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Tag: Bhavik Mehta

  • AI to AR: Key trends driving the next era of branding in India

    AI to AR: Key trends driving the next era of branding in India

    MUMBAI: In an era where digital transformation is reshaping every aspect of business, marketing, and branding are undergoing revolutionary changes. With India’s digital consumer base projected to reach 900 million by 2025, the convergence of technology, changing consumer behaviours, and evolving market dynamics are creating new paradigms that will define the future of how brands connect with their audiences.

    The rise of hyper-personalisation through AI

    Gone are the days when segmentation meant dividing consumers into broad demographic groups. Today’s marketing is moving towards individual-level personalisation, powered by sophisticated AI algorithms. According to recent studies, 76 per cent of consumers are more likely to purchase from brands that personalise their experiences.

    Indian success stories

    – Myntra’s “Style Squad” AI engine analyses over 15 million fashion products to provide personalised recommendations, resulting in a 25 per cent increase in customer engagement
    – HDFC Bank’s EVA AI assistant handles over 50,000 customer queries daily with a 95 per cent accuracy rate
    – Swiggy’s AI algorithm processes over 40 data points per customer to customise food recommendations, leading to a 30 per cent increase in order values

    Immersive technologies reshaping brand experiences

    The metaverse and augmented reality (AR) are no longer futuristic concepts but present-day marketing tools. The global AR market in retail is expected to reach $45 billion by 2025, with India showing one of the fastest adoption rates.

    Notable Indian implementations

    – CaratLane’s “Perfect Look” AR feature has increased online conversion rates by 40 per cent
    – Lenskart’s AR try-on technology serves over 10 million virtual trials monthly
    – IKEA’s AR app in India has reduced furniture returns by 35 per cent

    – Flipkart’s “Camera, Your Story” AR feature enables users to virtually place furniture in their homes, with 30 per cent of furniture buyers now using this feature

    Purpose-driven branding takes centre stage

    Modern consumers, particularly Gen Z and millennials, are increasingly aligning with brands that demonstrate genuine commitment to social and environmental causes. Research shows that 88 per cent of Indian consumers want brands to help them make a positive difference.

    Indian brand initiatives

    – Tata Tea’s “Jaago Re” campaign increased brand loyalty by 45 per cent while raising social awareness
    – Hindustan Unilever’s “Water Conservation Program” saved over 900 billion litres of water while strengthening brand trust
    – Patagonia India’s “Repair, Reuse, Recycle” initiative has led to a 60 per cent increase in brand advocacy among young consumers

    Emerging technologies transforming marketing

    Blockchain in marketing

    – Supply chain transparency: ITC’s “Know Your Product” blockchain initiative allows customers to trace product origins
    – Digital assets: Tata Motors’ NFT collection generated ₹5.2 crore in revenue while building brand engagement
    – Loyalty programs: Mahindra’s blockchain-based rewards program has increased customer retention by 40 per cent

    Internet of things (IoT) integration

    – Smart packaging: Dabur’s IoT-enabled packages track freshness and usage patterns
    – Retail analytics: Reliance Retail’s IoT sensors analyse customer movement patterns, optimising store layouts
    – Connected experiences: Asian Paints’ IoT-enabled colour visualisation system has increased conversion rates by 35 per cent

    Advanced data analytics and predictive marketing

    The future of marketing relies heavily on predictive analytics and real-time data processing. Indian brands are investing heavily in these technologies:

    Implementation examples

    – Marico’s predictive demand forecasting has reduced inventory costs by 25 per cent
    – BigBasket’s real-time analytics engine processes over 15 million data points daily to optimize delivery routes and inventory
    – PepsiCo India’s AI-driven market analysis has improved campaign ROI by 45 per cent

    Voice and visual search optimization

    Voice commerce in India is expected to reach $40 billion by 2025, with 82 per cent of smartphone users regularly using voice search features.

    Market leaders

    – Amazon India reports 3x growth in voice shopping queries in regional languages
    – Google Lens processes over 50 million visual searches daily in India
    – Flipkart’s visual search feature has improved product discovery by 50 per cent

    Sustainability and circular economy

    Environmental consciousness is driving major changes in brand strategies. Studies show that 79 per cent of Indian consumers prefer sustainable brands.

    Brand initiatives

    – Hindustan Unilever’s plastic waste collection program has recycled over 100,000 tons of plastic
    – Flipkart’s sustainable packaging initiative has reduced plastic usage by 50 per cent
    – Godrej’s circular economy program has created a new market for recycled products

    The integration of online and offline experiences

    Omnichannel presence is becoming crucial, with 74 per cent of Indian consumers using multiple channels before making a purchase.

    Success stories

    – Reliance Digital’s integrated shopping experience has increased cross-channel sales by 45 per cent
    – DMart’s hybrid model has shown 60 per cent higher customer retention compared to single-channel shoppers
    – Tata CLiQ’s phygital presence has reduced customer acquisition costs by 30 per cent

    Social commerce evolution

    Social commerce in India is projected to reach $70 billion by 2025, revolutionising how brands engage with consumers.

    Platform innovation

    – Meesho’s social commerce model has enabled over 15 million resellers
    – Instagram Shopping has seen a 120 per cent growth in Indian merchant adoption
    – WhatsApp Business’s shopping feature processes over 1 million orders daily

    The future of marketing and branding is being shaped by technological advancement, changing consumer values, and evolving market dynamics. India’s unique position as a rapidly digitalising economy with a strong traditional retail presence creates opportunities for innovative marketing approaches.

    For brands in India and globally, success lies in leveraging these trends while maintaining authentic connections with consumers. The most successful brands will be those that can:

    – Implement technology thoughtfully and purposefully
    – Maintain strong ethical and sustainable practices
    – Create seamless omnichannel experiences
    – Build genuine connections with their audience through personalization and purpose

    As we move forward, the key to success will be balancing innovation with authenticity, technology with human touch, and global trends with local relevance.

    (This article has been authored by Thinkin’ Birds CEO Bhavik Mehta. The views expressed here are his own and indiantelevision.com need not subscribe to them)

  • Industry leaders embrace transparency with new Self-Declaration Certificates in advertising

    Industry leaders embrace transparency with new Self-Declaration Certificates in advertising

    Mumbai: The recent Supreme Court mandate for Self-Declaration Certificates (SDC) in advertisements, effective from 18 June 2024, marks a significant step towards promoting transparency, accountability, and consumer protection in advertising practices. This directive requires advertisers and agencies to submit a certificate ensuring that their advertisements are truthful and comply with relevant regulations. Prominent industry leaders have voiced their support for this initiative, highlighting its potential to foster ethical marketing and build consumer trust.

    Indiantelevision connected with industry experts to share insights on the Supreme Court’s Self-Declaration Certificates (SDCs) mandate, focusing on how advertisers can align their marketing practices with legal requirements such as SDC submissions while genuinely prioritising consumer interests and ethical standards.

    ASCI CEO Manisha Kapoor

    “ASCI’s Advertising Advice service can help advertisers and agencies make confident declarations. To avoid challenges, ASCI urges agencies to familiarize themselves with the portal and its requirements. Prioritizing consumer interests and ethical standards is crucial for maintaining trust and transparency in advertising.”

    Think‘in Birds Communications CEO Bhavik Mehta

    “The recent Supreme Court mandate for Submission of Self-declaration Certificates (SDC) is a significant step towards safeguarding consumer interests and promoting responsible marketing. Advertisers can ensure their practices not only comply with this legal requirement but also genuinely prioritize consumer interests and ethical standards by focusing on several often-overlooked aspects. The ethical use of AI and automation is crucial to avoid discrimination and manipulation of vulnerable consumers, necessitating regular audits and transparent practices. Inclusive marketing that authentically represents diverse demographics promotes social equity and broadens product appeal. Considering the psychological impact of advertising, strategies should avoid exploiting insecurities and instead encourage well-being. Sustainable practices should be adopted not only in product promotion but also in reducing the environmental impact of advertising materials.

    Transparency in sponsorships and influencer partnerships builds trust, as does ensuring all marketing content is accessible to individuals with disabilities. Fair competition practices, cultural sensitivity in global campaigns, and a focus on long-term consumer relationships further enhance ethical standards. Encouraging employee advocacy can also provide authentic promotion and strengthen brand reputation. By integrating these considerations, advertisers can create strategies that are both compliant with the Supreme Court mandate and genuinely ethical, fostering long-term consumer trust and loyalty.”

    Puretech Digital senior vice president: delivery, operations & client engagement Parthiv Majmuda

    “Compliance with the Supreme Court’s mandate for Submission of Self-declaration Certificate (SDC) is essential, but so is prioritising consumer interests and ethical standards. At Puretech Digital, we have incorporated the SDC tracking in our operations SOP. Workflows in our project management tool have been updated to ensure all teams adhere to this before publishing.

    We view the SDC mandate as an opportunity to enhance our marketing practices, fostering accountability and genuinely benefiting consumers. This involves avoiding misleading claims, respecting consumer privacy, and maintaining transparency in our communications.

    By integrating SDC requirements into our workflows and investing in training the people, we aim to build trust and loyalty among our audience. Ultimately, it’s a collaborative effort with our clients to excel in both compliance and ethical marketing.”

    NetSetGo Media global business head Abhishek Tiwari

    “The recent requirement, by the Supreme Court for companies to submit Self-declaration Certificates (SDCs) represents a change in consumer protection and ethical marketing practices. This new rule pushes businesses to take accountability for their claims promoting a culture of transparency and responsibility. By mandating that companies back up their advertising statements the SDC system gives consumers the tools to make informed choices and levels the playing field for enterprises by discouraging deceptive tactics. This mandate is expected to encourage companies to adopt an approach to product development and testing ensuring that their claims can withstand scrutiny. While there may be obstacles in implementation the long-term advantages for consumer confidence and market integrity are considerable. This shift aligns with movements towards advertising regulations and has the potential to enhance India’s reputation, in consumer protection. As businesses adjust to this standard we can look forward to a marketplace defined by increased genuineness and consumer-focused principles.”

    Globale Media director- performance and acquisitions  Kritika Arora

    Advertisers can adopt a comprehensive and proactive approach to ensure that their marketing strategies comply with legal requirements as well as prioritize consumer interests and ethical standards. Here are some key strategies:

    1. Strict Adherence to Regulations:

    Legal Compliance: Regularly update and audit marketing practices to ensure compliance with all relevant laws and regulations. This includes timely submission of SDCs and adherence to advertising standards.

    Training and Awareness: Educate marketing teams on legal requirements and ethical advertising standards to ensure everyone understands and follows the rules.

    2. Transparency and Honesty:

    Clear Communication: Provide clear and accurate information about products and services. Avoid misleading claims and ensure all advertising content is truthful.

    Disclosures: Make necessary disclosures about product limitations, risks, and any other critical information. This builds trust and helps consumers make informed decisions.

    3. Consumer Privacy and Data Protection:

    Data Security: Implement robust data protection measures to safeguard consumer information. Use encryption, anonymisation, and access controls to prevent data breaches.

    Consent: Obtain explicit consent from consumers before collecting and using their data. Provide easy-to-understand privacy policies and allow consumers to opt out of data collection.

    4. Ethical Advertising Practices:

    Ethical Guidelines: Develop and enforce ethical guidelines for advertising that prioritise honesty, respect, and fairness. Ensure advertisements do not exploit vulnerable populations or promote harmful behaviours.

    Cultural Sensitivity: Be mindful of cultural differences and avoid content that could be offensive or inappropriate in different cultural contexts.

    5. Consumer-Centric Approach:

    Value Proposition: Focus on creating advertisements that genuinely add value to consumers’ lives. Highlight how products and services can solve problems or enhance their well-being.

    Feedback Mechanisms: Establish channels for consumers to provide feedback on advertisements. Use this feedback to improve future marketing practices and address any concerns.

    6. Social Responsibility:

    Community Engagement: Involve the community in marketing campaigns and demonstrate a commitment to social responsibility. Support social causes and ensure that marketing messages reflect positive societal values.

    Sustainable Practices: Incorporate sustainability into marketing strategies. Promote environmentally friendly products and practices, and transparently communicate efforts towards sustainability.

    This holistic approach not only builds consumer trust and loyalty but also strengthens the brand’s reputation and integrity in the marketplace.

    Korra India CEO Saket Vaidya

    “We are very positive about the Supreme Court’s mandate for Self-declaration Certificates (SDC), viewing it as a vital measure to promote responsible advertising and protect consumer interests. Such safeguards have long been in place in mainstream advertising, and now, with this mandate, digital media will also receive these essential guardrails. Digital media has rapidly grown, with platforms like YouTube reaching a larger audience than many traditional TV channels. With 70 per cent of India’s population accessing digital content due to affordable and accessible data, and the advent of 5G facilitating richer communications, the digital sector’s impact is profound. The e-commerce boom has further extended its reach to 99 per cent of India’s pincodes. This mandate is a clear acknowledgement that digital marketing now plays a pivotal role in the industry, ensuring consumer protection as the digital economy continues to thrive.”  

    The InterMentalist founder Shivashish Tarkas

    Shivashish

    The recent Supreme Court mandate for the Submission of Self-declaration Certificates (SDC) is a welcome move to protect consumers from any misleading advertisements. The advertising world has progressed rapidly in the digital era and hence it’s essential to have protocols in place.

    Implementation requires clear regulations, confidentiality measures, and a robust platform infrastructure capable of handling diverse data. The industry will need time to adapt to the proposed system.

    Ambiguity pervades the industry currently, but clarity is anticipated as time progresses.

    Conclusion

    The Supreme Court’s requirement for Self-Declaration Certificates marks a big step in promoting fair advertising and protecting consumers. Advertisers must follow this rule by being clear, accountable, and ethical in their practices. This approach not only builds trust with consumers but also helps create a more honest marketplace. Insights from industry leaders offer practical ways to navigate these new rules and uphold high standards in advertising.

  • “I foresee several key trends shaping the trajectory of digital marketing campaigns in the coming years”: Bhavik Mehta

    “I foresee several key trends shaping the trajectory of digital marketing campaigns in the coming years”: Bhavik Mehta

    Mumbai: Thinkin’ Birds Communication is a trailblazing branding and content agency headquartered in Mumbai. Known for strategic brand services, world-class creative work, and a profound understanding of consumer behavior, the agency specializes in devising digital strategies, crafting engaging narratives, and leveraging digital media assets to achieve campaign objectives. With a client roster that includes names like the IPL, Swiggy, Infosys, and more, the agency has successfully completed 500+ projects to date.

    With a strong presence in Mumbai and international markets such as the USA and UK, Thinkin’ Birds Communication, under the leadership of CEO and founder Bhavik Mehta, has consistently delivered strategic branding solutions and impeccable content strategy.

    Indiantelevision.com caught up with Mehta, where he shared a lot of inputs on his agency, the service they offer, their creative process and many more…

    Edited excerpts

    On specific services you offer within branding and digital marketing

    Over the years, our finding was that there was a gap between creativity, innovation, and delivery. And Thinkin’Birds at the core delivers the amalgamation of these three to our clients. We are highly focused on providing a good value proposition, keeping in mind customer pain points and tension plots. And that’s exactly what we do at Thinkin’Birds.  In a nutshell, we offer:

    ●   Brand Design: A brand is a perception people have of your company. We make sure that perception is worth their while.

    ●   Digital Consulting: Our team of experts will guide you into shooting your arrows to your targets. And not in the air.

    ●   Packaging Design: Product packaging is the first thing to come in contact with your customers, it has got to bring a smile to their faces.

    ●   Communication Design: Crisp, minimal, aesthetically pleasing, and impacting communication. That’s how we take your message to the masses.

    ●   In-store Branding: People generally walk into your store for an experience. Our conceptually designed stores do exactly that. Not to forget they are Instagramable too.

    On tailoring your strategies to meet the unique needs and goals of different businesses or industries

    Our approach to tailoring strategies for diverse businesses revolves around a meticulous understanding of each client’s distinctive needs and goals. We initiate our process by conducting in-depth research and analysis to grasp the nuances of the specific industry and target audience. By immersing ourselves in the client’s brand identity and values, we gain insights that inform the development of customized strategies. Our creative team then crafts unique narratives, visual elements, and campaigns that resonate with the essence of the business while aligning with industry standards. We prioritize collaboration, ensuring open communication with our clients to integrate their feedback and fine-tune our strategies iteratively. This personalized approach ensures that our creative solutions not only stand out in the market but also authentically represent and propel each client toward their individualized success.

    On approaching building and maintaining a brand identity for your clients

    Our strive to build and maintain a brand identity for our clients is rooted in a comprehensive and collaborative process. We initiate by delving into a deep exploration of our client’s unique selling propositions. We work closely with our clients to define the essence of their brand, ensuring that it authentically represents their vision. Our creative team then translates these insights into a cohesive visual and narrative language, encompassing logo design, color schemes, typography, and brand messaging. However, our commitment doesn’t end with the initial creation; we continuously monitor market trends to adapt and evolve the brand identity as needed, ensuring it remains dynamic and relevant over time. Regular consultations and feedback loops with our clients foster a collaborative relationship, allowing us to proactively maintain and strengthen their brand identity as their business grows and evolves.

    On level of involvement clients typically have in the creative process

    At Thinkin’Birds, we value a collaborative partnership with our clients throughout the creative process. We recognize the importance of their insights and vision in shaping a brand that truly represents them. From the initial strategy discussions to the unveiling of creative concepts, we encourage open communication and feedback at every stage. Our clients are integral collaborators, providing valuable input that helps us refine and tailor our creative solutions to align seamlessly with their expectations and business objectives. Whether through regular consultations, or feedback sessions, we ensure our clients feel actively engaged and empowered in the creative journey, fostering a sense of ownership and pride in the final brand outcomes.

    On future trends you think will shape the direction of digital marketing campaigns in the coming years

    I foresee several key trends shaping the trajectory of digital marketing campaigns in the coming years. Personalization will continue to be paramount, with advancements in data analytics enabling more targeted and customized content. The rise of immersive technologies like augmented reality (AR) and virtual reality (VR) will open new avenues for interactive and engaging brand experiences. Sustainability and social responsibility will increasingly influence consumer choices, driving brands to incorporate purpose-driven narratives into their digital strategies. The ongoing evolution of artificial intelligence (AI) and machine learning will enhance marketing automation, allowing for more precise audience targeting and dynamic content optimization. Additionally, the continued growth of social media platforms, coupled with the emergence of new channels, will demand agility in adapting campaigns to diverse digital landscapes. Embracing these trends will be crucial for staying ahead in the ever-evolving digital marketing landscape, and Thinkin’Birds is poised to integrate these innovations seamlessly into our creative strategies.

    On envisioning the integration of emerging technologies such as artificial intelligence or augmented reality into future branding and digital marketing strategies

    The seamless integration of emerging technologies like artificial intelligence (AI) and augmented reality (AR) into our future branding and digital marketing strategies is a transformative and enriching experience. AI holds the potential to revolutionize data analytics, enabling more sophisticated consumer insights and personalized content delivery. In branding, AI-driven tools can streamline the creative process, offering predictive analysis for design elements that resonate with target audiences. Augmented reality, on the other hand, presents an exciting frontier for immersive brand experiences. From virtual product trials to interactive storytelling, AR can create memorable engagements that transcend traditional marketing boundaries. Embracing these technologies will not only enhance the effectiveness of our campaigns but also redefine the way consumers interact with and perceive brands, fostering a new era of innovation and connectivity in the ever-evolving digital landscape.

    On foreseeing incorporating environmentally conscious and socially responsible elements into your future branding and digital marketing initiatives

    I recognize the paramount significance of sustainability and ethical practices in today’s landscape. Our future branding and digital marketing initiatives will be deeply rooted in a commitment to environmental consciousness and social responsibility. This involves not just adopting eco-friendly design principles but embedding sustainability into the core of our brand narratives. We aim to collaboratively work with clients who share our dedication to ethical practices, helping them communicate their sustainability efforts authentically. From eco-conscious messaging to showcasing transparent supply chain practices, our campaigns will champion the values of responsibility and mindfulness. Furthermore, digital platforms will be leveraged to disseminate educational content, encouraging audiences to participate in sustainable practices. By weaving these elements into the fabric of our creative strategies, we aspire to contribute positively to the broader societal shift toward a more sustainable and socially responsible future.

  • Thinkin Birds Communications secures creative mandate for Curry Up Now

    Thinkin Birds Communications secures creative mandate for Curry Up Now

    Mumbai: Thinkin’ Birds Communications has won the creative media mandate for Curry Up Now, a popular fast-food brand headquartered in California, USA. The mandate includes digital media, campaigns, website management duties, and more.

    Curry Up Now, known for its innovative approach to Indian street food and its fusion with global flavors, has entrusted Thinkin Birds Communications with the task of shaping its creative narrative and branding strategy to propel the brand to new heights.

    Curry Up Now CEO Akash Kapoor said, “We are excited to welcome Thinkin Birds Communications to the Curry Up Now family as our creative partner. Their demonstrated creativity and insight into our industry is impressive, and we believe they are the right choice to drive our brand’s creative vision forward”

    Curry Up Now has rapidly expanded across the nation, offering a delightful assortment of Indian-inspired culinary creations, from classic curry dishes to inventive street food items. The partnership with Thinkin Birds Communications is poised to usher in a new era of creativity, bringing fresh energy to Curry Up Now’s marketing efforts.

    Commenting on the newest addition to their roster, Thinkin Birds Communications CEO and co-founder Bhavik Mehta said, “We are thrilled about the partnership with Curry Up Now on this exciting journey. Our team is committed to creating innovative and memorable campaigns that will capture the essence of Curry Up Now’s delectable cuisine and vibrant culture”

    Thinkin Birds Communications will be responsible for developing and executing comprehensive advertising campaigns, encompassing brand strategy, creative design, digital and social media marketing, and more, to reinforce Curry Up Now’s position as a leader in the restaurant industry.

  • The rise of purpose-driven brands: How Indian companies are embracing social responsibility to attract customers

    The rise of purpose-driven brands: How Indian companies are embracing social responsibility to attract customers

    Mumbai: In the ever-evolving landscape of business, a remarkable transformation is taking place as companies in India and around the world recognise the importance of aligning their operations with social responsibility and purpose-driven initiatives. This paradigm shift marks the ascent of purpose-driven brands, where businesses intertwine their core values with impactful causes to resonate with customers who seek more than just products and services – they desire a sense of purpose and positive societal impact.

    Consumer behavior has undergone a significant transformation in India as well. Modern consumers are not merely seeking value for money; they are increasingly concerned about the ethical, environmental, and social implications of their purchasing decisions. This shift in consumer expectations has spurred companies to reevaluate their strategies and embrace a more socially responsible approach.

    A survey conducted by Nielsen revealed that 73 per cent of Indian consumers are willing to pay more for products and services provided by companies committed to positive social and environmental contributions. This statistic underscores the economic potential of purpose-driven brands that can capture the attention of this conscientious consumer base.

    Purpose-driven marketing entails conveying a company’s mission, values, and commitment to social responsibility as integral aspects of its branding strategy. This approach aims to forge an emotional connection with consumers by highlighting the company’s endeavors to contribute positively to society and the environment. Brands that adeptly execute purpose-driven marketing can anticipate enhanced customer loyalty, brand affinity, and market influence.

    Amul is a prime example of a purpose-driven brand. With its “Amul for India” campaign, the company has celebrated India’s achievements across various domains, and its advertisements often feature messages of national pride and unity. By aligning its brand with the aspirations and emotions of Indians, Amul has not only secured a special place in the hearts of its consumers but also solidified its status as a purpose-driven brand.

    Industry-Specific Insights

    1. Sustainable Fashion

    In India’s fashion industry, sustainability is emerging as a crucial focus area for purpose-driven brands. FabIndia, a leading retailer of handcrafted textiles and home furnishings, places a strong emphasis on traditional craftsmanship, fair trade, and rural development. By promoting sustainable livelihoods and providing a platform for local artisans, FabIndia resonates with consumers who prioritise ethical consumerism.

    2. Technology with a Social Impact

    Even the technology sector in India is experiencing a paradigm shift. Companies like Wipro are embedding social responsibility into their business ethos. Wipro’s “Sustainability and Social Responsibility” initiatives span various areas, including education, healthcare, and environmental conservation. Through these initiatives, Wipro not only contributes positively to society but also showcases its commitment to making a meaningful difference beyond profits.

    3. Food Industry

    The Indian food industry is witnessing the rise of purpose-driven brands that prioritise health, sustainability, and ethical practices. Paper Boat, a famous Indian beverage brand, connects with consumers through nostalgia and cultural heritage. By using traditional recipes and natural ingredients, Paper Boat not only offers unique beverages but also preserves traditional flavors, contributing to a sense of identity and shared memories among its consumers.

    4. Corporate Social Responsibility

    Purpose-driven brands often integrate Corporate Social Responsibility (CSR) programs as a means of giving back to society. HUL (Hindustan Unilever Limited), a multinational consumer goods company, is an exemplar in this domain. Through initiatives like Project Shakti, HUL empowers rural women by providing them with entrepreneurial opportunities as direct-to-home sales agents. This not only contributes to women’s economic empowerment but also enhances the company’s social standing.

    The surge of purpose-driven brands represents a significant shift in the business landscape, both globally and in India. Companies are recognising that their success is intertwined with the well-being of society and the environment. By embracing social responsibility, Indian brands attract conscious consumers, catalyse change, and set new benchmarks for the industry.

    As consumer demands continue to evolve, purpose-driven brands in India are poised for success. By aligning their values with impactful causes, these brands are fostering more profound connections with customers, leaving a lasting impression, and demonstrating that profitability and purpose can coexist harmoniously, thus reshaping the Indian business landscape for the better.

    This article has been authored by Thinkin Birds founder Bhavik Mehta.