Tag: Aman Gupta

  • Unlock entrepreneurial wisdom from the judges of ‘Shark Tank India’ on Audible

    Unlock entrepreneurial wisdom from the judges of ‘Shark Tank India’ on Audible

    Mumbai: Hooked on the ongoing season of Shark Tank India? With its audiobook version Shark Tank India available on Audible, you can dive into the experiences of the Sharks who are ruling the TV screens of every Indian household currently and get a glimpse of their inspiring journeys. Tailored for aspiring business leaders, this audiobook serves as a tribute to the entrepreneurial spirit, offering inspiration and guidance beyond the boardroom. Here, Audible brings you curated words of wisdom and learning from these industry leaders.

    The ‘Did Not Quit’ medal is worth more than gold

    Sugar Cosmetics CEO Vineeta Singh shared a valuable lesson for aspiring entrepreneurs—aim for the “did not quit” medal. In her insights, Vineeta stresses the significance of perseverance, highlighting that reaching the finish line is more crucial than finishing first. She encourages entrepreneurs to confront self-doubt, emphasising that worst-case scenarios are often less dire than imagined. Speaking about her journey, Vineeta reminisced, “We (Vineeta and her husband) plotted these worst-case scenarios. Although we know that often it’s not as bad as we are imagining and fearing. For me, the worst case would’ve been losing the last 30 lakh rupees I’d set aside in the bank and start again from square one.” Adding on to the same, she said, “I think self-doubt and a lack of self-confidence is probably the worst kind of rock bottom because there’s nothing that anybody can say that can turn it around for you.”

    Frugality fuels value: Make ROI your mantra

    boAt CMO and co-founder Aman Gupta shared the mantra of being “fast, fearless, and frugal.” Reflecting on the importance of Return on Investment (ROI), Aman emphasises the necessity of frugality not as a choice but as a fundamental approach to business. Aman’s advice captures the essence of their business model, “Frugality is at the core of our company’s business model. If there is frugality in everything that you do, you’ll be able to create value for stakeholders.” Having worked at legacy companies, before advancing to the forefront of India’s start-up revolution, Aman has many learnings as takeaways. “Start-ups have to learn from legacy companies how to make money, run big companies, and think in a structured manner. Legacy companies need to learn from start-ups how to be nimble,” Aman said. Embracing failures made all the difference, he explained. “I don’t think you need 2-3 successes, you need one. I’ve had five failures but one success has made me who I am. I am a common man, a middle-class guy and I feel that an entrepreneur should be grounded first and foremost. I relate to people who hustle. Nowadays entrepreneurs want the spotlight in the media, and there’s a God-syndrome that kicks in. That’s very bad for the company and the entire ecosystem. Be ready for ups, be ready for downs, but be yourselves.”

    Be organised and embrace optimism to balance work and life!

    Emcure Pharmaceuticals executive director Namita Thapar, offers a profound perspective on the vital attributes necessary for success, extending far beyond the areas of entrepreneurship. Beyond the commonplace notions of organisation and optimism, Namita delves into the essence of these qualities, asserting that they are indispensable for anyone navigating the complexities of modern life. She asserts, “Not just entrepreneurs, but every person needs to have these. Being organised and optimistic are the bedrock that allows individuals to seamlessly juggle various responsibilities and maintain equilibrium between work and life. In the relentless chaos of everyday life, these qualities become the anchors that foster a sense of calm and resilience.” Namita’s insights resonate as a timeless guide for individuals seeking not only success in their professional endeavours but also a harmonious and composed existence in the face of life’s myriad challenges.

    Read people, not just the cards you’re dealt: A poker lesson in early-stage investing

    Shaadi.com founder and CEO Anupam Mittal draws inspiration from his entrepreneurial family background. He attributes his risk-taking attitude to his father, who took on economic responsibilities at a young age, and his adventurous spirit to his mother. Drawing parallels between poker and real-time investing, Anupam highlights the importance of understanding people in early-stage investing: “Just like in poker, in real-time investing, you need to read the room. You have to read the other players. In poker, there’s a big fallacy that you’re not playing cards, you’re playing people and the cards just happen to be there. The same thing applies to early-stage investing, you’re trying to understand people.”

    Agility over planning: Fall fast, learn faster

    Car Dekho CEO and co-founder Amit Jain shared a concise yet powerful lesson: “Fall fast, learn faster.” His words echo the sentiment that in the fast-paced world of business, being an executionist is more valuable than being a strategist: “You can’t take too much time in learning and over-planning; your agility and nimbleness will suffer. It is better to be an executionist rather than a strategist.”

    Initially, Amit and his brother decided to start an IT outsourcing company because they were good at coding. Following this, a big disaster struck and it was largely the fault of the brothers. “GirnarSOFT went bankrupt when the stock market crashed in 2009. The Jain brothers had invested close to Rs. 1.5 crore in stock trading and the whole amount was wiped out in 5 days.” Amit said. “We were vetting at 10x leverage, meaning they had positions worth 15 crore rupees. When the Sensex fell from 18,000 to 6,000 – this is something that nobody could ever have imagined. But as an entrepreneur, if you fall down, you get back up again.” He said early-stage learning was very important for him. “Starting and growing a business can be a challenging and difficult process, there will be setbacks and failures along the way and it can be easy to become discouraged or lose motivation. However, persistence allows a founder to stay focused and keep moving even when faced with obstacles.” The company was back on its feet in less than a year and the brothers swore to never dabble in stock trading ever again. Amit learnt never to use money from corporate accounts for such risky funds. He had to show the same agility when he launched CarDekho.

  • Koparo raises Rs 6 crore from 4P Capital Partners and Shark Tank India

    Koparo raises Rs 6 crore from 4P Capital Partners and Shark Tank India

    Mumbai: Digital-first, sustainable and plant-based home care brand Koparo has raised a funding of Rs 5.2 crore from 4P Capital Partners apart from Rs 70 lakh from Shark Tank India. Boat co-founder Aman Gupta and Sugar co-founder Vineeta Singh have come onboard as investors in the company.

    The brand, which has raised the money at the valuation at Rs 70 crore, is planning to invest the funds in brand building and distribution.

    Koparo’s USP is naturally powered and child-safe, pet-friendly cleaning products that appeal to a growing base of conscious consumers in India. As the millennial families adopt healthier lifestyles, Koparo’s affordable premiums were well received by the Shark Tank India judges.

    Launched in 2021, Koparo closed last fiscal at Rs 5 crore and is planning to clock Rs. 12 crore this fiscal and grow to Rs 50 cr in the next 2 years.

    Koparo founder Simran Khara said, “Securing a Shark Tank deal from Aman Gupta, Vineeta Singh who have built formidable consumer brands is very satisfying. I’m excited to have 4P Capital Partners on-board as their backers have experience of building large consumer brands. In the next 2 years, we are targeting to reach 10 lakh Indian consumers and our focus is on expanding distribution both online and offline.”  

    4P Capital Partners CIO and partner Aditya Arora said, “We are impressed with the solid business that Simran has built in a short span of time. Her focus on positive economics stands out for us. We strongly believe that sustainable and plant-based home cleaners are the need of the hour and are happy to back Koparo on its journey.”

    The brand offers ‘good for you’ and ‘good for the planet’, plant-based home care products like floor cleaners, laundry detergent, fabric conditioners, dishwash liquid, handwash, cleaning accessories and fresheners & fragrances and going ahead with plans to launch more products that serve cleaning needs of modern Indian homes.

    Prior to this, Koparo has raised Rs 5.7 crore in a pre-seed round in Nov ’21 and Rs 12 crore pre-series A round in Feb ’23, respectively, led by Saama Capital. Other investors who backed the brand in these rounds include MVP, Fluid Ventures, DSG Consumer Partners and Titan Capital.

  • boAt & Shoobhi Foundation partner for clean drinking water in Delhi NCR

    boAt & Shoobhi Foundation partner for clean drinking water in Delhi NCR

    Mumbai: boAt, has announced a partnership with Shoobhi Foundation, a recognised NGO dedicated to social causes, to provide clean and safe drinking water to public and communities across Delhi NCR. This initiative comes under boAt’s CSR umbrella, reflecting the brand’s commitment to giving back to the community and making a positive impact in the society.

    Through this partnership, boAt will provide financial support to Shoobhi Foundation to enable them to provide clean and safe drinking water, readily accessible to the public. In this endeavour, new age popular water brand, Wahter, will act as an expert & knowledge partner to illustrate the importance of hydration. The company will also act as a distribution partner, providing clean & safe drinking water in bottles to communities via special carts and strollers. Considering the environmental impact of discarded bottles, the brand has decided to use 100 per cent recyclable bottles.

    Wahter is backed by certifications from industry authorities and are proud bearers of FSSAI, ISO, and various other quality assurances that attest to their unwavering dedication to delivering the purest form of hydration.

    Commenting on the partnership, boAt co-founder & CMO Aman Gupta said: “At boAt, we believe in the power of community and are committed to making a positive impact on the lives of those around us. Access to clean drinking water is a fundamental human right, and we are proud to partner with Shoobhi Foundation to address this critical need in our own backyard. Together, we aim to make a tangible difference in the lives of countless individuals by providing them with readily available clean and safe drinking water.”

    Echoing the sentiment, Shoobhi Foundation, stated: “We are thrilled to collaborate with boAt on this impactful initiative. Their dedication to social responsibility and commitment to community well-being perfectly aligns with our mission. This partnership will enable us to significantly expand our reach and provide clean drinking water to a wider range of communities across Delhi NCR. We are confident that this collaboration will have a lasting positive impact on the lives of countless individuals.”

    Wahter co-founder Amitt Nenwani provides his perspective, “boAt is leading a movement to redefine corporate social responsibility through Shoobhi Foundation. We are excited to be part of this Wahter revolution. This partnership transcends bottles; it’s about breaking barriers and making a bold statement that clean water is a right, not a privilege.”

    The initiative signifies both boAt and Shoobhi Foundation’s unwavering commitment to social responsibility and their dedication to improving the lives of communities in need. By providing access to clean and safe drinking water, this partnership aims to address a critical public health issue and promote the overall well-being of residents in Delhi NCR.

  • Edelweiss Mutual Fund’s Radhika Gupta joins Shark Tank India 3 as judge

    Edelweiss Mutual Fund’s Radhika Gupta joins Shark Tank India 3 as judge

    Mumbai: The newest addition to the Shark Tank India 3 judging panel, Radhika Gupta, MD and CEO of Edelweiss Mutual Fund is the perfect blend of elegance and ambition. Sharing inspiring thoughts from her simple observations of day-to-day life, Radhika is ready to collaborate with India’s one of the most loved shows – Shark Tank India for Season 3. Celebrating Radhika’s unapologetic self and fierce approach we bring instances that had all of us thinking.

    Lauding the elegance of the most beautiful piece of clothing, a saree, Radhika supports Indian traditional attire and promotes Indian handloom and artisans. She brings her conversation into her attire by donning a beautiful peach saree with the Indian Rupee and investment symbol drawn all over it. She combined her feminine side to her finance background with the brilliance of fashion and styling, sending a powerful statement that women can reach great heights, generate substantial wealth, and bring about positive change in the world.

    Radhika was drawn by the unparalleled popularity and the influence Shark Tank India has on the new-age entrepreneurs. She wants to educate the people of India about the importance of investing and mutual funds by bringing her years of experience in analyzing Indian companies to this national stage. Radhika wants to encourage the undiscovered potential of the youth across cities to build businesses of 5 cr to 100 cr and more. Through this new season, our newest shark, Radhika, is pumped and excited to back its unique and thoughtful business.

    All set to stream on Sony LIV from the 22 January, the lineup of sharks this year includes Aman Gupta (boAt co-founder and CMO), Amit Jain (CarDekho, and InsuranceDekho CEO and co-founder), Anupam Mittal (Shaadi.com – People Group founder and CEO), Namita Thapar (Emcure Pharmaceuticals ED), Vineeta Singh ( SUGAR Cosmetics co-founder and CEO), Peyush Bansal ( Lenskart.com founder and CEO), Ritesh Agarwal ( OYO Rooms founder and CEO), Deepinder Goyal (Zomato founder and CEO), Ronnie Screwvala (Upgrad co-founder and chairperson), and Azhar Iqubal (Inshorts co-founder and CEO). The show is hosted by comedian – Rahul Dua.

    Watch Shark Tank India 3 from 22 January on Sony LIV!

  • Bayer & Indian Society of Nephrology partner for #ReadyToSlowDown campaign

    Bayer & Indian Society of Nephrology partner for #ReadyToSlowDown campaign

    Mumbai: Bayer Pharmaceuticals Division in India has launched its compelling “#ReadyToSlowDown” campaign, in partnership with the Indian Society of Nephrology to urge individuals in India to embrace a health-conscious, as well as kidney-conscious lifestyle.

    “#ReadyToSlowDown” campaign is an urgent call to action in India, where 101 million people (11.4 per cent of the country’s population) are estimated to be living with diabetes, according to a new study published in Lancet. In addition, there is a critical link between the rise of diabetes and chronic kidney disease (CKD) – approximately one in three adults with diabetes has CKD. This is exacerbated by kidney failure-related deaths in India surging 38 per cent in the past decade (2001-03 to 2010-13), underscoring the need for improved awareness.

    The campaign hashtag “#ReadyToSlowDown” is a challenge to the lifestyle choices people make as they race through their daily lives, often at the expense of their own health and well-being. Starting with creating awareness that is contrary to popular belief, people don’t have to go fast to be strong, it will be the slow and steady individuals who will eventually “win the race”.  The campaign cleverly connects such deliberate choices in managing health parameters like obesity, blood sugar, blood pressure, diet, sleep and exercise to the slowing down of kidney progression, especially in diabetes patients and people with a family history of diabetes and CKD.

    Bayer Pharmaceuticals India MD Manoj Saxena said, “Chronic Kidney Disease is a silent killer, as most people don’t have any symptoms for many years, and by the time it is detected, for many it’s already too late.  At Bayer, we are committed to working with Healthcare Professionals (HCPs) to advocate the early diagnosis of CKD in Type 2 diabetes patients and provide adequate patient support. #ReadyToSlowDown is a mindful reminder that every day presents a golden opportunity to make the right lifestyle choices, particularly in managing diabetes and the risk of CKD.”

    Fortis Escorts, Delhi principal director – Nephrology Dr Sanjeev Gulati said, “End stage kidney failure is irreversible and the only treatment options are dialysis or kidney transplant. With the pressing burden of CKD in India, the Indian Society of Nephrology is working closely with Bayer and #ReadyToSlowDown campaign to empower individuals to make positive changes and to be informed of how they can effectively slow down kidney damage. One of the ways to make this change, especially for high-risk patients is to go for a urine albumin-creatinine ratio (uACR) test.”

    Emphasizing the critical need for awareness of CKD Indian Society of Nephrology secretary Dr Shyam Bansal said, “An alarming 38% surge in kidney failure-related deaths over the past decade, demands that we make deliberate health choices. The interconnected rise of diabetes and CKD calls for a shift in mindset and a commitment to a health-conscious lifestyle. Winning the race for strong kidneys is not about speed, but steady choices we make every day – that can slow down the kidney damage, especially for those with diabetes or a family history of CKD.”

    Bayer and Indian Society of Nephrology (ISN)’s collaboration kicks off exclusively in India in November 2023 in conjunction with World Diabetes Day and will run for four months till World Kidney Day in March 2024. The campaign kicks off with an emotional film that captures the essence of making deliberate choices and slowing down the pace of life, as well as kidney disease progression in people with diabetes. Promoted through integrated media channels, including social media platforms, influencers, and traditional media), #ReadyToSlowDown will be the central hashtag for tracking and sharing campaign content.

    Supporting the important initiative on the ground, Aman Gupta managing partner – Health practice Asia Lead, SPAG / Finn Partners noted, “The correlation between diabetes and CKD is one that most people do not pay attention to or cannot relate with until someone in their family encounters it. Together with Bayer and ISN, we hope that #ReadyToSlowDown campaign will prompt a mindset shift for people at risk in India and allow them to slowly learn how to take incremental steps towards leading happier and healthier lives.”

    For more information about the campaign and to watch the launch film, visit https://bit.ly/46JTfaM & https://bit.ly/4a9hH8L

  • Inshorts co-founder & CEO Azhar Iqubal joins Shark Tank India 3

    Inshorts co-founder & CEO Azhar Iqubal joins Shark Tank India 3

    Mumbai: Building on the tremendous success of the past two seasons, Sony LIV is thrilled to announce the return of India’s beloved entrepreneurial reality show, Shark Tank India, for its highly anticipated third season. Adding to the roster of esteemed Sharks, after entrepreneurs like OYO Rooms founder and CEO Ritesh Agarwal and Zomato founder and CEO Deepinder Goyal is the remarkable Azhar Iqubal, co-founder and CEO of the groundbreaking news app, Inshorts.

    In addition to these new sharks, the panel will feature sharks from the previous seasons – Aman Gupta (co-founder and CMO of boAt), Amit Jain (CEO and co-founder of CarDekho Group, InsuranceDekho.com), Anupam Mittal (founder and CEO of Shaadi.com – People Group), Namita Thapar (executive director of Emcure Pharmaceuticals), Vineeta Singh (co-founder and CEO of SUGAR Cosmetics) and Peyush Bansal (founder and CEO of Lenskart.com).

    With the unparalleled expertise of these Sharks and the charismatic host Rahul Dua guiding the way, Shark Tank India 3 is poised to reach new heights. As budding entrepreneurs from across India prepare to dive into the Tank of dreams, once again, brace yourselves to witness the power of innovation, entrepreneurship, and unparalleled determination like never before.

    Stay tuned for more updates on Shark Tank India 3, streaming soon exclusively on Sony LIV.

  • Farmley: When Dravid met Deewar, pop culture met nostalgia

    Farmley: When Dravid met Deewar, pop culture met nostalgia

    Mumbai: Cinema and cricket, the two lifebloods of our country, are often seen as separate realms when it comes to advertisements. Movie stars typically embody their film characters and styles, while cricketers exude their on-field charisma on-screen.

    The new Farmley ad films featuring Rahul Dravid have beautifully merged these two worlds – Cricket and Cinema. Famously known as ‘The Wall’ in the cricketing world, Dravid steps into the shoes of an iconic character from the movie ‘Deewar.’ The connection between ‘The Wall’ and ‘Deewar’ has been conveyed through humorous spoofs and Dravid’s charm in these two films, launched by Farmley and Talented.Agency, in collaboration with production house Momo Media.

    Although the films garnered attention and established a link with an iconic character, it’s Dravid’s appearance in boot-cut trousers, a deep blue shirt, and sleek black hair against a rustic backdrop that made these films all the more entertaining.

    The film even adds a humorous twist and pays homage to a popular dialogue we all remember: “Mere paas maa hai” from the movie Deewar.

    “We knew we had to achieve two things – create a quintessential Rahul Dravid ad and make it unbelievably hilarious.’The Wall’ had been on our minds for a while, but it was the craftsmanship, acting, and dialogues that made all the difference,” says Talented founding partner Prashant Gopalakrishnan. Farmley head of marketing Aman Gupta shares, “We didn’t want to use Rahul as a prop in the end slate like most celebrity-led films. We really wanted to bring his acting, his personality, and wit to the screens.”

    Over the years, we’ve seen ads attempting to stand out by infusing a personal touch into celebrity endorsements. However, by featuring Dravid, Farmley and Talented go beyond using just one celebrity and instead harness the power of a celebrity and an iconic character, bringing twice the amount of recall to the films.

    “We wanted to show that Rahul can embody a character that was exactly opposite to his own personality, and can still give a terrific performance,” said Gopalakrishnan.

    We have seen Dravid become ad land’s favourite from time to time, but we haven’t seen such contrast in his character and the role he has played in these newest films. As the cricket fever takes its pace with the Asia Cup and the World Cup, we will have an influx of ads that will be centric to cricket and popular culture, but breaking the clutter is easier said than done.

    But when you harp on the films that millennials grew up with featuring one of the most loved sports persons of their time, you’re sure to get a hit of nostalgia and humour in between the match breaks.

    ‘The Wall’ becoming ‘Deewar’ will be a treat to see when it hits the screen during this Asia Cup and World Cup.

  • boAt raises $100 million from Warburg Pincus

    boAt raises $100 million from Warburg Pincus

    NEW DELHI: Homegrown consumer electronics brand boAt has raised approximately $100 million from an affiliate of Warburg Pincus, a leading global private equity fund focused on growth investing. This investment is a landmark deal for the direct-to-consumer (D2C) industry in India as it endorses the sector’s coming of age with consumers trusting and gravitating towards brands launched online. 

    The investment by Warburg Pincus will enable the company to further fortify its leading market position, widen its R&D capabilities and product portfolio, and build on boAt’s efforts to create and support a manufacturing ecosystem under the Make-in-India initiative, enabling the manufacture of products in India.  

    boAt co-founder Aman Gupta said, “We welcome Warburg Pincus as a new investor into the company. This is a vote of confidence for our business model and growth prospects. The investment is great news for not only the company but for the entire D2C sector. The investment has come at the right time as we make efforts to ramp up our manufacturing and global supply chain.”

    boAt co-founder Sameer Mehta commented, “As boAt enters the next phase of growth and innovation, we look forward to benefitting from Warburg’s pedigree, collective experience and resources in helping us scale.  Going forward, with the government’s support, we will focus on building capabilities in domestic R&D and undertake vertical integration across both the hearable and wearable space to establish India as a global supplier.”

    Warburg Pincus India MD & head Vishal Mahadevia said, “We see a compelling growth story in boAt and believe the company is well-poised to build upon the strong leadership position it has carved out within the industry and stands to benefit from the secular tailwinds of e-commerce growth in India. Warburg Pincus is excited to partner with the management team of boAt led by Aman and Sameer in this journey and we look forward to supporting them through the next phase of the company’s growth.”

    Avendus Capital acted as the exclusive financial advisor to boAt and its shareholders on the transaction. 

  • The future of communications in the ever-evolving media world

    The future of communications in the ever-evolving media world

    NEW DELHI: With media channels multiplying and magnifying, communication agencies and departments will have a bigger role to play in the corporate structure of any organisation, a virtual panel, comprising of some of the leading communications and public relations personnel, discussing “communicating in the times of crisis and revival” with Indiantelevision.com founder, CEO, and editor-in-chief Anil Wanvari, noted.

    The participants included Communicate India founder and CEO Akshara Lalwani, Spag Asia managing partner and co-founder Aman Gupta, Genesis BCW India CEO Deepshikha Dharmaraj, Piramal Group VP and group head-corporate communications and PR Dimple Kapur, Golinopinion, Mullen Lowe Lintas Group executive director Kavita Lakhani, Amazon India director public relations Minari Shah, MSL India executive director strategy and insights Parveez Modak, Weber Shandwick managing director strategy and consulting Rohan Kanchan, and Flipkart associate director corporate affair Sheetal Singh.

    The panel insisted that they all are ready and prepared to mould themselves with the rapidly changing and demanding media ecosphere and Covid, in fact, has accelerated the process for them on many ends.

    Answering the question on how they will be finding a balance between the paid and the earned media, as the lines have started blurring between the two, the panel noted that messaging sits at the core of all these functionalities and the right communication is going to be their focus.

    Modak noted, “For us, it will always be a combination of paid and earned media. I think both of these serve different purposes. Also, content for us is media-agnostic. It will always depend on what we want to achieve with that content.”

    Shah supported him sharing some examples from Amazon diaries, including their own blog, which they had started almost 4 years ago. “Last Diwali, we ran a campaign called House on Wheels, which worked fabulously for us. We also did another organic campaign for Alexa on Valentine’s Day. I want to say that we have to own this space about creating authentic content and getting closer to all the stakeholders, be it our own employees or consumers or partners.”

    She added that it is no longer about earned media and paid media and the agencies will have to work towards more holistic servicing and building strong narratives for brands.

    Dharmaraj pointed out that PR is not only about press relations anymore and communication transcends over media today. They have learnt to be more agile and nimble to adapt to the changing client needs and their role in the client cycle.

    “But I think the first part of creating that content using technology to create some compelling content. That’s exactly what we’re going to be doing more and more of it. Also, we need to start thinking beyond the English speaking mainline business,” she added.

    Kapur shared that the agencies and internal communications departments will have to work hard and evolve the way they analyse the matrix right now. “Most agencies that send out coverage reports at the end of the month, in small clippings (filed); those will perhaps have to really reinvent themselves. What will really make sense is how we are creating an impact with those coverages. What does it really mean in terms of business income? And therefore you will work with many more agencies and much more support function will actually emerge for prompts”

    For Lalwani, the three things that will become more valid and important in the coming days are going to be clarity, collaboration, and communication. She insisted that macro will have to be kept in focus and not micro as there as businesses will be pointless without people. ;

    But with more brands and agencies building up in house support agencies, like social media teams, will the role of corporate communications remain valid?

    Gupta mentioned that they are well-positioned and well prepared to fit into every scenario that comes up.

    Singh shared, “The difference between marketing and communications is that the latter’s purpose is to build corporate reputation and that will always remain. Obviously, we do play a role in driving sales too, but the main part of our function is to build brand reputation.”

    Lakhani corroborated, “At the end, mediums really don’t matter. We might take them into consideration but the customer doesn’t care. The messaging is what that matters and that’s what all the brand partners need to do; come together around a problem or an opportunity and be ready to serve the best solution. Evolutions will keep on happening.”

    Kanchan noted that similar questions were being asked to the industry a few years back too, but they still remained relevant and modified them to the changing needs. “Learnings have already begun now as well. Models will keep evolving and we are really far ahead on the learning curve.”

  • IAMAI to promote new-age Indian brands

    IAMAI to promote new-age Indian brands

    NEW DELHI:  In a bid to promote new age Indian brands across segments such as food, consumer durables, electronics, fashion, FMCG, etc., IAMAI has set up a founders’ community of direct to consumer Indian brands. The unifying features of these brands are that they are digital-first, innovative, competitive, and manufacture or produce in India.

    At present there are at least 100 odd such brands in the market and more are emerging every day. These brands are innovative since they cater to a younger and often first-time shopper catering to a niche demand. They are competitive as they have to compete for mindshare and shelf space with large incumbents with deep pockets. They are digital-first catering to the internet using socio-economic segments and taking advantage of the digital infrastructure that has been created in India. Finally, they invariably manufacture or produce goods in India.

    The industry at present running with the “founders’ fuel” needs a collective identity to help it charter through complicated government policies and regulations; buy-in from stakeholders such as e-commerce platforms, logistics and payments industry; and also earn lasting customer trust. IAMAI is best suited to execute this three-pronged strategy.

    With the help of 35 such brands, it is a small beginning of organising this potentially powerful business segment by formalising a committee. The committee is chaired by Aman Gupta, co-founder and CMO of boAt audio and co-chaired by Manish Chowdhary, co-founder of WOW Skin Science. boAt audio and WOW, Skin Science are multi-million-dollar brands and have established themselves as category leaders by championing the internet-driven business model.

    “To ensure a brand continues to do well, it is almost imperative for businesses to enhance their direct to customer (D2C) channel. The model enables a brand to listen to the unfiltered voice of their customer and is a natural progression from shifting the online shoppers to buy from the brand's website and own the experience, data, and lifetime value of the customer. The committee will bring the ecosystem together, indulge in knowledge creation, and put forth the best practices in a mission to build internet-driven iconic brands” said chairman of the IAMAI D2C committee  Aman Gupta.  

    Co-chairman, Manish Chowdhary said that the committee will jointly look towards building the consumers’ trust by engaging in better customer communication and other similar initiatives by D2C entities.