Brands
Godrej L’Affaire combines experiential, influencer and digital marketing
MUMBAI: Experiential marketing as a tool of brand activation has become extremely prevalent in the past few years. It is a powerful way to engage the customers better with a brand through first-hand experiences offering not just the look, but the touch and feel of any product on display.
Another interesting aspect that has been added to this whole paradigm of bringing brands and consumers closer is the effective use of influencer marketing. While earlier influencer and experiential marketing were two mutually exclusive trends, in the recent past, both have intertwined rather seamlessly to offer an exponential reach to the brands. One thing that has definitely contributed to its growth is the digital boom.
Anexample of the tactical use of experiential, influencer and digital marketing together is L’Affaire, a luxury lifestyle platform by the Godrej Group.
L’Affaire recently concluded its third edition at Vikhroli, Mumbai, presenting a wholesome experience to its patrons themed around ‘5 Senses’. The unique platform offered rich experiences spanning across fashion, lifestyle, music and dance performances, workshops, food, and engaging conversations. The event saw a huge footfall of influencers from across the genres experiencing the magic of Godrej and other associated brands like Myntra through a stellar show augmented by fashion displays and musical presentations.
Speaking about the concept behind this exclusive soiree with Indiantelevision.com, Godrej Group vice president and head corporate brand Sujit Patil noted, “The key idea behind creating our very own media platform was to build a Mecca of content creation. We had various brands within Godrej, which were interacting with the influencers and people who recommend products individually. So, we thought why we can’t combine these distinct products, which are anyway a part of the same genre and create something bigger. We planned to make to it so compelling that it eventually becomes brand-agnostic and comes out as a kind of property where experiential engagement happens and we get more number of influencers on board.”
He further added, “Most importantly, we wanted to show our products in the real light. We wanted the influencers to experience the look, the feel, the touch, and get to them the factors that really mean the credo of a particular brand.”
On being quizzed why is it important to involve influencers and bloggers in this whole paradigm of experiential marketing, Patil mentioned that today we live in a world that follows authenticity. “If you ask someone to write about something without experiencing it, it is unauthentic, and people will be able to read through that. But when people come here, experience the products and then write about it, they write it from the heart. That helps in getting more traction,” he said.
Sujit also contended that influencer marketing is only bound to grow. He said, “Micro-influencers, even if they have a lesser number of followers, can write authentically and bring out the essence in an honest manner and it’s going to work [for the brands.”
Brands
Delhivery chairman Deepak Kapoor, independent director Saugata Gupta quit board
Gurugram: Delhivery’s boardroom is being reset. Deepak Kapoor, chairman and independent director, has resigned with effect from April 1 as part of a planned board reconstitution, the logistics company said in an exchange filing. Saugata Gupta, managing director and chief executive of FMCG major Marico and an independent director on Delhivery’s board, has also stepped down.
Kapoor exits after an eight-year stint that included steering the company through its 2022 stock-market debut, a period that saw Delhivery transform from a venture-backed upstart into one of India’s most visible logistics platforms. Gupta, who joined the board in 2021, departs alongside him, marking a simultaneous clearing of two senior independent seats.
“Deepak and Saugata have been instrumental in our process of recognising the need for and enabling the reconstitution of the board of directors in line with our ambitious next phase of growth,” said Sahil Barua, managing director and chief executive, Delhivery. The statement frames the exits less as departures and more as deliberate succession, a boardroom shuffle timed to the company’s evolving scale and strategy.
The resignations arrive amid broader governance recalibration. In 2025, Delhivery appointed Emcure Pharmaceuticals whole-time director Namita Thapar, PB Fintech founder and chairman Yashish Dahiya, and IIM Bangalore faculty member Padmini Srinivasan as independent directors, signalling a tilt towards consumer, fintech and academic expertise at the board level.
Kapoor’s tenure spanned Delhivery’s most defining years, rapid network expansion, public listing and the push towards profitability in a bruising logistics market. Gupta’s presence brought FMCG and brand-scale perspective during a period when ecommerce volumes and last-mile delivery economics were being rewritten.
The twin exits, effective from the new financial year, underscore a familiar corporate rhythm: founders consolidate, veterans rotate out, and fresh voices are ushered in to script the next chapter. In India’s hyper-competitive logistics race, even the boardroom does not stand still.
Brands
Brnd.me enters Europe as haircare brands power global expansion
Bengaluru: Brnd.me, the global consumer brands company formerly known as Mensa Brands, has entered the European market following strong momentum across the Middle East, the United States and Canada.
The company has launched across the UK, Germany, France and Spain, with plans to expand into Italy, the Netherlands and Poland over the next year. The push is being led by its haircare and aromatherapy brands, Botanic Hearth and Majestic Pure, marking Brnd.me’s first structured expansion into Europe.
The European beauty market represents a total addressable opportunity of over $4 billion across haircare and aromatherapy, supported by high digital adoption and demand for accessible, performance-led products.
Brnd.me’s hair care and aromatherapy business currently operates at an annual run rate of around $6 million, with Botanic Hearth and Majestic Pure delivering roughly 10 per cent month-on-month growth, driven by expansion and rising repeat demand.
To support regional growth, the company has appointed a general manager based in Germany and is evaluating investments in warehousing and local team expansion.
Early traction has been strong. Within weeks of launch, Botanic Hearth’s rosemary hair oil ranked among the top five hair oils in Germany, signalling strong consumer pull in a competitive market.
Brnd.me founder and chief executive officer Ananth Narayanan, said Europe represents the next phase of the company’s international strategy. He added that the European business is expected to scale to a $10 million annual run rate by the end of 2026, with long-term ambitions to reach $60 million over the next six years.
The company’s Europe strategy centres on digital-first distribution, repeat demand and TikTok-led discovery, alongside direct-to-consumer expansion to strengthen brand equity and margins.
The move also aligns with growing EU–India trade engagement, supporting long-term sourcing and cross-border supply chains.
Brands
TechnoSport taps quick commerce with launch on Slikk’s 60-minute platform
NATIONAL: TechnoSport has launched on Slikk, the ultra-fast fashion app offering 60-minute delivery, as the activewear brand accelerates its push into quick commerce to capture Gen Z and young millennial shoppers.
The debut brings more than 150 high-performance styles to Slikk’s platform, with an average selling price of Rs 450, expanding TechnoSport’s reach across over 80 pin codes.
The partnership follows strong momentum for TechnoSport across Q-commerce channels, where the brand has recorded around 60 per cent volume growth over the past six months. The company expects quick commerce to contribute nearly 20 per cent of its revenue in the coming years as hyperlocal delivery gains scale.
Slikk, which recently raised $3.2 million in seed funding led by Lightspeed, has rapidly gained popularity among youth consumers seeking speed, trend relevance and impulse-led shopping experiences.
Activewear remains one of Slikk’s fastest-growing categories, driven by shoppers increasingly treating fitness-led fashion as an everyday essential. The platform has reported a 30-fold year-on-year increase in items sold, reflecting rising demand for performance wear that blends comfort with style.
TechnoSport chief executive officer Puspen Maity, said the collaboration would help the brand engage more closely with young consumers whose fashion choices are shaped by instant needs and lifestyle aspirations. He added that rapid delivery bridges the gap between intent and purchase, allowing shoppers to access activewear exactly when they want it.
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