR/VR company.”

    Pushing the limit of what is possible in the immersive media space and delivering consistently path-breaking deployments in the field of enterprise VR/AR for more than 7 years, AutoVRse, has evolved into a pioneer in the AR/VR landscape transforming various industries with their tech prowess. The company’s flagship product, VRseBuilder’s primary goal is to help organizations adopt VR at scale, easily. It consists of 4 components, namely:

       Readymade VR Content Library: Safety and process training VR modules designed with a modular, VR-centric design philosophy

    •    VR-Native Learning Management System: Schedule sessions, assign modules, access performance reports, and observe evaluation metrics in real-time, offering unparalleled training flexibility
    •    Deployment Platform & Knowledge Repository: A secure web dashboard that helps IT and Security teams manage VR users, devices and content by seamlessly integrating with LMS and SSO systems, allowing users to upload videos and PDFs and manage the organization’s VR knowledge repository
    •    Unity SDK + Infinity Workshop: Rapidly prototype VR apps with a no-code editor and massive library of modular blocks (assets, templates and fully finished VR training modules)

    Also participating in this round was angel investor Yash Kotak, Founder and CEO of Jumper.ai, who said “Jumping into AutoVRSe was a no-brainer. Right from the get-go with the founders and the team, I could feel the energy, the focus, and that unstoppable drive to conquer the VR scene. With its fundamentally strong tech, flawless execution, and sky-high market potential, investing was a total blast from day one.”

    Additional prominent figures in the funding round include Rajat Monga, co-founder of TensorFlow and Inference.io and Viswanathan Krishnamurthi, ex-CIO/VP at Yahoo & Eaton.

    While talking about this the Co-founder of TensorFlow and Inference.io, Rajat Monga, also added “AR/VR is where we are all headed, and with Oculus Quest (and now Apple Vision Pro), people think of consumer apps. I loved how Ashwin and the team understood the space and focused on enabling enterprises to bring their ideas to reality.”