MAM
“Brand leaders are only brand leaders by heavy expenditure”: Willpower Group’s Jayant Bhat
Mumbai: The advertising industry is gaining momentum after COVID-19 due to large exposure to digital platforms. Large conglomerates are spending heavily on advertising consumers and also prefer quality products. In the current scenario to meet equilibrium companies are meeting their working capital needs. Hence revenue generation of the company is facilitated by rising cost of production and spending on marketing and advertising brands especially in the FMCG sector (Fast Moving Consumer Goods) increased advertisement costs almost by 10 % or more.
Artificial Intelligence (AI) tools and the introduction of Chat GPT bring ads closer to the target audience. It is helping consumers to make the right decisions to buy a product. Collective market information and intelligence consumers are getting on one click. However, it is not sufficient for brands to collect information depending on AI. It cannot assure arithmetic and qualitative accuracy but it helps brands to identify consumer purchasing behaviour.
As per a report by GroupM advertising expenditures of Indian companies are expected to grow by 15.5% on a year-on-year basis. In 2022 the FMCG sector had 38 % percent itself in overall digital advertising expenditure. According to this year’s GroupM’s ‘ This year, Next Year’ 2023 Global End of the Year Forecast, Indian adex (Advertising Expenditure) grew by 11.2 per cent anticipated to generate Rs 16.9 billion. In FY24 adex is expected to grow by 12.1 per cent to reach Rs 152740 crores. Increasing digital spending on the plate is allowing brands to maintain profit margins. Spending heavily on R&D (Research and Development) causes companies to raise prices along with advertisement costs.
Marketer’s eye on D2C (Direct to Consumers) – With rising costs marketers are concentrating more on product offering directly to the consumers without any intermediaries, channels, or middlemen. Companies want to omit variable costs. The rising patterns of Affiliate marketing, and direct sales taking shape in the FMCG Industry.
On this issue, Indiantelevision.com exclusively had interaction with Willpower Group of Companies chairman and CEO Jayant Bhat.
Edited excerpts
On Big Private FMCG players spending heavily on advertising budgets
Large Private FMCG leaders have been into heavy advertising for decades now. They are brand leaders only due to heavy advertising and the ability to hold on to heavy marketing expenses along with scalability factors. Smaller start-ups have tried to scale based on burning money without sufficient reach. It would be a killer attempt to spend money heavily on marketing as FMCG is a low margin if attempted to scale on the basis of a distribution model. With changing times modes of advertising have changed and so have the psyche of consumers. So one must have a deep thought process to reach people.
On finding the future of small retail businesses in rapidly changing technology
Small retail businesses won’t be majorly affected as most of the smaller outlets are doing business on need-based requirements. This means as and when requirements arise customers visit them as they have been doing for since long time. There is space for everyone in the FMCG business arena. With the advent of DMART, everyone shouted that Kirana stores would be finished. With the advent of ‘ Big Basket’ ‘ Zepto’ etc, all thought Kirana stores will be killed. But nothing of that sort happened nor will happen. We are seeing Kirana stores are now taking orders on WhatsApp and delivering products at no extra cost.
On looking at the current market segmentation of FMCG when it comes to revenue generation
CMS (Current Market Segmentation) of FMCG varies business models and factors. Needless to say, FMCG will continue to grow by about 10 per cent to 12 per cent per annum. Newer categories and product variants will be introduced with a customer mindset ready to accept new concepts easily.
On Willpower entering into a new concept of business structuring
Willpower Group by design is into multiple businesses and multiple concepts. As our core business is consulting for scalability and mentoring to improve revenues as well as processes, we get good companies who are more than willing to tie up with Willpower and join with us.
Our last venture is Dropservicing and we are launching the same in January 2024. We firmly believe that the Dropservicing business model is going to rule 2024 till 2034. Till now, we have focused on setting up manufacturing units and investing heavily in businesses that would give returns years later. Now we have decided to be an intermediary between service providers and service seekers.
What typically happens is those who want services from freelancers are afraid that they will not get services as promised. We are building a network of freelancers who would get projects from us and will ensure that work is completed as promised. In case one freelancer fails to deliver we will get it done from someone else. It will be responsible for projects we take in hand.
On people’s lack of awareness about organic and your take on spending on marketing
Emphasising natural products is one thing and its reach is another. Pricing plays a major role for most Indians and keeping pricing as per the expectations of the majority of Indians. It is due to the price sensitivity of the Indian market the addition of chemicals and other ingredients to the maximum possible.
But our business model is sustainable only under the direct-to-consumer business model. Our experience in the retail business has not been good. Our policy is against the heavy burning of money for customer acquisitions. Today companies burn about Rs 5 to earn one rupee revenue, forget profitability. We don’t spend anything on marketing other than direct marketing as well as free sources on FM, Instagram, etc. I have seen many brands coming and dying every year in the name of brand building only because of heavy spending.
On the essence of your philosophy for the product and its marketing
• If it’s not unique and different, it’s just not Willpower
• Give a purity report to every customer and create awareness that they need to ask for a purity report from any company that sells it’s consumable products to them
• Avoid chemicals or use chemicals to the minimum possible
• Honouring commitments, showing transparency, and admitting mistakes
• Focusing on the Direct to Consumers business model, using minimum expense on customer acquisition.
• Promote the subscription-based model and acquire advance revenue through a subscription model.
• This model helps in retaining customers for a longer duration
• Let the quality speak than discounts
On predicting something in the FMCG sector instead of e-commerce
– E-commerce would switch over to M-Commerce i,e Mobile Commerce. In effect, it is e-commerce only. Customers today are used to convenience. Customers visit large format stores only for convenience. We are going to start our own e-commerce website www.sirfsale.com in January 2024. That is going to be our extension of the direct-to-consumer business model.
The future would be with the ones who offer more convenience to consumers. Offering convenience is the key to success for every entrepreneur. Deep discounts are just fake whitewash and should not be considered a success because the customer is never loyal to brands that offer discounts. They keep rolling from one brand to another in search of discounts. So the burnt money to acquire such customers is often lost.
Brands
Netflix India names Rekha Rane director of films and series marketing
Streaming giant bets on a seasoned marketer who helped build Amazon and Netflix into household names
MUMBAI: Netflix has put a proven brand builder at the helm of its films and series marketing in India, naming Rekha Rane as director in a move that signals sharper focus on audience growth and cultural cut-through in one of its most hotly contested markets.
Rane steps into the role after seven years at Netflix, where she has quietly shaped how the platform sells stories to India. Her latest promotion, effective February 2026, crowns a run that spans brand, slate and product marketing across originals, licensed content and new verticals such as games.
A strategic marketing and communications professional with roughly 15 years’ experience, Rane has spent much of her career building technology-led consumer businesses and new categories, notably e-commerce and subscription video on demand. She was part of the early push that introduced Amazon.in, Prime Video and Netflix to Indian homes, then helped turn them into everyday brands.
At Netflix, she most recently served as head of brand and slate marketing for India from March 2024 to February 2026, leading teams across media and marketing for global and local content portfolios. Before that, as manager for original films and series marketing, she led IP creation and go-to-market strategy for titles including Guns and Gulaabs, Kaala Paani, The Railway Men* and The Great Indian Kapil Show, spanning both binge and weekly-release formats.
Her earlier Netflix roles covered product discovery and promotion in India and integrated campaign strategy to drive conversations around the content slate, product awareness and brand-equity metrics.
Before Netflix, Rane logged more than three years at Amazon in brand marketing roles in Bengaluru. There she handled national and regional campaigns for Amazon.in, worked on customer assistance programmes in growth geographies and contributed to the go-to-market strategy for the launch of Prime Video India.
Her career began well away from streaming. At Reliance Brands in Mumbai, she worked on retail marketing for Diesel and Superdry. A stint at Leo Burnett saw her work on primary research for P&G Tide, mapping Indian shoppers’ paths to purchase. Earlier still, at Orange in the United Kingdom, she rose from sales assistant to store manager, running a team and owning monthly P&L for a retail outlet.
The arc is telling. As global streamers fight for attention in a crowded Indian market, executives who understand both mass retail behaviour and digital habit-building are prized. Rane’s career sits at that intersection.
For Netflix, the bet is simple: in a market spoilt for choice, sharp marketing can still tilt the screen. And with Rane now leading the charge, the streamer is signalling it wants not just viewers, but fandom.
Brands
Orient Beverages pops the fizz with steady Q3 gains and rising profits
Kolkata-based beverage maker reports stronger revenues and profits for December quarter.
MUMBAI: A fizzy quarter with a steady aftertaste that’s how Orient Beverages Limited, the company that manufactures and distributes packaged drinking water under the brand name Bisleri closed the December 2025 period, as the Kolkata-based drinks maker reported improved revenues and a healthy rise in profits, signalling operational stability in a competitive beverage market.
For the quarter ended December 31, 2025, Orient Beverages posted standalone revenue from operations of Rs 39.98 crore, up from Rs 36.42 crore in the previous quarter and Rs 33.53 crore in the same quarter last year. Total income for the quarter stood at Rs 42.24 crore, reflecting consistent demand and stable pricing across its beverage portfolio.
Profit before tax for the quarter came in at Rs 3.47 crore, a sharp improvement from Rs 1.31 crore in the September quarter and Rs 0.39 crore a year ago. After accounting for tax expenses of Rs 0.79 crore, the company reported a net profit of Rs 2.68 crore, nearly three times the Rs 0.99 crore recorded in the preceding quarter.
On a nine-month basis, the momentum remained intact. Revenue from operations for the period ended December 31, 2025 rose to Rs 117.66 crore, compared with Rs 106.95 crore in the corresponding period last year. Net profit for the nine months climbed to Rs 5.51 crore, more than double the Rs 2.18 crore reported in the same period of the previous financial year.
The consolidated numbers told a similar story. For the December quarter, consolidated revenue from operations stood at Rs 45.06 crore, while profit after tax came in at Rs 2.06 crore. For the nine-month period, consolidated revenue touched Rs 133.57 crore, with net profit of Rs 4.49 crore, underscoring the group’s improving profitability trajectory.
Operating expenses remained largely controlled, with cost of materials, employee benefits and other expenses broadly aligned with revenue growth. The company continued to operate within a single reportable segment beverages simplifying its cost structure and reporting framework.
The unaudited financial results were reviewed by the Audit Committee and approved by the Board of Directors at its meeting held on 7 February 2026. Statutory auditors carried out a limited review and reported no material misstatements in the results.
In a market where margins are often squeezed by input costs and competition, Orient Beverages’ latest numbers suggest the company has found a reliable rhythm not explosive, but steady enough to keep the fizz alive.
MAM
Washington Post CEO exits abruptly after newsroom cuts spark backlash
Leadership change follows layoffs, protests and a bruising battle over trust.
MUMBAI: When the presses are rolling but patience runs out, even the editor’s chair isn’t safe. The Washington Post announced on Saturday that its chief executive and publisher Will Lewis is stepping down with immediate effect, bringing a sudden end to a turbulent two-year tenure marked by financial strain, newsroom unrest and public backlash.
Lewis’s exit comes just days after the Bezos-owned newspaper announced sweeping job cuts that triggered protests outside its Washington headquarters and a wave of anger from readers and staff. While newspapers across the US are grappling with shrinking revenues and digital disruption, Lewis’s leadership had increasingly come under fire for how those pressures were handled.
The Post confirmed that Jeff D’Onofrio, a former Tumblr CEO who joined the organisation last year as chief financial officer, has taken over as CEO and publisher, effective immediately. In an email to staff, later shared by reporters on social media, Lewis said it was “the right time for me to step aside.”
The leadership change follows the announcement of large-scale redundancies earlier this week. While the Post did not officially confirm numbers, The New York Times reported that around 300 of the paper’s roughly 800 journalists were laid off. Entire teams were dismantled, including the Post’s Middle East bureau and its Kyiv-based correspondent covering the war in Ukraine.
Sports, graphics and local reporting were sharply reduced, and the paper’s daily podcast, Post Reports, was suspended. On Thursday, hundreds of journalists and supporters gathered outside the Post’s downtown office in protest, calling the cuts a blow to public-interest journalism.
Former executive editor Marty Baron described the moment as “among the darkest days in the history of one of the world’s greatest news organisations.”
Lewis defended his record in his farewell note, saying “difficult decisions” were taken to secure the paper’s long-term future and protect its ability to publish “high-quality nonpartisan news”. But his tenure coincided with growing scrutiny of editorial independence at the Post.
Owner Jeff Bezos faced criticism for reining in the paper’s traditionally liberal editorial page and blocking an endorsement of Democratic presidential candidate Kamala Harris ahead of the 2024 US election. The move was widely seen as breaking the long-standing firewall between ownership and editorial decision-making.
According to a Wall Street Journal report, around 250,000 digital subscribers cancelled their subscriptions after the paper declined to endorse Harris. The Post reportedly lost about $100 million in 2024 as advertising and subscription revenues slid.
While the wider newspaper industry continues to battle declining print advertising and the pull of social media, some national titles have stabilised. Rivals such as The Wall Street Journal and The New York Times have managed to build sustainable digital businesses, a turnaround that has so far eluded the Post despite its billionaire backing.
As Jeff D’Onofrio steps into the role, the challenge is stark, restore confidence inside the newsroom, win back readers who walked away, and prove that one of America’s most storied newspapers can still find its footing in a brutally competitive media landscape.
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