Brands

Revolutionising ecommerce: How technology is stepping up in the game

Published

5 years ago

September 30, 2020

NEW DELHI: Ecommerce businesses are having a field time, reaping the benefits of an otherwise massive calamity. More and more people are getting online for shopping everything from grocery to apparel, to automobile, to precious jewellery resulting in a massive jump in their numbers. However, it has also paved the way for the requirement of modifying their business models, amplifying the user experiences, and marrying the offline experiences with online shopping.

In a recent panel discussion on “Enhancing the Virtual shopping experience in the New Normal" organised by AnimationXpress.com in association with Autodesk, Indiantelevision.com founder, CEO, and editor-in-chief Anil Wanvari discussed with the leading industry experts their experiences and strategies for ushering in the new era of e-commerce and online shopping that has customer interest at the centre of it and is driven by life-like experiences. Sitting on the panel were Jio VP – advertising and innovations Mohit Kapoor, Future Group group CMO (marketing, digital, and e-commerce) Pawan Sarda, CarDekho, Gaadi & Zigwheels CMO Gaurav Mehta, Vedant Fashions Pvt.Ltd. (Manyavar) head – global ecommerce Prateek Kumar, mirrAR byStyleDotMe co-founder and CEO Meghna Saraogi, Prorigo Software Pvt. Ltd (Jewelfie) founder-CEO Surendra Karandikar, and Autodesk India sr.technical sales specialist, M&E Samit Shetty.

The Whole New World of Opportunities

All the panellists were delighted to agree that Covid-2019 has created a very positive atmosphere for the online retailers and associated businesses who are helping them in curating exciting virtual experiences.

Read more news on e-commerce

Kumar shared that he was surprised to witness a 350-400 per cent jump in Manyavar’s online sales during the lockdown. “If I talk about pre-covid times, we were already recording a 200 per cent y.o.y growth on our brands. To my surprise, when the lockdown ensued in March and in the following months, we recorded a 400 per cent jump in our online sales. And it was all for pre-paid orders. So it was quite interesting for me to see that people are buying online during the pandemic too.”

And this growth in online retailing and shopping isn’t only limited to tier1 cities and metros but goes deep down within the nooks and corners of the country.

Saraogi noted, “We are working with around 225 jewellers across the country and I am not only talking about the big brands. There are jewellers who are sitting in tier 3-tier 4 cities, where an aeroplane won’t land, but they are digitising their shopping experience.”

Creating Immersive Experiences

All the categories which are selling online are now busy in evolving their businesses to offer immersive, real-like experiences to customers online. They agree that the fear associated with the virus is not going away anytime soon and more people are going to explore and buy products online, therefore they are trying to offer as advanced as possible AI, VR, and MR shopping experience to the consumers. Here are the few top trends that the panel highlighted:

Digitising Trials

Mehta quipped, “While auto-buying and car-buying was already a very digitised function, which we have been noticing for the past few years, in the last six months we have witnessed a number of new users coming on-board. They are looking for as real and as close to natural look and feel of a product as they can get. So, we are investing a lot of time and effort in sharing 360-degree views of the car, along with more raw experiences like how the door opens, how the engine sounds, etc. Whatever can be digitized is being digitized.”

He added that a lot of focus is put on personalisation of the vehicles for the consumers too, so one can put in place the filters regarding various aspects and functionalities of the sort of vehicle they are looking for and see in options only the relevant results. 3D imaging is also playing a big role.

Sarogi pointed out that they personally observed 3D imagery creating a lot of problems for them in terms of offering a smooth user experience, therefore for the time being they have moved to 2D images of products. However, a great emphasis is on facial recognition technology that puts the jewellery right in place and a person can experience it how they will look like wearing it in real life. “We are creating exciting co-shopping experiences too, where you can get on a video call, do screen sharing and show others what the jewellery is looking like on you.”

Kumar highlighted, “We launched our own app a few weeks ago. Apart from that, we are offering WhatsApp video call options to our customers who can get assistance for shopping just like they get into physical stories. Another thing that we tried was getting chatbots on our sites. And we are seeing around 2000 people interacting with those bots on a daily basis. In fact, 90 per cent of our queries come from those chatbots.”

WhatsApp to the rescue

While WhatsApp might be dealing with its own shares of problems when it comes to the privacy of chats, it has surely turned out to be one of the favourite tools for online businesses. Not just Manyavar, but other brands have also invested in WhatsApp video calling options and other shopping tools to ease out the process for customers.

Kapoor noted, “India has around 60-62 million SMEs and around 30-32 million Kirana stores. When we talk about real-life experiences or 3D imaging, etc., these models won’t work for them. You do not need to see the 3D image of your grocery. They require a whole different model of ecommerce. “We (Jio) have one model, in which we are working with Facebook right now; opening up shopping within WhatsApp and getting on board the small merchants.”

He added that the firm is working on a number of direct-to-consumer models wherein the focus on simplifying the experience as much as possible. “You can share a handwritten list of your grocery with us in a photo, and we will get it delivered.”

Reshaping Offline Stores

The whole going online business will not necessarily mean that offline brick-and-mortar shops will go irrelevant and non-existent. In fact, the idea is to turn them into exhibition centres for experiences and then the purchases can be made online.

Kapoor shared his personal experience of shopping a bicycle from Decathalon wherein he was allowed to test the bicycles in physical stores, but he eventually had to place the order online.

Sarda elaborated, “I think stores can really up their capacity in terms of doing businesses if we put another layer of digital on top of it. We can see stores typically as exhibition centres. It will have to be constrained in terms of the number of people who can go inside but I see it as a large opportunity.”

How Technolgy Firms Are Helping

There is as much as backend work required to create seamless online shopping experience as much as you see online. Therefore, technical firms and partners are surely playing a key role in assisting online businesses in making shopping a truly immersive and gratifying experience for consumers.

Shetty noted, “When it comes to 3D experiences, the smallest of factors like lighting impact the overall experience of a consumer. When it comes to the artist who is working on it, rendering is a big issue; it takes a lot of time. Therefore, the creator might lose patience and just give up on the project and might not try more variants. We are working on specific pain-points like that. We now have GPU rendering, which is an integral part of Autodesk that makes the job simpler, cutting the time significantly.”

It is also allowing them to make 3D models more real with more apt textures, colours, and backgrounds.

Apart from that, they are working hard on collaborative technologies like Shotgun that allows various stakeholders to interact easily on creative projects that can accelerate the approval processes as well. “All this delivers a good ROI to not just us but also to businesses.”

Karandikar added that going ahead, there is a lot of constant innovation happening in the technology industry and tools like voice are going to be the next big thing. He suggested that apparel brands can also innovate on aspects like creating life-size mannequins based on a customer’s measurement to give them a real feel of how the product will actually look on them.

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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

Published

6 days ago

February 9, 2026

indiantelevision.com Team

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.

Published

6 days ago

February 9, 2026

indiantelevision.com Team

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.

Brands

BCCL profit jumps 53 per cent in FY25 as tax bill shrinks

Revenue rises 4.3 per cent to Rs 10,209.33 crore while deferred tax gain lifts bottom line sharply

Published

6 days ago

February 9, 2026

indiantelevision.com Team

NEW DELHI: Bennett, Coleman and Company (BCCL) has posted a sparkling set of financial results for the year ended 31 March 2025, proving that there is still plenty of ink and gold left in the ledger.

Revenue from operations climbed a steady 4.3 per cent, reaching Rs 10,209.33 crore compared to Rs 9,786.44 crore the previous year. When you sprinkle in other income, which rose 8.9 per cent to Rs 949.36 crore, the total income for the media behemoth hit a healthy Rs 11,158.69 crore.

While the income grew at a modest pace, the bottom line tells a far more dramatic story. The real headline is the 53 per cent surge in annual profit. How did they pull off such a feat? While Profit Before Tax (PBT) saw a gentle nudge upward of 2.7 per cent to Rs 1,610.00 crore, it was a vanishing act by the taxman that really did the trick.

Total tax expenses plummeted by 32.4 per cent, dropping from Rs 468.76 crore down to Rs 316.97 crore. This was largely thanks to a swing in deferred tax, moving from an expense of Rs 156.02 crore in FY24 to a benefit of Rs 39.44 crore this year.

Total income rose from Rs 10,658.55 crore in FY24 to Rs 11,158.69 crore in FY25, marking a 4.7 per cent increase. Total expenses grew at a slower pace, up 3.0 per cent from Rs 9,306.06 crore to Rs 9,581.45 crore. Profit before tax inched up 2.7 per cent, moving from Rs 1,567.02 crore to Rs 1,610.00 crore. However, the standout figure was net profit, which jumped sharply by 53.0 per cent, climbing from Rs 1,042.03 crore in FY24 to Rs 1,594.73 crore in FY25.

Despite the rising costs of doing business across the globe, BCCL kept a tight grip on the purse strings. Total expenses rose by just 3.0 per cent to Rs 9,581.45 crore. By keeping costs lower than the rate of income growth, the company ensured that the final figure, a net profit of Rs 1,594.73 crore, was nothing short of a front-page sensation.

In a world of shifting digital tides, it seems the BCCL ship is not just steady, but sailing into significantly wealthier waters.