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Tag: Brand Factory

  • Honasa Consumer Elevates Meetu Mulchandani as VP- head of Brand Factory

    Honasa Consumer Elevates Meetu Mulchandani as VP- head of Brand Factory

     MUMBAI: Honasa Consumer Ltd, home to renowned brands like Mamaearth, The Derma Co., Aqualogica, Bblunt, and Dr  Sheth’s, today announced the elevation of Meetu Mulchandani as vice-president & head of Brand Factory in the leadership team. Hitherto she was associate vice-president, head of Brand Factory – new brands and business.

    Brand Factory, Honasa’s dedicated division for launching and nurturing emerging brands, has been a pivotal driver of the organisation’s growth.

    Meetu has been instrumental in shaping the division, spearheading the success of brands like Aqualogica, The Derma Co, Dr Sheth’s, and Staze.

    In her expanded role, Meetu will lead the end-to-end journey of crafting new brands within Honasa’s house of brands portfolio. This will encompass ideation, in-depth market research, consumer insights, concept testing, and shaping business and marketing strategy, with a strong emphasis on innovation, and market dominance through strategic growth initiatives. 

    Said Honasa Consumer CEO & co-founder Varun Alagh: “Brand  Factory is central to Honasa’s vision of building India’s largest beauty and personal care (BPC) house of brands. By identifying market gaps and understanding evolving consumer needs, we’ve consistently launched and scaled successful brands. Meetu has been instrumental in this journey, driving innovation and growth for brands like Aqualogica and Dr Sheth’s, transforming them into Rs 100 crore success stories. I am confident she’ll continue to excel in this expanded role and bring her unique perspective, creativity and strategic mindset to lead the Brand Factory team.”

    “I am both honored and excited to step into this new role at a time when Honasa Consumer is poised for even greater innovation and growth. It’s been incredibly fulfilling to be part of this dynamic team, and I’m eager to continue building impactful brands that resonate with our customers. This is just the beginning, and I look forward to driving forward our vision of creating brands that not only disrupt the market but also make a meaningful difference in people’s lives,” added Meetu.  

    She brings nearly two decades of experience in the beauty and personal care industry. She has been with Honasa for nearly four years now and has been at the helm of building young brands. Her career spans impactful roles at Nyumi, The Mom’s Co, Healthkart, Alteus Biogenics, and Mankind Pharma.   
     

  • Honasa Consumer appoints Anuja Mishra as CMO

    Honasa Consumer appoints Anuja Mishra as CMO

    MUMBAI: Honasa Consumer Pvt. Ltd. (HCPL), parent company of Mamaearth, and The Derma Co., a fast-growing House of Brands for personal care, appointed Anuja Mishra as chief marketing officer. In her new capacity, Mishra will oversee the marketing strategy for Honasa Consumer group brands – Mamaearth, The Derma Co., and Bblunt.

    Mishra will be taking the baton from Sambit Dash, who has been elevated to head Brand Factory Team where he will be responsible for crafting, launching, and building new brands business for Honasa. She will be based out of the Honasa Consumer head office in Gurgaon.

    Mishra brings over 17 years of experience across marketing and sales, having led brand management, innovation strategy and sales across three blue-chip FMCG organisations and some of the popular brands. As the CMO of Honasa Consumer, she will be responsible for accelerating the brand’s awareness and growth across the D2C ecosystem.
    Speaking on her role, Anuja Mishra said, “I am absolutely thrilled and honored to join Honasa Consumer in its exciting journey of becoming a powerful house of brands. Honasa has proven to be a trailblazer across the D2C landscape, and I have tremendous respect for the organization’s ability to innovate disruptively and meaningfully. I look forward to joining this talented team and contributing to the growth mission.”

    Commenting on the onboarding, Honasa Consumer co-founder and CEO Varun Alagh said, “Honasa has emerged as the fastest growing D2C brand and being a digital first brand, it is critical to constantly innovate and stay ahead of others in this excessively dynamic digital ecosystem. Anuja comes with extensive experience in managing millennial brands and she joins us at a time when the group has attained a great milestone with her expertise, she will elevate and support the strategy to the next one. We are excited to have a seasoned professional like her on board and look forward to growing the organisation with her.”

  • Reliance finally acquires Kishore Biyani’s Future retail group

    Reliance finally acquires Kishore Biyani’s Future retail group

    MUMBAI: Mukesh Ambani, Asia’s richest man, can add another sobriquet to his name: that of India’s undisputed – means undisputed –  Retail King. Today, his Reliance  group announced that it was acquiring the retailing empire of Kishore Biyani, who earlier bore the retail king title, in a transaction valued at Rs 24,173 crore. This ends months of speculation and reportage in the Indian media that the two were in talks.

    The vehicle for the acquisition: Reliance Retail Ventures Ltd (RRVL), a subsidiary of Reliance Industries Ltd (RIL).  The deal covers the the retail, wholesale, logistics and warehousing businesses from the Future group. The latter is merging certain companies carrying on the above mentioned business into Future Enterprises Ltd (FEL).

    As a part of the same scheme, the  retail and wholesale undertaking is being transferred to Reliance Retail and Fashion Lifestyle Ltd (RRFLL), a wholly-owned subsidiary of RRVL; the logistics and warehousing undertaking is being transferred to RRVL; and RRFLL also proposes to invest Rs 1,200 crore in the preferential issue of equity shares of FEL to acquire 6.09 percent of post-merger equity; and Rs 400 crore in a preferential issue of equity warrants which, upon conversion and payment of balance 75 per cent of the issue price, will result in RRFLL acquiring a further 7.05 per cent of FEL.

    The Future Group has some well-established  retail formats, including supermarket chain Big Bazaar, upmarket food stores Foodhall, and bargain clothing chain Brand Factory.

    "With this transaction, we are pleased to provide a home to the renowned formats and brands of Future Group as well as preserve its business ecosystem, which have played an important role in the evolution of modern retail in India,” RRVL director Isha Ambani said.  “We hope to continue the growth momentum of the retail industry with our unique model of active collaboration with small merchants and kiranas as well as large consumer brands. We are committed to continue providing value to our consumers across the country."

    Biyani had built up a huge pile of debt at the Future group to fund his expansion plans, but the Covid2019 pandemic put paid to his ability to service it.

  • Brand Factory uses consumer-first approach to launch the 4th edition of Free Shopping Weekend

    Brand Factory uses consumer-first approach to launch the 4th edition of Free Shopping Weekend

    Mumbai: Brand Factory, India's leading retail discount chain by Future Lifestyle Fashion is back with the country's annual shopping pilgrimage, ‘Free Shopping Weekend’ (FSW) from 4th to 8th December. Customers can shop from over 200 plus original national and international brands like Zara, Jack & Jones, Lee Cooper, Levis, Imara, ONLY, PEPE, Iktara, Adidas, Reebok, Skechers, Fila, American Tourister, V.I.P, Lino Perros, Lavie, Caprese and much more. This event offers the customers goods worth Rs 5,000 at Rs 2,000 only and returns the entire value in the form of free merchandise, gift vouchers and cash backs.

    Aiming to increase brand awareness and directing themselves towards strengthening the connection with customers, Brand Factory is going all out on its digital campaign. The retail chain will be sending over 1,00,000 customized invites in the video format, created by IdeateLabs, to each customer who has conversed with the brand, through various social media platforms. The entire marketing exercise has led to a large variety of user-generated content organically and has received a tremendous response.

    This integrated marketing campaign has roped in influencers across fields, gender, reach and demographics to raise mass awareness around its upcoming sale. Along with boosting awareness on personalization and Influencers marketing, Brand Factory ensured to be visibility to consumers across multiple touchpoints such as print, television, OOH, radio amongst others to connect with their target audience.

    Announcing the launch of the 4th edition of Free Shopping Weekend, Roch D’Souza Chief Marketing Officer of Brand Factory said, “Brand Factory is known to take alternative experimental approaches for its campaigns, and this time was no different. Free Shopping Weekend is one of our prime properties and also India’s annual shopping pilgrimage where people readily queue up to get the best deals on the best brands. In this spirit, we have launched a 360-degree marketing strategy including customizations, influencer trends in regional markets and digital platforms like Tik Tok to amplify the biggest shopping festival of the year. We have created over 1,00,000 personalized videos and messages for our brand followers while having strict deadlines was one mammoth task. The initial response of the audience is phenomenal. They have been surprised with the personalized approach which in-return is successfully generating numerous conversations and user-generated content. With FSW, we have enabled equalization among audiences. As always we are looking forward to having maximum footfalls at FSW.”

    Amit Tripathi, Managing Director, IdeateLabs commented, “Digital today is primarily about building conversations. Brands have the opportunity as well as resources to use various digital channels to connect with their customers effectively and engage with them in more personalized ways. A content approach that speaks to your desire of ‘hunt for the deal’ and weaving an impactful messaging around it, is the only way to gain consumers attention in a heavily cluttered world today. Team IdeateLabs has been involved with FSW since the launch, and this is the 4th edition of the event. Our focus was on maximizing our engagement with the entire loyal follower base of Brand Factory.  FSW is a concept which provides ‘value’ to the customers in terms of money, products as well as the entire shopping experience. And hence we stayed focused on reaching out to our existing audiences and at the same time communicating with new ones in a more meaningful manner and inviting them to the party of the year at FSW."

    Brand Factory presently has 103 store outlets across 49 cities in India such as Mumbai, Delhi, Bangalore, Kolkata, Orissa, Calicut, Mysore, Thiruvananthapuram, Gurajat, Bhuj, Guwahati, Ghaziabad, Mangalore, Hyderabad, to name a few.

    Customers can book their entry tickets on insider.in or through brandfactoryonline.com or visit the nearest Brand Factory store.

  • Brand Factory launches #BuraNaManoDiscountHai campaign

    Brand Factory launches #BuraNaManoDiscountHai campaign

    MUMBAI: Future Group’s retail fashion discount chain Brand Factory, has launched its #BuraNaManoDiscountHai campaign for Holi, announcing discounts up to 70 per cent. The campaign aims to break the stereotypical habit of wearing old clothes to celebrate Holi and encourages people to buy and wear new clothes on Holi by making use of the massive discounts on offer. The campaign has been conceptualised by Publicis Ambience.

    The digital campaign is launched via a film which showcases a prisoner who is all set to come out of the jail after years. He is gifted new clothes which he wears and turns to set out free. He then insists to stay at the prison, afraid he will spoil his new clothes because of Holi. The jailer informs him that he can avail huge discounts on clothes for 365 days by shopping from Brand Factory. The prisoner then happily leaves from the jail in the heroic manner and enjoys getting sprayed with colours.

    Brand Factory chief marketing officer Roch D’Souza said, “Holi traditionally has been the only festival where we wear old clothes, we took that as an insight and wanted to encourage everyone to wear new clothes. Brandfactory plays the perfect enabler since we are the only fashion destination that’s on discount 365 days. The film stays true to our space of being quirky and delivering the message in an interesting narrative.”

    Publicis Ambience head of creative Ramakrishnan Hariharan commented, “At the onset we knew there would be a barrage of colourful ads during Holi, so we decided to make something that stands out. Much needed in this age of mega-clutter. Also, Holi is revealed only much later in the film, in a thoughtfully crafted suspense narrative, so the audience remains intrigued throughout. It was pure fun working on this one. Grateful to all who made this happen.”

  • Brand Factory launches 3rd free shopping weekend campaign

    Brand Factory launches 3rd free shopping weekend campaign

    MUMBAI: Brand Factory by Future Lifestyle Fashions has announced free shopping weekend (FSW) with a tongue in cheek humour. The company tells its customers #DontShopAtFSW if they like being rewarded only with discounts. The third season of Brand Factory free shopping weekend will be held from 12 to 16 December 2018.

    The last two years of free shopping weekend saw great success, with lakhs of customers queuing up outside the stores. #DontShopAtFSW campaign received over 1.2 million views on Facebook. The campaign is supported by print, TV, digital, OOH, radio along with corporate and student community tie-ups. This year, the event will be held on a scale larger than ever before with the increased store presence in Tier II and Tier III markets.

    Brand Factory CMO Roch Dsouza said, “This is one of our biggest property and we wanted our communication to not only be direct but also fresh and exciting. #DontShopAtFSW is not just an attempt to break the clutter but it’s backed by solid consumer insights. We took this route for our digital campaign and both the films bring out the true customer experience when they hunt for deals online or during EOSS of full price retailers. They are as direct and convey the message spot on. We backed this idea with content and we are already witnessing some crazy response.”

  • Brand Factory takes a quirky take on how things go overboard during Diwali

    Brand Factory takes a quirky take on how things go overboard during Diwali

    MUMBAI:  Diwali known as the festival of lights, brings with itself a gigantic festive fervour that's filled with fun, happiness, love, family bonding, and not to forget — the gifting and shopping frenzy. And no brand wants to miss out the opportunity to connect with its audience through a heart-touching and emotional content.

    Brand Factory, breaking this clutter, has launched a digital film – #Diwali365Days, which shows there is every day Diwali at Brand Factory because of amazing discounts 365 days on 200+ fashion brands.

    The film captures the essence of how Diwali also means dramatisation of everything. There are countless greetings from random numbers to mandatory office celebrations to never-ending selfie sessions. It is something we don’t opt, but our celebrations are incomplete without it. Through a quirky narrative, the digital film showcases such instances which do get overwhelming. 

    The film was a big hit among millennials and garnered over 2 million views and 200+ shares in just 5 days.

    Brand Factory chief marketing officer Roch D’Souza says, “During Diwali, brands usually take an emotional or social hook to convey a message. But at Brand Factory, we decided to take insights from things that usually happen during Diwali and give a quirky spin to it. So, we decided to have a digital film which will resonate with our audience. At the same time, we ensured to enhance the brand proposition of discounts 365 days which the film does it aptly.”

    Brand Factory, a Future Group concept, is India’s leading chain of fashion discount stores with 72 outlets across 30 cities in India. It offers 200+ Indian and International fashion brands at 20-70 per cent discount, 365 days a year. It also offers a diverse range of merchandise at absolutely great prices in a refreshingly enjoyable ambience. Brand Factory stores include men’s formals, casuals, youth wear, women’s wear, sportswear, kids wear, footwear, accessories and more.

  • The Screen Patti partners with Brand Factory to tell the millennials’ story with ‘Weekends’

    The Screen Patti partners with Brand Factory to tell the millennials’ story with ‘Weekends’

    Mumbai, 21st September, 2018: The Screen Patti (TSP), a The Viral Fever (TVF) channel, has announced partnership with Brand Factory for its upcoming web show ‘Weekends’, the story of three absolutely different young men working in the same office, trying to make some valuable time to have fun, find love and make money.
    The trailer for the show has just been released and can be viewed at https://bit.ly/TSPWeekends.

    ‘Weekends’ is a comedy that reveals the plight of millennials in their workspace, trying to find that elusive work-life balance. Constantly juggling the demands of the office and their desire to have fun, the hallowed ground of the weekend is where the lines are drawn. A working weekend completely messes with their zen. The only thing that gets them going is a weekend spent doing what their hearts want.
    Directed by Harman Wadala and written by Parikshit, Talha, Jatin & Shivam, the show features popular actors Gurpreet Saini (Pari), Prabal Punjabi (Kevin) and Pranay Manchanda (from Baked & The Aam Aadmi Family as Rakesh aka PPT).
    Amrit Raj Gupta, Channel Head – The Screen Patti said, “Weekends is a show about three men and them being torn between work and their personal lives that often take a beating because of unwanted assignments at ungodly hours. We have a terrific cast on board that has surely delivered a stellar performance.”
    Vijay Koshy, Head – Brand Partnerships, TVF, said, “With a twist of humor, TSP’s Weekends embodies the current working class that struggles to find time to focus on self in this harsh competitive world. Since the beginning, we knew that this show is meant for brands that try to solve the problems of this generation. Kudos to the team at Brand Factory from the future group for believing in this show & partnering with the TSP family! The TVF network has now made inroads to new categories like Fashion Retail, Real Estate and Health sector”.

    Roch D’Souza, Chief Marketing Officer, Brand Factory said, “Todays Millennial audience is constantly looking for validation on social media for their behaviour be it fashion, lifestyle etc. There is a growing phenomenon of ‘living to share on social media’, and hence reaching out to the youth through the TVF Weekends web series was a great opportunity. We feel it’s a perfect fit as it depicts the day to day life of a corporate employee, the type of audience that shops at our stores. Collaborations with content creators is a major Part of Brand Factory’s digital strategy ahead and we plan to create some amazing Branded Content”
    Tune in to watch three young men learn the art of juggling their personal and professional lives and making memories along the way, starting 28th September. The 5-episode show will be released on TVFPlay (2 episodes initially) and YouTube, with one episode going live every Friday.

  • Brand Factory’s Raksha Bandhan ad all set to redefine sibling bond

    Brand Factory’s Raksha Bandhan ad all set to redefine sibling bond

    MUMBAI: Brand Factory, a fashion discount chain by Future Group, wants to make this Raksha Bandhan a unique experience for siblings. While the world focuses on highlighting just the sibling bond, Brand Factory took a different route to showcase not just the bond but how a brother plays a larger role in a sister’s life. The brand believes that there are unimaginable ways a brother supports a sister no matter how challenging and sometimes unachievable her dreams may seem.

    Hence, this Raksha Bandhan, Brand Factory has introduced the #BrotherLikeNoOther campaign. This campaign is its attempt to celebrate those brothers who help their sisters chase and achieve their dreams. Dreams that are often shunned by society, but how a brother will only encourage and coax his sister to chase her dreams.

    The campaign began during this week across the brand’s social media handles, Facebook, Twitter and Instagram. The concept of #BrotherLikeNoOther has been brought to life through a series of posts, contests and more that urge participants to share their experiences of how their brother has been a solid support system. The content connected well with audience which was proved by heart-touching sibling stories received on each post. The campaign was further amplified through FB posts which promoted Brand Factory gift cards. Through website integration purchasing gift cards became easy. At the very beginning of the launch, the campaign has received an exhilarating response of more than 6.5 million reach across its various social media platforms. 

    Simultaneously, mega influencers like Smriti Mandhana, Rajvee Gandhi to name a few and community pages like Awesome Things in India, Scrawled Stories will be joining the #BrotherLikeNoOther campaign soon.

    To break the monotony of the generic brother-sister rakhi commercials, here’s a fun and quirky one-minute video conceptualised by Publicis Ambience. The video explains, no matter how crazy, how many demands; a brother can fulfill his sister’s wishes because Brand Factory has a deal for every demand. The video is live on its social media platform and has crossed over 1.5 million views already. 

    Brand Factory chief marketing officer Roch D’Souza says, “During festivals and occasions Brand Factory would like to be more relevant through its offerings and fabulous discounts, to its customers. We had a holistic 360-degree communication approach for the campaign and have been getting immense responses via personal stories and visuals, through our campaign thought of #BrotherLikeNoOther. This campaign was extended to all our stores through the gifting options for a sister be it shoes, handbags, womenswear and has helped drive women walk-ins to our stores.”

    IdeateLabs business head Ashish Rana adds, “Our idea was to pay tribute to this great festival of Raksha Bandhan by highlighting the bigger role of brothers. And digital exploded the #BrotherLikeNoOther campaign by weaving a story around brothers who pushed their sisters to achieve their dreams. The content did work wonders as our social media handles were flooded with sibling stories. Now, we will take this campaign to the next level with digital influencers and community pages.”

    Commenting on the campaign, Publicis MD and chief creative officer for South Asia Bobby Pawar mentions, “Brand Factory is a brand that disrupts the category, so we came to the obvious conclusion, how can its advertising be otherwise? When convention dictates that you show good-looking people who ooze an ‘effortless’ ‘aspirational’ ‘youthy’ attitude, we went in the opposite direction.”

    Brand Factory is a chain of fashion discount stores with 72 outlets across 30 cities in India. It offers 200+ Indian and international fashion brands at 20-70 per cent discount, 365 days a year. It also offers a diverse range of merchandise at absolutely great prices in a refreshingly enjoyable ambience. Brand Factory stores include men’s formals, casuals, youth wear, women’s wear, sportswear, kids wear, footwear, accessories and more.